Gained in translation: Why spending on learning Indian language makes sense

As companies seek to impress people in all parts of the country, there is a demand for expertise in local dialogue

E-commerce giants Amazon and Flipkart do business in Indian languages; Google and Microsoft Bing searches have long been 'regional' and streaming platforms' greatest hits come from the states. As a CII report put it: “regional is the new national”.

“I believe language is one of the most important aspects of your identity. There are proverbs and sayings which have roots in the history of a particular region. When you learn the language, you learn history and culture which are intertwined and therefore you cannot disassociate language from culture,” said Vinay Sahasrabuddhe, president of Indian Council for Cultural Relations (ICCR).

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