envision our sustainability

articulating a compelling story to engage partners

TISS, Education


Tata Institute of Social Sciences, is India’s leading university for education in humanities and development studies. Its Centre of Excellence for Teacher Education (CETE) aims to transform teacher professional development landscape across the country.


As a new centre within an established university, how can CETE ensure long term financial sustainability? What is the partner engagement framework that could inspire and enrol funders and other partners? What should be its digital strategy – product, messaging, pricing?


Anchoring in a primary stakeholder positioning, we developed proposition for different partner groups. This was based on a multi-stakeholder discovery process. This included in-depth conversations with sector experts, internal stakeholders, current and potential funders and other partners as well as in-depth secondary study of best practices and competitive landscape in teacher education.


We helped discover and articulate a clear way forward: CETE’s vision and objectives; funding ecosystem and segments; CETE’s positioning and personality vis-à-vis funders; teachers, civil society organisations; digital marketing plan. The immediate digital campaign based on this understanding resulted in 10x growth in the first cycle of the launch.