Vernacular content is the latest gold rush in the Indian tech startup ecosystem. Whether it is regional language content or Indian language movies, TV shows and podcasts, there’s no doubt that the huge section of the Indian population that doesn’t use English primarily is a mega-market – larger than most countries even.
According to the 2001 census, India has accepted 23 languages (including English) as part of the Eighth Schedule to the Constitution of India. Psychologists believe emotional “thinking” is an individual’s true first language which needs his mother tongue to express further. Perhaps this is the reason India has a wide landscape of players offering regional content since ages.
The massive 68.64% of India’s 1.3 Bn population living in rural and semi-urban areas and consuming content primarily in native languages has become the quest for the Indian companies, particularly for the broadcasting, media and entertainment industry.