 Cool. I feel sad that I am the one who is stopping you from, you know, having a break and having your lunch. So I'll keep it short. Yeah. So the topic that I'm going to talk about is, you know, how brands can build relationship with real Bharat and how they can grow, essentially, the brands can grow their revenue and all. And what gives me that right to come and talk to you guys about this is basically, I am Jani. I'm the co-founder and CEO of Local. Local is a content community and classified platform for users who are new to internet and who prefer, you know, their native languages over English language. So these people who prefer to consume content in their basic Hindi, Tamil, Telugu, we've been building the platform for the last five years. We've been building it for the last five years. And that gives us the right to understand about these users and would like to share some very interesting insights of what's happening here. So going to the next slide. So some of these things you all are very trivial. You guys already know, right? India has the second largest audience online. So we are massive in that way only after China and we are like almost twice of US, right? 900 million audience. But sadly, you can hear like not all of this is translating into digital sales. That is a problem that everyone is trying to solve today. And how this internet demography is divided into two users. One is, you know, who are very comfortable with English, prefers English content to consume to make their purchasing behaviors. And the other is Bharat audience who are comfortable in their native languages. In fact, until I graduated from IIT, I was preferring my native language because I never needed to speak English. In my hometown, I'm very comfortable with all my friends. Then I, because of my business and work, I had to switch where I could, you know, get comfortable with English language. So this audience, according to KPMG report in 2021 is growing very rapidly. The non-English speaking users, nine out of 10 people who are coming on internet for the first time are this Bharat users who are comfortable with their native language. And they're almost three times as, you know, English speaking audience. So before, you know, there are some myths that we want to actually burst about this Bharat audience that, you know, Bharat audience, means generally it's, they're segmented into, It is not true. So for 53% people only stay in non-meters. 47% of Bharat users actually stay in the cities. If you look at your people around you, at least my uncle, auntie, or my neighbors, most of them are not comfortable or they don't prefer their own English language over the native language. They prefer the native language. So this is one big myth that we want to, you know, burst. The second part is that Bharat doesn't spend online. Yeah, not as much, but they do. And it is a very promising progress that we are seeing. 46% of the Bharat audience have brought online gadgets and, you know, video subscriptions, you know, with Gio and all, with Hotstar primarily last before years. They have 27% of Bharat users who are online have video subscription compared to Indian audience. Offline still rules Bharat. Everyone thinks everything is happening with Bharat, but no, they are changing. It's a rapid change. When it comes to information, consumption, or when it comes to news, they are heavy relying on online compared to print or digital, where their social media reliance is much higher than, you know, print and radio combined. They are very conservative towards payments, which is also not true. 56% of them are using at least twice a week UPI to transact. And this is growing very fast. They do also do investments. But what gives, right? It's three times the audience. Bhotin guna hai compared to Indian audience, like English speaking audience. But this is not translating to sales today. All the brand buyers are telling it's difficult. The biggest channel of revenue for the biggest companies in India is still not digital because you have to deeply understand one. I remember in my second year of college, the first transaction that I made on Flipkart. I was not comfortable giving my credit card. I'm sure you might also not have, right? We took that evolution. It was in 2011. I came from that point. I was scared to buy books for 300 rupees. I had to give my debit card. I didn't have a credit card. And from that point to now, I'm very comfortable buying a 1 lakh rupee product on Flipkart. I trust them. If it doesn't come tomorrow, it's okay. Flipkart will give back me the money. Amazon will give back me the money. It's an evolution that took me 10 years. There is this trust layer, awareness layer that got built over time by all these players. With Bharat audience, one of the marketers that I was speaking to, big brand advertising, spending a lot on influencer marketing. He's telling me, Jani, I got like 10, 15 million spending on an influencer. It is not translating to any sales. What can we do? But they have here all these trends in China where a very big influencer is driving tens of millions of dollars in a day of sales. What gives is that, you know, it took us time, that 11, 12, 13 years of time for internet where this English audience are reliant. And they are actually making those purchasing decisions online. It will also take time for that Bharat audience. But it is not necessary that it requires them. They shouldn't take so much time. And we can all be smart about it. And we can all build products. We can all build journeys so that it becomes easy for them to make their transactions distally. And it is very, very important that the entire economy move towards distal. Because it gives people choice. It gives people convenience. It gives people access. What does it mean? I come from a small town, Kodad in Telangana. I remember in 2006, when I was trying to purchase a book for my Olympiad, I have to wait one month for my uncle to come from Hyderabad to bring that book to me. But in my hometown with thanks to Flipkart and Amazon, a kid who wants to do well makes that purchase and gets that book in less than three days. That's the power of internet. And we want to give that access. And every brand is trying to give that access. But the journey is not the same. It has to be different. Because if you take this tier 2 plus audience or Bharat audience, I wouldn't call them tier 2 plus audience. The trust is extremely hyper local. That means when I make a purchasing decision on buying a product, I would need an awareness. Once I get that awareness, then I would want to get some sort of trust. So what I do? I go on Google, internet, try to search for different content, read about reviews if it's a significant purchase. I get some trust to it. And I will also WhatsApp in my friend circle groups and everywhere to understand if there is a great review brilliant, it gets into my consideration and then the purchase. If product delivers value, it will get to a repeat. But think about a Bharat user today, right? What will he do? He wants to buy a new product or let's say if you have marketed your product to this audience, they get to know about it and they want to go online and search about the product. They can't read anything. Everything is in English. There is no trust built in that way. They can't reach out to your friends to understand about your product because they don't use it. You are a new product in the market, right? And then obviously, it will happen. 