Over more than two decades in international education, Supriya Kumar Chakraborty, CEO of SA Associates, Bangladesh, has seen the industry become more complex, competitive, and connected. Students are now arriving at education agencies with an abundance of information from online sources; institutions are facing increased regulatory scrutiny; and agents are navigating a fast-changing sector.
In this interview, Supriya reflects on the realities of modern student counselling, how misinformation continues to shape the challenges agents face, and the qualities he believes are essential to supporting students effectively, even amidst unpredictability.
What inspired you to become an education agent, and how did you get started in the industry?
My journey in international education began in the Russian Embassy in Bangladesh, where I worked from 1993 to 2005. While working there, I saw firsthand how international education could transform a student’s future. I also saw the other side of the coin, where many young people were struggling to find reliable guidance on admissions, documentation, visa requirements, and choosing the right destination.
Seeing that gap up close made me realise that education counselling should not be treated as just another business, because a student’s decision to study abroad involves family investment, emotional commitment, academic aspirations, and long-term career planning. I wanted to address this gap and sincerely guide students, and so I established SA Associates.
Over the years, I have counselled thousands of students and their families, and helped them realise their academic dreams in Canada, the USA, the UK, Australia, and Russia. Throughout it all, my mission has remained the same: to help students make well-informed decisions and to protect them from misinformation, unrealistic promises, and poor preparation.
What does a typical day look like for you in your current role?
Just like our industry, my day is also quite dynamic and includes bits of counselling, mentoring, decision-making, reviewing, and learning.
A large part of my day involves reviewing complex student cases, supporting my team of counsellors, and ensuring student applications meet the standards expected by our partner institutions. Small errors in documentation or financial presentation can create significant challenges for students later in the process, so attention to detail is paramount.
No matter how busy my day gets, I take some time out every day to monitor policy changes, visa trends, and developments across key study destinations to ensure our advice remains accurate and current.
Beyond counselling, I remain actively involved in staff training, student awareness initiatives, content creation for the agency’s digital channels, and business development.
“When counselling is honest and evidence-based, students make better decisions and institutions receive better-prepared applicants, strengthening confidence across the international education sector.”
What are your top tips for building and maintaining strong relationships with both students and institutions?
I believe that the backbone of all good relationships is transparency. Students and parents need accurate information from the very beginning, and it’s our duty to ensure that we never give them false expectations or promise outcomes that are beyond our control. Instead, we should explain the opportunities, risks, requirements, and responsibilities honestly.
Responsiveness is equally important. Both students and partner institutions appreciate timely communication, and a good agent needs to be approachable and respectful in how they communicate, not just quick to reply.
Documentation discipline also plays a big role in relationship-building. Institutions value agents who submit accurate, complete, and compliant applications, while students trust counsellors who help them understand exactly what information is required and why it matters.
Strong relationships are built over time through consistent actions. When counselling is honest and evidence-based, students make better decisions and institutions receive better-prepared applicants, strengthening confidence across the international education sector.
What are the main considerations students and parents have when choosing an international study destination today?
Today’s students and parents are much more informed and outcome-focused than they were a decade ago.
Alongside academic quality and institutional reputation, they closely evaluate tuition fees, living costs, and post-study work opportunities in the destination. Families increasingly want to understand the value of an overseas education and how it will support their child’s employability prospects.
Parents and students don’t always weigh certain factors the same way. While parents focus on safety, financial planning, and support systems in the destination country, students tend to be more interested in the campus experience, facilities offered, and how a programme aligns with labour market demand.
As counsellors, we need to help families evaluate all of these factors together rather than focusing on any single consideration in isolation.
“We try to explain not just the benefits of studying abroad but also the responsibilities, and guide students in choosing programmes that are academically logical, financially realistic, and professionally meaningful.”
How have student preferences and expectations changed in recent years, and how have you adapted to these shifts?
Student preferences have changed a lot. Where students once focused on securing admission into a reputable institution and obtaining a visa, their questions go much deeper now, into topics like employability outcomes, industry demand, affordability, post-study opportunities, and the long-term value of their education.
