 Good afternoon everyone, and welcome to Entrepreneur India's Resilience series. India has over 500 internet users and 300 million internet users and 300 million more are expected to join in the coming years. The country has 450 million smartphone users. There are more than 1600 dialects in which people of this country converse. Now, if we put all this together, it means there is an enormous untapped market for communication in the preferred language of the people. But the revenue estimates run into thousands of crores of rupees. And so it is not surprising that the technology and startup community is waking up to this challenge and looking beyond English to serve Bharat. And that is what we are going to talk about today. I'm Saurav Kumar, editor special projects, Entrepreneur India, the moderator for the session and quickly lay down the ground rules for our attendees. The discussion will go on for 30 minutes and we'll take up questions after that for the next 15 minutes. If you have any questions during the course of the discussion, you can post them through the comment option. I'll mention in your question if it is directed towards any specific and we'll pose the final discussion. Let me now introduce our panelists for the day. We have with us today Mr. Arvind Pani, CEO and co-founder, Reverie Language Technology, Mr. Tauseef Khan, CEO and co-founder, Gramophone and Mr. Larchand Bishu, CEO and co-founder, PukuFM. Welcome gentlemen. So to start with, you know, I'll come to everyone and you know, in very brief, if you can tell us that, you know, what is the market that you envisage beyond English in your respective fields? If you can give us some figures or estimates, that would be great. Tauseef, if I can start with you. I think when we are working with the farmers, the rural community for us, the market from an agri-landscape point of view is more than like a $300 billion market, which is basically interacting, needs like an interaction which is multilingual and English would be the last thing that this market would look up to. So the solutions that you are building has to have like a very deep orientation towards local languages. So right now, like we are working, we started with more in a Hindi built and then we have started going towards Marathi, Gujarati and other languages. So for us, direct market which we are working is more than like $300 billion and then there are a lot of like indirect market which this community basically like needs any kind of retail ecosystem would be built around local languages. Yeah, so I will take a little different approach to communicate what we are doing. In one statement, which is our vision, our vision is language equality on the internet. That means that we are working towards making internet accessible by every Indian in their language as easily as English is accessible today. So I will take this opportunity to really burst one myth which is there around languages that we are now talking about what is the opportunity for language and whether it is the opportunities is opportunities now. In my opinion, this opportunity has always been there. It is just that on the internet on digital I'm talking about. It is just that the way we have designed the internet, it has consciously blocked all the users who don't understand English. The reason I'm saying this opportunity has always been there that if you take all the traditional media, whether you take your newspaper, whether you take radio, you take television, you take cinemas, over 90% of the engagement always has happened in local languages in India, not in English. We in fact know that when channels like Star TV, MTV, these guys came to India with a bouquet of English-only channels thinking that they can actually replicate their global strategy in India. They were in for a very rude shock and they had to change their strategy to go local. So that's the perspective that I would like to give and our business model is that we enable other businesses to be able to engage with their audience in local languages. Whether it is a large enterprise like a bank, whether it is government, delivering government to citizen services. So those are the segments that we work with. We reach out to the end users through other businesses or other entities that have got the reach and mostly today the engagement is happening with English language users and using our platform that could be done with local language users. So our market is exactly the same market, 90% of the market that is consuming print media or television, cinema going to cinema and those are the areas that they are spending on. Those are also the same audience who will basically spend on the internet. I think that's only one part of it. I think that media and communication. I think apart from that, if you put together all these startups and their services, I think the market side would increase multi-fold. And I think you would want to add on that. Yeah, okay, so let me start from... Actually, I'm a second time entrepreneur. I started my first company in 2012. At that time also I was able to connect that in India, everyone will go on the internet and at that time users were only using English things. So company I was thinking that I will provide good quality education to Hindi users, the local language users. In 2020 I started my second company with the vision that makes life better off the screen and I started with Hindi. So actually we entrepreneur and investors live in future. We are not only just covering the gap in the present time, we live in future. We connect the dots in the future and what is going to be the next big thing. And this local language market is the next big thing actually. In India if you see that by 2030 there will be 1 billion internet users, out of them around 800 million users will be local language users. So you can clearly see that this is a very big market and everyone have opportunity to do something here. And these