10 million people have seen it and bought it. People have translated it. That is the reason why in India, in tier 2 economy, trust is hyper local. Or trust is very central. That means that gives the power for Tata to launch hundreds of products and be very successful in all the categories because people trust Tata. Or a large brand to do it. But for a new brand, for someone who is launching a new category, it is important for them to be nurtured and built in a way that they get the trust cycle accelerated. And some of the brands already started recognizing for it. So if you look at Zomato and Misho, the new age brands, they have launched their regional apps and have seen... Zomato has seen 150k orders a month via these regional apps. It's just a direct hack. They have to just look at the app in their regional language. Misho has seen 20%. I just spoke to Devesh. He's telling this number is wrong. It is more than 20% now. So these brands are making conscious effort because trust, for trust to happen, you should know that person. You should learn about that person. And it can happen for this audience in their native language. Going ahead... Yeah. So similarly, there are many stories like Bajaj Fincer has launched a vernacular application, a vernacular website, and have seen 270% increase in their traffic. And hyperlocal, as I told you, right? If you plan the journey of that user carefully, if you kind of build that relationship to get that user to trust you, if you do well, the transaction will happen. So the switch for India to become a China where the digital transactions are very high or purchase are very high is not far ahead. It will happen by brands being very conscious, by platforms working with them together. And will the trust be built is also by one being in their language to being on the platforms where there is trust built naturally, where the user's intent is to not only get entertained, is to learn something new, is to do some sort of meaningful transaction. The chances of you selling your product on Flipkart for a relevant search is much higher than you showing an ad on Facebook or Instagram. This is because of relevance. Going ahead... So yeah, brands are doing crazy stuff. This is very great news. Targeting very hyperlocal content, hyperlocal cultural nuances to tell about what they are, where swiggy has done it with the partner with a popular content platform to tell about the cultural nuance. They have done it with AIB. And then where does local fit into all this? And why are we talking about this is because local is a platform that is five years old. We started in one district in Telangana. Now we are operational in 250 plus districts. And what we do is that we are a platform of trust where anything happening around you, you get the access of that very quickly on the platform in your native languages. And done by the... And the content is posted by the community. And we have done that so well that we have become a de facto platform where if you get something on WhatsApp, you go on local to search about it. And in the locations where we are present, we are at least five to ten times, five to six times in most of the locations. We are in the largest selling newspaper. Newspapers are the place of trust for this audience. So we are presenting eight languages today. And we are a destination for these users to go for their local needs. That means the user today, because of we having a critical density of audience, are coming to connect with others on the platform where I want to hire someone in my location. I post a job. I want to get married. And trust me, it's a local use case for a Bharat audience because they want to get married in the same language or a 100 to 200 kilometer radius because trust is very important, right? I want to give my daughter to someone that I can trust, right? And then people buy real estate or post their listings on our platform. And this is all happening in the native languages. We are doing great so far. So over the last five years, we have worked with extreme local businesses and people in that community to build this platform where users are relying on us for everything local. Now we identified this as a problem to accelerate the digital transactions to help this brand because we know this audience the best. So we're working with multiple brands. I'll just skip this and tell that, you know, we started working with multiple brands to help them get to the transaction thing, to help them make those users aware, to help these users transact online, the first purchases or first awareness and then retention. So, yeah, we want to be that player that helped this brand or that helped this Bharat user make the transaction easily. And we do have that data that someone is trying to apply for a job. What is his education qualification? Someone is trying to get married. He posts a profile. What is he eating? What is his preference? What is his salary to someone trying to buy a real estate property? What is the affluence level? We do all have that data and also a detailed understanding. The journey of making this user transacted is not the same journey of an English audience. It has to be carefully nurtured by picking the platforms where you want to advertise, by using content as a leverage to make these users educate and aware, not only local, any platform that you believe is being used by this audience for meaningful interactions is the place that you have to be. And we believe this is very, very important for the Bharat audience to have more options and for the entire country to grow very quickly. So yeah, thank you.