Students are also a lot more digitally adept now. They can easily compare programmes, destinations, and institutions before even approaching us. Greater access to information is positive, but it also means that students are exposed to misinformation and conflicting advice, and they can end up getting misled without realising it.
To adapt, my team and I place even greater emphasis on providing context and encourage students to evaluate information more critically. We try to explain not just the benefits of studying abroad but also the responsibilities, and guide students in choosing programmes that are academically logical, financially realistic, and professionally meaningful.
“AI has changed the type of information students arrive with, but it has not changed the importance of human guidance.”
How has the rise of AI and digital tools changed the way students interact with education agents?
When a student comes to my desk, my approach has always been to listen eighty percent of the time and speak for the remaining twenty, because good counselling starts with understanding the individual rather than simply providing information.
AI has changed the type of information students arrive with, but it has not changed the importance of human guidance. These tools can gather information from multiple sources very quickly, which many students find convenient. But it is, at its core, a collection of generalised information, which is not always accurate or current. It also cannot account for a student’s unique circumstances, which requires a human touch.
A more specific challenge is the use of AI-generated content in applications. While these tools can be helpful, problems arise when personal statements or study plans become generic, inaccurate, or fail to reflect the student’s own voice and experiences.
The industry needs clearer guidance on what responsible use of these tools actually looks like, for both students and agents.
“Even after two decades in the industry, I firmly believe that experience must be backed by structured knowledge, which is why I continue to invest in professional development.”
How has undertaking professional development influenced your career and the way you work?
Even after two decades in the industry, I firmly believe that experience must be backed by structured knowledge, which is why I continue to invest in professional development.
Completing ICEF Academy’s certification courses has been an enriching part of my professional development because they reinforce best practice, strengthen accountability, and help ensure my counselling standards continue to evolve alongside the industry.
I don’t enrol in courses just to collect certificates and badges, but I take them to become more accountable as a professional. Students and parents trust us with life-changing decisions, and we have a responsibility to deserve that trust.
When applying to represent institutions, universities ask for proof of certification or training, and holding recognised credentials from ICEF has opened doors that might otherwise have taken much longer to open, helping me build my network.
How do you ensure your team maintains the same standards of transparency and professionalism that you value?
The insights I have gained from undertaking professional development have also influenced the way I guide my team. I always encourage them to focus on accuracy, honesty, and proper assessment before giving advice.
I also have an internal monitoring system where staff periodically interact with counsellors as prospective students, allowing me to assess the quality and consistency of the information that students receive from my counsellors.
I look at quality from multiple angles, including the feedback we collect from students and their families. When a student completes their journey with us, I conduct a short recorded interview where they share their experience and rate our service.
That feedback goes on our social media and YouTube channel, and we collect written statements for our newsletter. Those testimonials are a measure of whether we are actually doing our job well.
“Build a career on trust. In this industry, reputation is more valuable than quick profit.”
What advice would you give to someone just starting in the international education industry?
My advice to those who are just starting their careers in this industry is simple: begin with honesty, patience, and a commitment to lifelong learning.
Being an agent is about so much more than helping students gain admission to a university. New agents should invest in professional training, understand and apply the A to Z of destination requirements, verify information carefully, and steer clear of making promises they cannot guarantee.
They should also develop good listening skills. Every student has a different story, different ability, and different dreams. A good counsellor listens to the student and clearly understands their needs before recommending a pathway.
As an agent, they will be helping families make decisions that affect their education, finances, careers, and future opportunities, so a purely business-oriented mindset will not get you far. So, build a career on trust. In this industry, reputation is more valuable than quick profit.
Want to share your story? Contact us at academy@icef.com with the subject line ‘My Journey in International Education’. We’d love to hear about your experiences in the industry. Whether it’s about overcoming challenges, mastering new skills, or making a difference in students’ lives, your journey as an education agent or student counsellor can inspire others.
