UK-based Linguaphone Group, the global language training provider, on Wednesday announced an English language training partnership for India with Birla Shloka Edutech and Malaysia’s Melewar Group.
The 50-50 joint venture (JV) between Birla Shloka Edutech and Melewar Group would be called English Learning Group Private Limited, which would act as the master licensee for India and develop Linguaphone Group’s ‘Direct English’ language training programme across the country.
‘Direct English’ is a training programme that combines highly interactive bilingual materials, with a program of personalised tutorials and conversation classes, and already delivers English language training for all abilities through a network of licensed partners across Asia, Europe and West Asia.
The programme also includes modules like business english, which could be extended to Indian corporates.
"English has always been a major contributing factor in the growth of the Indian economy. There continues to be a significant need for all cross sections of the society to be well versed in the language. We were looking for a product that addresses this fast-growing requirement of a diverse nation. The ‘Direct English’ programme, with its ‘whenever and wherever’ approach, uniquely meets this requirement — hence the tie-up," said Yash Birla, chairman of the Yash Birla Group.
The license for the programme in India is for a period of 10 years. N Srikrishna, managing director of Birla Shloka Edutech informed that the price range of the products in India would start from Rs 6,000-7,000. "The strategy for the company is to combine corporately owned training centres, specialised corporate training division and government-backed projects. Selected entrepreneurs would also be invited to share this vision. This JV may also extend to introduce this programme internationally in the due course of time," he said.
Derek Price, chief executive officer of Linguaphone Group, added: “Combining two already strong forces in the Asian training market, this new partnership is a significant development for the Linguaphone Group’s ongoing expansion of ‘Direct English’ across Asia.
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The project would be rolled out in phases in India. In the first phase, it would be launched in states speaking Hindi, Telugu, Kannada, Tamil, Malayalam, Bengali, Gujarati, Marathi and Punjabi. The company plans to have 500 centres across India in the next three to five years.
Tunku Iskandar, group managing director of the Melewar Group said, “Many countries, even without a colonial history, are promoting English because clearly those who could communicate in English found themselves facing a much brighter future.”, including the wide range of employment options being opened up in the international arena."
Birla Shloka Edutech is a diversified education solutions provider currently reaching over 800 schools and 6500 teachers across India with multimedia learning aids, interactive teaching tools, ICT solutions, audio visual learning set ups and education facility infrastructure solutions.