India’s education landscape is undergoing a massive digital transformation, with a new Meritto Enrolment Index 2025 report revealing that 62% of student enrolments now originate from digital channels. The report, which analyzed 23 million student leads using Artificial Intelligence (AI), found that digital platforms contribute 71.78% of student leads, 77.96% of applications, and 61.55% of total enrolments.

The Rise of Digital Enrolments in India

The growing reliance on digital marketing in student recruitment is evident, with colleges and universities investing heavily in AI-powered automation and targeted online campaigns to attract students. Among paid platforms, Google remains the dominant source, driving 10.13% of student enrolments, followed by Shiksha (3.84%), CollegeDekho (3.47%), Collegedunia (1.81%), and GetMyUni (0.78%).

This shift reflects a broader trend in India’s education sector, where institutions are moving beyond traditional admission processes to leverage the power of digital outreach. Institutions are increasingly using AI-driven enrolment strategies to optimize marketing efforts, enhance student engagement, and streamline the application process.

Offline Methods Still Play a Role

While digital channels now dominate student recruitment, offline methods still contribute 28.69% of enrolments. However, digital sources such as direct brand pull (26.25%), publisher campaigns (17.71%), paid advertisements (11.88%), and chatbots (3.77%) are playing a more significant role in the admissions process.

AI and Automation Reshaping Higher Education

AI and automation are transforming how students interact with institutions, making the application process more accessible and efficient. Universities are now using chatbots, predictive analytics, and personalized digital marketing to connect with prospective students at every stage of the enrolment journey.

With India’s education system rapidly evolving, the role of digital enrolments will continue to expand. As technology advances, institutions must adapt to new student engagement strategies to stay ahead in an increasingly competitive education market.

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