users still don't have like lot of things to consume like they don't have enough content to consume. They don't have enough services to go in their own local language. So for sure this is a big market and in this market we are covering this audio space. We are making life better off the screen. So like we are a podcast platform and we started in Hindi in 2018. First two years we spend only in Hindi, we created our playbook and we got like awesome results in Hindi language. Our users are spending around 1 hour daily, every time 1 hour daily on our platform. So that's like very great results. So I think I was reading somewhere, so a podcast alone is a 10,000 crore plus market going to be by 2023. And if I go by what Arvind said that 90% of the consumption is in the local language. So I would believe that the local language podcast business itself is a 9,000 crore business if I'm not wrong. Would you agree? Yeah, it will go beyond that I think. If you connect the dots, if you even look at the past things, so a complete Bollywood exists in Hindi and there are other languages, they have their own cinema. So we were consuming content in our own languages. It is just that internet reached out to first English users. But if you see the complete picture, if you see the 1 billion users on internet in India, out of them 800 million users will consume content in their own language. So this is a very big market, very big market. I think it will go in trillion dollar market. Right, so you are as optimistic as I am that there's going to be a big market. So if I come to you, during this COVID, obviously social distancing and everything has become the norm and I think it's going to be with us for some time. So what has been the impact in terms of communicating because you communicate with farmers. Essentially, they do not speak English. They would speak Hindi or they're some of one of the regional languages. So has it changed your plans? Like you said that you started with English, Hindi and then you had Marathi and Gujarati. So has it expedited some of your plans towards adopting more regional languages on your platform? Yeah, so I think we always had plans to basically get into other like regional languages. But with COVID, I think one thing that has happened is a lot of regional activities that were done physically that has stopped. So I think more than localization in terms of introducing new languages, form of communication to people overall has changed from physical approach to a digital approach and we have seen the similar thing happening in the rural areas as well. Like our entire communication with farmers we used to do on a daily basis like at least 20 to 30 farmer meetings, on-ground farmer meetings. Now they have converted into digital like platform. We actually like shared Zoom links who will hang out to farmers and we see farmers joining them, Facebook live, YouTube live and all these are in regional languages obviously. So from an adoption point of view, I think today overall technology adoption in rural areas has increased a lot and I think the challenge is localization in terms of context at least for us. Probably Arvind would be the right person to take this ahead. But in agriculture, even if I convert it into Hindi then there is another problem that you have to go to the local dialect level. A same disease and a pest problem would be called in a different name, different tone. In MP East and MP West it would be different. So that level of challenge is there when you are basically building apps or web-based like platform for these people and they want to interact with you. So I think that's where the market basically has and the solutions have to become more real-time on these front where building your dictionaries around these specific problems is not yet there at least for people like us. So we ourselves are building or partnering with other like such organizations so that we can like accelerate these aspects. So during COVID like definitely that adoption has increased and I'm seeing that it has at least like accelerated by another like one to two years more I would say. What Geo had done accelerated and this has accelerated it in terms of adoption. At that point of time it was primarily I should say users had come in but adoption had not like happened that way. Now adoption has happened. This is very important point actually. He added that in India we need our own solution. Like it is not that English products just they will add one more language and our users will start consuming. We need our own solution. That's why like even Facebook added Hindi language everyone language but search it is the biggest social platform. You will see these platforms in other languages also because it is not just adding one more language it is about the solution to our own people. We consume content in different way. We consume services in different ways. So it is very important point actually. May I add so this is a very interesting question that you asked at that how do you relate languages with this pandemic that happened. Before I share that let me ask this question. Now we have about one billion people in India who have put all our cards. Right and it has been the mission of that particular initiative to cover everybody. Now there was also an initiative where citizens were requested to link their other to and right and around that time through various channels predominantly SMS and then of course you go to the web and then link your other. Do you remember ever one message coming to us in a language other than English. I mean one billion people who have got our card. They have been getting messages that you need to link your bank card only in one language that is in English language and how are they even expected to do it. We expect that one billion people understand English but that will quickly change that realization really quickly changed when this pandemic happened. So at the