In the context of India, the current paper studies the ways in which select public and private universities are representing themselves on their own website. In the process, the objective is to reveal what claims on “quality” in higher education (HE), are made by these universities; and how and why marketing power/knowledge influences these claims. Adhering to a critical realist discourse analysis approach, the paper not only describes the discourse on “quality” in HE on the selected universities’ websites but also makes an attempt to explain why marketing power/knowledge has come to have causal influence over the ways of knowing about “quality” in HE. Invoking, a moderate constructionist theory which is compatible with critical realism, it is accepted that knowledge on “quality” in HE is constructed discursively. However, these constructions are also shaped by non-discursive factors such as materiality, structural, institutional and physical embodied elements. The paper finds marketing power/knowledge is invested in the statements—both visual and textual, particularly on private universities’ websites.