Podcast

Building for Bharat (podcast by Reverie Language Technologies)

Arvind Pani · Reverie Language Technologies Free Intermediate India

Hosted by Arvind Pani, co-founder of Reverie (a language-tech company built precisely to serve non-English India), this show is founders talking candidly about reaching audiences beyond the big metros. Guests like the InsuranceDekho and Dukaan founders get specific about serving first-time users across hundreds of smaller cities, where language choice is the whole product, not a marketing afterthought. It is the founder-perspective companion to the how-to article.

  • For most of India, language is not a copy decision layered on at the end, it is a core product and distribution decision that shapes who can even use you.
  • Founders serving users outside the big startup hubs describe a majority of demand coming from smaller cities, which reframes what your default language should be.
  • Serving vernacular users well means designing for people encountering your category for the first time, so plain, familiar language beats polished English.
Open on reverieinc.com ↗

The question it answers

  1. When should I write copy in Hindi or a regional language versus English for an Indian consumer product, and how do I get the tone right?

Read with it

  1. This is the rare piece that answers the actual question instead of just cheerleading for vernacular. It walks through when to... Juno School Article Local Language Marketing in India: A Case Study on Doubling ROI Juno School
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