English for all

Demand for English proficiency is roaring, and Veta is using Navjot Singh Sidhu to make the most of it.

After Kapil Dev, it's Navjot Singh Sidhu. No, it is nothing to do with cricket, but how to speak good English.

Two decades ago, Kapil Dev had endorsed Rapidex English Speaking Course, a spoken English self-learner book; now Sidhu has a deal with Chennai-based Veta, which offers courses in spoken English with specialisations in fluency, accent, interviews and cracking tests such as IELTS and TOEFL.

With over 90 centres in south India, Veta is ready for its northern foray with a centre each in Bhopal and Delhi, the latter being the location of its so-called National Training Centre as well.

Sidhu, the former cricketer, shall recommend Veta to audiences. It's an interesting choice, indicative of the vast aspiration segment Veta is looking at.

Sidhu commands a fan-following for his cricket commentary on TV, not least for his evocative metaphors in English that are so much closer to earthy Indian reality than those in anglophonic use (for him, a batting line-up collapses like "a bicycle stand" instead of "dominos").

The business opportunity is obvious, as trainers such as British School of Languages and Illingua can testify. Delhi's NCR is now a big spinner for English courses, as are Jalandhar, Patiala and Ludhiana.

According to K V Rajan, executive director, Veta, much of the demand is on account of job opportunities in the IT/BPO and hospitality sectors, apart from the overseas education trend.

"Recently, a job fair organised by The Hindu saw 70,000 visitors, while companies had advertised for 15,000 jobs. Unfortunately only around 5,000 students were shortlisted "" most lost out on lack of spoken English skills," says Rajan, who plans some 300 centres across the country by 2009.

But what, apart from its large-scale initative, sets Veta apart? Rajan says Veta's unique selling proposition (USP) lies in the fact that it's a 25-year old firm with the principal himself having been a teacher from day one.

"This has helped us devise a strong curriculum and revisit our teaching methodologies," claims Rajan.

The pricing, which varies depending on the centre's location, is not too steep either. The range: Rs 700 for a starter's 40-hour course to Rs 3,200 for a 40-hour fluent English course.

Specific courses exist too, such as one to help housewives get through interviews for their kids' school admission, or just to exchange plesanteries at social gatherings, even how to deal with immigration officers or airlines staff.

Those who claim some profficiency already can opt for courses that help crack TOEFL/IELTS, or participate intelligibly in business talk.

In all, Veta seems to have zeroed in on a market with almost endless potential in a country where some scholars have argued that the persistence of government education for have-nots in vernacular languages is the big deprivation begging for redressal.