How Language Access, or the Lack of It, Affects What Indians Do Online | Slator
Where, how, and when do Indian consumers access services or products in their own language? What are the business drivers that hinder or make this possible?
- Most products and services that an Indian consumer (let's call her Leela) uses are marketed offline in her language, but supported online in English.
- While it is endorsed by the top-rated actor of the country, Shah Rukh Khan, in a Hindi ad, one would be hard-pressed to find Hindi on the BigBasket app or website.
- Online services available in Indian languages are making a killing.
- Indian language users number 234 million on the Internet and are growing faster than the English-speaking segment.