beginning of the pandemic when you realize that there is not much information available the only thing that you could do is really create awareness about safety and reach out to look and corner of the country center and state every state. Okay they have been communicating with their citizens in local languages that everybody realized that there was no way we could reach out to Indians only in English language. So two three initiatives that even we have seen during that time that have really helped. One is that if you look at the initial messages that were by our prime minister and those were addressed to the nation. So those were in Hindi language and we used our technology to really localize all those videos into multiple languages and those were circulated quite widely for information dissemination. The other one is the Micah of Ovid website which is there. So that is also using one of our platforms called what the website publishing platform right and that has got information in 910 languages. The other interesting thing was that there was telemedicine helplines which were there and a conventional way to be able to set up a telemedicine helpline where you could record those voices by a voiceover artist and then and then record in a studio. A very simple IVR right would take about say anywhere between 72 to 96 hours to do that right. So during that time we also use our technology to be able to generate those IVR voiceovers and we reduce the the time to for these helplines to go live from 96 hours to under 3 hours. So yes you are absolutely right and it was kind of a wake-up call that in a pandemic emergency situation like this when you want to reach out to the citizens to the masses then you cannot rely on English language and the same analogy holds true for our businesses as well. Yeah I'm sure I would add to that you know that you know post like when this pandemic started after a few days when I was calling my friends in West Bengal you know so in Bengali in Bengali the telecom operators have recorded that you know the COVID is not over we have to stay away and calling someone in you know Andhra so in the Telugu language I was hearing the same message translated so I think very quickly we realize that you know we need to communicate to people in the language that they understand the best and that is their mother tongue possibly and you know to the other point that Tosif was making that you know one thing is about creating a solution the other thing is about adoption of that solution which he mentioned that you know that you know there are various smaller dialects like if he has to communicate that you know particular best that he has as he said that in some language it might be something else in some language it could be spelled differently or pronounced differently or something else so how do we do that I mean that that's the that's the infrastructure sort of challenge that you were talking about is it the same thing sort of is that a question that you are addressing to me yes yes yes yeah see India is unique in terms of one is that the number of languages which are there okay and even if we say take into account only the languages which have got official status we are still talking about 22 languages and among those again the the most popular ones popular in the sense the most widely spoken ones are still about 11 or 12 languages and then you have this challenge of every 40 kilometers in India the dialect changes okay but technology has come to a stage where you could say if it is Hindi then you can actually accommodate most of the popular dialects into a language the infrastructural challenge that I was talking about was little different from from this okay and I will give you two three examples which will simplify this now if you take English the number of alphabets which are there English alphabets universally anywhere you go there are 26 you ask anybody that's something that we have read in our books okay but let's take Hindi 40% of India's population speaks Hindi language forget about other languages even for Hindi we still do not have digital standards that can say that these are our character sets I mean you would be surprised to know that the Hindi characters which are taught in school are actually not in sync with what is being followed followed as digital standard for Hindi language there are 8 to 10 characters new characters which have been introduced in Hindi language which kids don't even know when they are studying in the textbook in schools right so when they start growing up and using digital the entire digital medium for Indian languages is very confusing for them so that's one of the infrastructure challenges that I was I was talking about right and similarly for other things we do not have a standard yet for our Indian language typing keypads okay for example in English 20 is a standard but for Indian languages we don't have that and the most unfortunate part is that India still is not standing up and owning or taking the responsibility of defining these standards these standards are being owned by bodies which sit outside of India represented by companies that are not Indian Indian languages are represented by people who don't understand the nuances of the languages so that is why I say like building a good no matter how good car you have unless we build a good infrastructure good road then there is no point having great cars so similarly unless we fix our standards our computing on top of which we can build content and there are a lot more people who technologically you can contribute towards that it's not going to not going to happen so those are the infrastructure challenges that I was talking about that aside the other thing I would also like to mention is that we are still trying to adapt everything which is there in English on the internet to Indian languages there are very few businesses like who who FM and all who are building ground up for Indian