According to a recent report, authored by Dr. Abusaleh Shariff of the Centre for Research and Debates in Development Policy, New Delhi and Amit Sharma, research analyst with the National Council for Applied Economic Research, ‘those who speak English fluently earn up to 34% more than those who don't speak the language, confirming the link between knowledge of English language and income potential.’

Rural Indian youth especially women rarely step out of their homes. They are expected to raise children and be home makers. However there are some, who amidst all the discouragement, work hard and manage to get college education. However, when it comes to employability they still don’t make the cut because of their lack of knowledge of English language and soft skills training, resulting in deep lack of confidence for them.

A toll free number (1800-121-4545) was promoted through traditional and social media in target markets. On giving a missed call to the number, we profiled the consumers based on their gender to give preference to women. We tested their English proficiency by asking English translations for words. E.g.: “What is the English translation for ‘Baarish’: (a) Rain (b) water (c) river. [Correct answer ‘Rain’ was prompted to after consumer answered the question.]

Deep targeting was done to reach the exact target audience - rural women.

The curriculum was converted into 20 learning modules of 5 chapters each. Each Module contained a quiz at the end to assess content comprehension. The caller could also revise previous chapters to answer the quiz again to improve their score.

On completing the entire course, the callers were eligible for a certificate given by Rin in partnership with the British Council, an international organization recognized for English education.