India could offer a golden opportunity for brands to expand their business only if they understand the complexity. Resonating the fact that, unlike other countries, India is not just one market but a nation of several diverse micro-markets. This is where a company could rise or fail in India; and this is where the major difference lies – whether you can speak the language of your target customers in India or not.

Companies integrate translation for different regions, assuming it could be an ideal option to target various audiences. If going beyond then Localization could be the best technique to achieve their goal, that is, to attract their target customers. However, it is where they tend to miss the right mark. Assuming that only translating the language could bring the customers to your brand is where they usually fail. Complete customization is what it truly demands. It is Indianization that is needed for the brand to speak its consumers’ language, owning their diverse cultures, emotions, and behavioral patterns. Indianized brands don’t just gain their consumers’ eyes, but win trust, create deeper engagements, and build lasting relations with their customers.

Why Indianization Matters More Than Ever in Marketing?

In India, often the brands enter with a one-size-fits-all strategy, which they might have tried globally. However, sooner or later, they realize that this global strategy could not work in a diverse market like India. Here, many companies try various techniques to reach their target audience and gain traction, but only a few understand that today only a strategy that speaks to their customers in their language could bring them the audience in India. And what could be better than an Indianized approach, resonating with Indians – the approach that bridges the gap between your brand and your target consumers?

Results of incorporating Indianization? Higher engagement, better brand recall, and stronger consumer loyalty. Here are some of the ways that explain why Indianization is important today more than ever in marketing.

1. Translations don’t communicate a brand’s message.
Translating the message directly into other languages misses the cultural context and emotions that the brand wants to show. And this often leads the audience to feel disconnected or even offended.

2. A simple one or two languages won’t help you reach your target audience.
If you plan to expand your global business to the local Indian markets, your brand must talk to them in their local language, not only Hindi or English.

3. Neglecting festivals and emotional triggers would only make you miss your golden opportunities to get closer to your audience and leverage business profits.
Several festivals in India, like Holi, Diwali, Eid, Christmas, etc., drive customers’ buying behavior, and your brand’s marketing strategy must align with these occasions.

4. Overlooking customers’ preferences, needs, and demands does not go in your business’s favor.
Whether it is payment method or digital adoption and understanding, every aspect of customers varies across regions in India. Therefore, brands must customize their strategy based on their target audience and region.

The right approach in marketing would help you dodge all these struggles and get success in India. And, what is better than an Indian approach, Indianization (#i11n), which has all the attributes to pave the right way for your brand in India by gaining traction, building loyalty, and converting interest into sales?

How Does Indianization Help to Speak Your Customer’s Language?

Indianization helps businesses reach their customers through various ways that prove to be efficient, trustworthy, and profitable for them.

Following are the factors of Indianization that help in speaking the customer’s language:

1. Using localization for communication, customer support, and experience. Going beyond translation, adapting the messages, including the emotions and cultures, and making them relevant and relatable.
2. Adopting the regional language and not only relying on Hindi and English for diverse audiences.
3. Align their marketing with various festivals celebrated in India, like customizing their product offerings, giving discounts, or doing festive packaging. And, taking these as opportunities to build deeper connections with their customers.
4. Leveraging video storytelling techniques to evoke emotions, spread information, and educate about products/services or brand promotions. Incorporating regional traditional or cultural nuances in the bite-sized videos will not only attract them but also save them time.
5. Adapting the strategy as per the local market. The Indian marketplace does not work on a one-size-fits-all approach; it needs to be adapted and Indianized, including the products/services, pricing, payment methods, marketing styles, and language.

Conclusion

Yes, several companies have recently explored the Indian market, but using the right approach will help you reach your target audience and achieve your desired goal. Indianization incorporates all the methods and techniques required to make your brand a household name in the regional markets of India.

Are you ready to take the first step towards Indianization, lead the way to expanding your reach, and increase engagement in India? Lexiphoria has been a pioneer in making brands succeed in the Indian market. Talk to our experts today and discuss the strategies and tips that could help you build an unshakable brand presence.