Important Alert:
Summary: In FY 2024‑25, India’s international school market saw 6.91 lakh searches, up 23% from the previous year, reflecting sustained digital interest from parents. Brand searches surged 70%, though non-brand queries still account for 76%, showing that most parents begin with general exploration. Leading schools in search visibility include The British School, Global Indian International School, and Canadian International School. Regional growth is strong in Hyderabad (+16%) and Bengaluru (+15%), while Tier 2 and Tier 3 cities nearly doubled in search interest, signaling expansion beyond metro areas. Early-stage segments like Pre-Primary (+135%) and Curriculum-Specific (+72%) are gaining traction, emphasizing parents’ focus on foundational and specialized education. To capture this interest, schools must invest in SEO, content marketing, localized strategies, and consistent digital presence.
Key Takeaways:-
The international school market in India is entering a period of rapid growth, fuelled by rising aspirations, increasing incomes, and growing demand for globally recognised curricula. Parents today are exploring international education options much earlier, with search trends showing a significant spike in online discovery journeys. From pre-primary admissions to curriculum-specific queries, online research is now the starting point for most families.
The International Schools Search Trends Report, search interest in international schools has seen a noticeable rise across metros and emerging cities. The report highlights key search trends transforming the international school market and provides actionable insights for schools, education marketers, and decision-makers preparing for future growth.
The international school market in India is experiencing a period of significant growth, with a sharp 23.38% year-on-year increase in search volumes from FY 2023–24 to FY 2024–25. The overall online search volume rose from 5.60 lakh to 6.91 lakh during this period, signaling that more parents are actively exploring international school options than ever before.
The report highlights two important market shifts. First, increasing disposable incomes and evolving career aspirations are encouraging Indian families to seek globally recognized education pathways for their children. This is reflected in the fact that non-brand searches, where parents search for general information rather than specific school names, hold a dominant 75.75% market share. Second, there is a significant behavioral change as parents are starting their school search journey much earlier, with “Pre-Primary” searches showing the highest growth at 135.76%. Other notable trends include a 72.50% increase in “Curriculum” searches and a 46.21% rise in “Near Me” searches, reflecting the importance of both educational frameworks and location in a family’s decision-making process.
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In FY’25, brand searches grew by 70.35% (from 0.80 L in FY’24 to 1.35 L in FY’25), showing that more parents are actively researching specific schools they are already aware of. Institutions like The British School, Global Indian International School, and Canadian International School saw rising search volumes, reflecting stronger brand recognition, word-of-mouth reputation, and growing trust among parents.
On the other hand, non-brand searches still dominate the market, contributing 75.75% of the total search volume (4.23 L out of 5.59 L in FY’25). These include broad queries such as “international schools near me,” “best international schools in India,” and “IB schools in India.” This high share of generic searches indicates that most parents begin their school search journey without a specific institution in mind. They are primarily looking to explore options, compare schools, and assess factors such as curriculum, fees, infrastructure, faculty credentials, extracurricular programs, and location.
The overall search volume grew by 32.07% YoY, highlighting increasing online research activity by parents. The combination of high non-brand search volumes alongside strong brand growth suggests that while a few schools have successfully built strong brand equity, the majority of parents remain open to discovery during their search journey.
For schools aiming to grow enrollment, this means the focus must extend beyond just brand awareness. Capturing parents’ attention early through SEO for non-brand discovery queries;such as city-level landing pages, curriculum guides, informational blogs, and virtual school tours;will be critical to engaging parents who are still evaluating their choices.
Techmagnate’s FY 2024-25 International Schools Search Trends Report reveals which schools are standing out prominently in online search visibility:
Collectively, these top schools dominate branded search visibility, with The British School alone accounting for over 41% of all branded search traffic. The data underscores the high concentration of digital visibility among a few institutions and the competitive challenge it presents for others.
The data highlights the top emerging schools based on online search volume growth between FY’24 and FY’25. While Amrita International Vidyalayam and Ooty International Schools maintained consistent search interest, Preston International Academy and Kingston International Academy experienced significant spikes with growth rates of 319.05% and 555.56% respectively.
Overall, the combined search volume for these schools increased from 135.8K in FY’24 to 220.1K in FY’25 a remarkable 62.08% growth. This surge indicates rising digital interest and brand visibility across the education sector, with the “Others” category contributing the largest share (157.71% growth) to total search volume.
Several trends are expected to shape the next phase of growth:
Despite the strong growth outlook, several challenges remain:
The international school market in India continues to expand steadily, with search volumes rising 23% year-on-year, driven by growing parent interest across new cities and early education stages. As Tier 2 and Tier 3 regions surge in visibility and non-brand searches dominate, the competition for digital attention is intensifying.
To stay ahead, schools must invest in SEO, localized content marketing, and strong online reputation management strategies that position them early in the parent decision journey.
Download the full International School Trends Report to explore data-backed insights and actionable strategies to help your school attract, engage, and convert parent interest effectively.
The international school market in India is growing rapidly, with online search interest rising 23% year-on-year in FY 2024–25, reflecting strong and expanding demand from both metro and Tier 2/3 cities as parents increasingly explore global education options.
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