languages now more and more businesses should start thinking that India is not English speaking country first and then Indian languages it's an Indian language country first then English so what happens if we if we flip our design philosophy saying that we will design the internet and the user experience for Indian languages first and then we will plug in English so those are some of the complete change in perspective that we need to have when we are designing for Indian languages so we know toss if I'll come to you as I see that you know as the luncheon was also saying that you know eight hundred million people you know consuming in their own languages so you know I see that the the the possibility is being endless you know you are into agriculture but there is there is gaming there is a education which is about then there is you know education obviously there then there be you know so is it is it like an endless bit that we can go on and explore or am I being a little more optimistic than I should be I think you're you're right like if you start thinking about it then actually it's endless whatever is we are doing we have limited other use cases to to English like language languages but I think has the language technology and computing power everything has like increased over the last like decade possibility of localizing it has increased exponentially I would say and because of that possibility now solution building the solutions for the consumer is done in a way that it is very very user friendly so now so I think like like Arvind was mentioning the design thinking in terms of I will build it in English converted it into this language that was the methodology and that's typically the methodology that has been used by companies but now with all these things happening I think in this decade it would be it would start like building going river so the solutions would be similar but I think communication would be different and for any company so if it's a large like company typically they will have resources to maybe even you have developed same thing you have three parallel teams or like 10 parallel teams working for English language and then there will be a Hindi language then there will be a Marathi then there will be third other language that resources would go in those 10 parallel like streams but with all these like tech coming in I think the cost of doing that way it would be lower so therefore the solutions for the people masses would be can be built by any like company at a much lower cost because you can automatically like do a large portion of it so therefore what you rightly like said that the possibilities are endless and that is what we will see in this decade happening that it will become like very real time to just give you an example when we started in 2016 we actually built our app first in English and then we converted it into Hindi so our structure today is also that you have one language you can convert it into another language then third language then fourth language you can do that it's not that difficult we are doing it but now we are when we are going three years four years ahead I need to actually interact with the farmer in a real time basis so once we are going more towards conversational like bots or like methodologies in which farmers generally like interact with the retail ecosystem so I need like those real time methodologies in which just like a Google Allo or a Google Assistant we are trying to build it for the farmers so my local context for agriculture is required which we are building but we are using this similar like language conversion translation transliteration and all those things through other like technology providers so it has become a little like easier for them to us today than it was like four years back and I imagine that it would become more easy and accurate going forward because of what has happened so therefore I think making it contextual for my user it become difficult so my user acquisition customer acquisition becomes easier so I think that's how I look at it so now it can be I am working in agriculture it could be even in gaming industry it could be like in retail it could be in any other like industry so the same thing would apply to any other industry before I go to make question and again request of audience to keep their questions coming we will start taking them up in a couple of minutes so you know that brings me to the point that you know Tosif you said that you know we need to develop solution you know in different languages so I think there is a cost attached to it so I will come to Lalchand and Arvind for this for the answer to this so the cost attached to you know developing like Tosif's talked about you know chat bot so you know make a machine learn that language is as expensive as making English making a machine learn English language so obviously the when you talk about English then you know you can use it worldwide but when you're talking about Bengali or Gujarati it's very you know geographical so how is the ROI on these kind of experiments or you know if that kind of solution is there how much is it going to cost a start up to adopt that Arvind if I can start with you and go to that yeah sure see in my opinion that is actually unfounded fear or myth okay you look at when you look at television how many advertisements do we see or total ads spend on television or say radio how much of ads spend actually happens in English language how many advertisements do we see in English majority of the advertisements we actually see are in local languages and these are the same consumers that we are targeting that's one second one is it is unfair comparison when we say that when it is English it is global and in local languages our opportunity sizes come down India itself is such a vast country that one language if you take one language of a state that itself could be representative of the size of many smaller countries