Elite schools established in the nineteenth century in the image of British public schools now face intense competition from newly established elite schools. Located within the broader research project that this special issue discusses, this paper examines some of the ways in which an old elite school in India has sought to utilise is history to strategically re-position itself within the emerging global market of elite schools. The paper notes that the historical narrative the school has constructed of its traditions over the decades has not been static, but has changed over the years, in line with their understanding of the shifting historical forces and prevailing political conditions. In the current globalising circumstances, it continues to attach considerable significance to its traditions, often as a marker of distinction. However, it simultaneously emphasises its capacity to prepare its students to meet the emerging demands of global modernity. The paper shows how the school views these two aspects of its strategic re-positioning as inextricably linked.