In Episode 8 of the DigiIndia Squad video series, we talk about how vernacular content is becoming a huge deal in the internet space in India and why marketers and business owners must find ways to ride this trend.

We talk about how this change has come about, what initiatives (in both technology and business) have supported this trend till now, what the future holds for vernacular support and local businesses as well as the challenges of offering multiple language support in the complex and multifarious diversity of India.

There is a huge jump in the consumption of audio and video content, in vernacular, largely driven by smaller towns and cities. “Literary agnostic” content is the way to break the language barrier that has existed for non-English speaking users of India.

There are references to many reports and articles in this discussion, some of which are linked below, after the video.

“Gartner recently forecast that 30% of web browsing sessions will happen without a screen by 2020.”

“Through this study, we found that India has added Internet users at 8X speed in the last 10 years driven by small towns and villages and not by large cities, where users are entering the digital ecosystem due to access, affordability, and aspirations,” Anil Kumar, founder, and CEO, RedSeer said.

From 2015-18, almost 40 million Internet users were introduced and nine out of ten those new users were Indian language users,” Nidhi Gupta, senior product manager at Google India.

Nextbigbrand: “In September 2019, Hindi, witnessing 5X growth in a year, emerging as the second-most used language globally on Google Assistant.”
“Gartner recently forecast that 30% of web browsing sessions will happen without a screen by 2020.”

Sourcing Hardware: “Regional language content creation platforms targeted at women, like, are turning out to be a goldmine for smart marketers. With over 330 million women in India expected to be on the Internet by 2021, engagement with customers in the vernacular is going to be the done-thing going forward.”

Brandequity: “As per the Google KPMG report, the Indian internet user base will increase to 735 million by 2021. Indian language internet users are expected to grow at a CAGR of 18% to reach 536 million by 2021, while English users are expected to grow at only 3% reaching 199 million within the same period.”

Some other news

“Recently, Tech Mahindra has been focusing on generating content in Hindi to reach out to millions of people that are usually untargeted.”

“Opera, realizing the fact that its necessary to target the remaining audiences for enhancing its traffic has started generating content in different languages that can be easily fetched by people living in different parts of the country.”

“Franchise India which is nationally famous for its contribution in the franchise sector has started posting news and articles in the Hindi language as well believing the fact that India has many great entrepreneurs that might understand and related to its vision clearly through this language.”

Vernacular marketing support is provided by – ads, website ads, apps, and blogs in local languages, created by a network of local language writers.