and then if you take Europe these are like advanced countries okay we are not talking about these countries who are behind India in terms of their development and infrastructure you take France Germany or even China okay which of these countries have really allowed English to grow at the expense of their own language none of these countries so what they have done is that the fundamental difference of what they have done they have built like Tosif was mentioning there's a there's a reverse thought process that we need to really imbibe in ourselves that they have built their entire digital ecosystem and other things as well ground up for their local languages and English is also part of that ecosystem right that includes their education system as well these countries that I mentioned most of the South Asian countries or even European countries even their education system their internet everything is built ground up in their languages and English is also part of that so when that happens the usability ease of use is much much better then really when you starting everything when everything starts in English then you already have a barrier mentally that I need to learn technology I need to learn English to be able to navigate through English to my language so those are big deterrent factors which are there so I really challenge this hypothesis that what is ROI or what is the opportunity I think on digital or internet we haven't even gotten started where we can deliver that kind of experience and wherever that experience is there which is what I'm talking about as as equality of access where you are able to engage with a medium where engaging in your languages is the effort that it takes is no different from what it takes for English language there is a lopsided demand for Indian languages that what that's what happened with television with the newspaper with cinemas with radio all of those so internet needs to get to a stage where Indian language users have to be able to use it without having to rely on English at all. You would talk before this you were talking about the monetization part of it so very well put that ROI something that we should not think about because it's a huge huge opportunity which is available there. What's your opinion? Yeah as Arvind told I think it is the same cost as whatever you are developing in English like the server cost the development cost the distribution cost everything is cost the same as English if we talk about monetization I think in last three to four years we have seen massive development in Indian finance ecosystem and the biggest credit goes to UPI last month we did two billion transactions on UPI and if you see that these are we people the religion we local people are doing these transactions it will change everything like we were like when it started the internet wave in India everyone know that there will be like 800 million local internet users everyone know that this is the mass thing but how we will monetize it now I think everyone is started thinking that this will be easy because UPI changed everything the micro transaction will happen the recurring payment they are also starting and we have seen that we are in a field where we are providing meaningful content to users we are when we talk to our users when we ask them that when in future we will charge for this content and we can pay for this content easily for 100 rupees to 200 bucks easily so the behavior changes I have seen in last two three years is massive like everyone is very comfortable doing these digital transactions and this is happening in local India like everyone is very comfortable now so I think now entrepreneur and we see that very comfortable with that yeah we have enough enough market and in a transaction will also happen in this market so what do you mean is that with ease of payment now with UPI obviously is the biggest thrill and people like WhatsApp and Google pay others are using it so with the ease of payment you believe that people will start paying for these regional offerings and that would make it's more easier for offerings to be in that language that's what you said right yeah actually the biggest barrier in internet transaction is the first transaction like when we also started on the internet the first transaction was on e-commerce from that we went to online from that we went to OTT platforms now we have 3-4 subscription on OTT platform but these local users who are who are onboarded first time on internet they are afraid to transaction on internet but the UPI made it so easy that they are no more afraid they will not take 5-7 years to do transaction on OTT platform we took that time because there was a learning curve and we need to comfort ourselves that yes we are paying someone and we will get written something but UPI changed this like now they don't need 6-7 years to be comfortable to do transaction on internet they are doing today actually so we will take some questions that have come to us on our facebook so you know Swati has asked this question to Tosif since gramophone directly engages with farmers how would language localization be stitched into the digital interface I think partly you have answered that question but still if you can you know add to that should I repeat the question can you repeat the question sorry so since gramophone directly engages with farmers how would language localization be stitched into the digital interface that you provide so I think partly you have answered that question but is anything more to that no I think that's pretty like imperative for us that it is already like stitched into the local like interfaces that we have so for the farmers the first like language is Hindi Marathi English is not the default language which we have like even said on the app if somebody installs it so for by default it is Hindi and then like he has the option to actually like change it to any other language so I think any