Sheela Devi, a small grocery shop owner in Jharkhand was trying to use a mobile banking app on her phone. She was checking to take a small business loan, as suggested by her neighbor. Scrolling by, she felt confused and overwhelmed and closed it off midway. The app had slick and flashy designs, offering safe and secure features, but its instructions were in English only and included financial jargon. Yes, English only. So, there the problem lies! After a month, the same app reintroduced the features in Hindi, accompanied by a short video showing other users using the app with voice prompts. Great idea, right?

Now, Sheela went through a couple of videos, understood the features, and successfully applied for the loan. Just one step, and how it helped resolve the confusion of the user and get a new client to this fintech organization. That is the power of content – localized, Indianized content. It helps your brand speak, connect, and convert your leads to your users and customers.

Why Local Content Matters The Most Today?

In today’s digitally evolving Indian market, creating local content has become more than just an option; it has become the “real global” today. No matter which field you belong to or what products or services you offer, if the content isn’t understandable to diverse audiences, it can lead to disinterest, losses, and even misunderstandings. However, understanding your audience better and adapting to the differences such as culture, language, preferences, and buying behaviors will help you build a lasting connection with your target audience. So, if your brand seeks local recognition, it must adopt localization; and if it aims for local recognition with guaranteed profitable results, it must adopt Indianization.

Understanding The Power of Local Content in India with Example

Let’s take the product manuals for instance. You cannot reach out to many people and explain your product, its features, benefits, etc. to the audience in person. But your product manual can do that for you, reaching out to numerous people, and telling them everything about your product. So, it becomes essential that this serves as your best alternative to present your product in the most effective way. Now, what if your target customer did not understand the basic things only mentioned in the manual? Well! Probably it will be a meaningless thing for them, and be kept on any shelf or amid the useless papers.

Now, assume that the entire content is in their native language or resonates with their culture, background, festivals, or generic demands of the locals there. They might not feel like buying the product at that time but will keep the manual safely for future use or maybe show it to someone in their family or friends’ group who needs it.

The same goes for the onboarding content or marketing messages or even your website or app. These are like your first impressions for your audiences. And if that impression is confusing or irrelevant, it becomes a barrier to adoption. So, think about your strategy wisely, and incorporate your approach to the Indian market locally.

Conclusion

India is adapting to digital changes but if you think all your target users can easily be convinced by the one-size-fits-all approach, you definitely need to rethink. This is so because most of your target audiences might not be urban-centric and English-first. Moreover, if your content – manuals, banners, guides, or messages do not align with the local relevance, your brand might lose its mark and soon become invisible to them.

So, if you are planning to enter the local regions of Indian marketplace, first ask this question:

Will Sheela Devi from Jharkhand understand it easily?

If not, it’s time to work on your approach. And, if you need any assistance in finding the right way, we have got your back. Our team of Indian market experts will help you adapt to your target audience style in every way through Indianization – the Indian approach for the native Indians.

So, start planning your strategy and leave the task of making it #IndiaReady to us.