In a rapidly evolving India, knowledge is emerging as the new dhan. Perhaps the most meaningful investment this festive season isn’t material at all—it’s in learning that transforms lives, nurtures insight, and empowers action. This Diwali, let prosperity be measured not by what we hold, but by what we cultivate and pass forward.
Festive Spending: A Behavioral Moment
During Diwali, India’s spending patterns reveal how people balance short-term joy with long-term goals. In 2025, 92% of families plan to increase festive spending, with an average budget of ₹16,500 (JioStar). Traditionally, this money goes into gold, clothes, and gadgets that bring temporary happiness. But even a small part of that festive enthusiasm could be directed toward learning, a new course, a digital skill, or a certification.
Diwali is not just a time for shopping; it’s when families think about growth and investment. The idea of “buying gold for good fortune” can evolve into “investing in gyaan for long-term growth.” When families plan for gold or gadgets, they are already in an investment mindset—what’s needed is a broader understanding of what “investment” truly means. What if every Diwali EMI also included an EMI for education?
From Small Towns to Big Futures: The Rise of Skill-Driven Learning
The next wave of learners is emerging not from metros but from Tier-2 and Tier-3 towns. Around 60% of new digital consumers since 2020 have come from Bharat (Bain & Company), and 57% of urban internet users now prefer regional language content (IAMAI). With India’s EdTech market projected to reach ₹2.5 lakh crore (~US$29 billion) by 2030 (IBEF), the opportunity for impact is immense.
Learners from these towns are increasingly aspirational, seeking practical skills and better livelihoods. Just as festive seasons drive smartphone and gadget purchases, they can inspire families to invest in learning, especially when it’s affordable, practical, and in languages people understand. When education reaches learners in their own towns and languages, it builds stronger careers and brighter futures, driving social and economic progress nationwide.
In many ways, knowledge is the new prosperity. As India moves toward a $5 trillion economy, it’s not just businesses that will drive growth but skilled, aware, and future-ready individuals. This Diwali, as we celebrate light and wealth, it’s time to see education as both a light that guides and a wealth that endures.
Making Gyaan the New Dhan
If India can turn festive spending into a long-term learning habit, the benefits could ripple across generations. Four key enablers make this shift possible: learning must be accessible through affordable, high-quality, vernacular content; courses should be outcome-driven, offering clear pathways to jobs and livelihoods; financing should be flexible, with EMIs, micro-payments, or festive discounts; and community engagement through local mentoring and hybrid learning should make education feel personal and achievable.
India made digital payments a habit within a few years, a small shift that became nationwide. Learning can follow the same path. Imagine if every Diwali, each household chose to learn one new skill. Over time, that ritual could reshape the nation’s economic and social fabric.
The Economic Stakes
India is at an inflection point. The EdTech sector is projected to reach ₹2.5 lakh crore by 2030, yet millions of youth remain under-skilled for tomorrow’s jobs. The festive season offers a rare opportunity to reframe education, not as a one-time event, but as a lifelong investment. If every household invested just ₹10,000 a year in learning, India could add over 5 billion hours of skilled capacity annually, fueling employability, dignity, and growth. When learners in Bharat rise, India’s economy rises with them, creating wealth that is sustainable, inclusive, and future-ready.
From Gold to Gyaan
This Diwali, it’s time to redefine prosperity. Gold can adorn homes for a season; knowledge can empower families for generations. As a nation, our greatest dhan should be gyaan. The festival of lights celebrates knowledge over ignorance, light over darkness, the perfect moment to start a tradition of investing in learning, investing in ourselves, and investing in India’s future. Let’s make this Diwali the first when every lamp we light also illuminates a mind.
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