business who is so like us who is so dependent on the local like interactions this is we have been like aware of that like fact and from day one all technologies which we have like build our products we have built are built in that localized way now I think the next level of it there are a lot of internal tools that we use in which the consumers are people who are maybe educated our employees who basically work at the last mile but then they are also English is not the preferred like language for them but still like some of the solutions are in English for them because these are static like information and you regularly use you get used to it so we have not gone ahead and converted it into a local like format but I think the natural thing over there like a call center agent who is taking calls there the interface is still like we have it in English we don't have it in Hindi but the better thing to do over there would also be Hindi so I think gradually even thinking like Arvind was talking about that when you are designing these like things you would think that let me design it in a local language methodology in itself than like thinking of English and doing this so I think this phase the newer like companies who are coming up probably would do that but it's always a foreign startup I think when you are in that boot strapped and you are working in a different like methodology you would minimize the resource like which would go into multiple like languages you would go for like maybe the language which would give you the maximum like bang for the buck so that's how the decisions are like made but just to answer and elaborate on that I think having a local language is a no brainer right now so everybody just for my information this this change in language would also include I believe the numbers right because one thing that I have always noticed for a long long time and I've been talking you know I think I believe is very important is that you know you can give someone a solution but if the digits that one has to use is again the English digits that one is using you know again it's a brain state for a lot of people so I hope that the solutions also include numeric no I think it's interesting point also this is my like understanding we have kept the numbers in English itself because the assumption over there is that from a currency point of view people like still use English most of them like understand that that's my understanding I might be wrong actually but as of now we have not done that that we have converted the numbers as well into a local language it is in English still but it's a good question actually Tosip is right so nobody understands the language of I mean everybody understands the language of money the best okay so therefore money whether it is coin or whether it is no everything is printed in English the digits at least everybody knows the digits so even whatever user research that we have done and user feedback that we have got they have always preferred majority of them have preferred to have the digits in yeah in English instead of changing it to local languages yeah I just want to point out isn't it contrary to what you were saying earlier because see I'll give you an example of Bangladesh when Bangladesh was doing the financial inclusion they actually printed their local Bengali script the numeric is because that is the one that they understand the best now you said that European countries and China and everyone you know they build up that way that you know everything is in their in their language so the numeric is also would be I don't know in what you know in what they would be using but isn't it fair that you know if someone is you know Hindi one you know it's like this it's not like you know straight one that three has a curve down there so isn't it fair to give them that opportunity to you know learn you use that numerical as well yeah so see in digital you always have I'm completely in favor of giving the option to the user right you don't mandate saying that okay you use just English numerals or you Roman numerals or you use the local language numerals when it is digital you can always give them the option and whichever they are comfortable so I'm not saying that you just stick to numerals and is that a possibility which can be easily implemented yeah that can be very easily implemented okay that's not difficult at all anyone wants to add or we can move to the next question next question yes please so I was just like saying that you took the example of Bangladesh probably I'm not sure but even maybe like I had taken by hunch the example of currency but it could be that on the currency also they would be using the similar language local language itself over there so therefore the decision would have been that let's include this but for India I think even on the currency on the currency the primary thing that comes English and that is common across the country so therefore that understanding is there over here in India that one means this two means this three means this so that's my hunch and understanding but I think it's a question that needs more like user research so next question is for Arvind what are the much needed policy changes to build a seamless digital engagement for our language first customers right now there is a huge gap with obviously English language so policy changes basically I think is what to make digital seamless engagement yeah yeah so this is something that I addressed when we were structured aspect first and foremost at a policy level we must we must take all Indian languages definition of standards into our hands instead of letting it be defined by foreign countries and foreign companies so like any other language we also have our own those are the same ones so we need to take care of standardizing our character sets in Indian languages those are not standardized we need to standardize our our keypad like English has got queti