Netting small town Indian buyers: Why the local language is key

New brands in India will be built and scaled up through e-commerce and social commerce but marketers must first go regional with their content to reach Tier 2 consumers.

A large number of brands struggle to reach potential customers in India beyond their existing base of 100 million despite offering shoppers the best product and pricing.

A big reason for this predicament is the brands’ inability to reach buyers in Tier 2 cities.

“Two out of every three Indians are still non-online product shoppers,” Bimal Kartheek Rebba, co-founder and chief operating officer of video shopping app Trell, revealed during an online conference held by Dentsu-Exchange4media.

“The unavailability of product information in the local language is one of the key reasons that keep small town shoppers away from making purchases...

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