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| Need to be the perfect lady? India's motivation experts have just the course | Need to be the perfect lady? India's motivation experts have just the course |
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| Indian economic growth may be slowing up, but there is at least one sector that is ever more successful: self-improvement. Whether it is English language classes for some of the poorest and most disadvantaged communities or Anurag Aggarwal's courses for the middle classes, nothing seems to stop the boom. | Indian economic growth may be slowing up, but there is at least one sector that is ever more successful: self-improvement. Whether it is English language classes for some of the poorest and most disadvantaged communities or Anurag Aggarwal's courses for the middle classes, nothing seems to stop the boom. |
| On a Saturday afternoon in a conference room in a south Delhi suburb, Aggarwal is talking fluently and forcefully. In a three-piece suit with his iPad and a wireless microphone clipped to an ear, he is advising on body language, voice modulation and personality development to an audience of Indian professionals who have paid about £400 for a six-month course of one session a week. | On a Saturday afternoon in a conference room in a south Delhi suburb, Aggarwal is talking fluently and forcefully. In a three-piece suit with his iPad and a wireless microphone clipped to an ear, he is advising on body language, voice modulation and personality development to an audience of Indian professionals who have paid about £400 for a six-month course of one session a week. |
| "This course is very much in demand. It is very popular. The whole idea of public speaking is new here and is picking up very much," said Aggarwal, 48, who started with one teaching centre 12 years ago and has added seven in the past three years. | "This course is very much in demand. It is very popular. The whole idea of public speaking is new here and is picking up very much," said Aggarwal, 48, who started with one teaching centre 12 years ago and has added seven in the past three years. |
| If India's economy is slowing, with GDP growth dropping below 6% and a variety of seemingly intractable problems ranging from a chronic lack of electricity to rampant graft looming ever larger,there is at least one sector that is ever more successful: self-improvement. Whether it is English language classes for some of the poorest and most disadvantaged communities or Aggarwal's courses for the middle classes, nothing seems to stop the boom. | If India's economy is slowing, with GDP growth dropping below 6% and a variety of seemingly intractable problems ranging from a chronic lack of electricity to rampant graft looming ever larger,there is at least one sector that is ever more successful: self-improvement. Whether it is English language classes for some of the poorest and most disadvantaged communities or Aggarwal's courses for the middle classes, nothing seems to stop the boom. |
| "Communication is a key skill now globally, not just in India. You have to be able to make a pitch in 30 seconds," said Meera Gulati, 28, a clinical research manager and one of Aggarwal's students. | "Communication is a key skill now globally, not just in India. You have to be able to make a pitch in 30 seconds," said Meera Gulati, 28, a clinical research manager and one of Aggarwal's students. |
| Reliable statistics on the growth of the self-improvement industry are scant but one indicator is book sales, said B Narayanaswamy, of Ipsos Indica Research. "Any book that is motivational or [about] self-improvement outsells everything else. It's not necessarily about tangible outcomes. It's about boosting confidence, about feeling better. There is a deep and unfulfilled need for mentoring and counselling." | Reliable statistics on the growth of the self-improvement industry are scant but one indicator is book sales, said B Narayanaswamy, of Ipsos Indica Research. "Any book that is motivational or [about] self-improvement outsells everything else. It's not necessarily about tangible outcomes. It's about boosting confidence, about feeling better. There is a deep and unfulfilled need for mentoring and counselling." |
| Others point to the cut-throat competition for a small number of professional opportunities, the deep insecurities of newly wealthy urbanites whose parents may have been illiterate farmers, and the rapid changes in social customs. | Others point to the cut-throat competition for a small number of professional opportunities, the deep insecurities of newly wealthy urbanites whose parents may have been illiterate farmers, and the rapid changes in social customs. |
| Another indicator is the popularity of English-medium schools, traditionally a crucial means of social mobility. Data from the National University of Education, Planning and Administration shows the number of children studying in such schools increased by 274% between 2003 and 2011 to more than 20 million. | Another indicator is the popularity of English-medium schools, traditionally a crucial means of social mobility. Data from the National University of Education, Planning and Administration shows the number of children studying in such schools increased by 274% between 2003 and 2011 to more than 20 million. |
| Narayanaswamy said Indian schools rarely provide essential social skills. "People are getting into jobs that are very people-oriented and the education system does not prepare you for this." | Narayanaswamy said Indian schools rarely provide essential social skills. "People are getting into jobs that are very people-oriented and the education system does not prepare you for this." |