that is standard for Indian languages then we also need to account that in terms of properties Indian languages are different from English or Roman based languages those are linear languages that means a word is formed like combination of characters where they don't combine to change shape okay for example if you are writing cricket C-R-I-C-K-E-T that is in English it's pretty straight forward and it is linear whereas if you are typing that in Indian language say in Hindi you are writing C-R-I-C-K-E and all of these characters combine to form a shape so apart from standardizing the character sets there are also clear logic that how Indian language characters need to combine so that is also something that needs to be done what is very interesting about this is that even now if you take our names okay now let's take the case of Tosif now somebody who does not understand Indian name 90-95% of names are like this Tosif if I am not Indian and I read his name which is written in English I will actually read as Tosif in Indian languages or in English there is no representation of characters like the similarly my name is N-I-P-A-N-I it stands Pani but it is everybody who reads this they pronounce my name as Abhinpani so to maintain the sanctity of English languages we have not gone ahead and introduced new characters which are very common in India say 90-95% of our names itself will have this kind of representation and include those in English then why have we gone ahead and included foreign characters into Indian languages and made it corrupt so these are some of the standardization initiatives at a policy level that we need to take care of for which India really needs to own those and say that okay we will define the standards and give it to any standardization bodies globally saying that you go and adopt this and then all the companies who are doing that they actually follow this instead of the other way where these are defined elsewhere and given to India that now you go and adopt there is a question from Jeet Jeet can we give the mic to Jeet Jeet can you unmute yourself and ask your question I think I will read out the question that he has sent he said that what are your views on government trying to make Hindi language default all over India will this benefit companies and startups in the region languages when little complicated but I understand what he wants to ask is that obviously Hindi is not the default language that can be made default for and if you would want to take that question that obviously you would have experience that the people in Maharashtra or Gujarat would need to listen to whatever podcast there is in their language rather than Hindi so I don't think that's the case actually you can't push one language on others we are doing work in Hindi because these people can't understand English if you push Hindi to learn Tamil people that you also learn Hindi this is the same thing it is same saying that everyone learning English if you ask everyone to say you Hindi is the compulsory now so that's the same thing I think we need to make the solution according to their own languages wherever they are comfortable so I think everyone from the regions they first they learn in their own languages in Tamil we learn in Hindi some people learn in Marathi so they consume content in their own languages so we started in Hindi and we have seen this behavior like when we were Hindi for the first two years we were getting requests from all these people from Gujarat they consume Hindi but they were asking us to give them content in Gujarati some people were consuming on our platform in Hindi these are users from Marathi they were asking us to create content in Marathi so we have seen this behavior like only in Hindi we were getting so much request from these local people that we should put content in their own languages so I think that this is not the way that you make mandatory Hindi language for everyone we should make the solutions for in their own languages that's the right solution we have run out of time but still we have some questions so I think just couple of questions if you allow me to ask so Nishu has asked this question that which one has the most potential or reach in terms of users when it comes to internet and I think what she means is that if someone is doing a business so what is the what is that language apart from Hindi which has the most potential I mean Tosef yeah so Tosef you want to take that no no I think it would be the right person to answer this we have seen that apart from Hindi which is kind of 40% coverage it has got the other languages which have got fairly large coverage one is your Bangla Bengali and that is not just in India also it's the same script which is there Bangla then you have some of the South Indian languages like Tamil Telugu and even to a large extent Malayalam so these would be some of the languages which would follow Hindi Marathi is also big I think Marathi is also quite big in the West Marathi is quite big there is another question from Sanju he asked that I am exploring a media start up which will cater to people speaking any language do you think there is enough demand for it I think largely I would ask that question to you because you are already doing something similar yeah we are actually we are a media company we are doing in audio and you can see this behaviour from all the existing platforms to like new platforms like us all the existing platforms Netflix or Gana Sound everyone is trying to cover these regional languages now they are releasing their product in Hindi in all these languages we started in Hindi and now we are covering other parts and I think the media is the thing that people want to consume in their own languages even if you see us I can see Hollywood movies like English movies but like whenever the good Hindi movies comes, Hollywood movies comes I used to go to theatres still I watch Hindi things because I born