New Delhi, October 4, 2025
In a stern crackdown on deceptive marketing in the hyper-competitive world of civil services coaching, the Central Consumer Protection Authority (CCPA) has imposed a hefty ₹5 lakh penalty on prominent institute Drishti IAS for publishing misleading advertisements about its role in the UPSC Civil Services Examination (CSE) 2022 results. The fine, announced on Friday, marks the second such action against the Delhi-based coaching giant in just over a year, highlighting a pattern of "repeated non-compliance" that regulators say preys on the vulnerabilities of desperate exam aspirants and their families.
The controversy centers on Drishti IAS's bold advertisement, which prominently touted "216+ selections in UPSC CSE 2022," complete with names and photographs of successful candidates splashed across print, digital, and social media platforms. The claim, made in the wake of the Union Public Service Commission's (UPSC) final merit list release in May 2023, was designed to lure fresh enrollees by implying the institute's comprehensive coaching was the key to cracking one of India's toughest exams. However, a detailed CCPA investigation revealed that the ad deliberately obscured critical details: out of the 216 candidates highlighted, a staggering 162—over 75%—had only availed the institute's free Interview Guidance Programme (IGP) after independently clearing the preliminary and mains stages through self-study or other means. Only 54 candidates were actually enrolled in paid courses like the GS Foundation Program, Mains Mentorship, or Optional subjects, meaning the vast majority of the "successes" could not be attributed to Drishti's structured training.
"This is a classic case of misleading advertising under Section 2(28) of the Consumer Protection Act, 2019," a CCPA official explained in the order, emphasizing how the omission deprived parents and students of their right to informed choice as per Section 2(9) of the Act. "Such advertisements create false expectations and unfairly influence consumer decisions, particularly when large claims are made without transparent disclosure of facts." By lumping free program participants with paid ones, the ad painted an inflated picture of the institute's efficacy, potentially steering aspirants toward expensive courses under false pretenses.
The probe, initiated after complaints from affected consumers and a suo motu review by the CCPA's enforcement wing, scrutinized enrollment records and course details submitted by Drishti IAS. The findings echoed a similar violation just a year prior: In September 2024, the same authority had levied a ₹3 lakh fine on the institute for claiming "150+ selections in UPSC CSE 2021." That investigation uncovered that of 161 candidates listed, 148 had solely participated in the free IGP, with just a handful—seven in Mains Mentorship, four in GS Foundation, one in Optional, and one unspecified—in paid programs. Despite the penalty and explicit directives to cease such practices, Drishti escalated its claims for the 2022 cycle, bumping the figure to "216+" without any corrective transparency, prompting the CCPA to double down with the escalated ₹5 lakh fine.
Drishti IAS, founded and led by popular educator Vikas Divyakirti—whose folksy teaching style and viral social media presence have made him a household name among UPSC hopefuls—has built a reputation as a go-to hub for Hindi-medium aspirants, boasting branches in Delhi and online reach across India. The institute, formally VDK Eduventures Pvt. Ltd., reported revenues exceeding ₹100 crore in recent filings, fueled in part by aggressive post-result marketing campaigns. However, as of Saturday, Drishti had not issued a public response to the latest penalty, though sources close to the matter indicated the management is reviewing the order and plans to comply fully while appealing select aspects.
This latest enforcement action is part of a broader CCPA offensive against the opaque underbelly of India's ₹58,000 crore coaching industry, where success rates hover below 1% for UPSC but ads scream triumphs. Since 2022, the authority has fired off 54 show-cause notices to various institutes, slapping penalties totaling over ₹90.6 lakh on 26 offenders and mandating the withdrawal of deceptive claims. High-profile targets have included Vajiram & Ravi, ALS IAS, and Chanakya IAS Academy, all dinged for similar tactics like unverifiable "100% success" boasts or cherry-picked testimonials. "Coaching institutes must strictly ensure truthful disclosure of information in their advertisements so that students can make fair and informed decisions regarding their academic choices," the CCPA reiterated in its order, signaling zero tolerance for recidivism.
The fallout has ignited a firestorm on social media, with UPSC aspirants venting frustration over "predatory" tactics that exacerbate the already grueling exam grind. "These institutes charge ₹1-2 lakh per course but hide that most 'success stories' are self-made after free tips," tweeted one Delhi-based aspirant, @UPSCWarrior2026, whose post garnered over 5,000 likes. Parent groups, like the All India Parents' Association for Coaching Regulation, hailed the fine as a "long-overdue step" but demanded stricter caps on ad claims, mandatory third-party audits of success metrics, and a centralized portal for verified enrollment data. "Aspirants pour their life savings into these promises—false hope is cruelty," said association convenor Priya Sharma.
Experts in consumer law and education policy warn that without deeper reforms, such fines—while punitive—may only scratch the surface. "The CCPA's actions are commendable, but the industry needs a dedicated regulatory body like the proposed All India Council for Coaching Institutes," opined Dr. Aruna Roy, former IAS officer and transparency activist. "UPSC success is 90% individual grit; ads should reflect that, not fabricate glory." The UPSC itself has remained silent, though it periodically cautions against unregulated coaching in its notifications.
As the 2025 CSE cycle heats up with prelims slated for May, this episode underscores the high stakes for the roughly 10 lakh annual aspirants navigating a ecosystem rife with hype. For Drishti IAS, the fine could dent its brand amid intensifying competition from edtech disruptors like Unacademy and BYJU'S, which face their own scrutiny. Regulators have vowed intensified monitoring, including AI-driven ad scans, to ensure future claims are as ironclad as the exam they promise to conquer.
Parents and students are advised to cross-verify institute claims via UPSC's official roll numbers and demand course-specific success breakdowns before enrolling. For grievances, the CCPA helpline (1915) remains open. As one regulator put it: "Truth in advertising isn't optional—it's the ethical baseline for shaping India's future civil servants."
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