Digital consumer: Why brands should focus on local language user engagement

Brands scouring digital highways for a wider retail footprint need to focus on local language user engagement

The popular notion that premium retail, especially in glamour and technology based services, ought to focus on urban areas of the country to be profitable could well turn out to be a red herring. As more and more regional language users have come online, brands that speak in many tongues could become the biggest disruptors of their categories. 

As of June, 60 per cent of the 500 million Indian internet users are people who consume services in regional languages according to a study by Reverie Language Technologies. More than a fifth of these users use high end smartphones that cost