Purpose The purpose of this study is to evaluate the sustenance of quality over the long run by higher education institutions (HEIs) as measured by the accreditation scores in two consecutive five-year cycles of accreditation, which is a global quality practice. It also aimed to uncover the causes of the decline in the quality performance of the majority of HEIs. Design/methodology/approach The authors analyzed 481 Indian HEIs based on their accreditation scores for the second and third cycles of assessment by the apex agency, the National Assessment and Accreditation Council. Given the alarming results, the authors investigated the matter further. Possible causes for the lack of quality sustenance on the part of Indian HEIs were ascertained. Findings While 161 HEIs showed improvement, 320 showed a decline in the accreditation scores. Indian HEIs are on a slippery slope in dealing with quality. This survey of a sample of 248 out of 481 institutions showed that much remains to be done by the Internal Quality Assurance Cells. The lack of institutionalization of quality is a major concern. Findings of this study have implications for HEIs across the globe who want to be assured of quality on a sustained basis. Originality/value This study is the first of its kind to look into drops in quality among HEIs that have been in a quality environment for more than 10 years. It warns institutions to guard against quality complacency to sustain quality in the long run.