New Delhi, India – June 24th, 2026: One year after the launch of the enhanced TOEFL iBT® test, ETS is reinforcing its commitment to Indian learners through a sustained investment in student-centered marketing, digital engagement, and brand-led preparation initiatives. As Indian students increasingly explore a wider range of global study destinations, with over 100,000 now enrolled in European universities and a growing cohort turning toward Southeast Asia, ETS is evolving how it reaches, engages, and supports this audience at every stage of their journey.
“Our goal has been and continues to be aligning the TOEFL experience with the students taking it and the future they are preparing for,” said Omar Chihane, Global General Manager, TOEFL at ETS. “Today’s learners expect flexibility, authenticity, and support throughout their journey. TOEFL is evolving to reflect the realities of global mobility, digital learning, and the future of work, while continuing to deliver the academic trust institutions rely on.”
India’s outbound student mobility story is reshaping the marketing landscape for education brands. Countries including Germany, France, Ireland, Italy, and the Netherlands are seeing a marked increase in Indian enrollments, driven by affordable tuition, post-study work opportunities, and globally ranked institutions. For ETS, this diversification of student ambition has translated directly into how TOEFL iBT® is positioned, communicated, and experienced in the Indian market.
“India is not just one of the world’s largest student mobility markets, it is one of the most dynamic,” said Pallavi Gupta, Director, Marketing, South Asia, ETS. “Today’s Indian student is digitally savvy, destination-agnostic, and deeply aspirational. Over the past year, our focus has been on building engagement that meets students where they are, through authentic storytelling, creator-led campaigns, and preparation support that speaks to real ambitions, not just test scores.”
Over the past year, ETS has rolled out a range of India-focused brand and engagement initiatives under the TOEFL iBT® umbrella:
- Official TOEFL preparation materials that build practical academic communication skills and boost test-day confidence, with ETS research showing students using official prep materials were 18% more likely to score above expectations.
- Digital and social engagement campaigns showcasing authentic student experiences, preparation tips, and success stories across global study destinations.
- Creative student-engagement initiatives, including a study playlist and the TOEFL Chief Student Ambassador, Tina, who guides learners through every stage of their preparation journey.
- Adaptations of global campaigns — including “Learn It. Take It. Review It.” and “You Speak World“, — contextualised for Indian learners and their aspirations.
Accepted by more than 13,000 institutions across 160+ countries and territories, the TOEFL iBT® remains one of the world’s most widely recognised English-language assessments for study, work, and immigration, and a trusted brand touchpoint for India’s next generation of global learners.
For more information, visit www.ets.org/toefl and follow TOEFL on LinkedIn, Instagram, and TikTok.
About TOEFL iBT®
The TOEFL iBT test is the world’s most widely accepted assessment of academic English-language proficiency for study, work, and immigration. Designed and administered by ETS, it evaluates learners’ ability to understand and use English in academic settings, providing equitable and reliable evaluation globally. For more information, visit www.ets.org/toefl.
