Decoding the Bharatiya consumer
These are volatile and uncertain times today, and it has become all the more challenging to stay on top of one’s game, especially for marketing heads. CMOs today have to adopt numerous strategies to stay on top of the constant evolution in the marketing space.
Adgully held its premier event for marketers – CMOs’ Charcha – Delhi Chapter on February 10, 2023, amid very exciting and transformational times. According to different reports, India will have a bigger Internet audience from rural towns compared to urban towns by 2024. The pace of growth and the new intended users are coming from rural towns.
Delivering a keynote address on ‘Understanding the Bharatiya consumer – Insights from Public App’, Abhijeet Ranjan, Chief Revenue Officer, Public App, spoke about the success story of the Inshorts App, analysed the Bharat consumer, the essential focus of Public App, and more.
Ranjan elaborated, “We launched Inshorts in 2013, that was a time when a lot of youngsters in the 18-35 age group were moving away from newspapers and television and moving to digital, specifically in the metros. So, there was a lot of consumption happening on Instagram and Facebook and such kind of social media apps. However, there was no equivalent for news, so we knew that there is a space there, where we can get the news in a format that the youngsters like. For this, the UI UX was very important as well as also giving them a good combination of national and international news. That’s why we started The News and 60-word format, which was a global first and we were the first ones to launch it and it was a tremendous success.”
Analysing ‘Bharat’, he said, “If we were to classify India, there are four Indias from a user point of view. First one is India Alpha – that is where Inshorts plays in along with Netflix cred and a couple of other players. These are guys who are English natives and westernised in their thoughts, they are digitally savvy and prefer convenience over cost. They typically reside in the Tier 1 cities. While we are doing quite well there, beyond that in India One, Two and Three we didn't have a play.”
Continuing further, Ranjan said, “The next are from Tier 2. These are guys who prefer vernacular content over English, even though they understand English. They are digitally savvy, too, and are aspiring for a better lifestyle.”
These are edited excerpts. For the complete keynote address watch below:
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