| A half-hour drive through the choking Delhi traffic takes you to Pria Warrick's Finishing Academy, near Delhi, where every year hundreds of clients pay fees of up to £1,800 to follow courses such as Image Enhancing for Gentleman (sic), Confident Girl, or Perfect Lady. | A half-hour drive through the choking Delhi traffic takes you to Pria Warrick's Finishing Academy, near Delhi, where every year hundreds of clients pay fees of up to £1,800 to follow courses such as Image Enhancing for Gentleman (sic), Confident Girl, or Perfect Lady. |
| Many of Warrick's clients are from companies that, as India becomes a global economic power, find themselves doing deals overseas or working with foreign executives. Many courses are aimed at bridging the often yawning cultural gap. "There are questions of business etiquette, dining etiquette or cellphone etiquette. In India we will answer a call in the middle of a meeting without excusing ourselves. Many Indian men are unused to dealing with women executives, too. In terms of bookings, we are chock-a-block. It's the need of the hour," said Warrick, a clinical psychologist. | Many of Warrick's clients are from companies that, as India becomes a global economic power, find themselves doing deals overseas or working with foreign executives. Many courses are aimed at bridging the often yawning cultural gap. "There are questions of business etiquette, dining etiquette or cellphone etiquette. In India we will answer a call in the middle of a meeting without excusing ourselves. Many Indian men are unused to dealing with women executives, too. In terms of bookings, we are chock-a-block. It's the need of the hour," said Warrick, a clinical psychologist. |
| Akshay Sapra, a 24-year-old who has set up his own law firm, wanted help with developing the gravitas he felt he lacked. "I'm young to be a CEO and I'm travelling to Istanbul for a conference next month and then later to the UK. It's just to know the dos and don'ts," he said. The son of a well-known senior lawyer, he had also signed up for a "coming out from under your father's shadow" session. | Akshay Sapra, a 24-year-old who has set up his own law firm, wanted help with developing the gravitas he felt he lacked. "I'm young to be a CEO and I'm travelling to Istanbul for a conference next month and then later to the UK. It's just to know the dos and don'ts," he said. The son of a well-known senior lawyer, he had also signed up for a "coming out from under your father's shadow" session. |
| Warrick caters for others whose needs spring from more traditional sources. Palak Chauhan, 23, had been sent on a three-month full-time Perfect Bride course by her in-laws. "I come from a small town and my in-laws insisted that this would help me. My English is weak so I am doing English classes too," she said. | Warrick caters for others whose needs spring from more traditional sources. Palak Chauhan, 23, had been sent on a three-month full-time Perfect Bride course by her in-laws. "I come from a small town and my in-laws insisted that this would help me. My English is weak so I am doing English classes too," she said. |
| Chauhan explained that her new relatives were wealthy businessmen who, though they drank top Scottish malts, were very traditional and had "expectations" of their new daughter-in-law. "The first courses are getting confidence, how to walk, talk, wear western clothes, make-up tips, hair care and hygiene," she said. | Chauhan explained that her new relatives were wealthy businessmen who, though they drank top Scottish malts, were very traditional and had "expectations" of their new daughter-in-law. "The first courses are getting confidence, how to walk, talk, wear western clothes, make-up tips, hair care and hygiene," she said. |
| As the family had dozens of servants, she was not expected to work but had to ensure that standards were maintained and, because western business partners were often invited to their home, she would need to know about seating plans, cutlery and the difference between wine glasses. | As the family had dozens of servants, she was not expected to work but had to ensure that standards were maintained and, because western business partners were often invited to their home, she would need to know about seating plans, cutlery and the difference between wine glasses. |
| A final element was to prepare her for travelling, Chauhan said. "I am travelling to Malaysia with my husband and I've never been overseas before, though he and his families have visited many countries. So I need to be ready for that too," she said. | A final element was to prepare her for travelling, Chauhan said. "I am travelling to Malaysia with my husband and I've never been overseas before, though he and his families have visited many countries. So I need to be ready for that too," she said. |
| The search for self-improvement and confidence in India can lead in odd, and worrying, directions. Asked which public speaker they most admired, students at Aggarwal's class named Barack Obama, Bollywood star Amitabh Bachchan – and Adolf Hitler. "Say what you like about what he did, Hitler got people mobilised and motivated just through oratory," said one. | The search for self-improvement and confidence in India can lead in odd, and worrying, directions. Asked which public speaker they most admired, students at Aggarwal's class named Barack Obama, Bollywood star Amitabh Bachchan – and Adolf Hitler. "Say what you like about what he did, Hitler got people mobilised and motivated just through oratory," said one. |
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