and born in Hindi language everyone want to consume media content at least in their own language even when you go in the smaller areas like in Rajasthan there is more than I think 5 languages in that region they want to consume their own languages so everyone is very comfortable consuming content in their own languages and we are also creating content according to the demand the demand is very high like we are not even able to cope the demand so we are creating the content in their own languages whatever they are consuming and they are very comfortable to consume in their own languages as I also before told you that when we were in Hindi people who are consuming in Hindi like they understand Hindi very well but they were demanding content in Gujarati Punjabi Marathi because they are very comfortable in their own language I think that is the pull of the mother tongue I think everyone is more comfortable in their mother tongue or even understand more easily in their own language I think that is the key there I would believe so one last question that we have we will take and then we will wrap it up how expensive is it to implement multi language solutions for an existing product is it worth the return Toss if I think I will toss this one to you I think the answer to that question is that how dependent are you on that type of customers so whether you should invest into that or not this answer lies over there but I think if I look at our for us it is not that expensive actually if you are trying to basically convert it into some other languages the challenge comes if there is a real time like conversion conversion is a static in nature if that is the kind of services you are into or product you are into then it is an easier like job but if it is something which is dynamic in nature real time then I think the solution is different so from an investment point of view also it would not be just like an investment of technology probably from marketing you will need a different kind of structure around that content management and then like promotion strategies would be different so yes if you are going your consumer like set is that way then you will have to invest in all these like verticals like significant investment but the answer to that question is that what kind of uptake you are envisaging that whether it will bring significant number of like consumers to your like platform or users to your platform answer lies in there over there I think Arvind can answer specifically in terms of costs of doing that but I was actually I actually wanted to ask Arvind about the specific cost if they can you know post this myth about people that okay what is the cost I mean I have a solution I have a website I have it in English now I want to do it in Hindi I want to do it in Bengali how much are you going to charge me yeah yeah so this is a great question and I'm glad that this has come up and it's quite natural when I have a business and I think of making it available in multiple languages to get over well by the fact that okay there are at least 10 or 11 languages and how do I go about it okay now TOSF has actually summarized it very well if you are really looking at doing it in a very conventional services way then then it might be expensive for you but if you are leveraging technology then you can treat the entire bundle of Indian languages to be one solution and you are not going to incur cost for every single language differently you are probably going to whether it is one language or ten language the cost to implement that right will be one time and that is going to be same whether it is one or ten languages now the benefit of technology is that you do not have to incur all those expenses or investment right up front you can implement that and based on usage you may incur expenses and how does it matter if a large part of your usage is coming let's say from Maharashtra then 40% of your usage is coming from Maharashtra then obviously you are paying for that usage in Marathi language so your overall size of 100 remains the same and you can just spread your cost depending on what kind of language is being used so my suggestion would be that don't look at the fragmented way that if I am spending X for say one language then it is 10X for ten languages no it is probably 1.1X or 1.2X at best for all the ten languages and then depending on usage and usage it justifies your ROI as well yes actually when you have a ready one playbook for one languages then you can replicate it to other languages so we we were working for 2 year in Hindi in last 6 to 7 month we released 6 more languages it was that easy you just need to replicate that playbook in other languages in our case we also need the content in that language so we have to hire a language expert in every language because otherwise we will not understand what is going on in that content we need one language expert and other things are like the text and the behavior of the users and the personalization of the content is same for other languages so it is not that like if you are replicating in ten languages then the cost will not be 10X it is like 1.2X kind of thing that's great that really clarifies my doubt also you know in terms of how expensive is it going to be to implement other so gentlemen we have really run out of we have overshot the time actually but it was so interesting that I did not want to stop it and thank you so much Adwin Rajan and Tosif for being here today and speaking on a subject which is really close to my heart as well because I believe that India is a country of so many languages and so solutions to everyone should be in the language that they understand and I hope that with today's discussion a lot of myths would have been busted for entrepreneurs who want to implement that solution so thank you so much everyone and I wish everyone a very happy development thank you so much thank you so much thank you so much thank you bye