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<ul><li>Introduces Tamil, Telugu and Kannada interfaces to offer native-language e-commerce experience to consumers.</li><li>The made for India tech stack has been developed in house by <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword>’s team of engineers.</li><li>Over 5.4 million words translated to help reduce the language barrier for users.</li></ul>Flipkart has enabled three new languages on its platform - Tamil, Telugu and Kannada as part of its vision to make online commerce more inclusive and accessible for Indian language users. This launch will help reduce the access barriers to e-commerce for native language speakers. Following the launch of Hindi interface last year, the new regional languages interface have been built on Flipkart’s ‘Localization and Translation Platform’ that will empower customers to comfortably undertake an end-to-end ecommerce journey in their local language, with ease. The introduction of 3 vernacular interfaces, is in line with Flipkart’s aim of developing state-of-the-art innovations to solve for the various pain points of consumers transitioning to e-commerce. According to industry reports*, Indian language internet users are expected to account for nearly 75% of India’s internet user base by 2021. This growing base of language users, primarily from smaller towns, makes it extremely important to enable e-commerce in regional languages to offer a more personalised experience. This will also enable millions of consumers across the country to have an engaging online shopping experience in their native languages. As Southern states account for a significant proportion of Flipkart’s growing user base coupled with a higher adoption rate of native language script, regional language interfaces will help make e-commerce more inclusive. User Research The new language interfaces use a judicious mix of translated and transliteration of words to make shopping more engaging for consumers. This follows an ethnographic study that was conducted over several months to get relevant insights that helped the team develop a platform that enables consumers to interact with the platform in their own language and encourage independence in purchase decisions. The ethnography study involving meetings with participants across cities including Salem, Visakhapatnam and Mysore helped gather insights about consumers’ distinctive language behaviour across these regions and brought forward interesting insights to be implemented. This included a large scale translation of over 5.4 million words across product specifications, banners and payment pages etc., in the three languages. Kalyan Krishnamurthy, Chief Executive Officer of Flipkart Group, said, “In the past year, we have introduced multiple solutions under Voice, Video and Vernacular to increase ecommerce adoption for millions of consumers. We truly believe that language, if solved well, can be an opportunity rather than a barrier to reach millions of consumers who have been underserved. As a homegrown e-commerce marketplace, we understand India and its diversity in a more nuanced way and are building products that have the potential to bring a long-term change. The introduction of Tamil, Telugu and Kannada interfaces, in addition to Hindi &amp; English, is a meaningful step in that direction in line with our mission to democratize ecommerce in India.” Jeyandran Venugopal, Chief Product and Technology Officer at Flipkart said, “As a homegrown e-commerce marketplace, Flipkart understands the importance of having an expanded universe of vernacular interfaces to empower our Bharat users and ensure easy transition of new online users to e-commerce. Today, almost 58% of our user base comes from tier-II cities and beyond and with new language interfaces of Tamil, Telugu and Kannada along with Hindi (introduced last year) will further improve users’ ecommerce journeys by making it simpler and more personal.” The three new language interfaces on Flipkart, are developed post the introduction of Hindi interface 9 months ago which has witnessed impressive adoption. Flipkart’s team of engineers worked on multiple tech challenges in terms of UI and platform architecture, as each language has its own nuanced characteristics.

Flipkart enables three new languages on its platform - Tamil, Telugu and Kannada

Experience counts. Indian start ups have realized the benefits of recruiting a seasoned executive in the team. The first three Indian startups with a valuation of $ 1 billion - Flipkart, Snapdeal and <a href="http://www.businessinsider.in/Uber-testing-cash-on-deliverymodel-in-Hyderabad-May-roll-out-in-other-cities-soon/articleshow/47245769.cms">Ola</a> having become giants in terms of revenue are relying largely on seasoned executives in key roles, as per a news report by The Economic Times. 
 
Having brought Krishnendu Chaudhury and Ravi Garikipati on board from the Silicon Valley, Flipkart is aiming high in terms of employee’s satisfaction and ambition. 
 
Meanwhile, Peeyush Ranjan, Flipkart's new head of engineering, has started a programme called <a href="http://www.businessinsider.in/This-is-where-Flipkart-is-transferring-hundreds-of-its-employees/articleshow/47655386.cms">F24 to fix any problem that engineers face within 24 hours</a>, be it malfunctioning laptops, access to libraries or whatever. "As the organisation gets bigger it has an inherent challenge to stay nimble, and not get bogged down," Ranjan who previously led the engineering group for Google's Android One project told ET. 
 
Aneesh Passi, cofounder of Basil Advisors, which hires for startups, said, "These people (seasoned executives) know massive distribution set ups. They have seen huge scale, managed huge turnovers... that's why companies want to hire them." 
 
Passi, added that the unicorn startups, which have joined $1 billion club, "have the funding now, so they have pressed the accelerator". Ola Cabs too is betting on experienced hands as it looks <a href="http://www.businessinsider.in/Uber-testing-cash-on-deliverymodel-in-Hyderabad-May-roll-out-in-other-cities-soon/articleshow/47245769.cms">to stay ahead of rival Uber that has started accepting cash payments</a> in certain cities and is making deeper forays into tier two cities, says the news report by the financial daily. 
 
To that end, Ola is relying on its head of new initiatives, Sundeep Sahni, to replicate his success in making Lazada the number one ecommerce portal in Indonesia in his previous stint. "Going deeper in existing markets and creating newer and wider use cases is going to be critical," said Sahni, who joined Ola in mid-July. 
 
"On the functional side, Ola has got its rough edges. Since we are in the business of on demand, if you can remove a fraction of the second, it makes a big difference," Singh, who joined the firm after his five-year-stint at travel portal Cleartrip.com told ET. 
Snapdeal has hired Jeyandran Venugopal, a former Yahoo India executive, to prepare its future technology roadmap and got on board experienced executives to head its strategy and product divisions. 
 
"In ecommerce, only small strides have been made. There is a lot that they can learn from other industries in terms of customer service," Jayant Sood of Snapdeal told the financial daily. "True focus is now coming into digital commerce. My mandate is to transform customer experience and aim to be the best in customer service across industries."

Flipkart, Snapdeal and Ola drive up demand for ‘experienced’ executives in startups

<ul><li>MMA <keyword id="2821557" type="COMPANY" weightage="20" keywordseo="Impact-India">IMPACT INDIA</keyword> 2021 will be hosted virtually on May 20 and 21, 2021</li><li>The focus for this year’s edition is ‘<keyword id="11275501" type="COMPANY" weightage="20" keywordseo="modern-marketing">Modern Marketing</keyword>.’</li></ul>MMA, formerly known as the <keyword id="1388371" type="COMPANY" weightage="20" keywordseo="Mobile-Marketing-Association">Mobile Marketing Association</keyword>, a not-for-profit trade body focussed on Modern Marketing, will be hosting their annual flagship event MMA IMPACT INDIA 2021 virtually on May 20 and 21, 2021. Themed ‘Simplify. Simplify. Amplify.’, MMA IMPACT INDIA will bring together an ecosystem of publishers, agencies, marketers, and technology enablers to accelerate modern marketing practices. The industry-led event will also see conversations amongst leaders on upcoming trends and challenges in the modern marketing landscape. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> The focus for this year’s edition is ‘Modern Marketing’, which is led by MMA’s India councils that are working towards key pillars and growth frameworks in this space. The key pillars are: E-commerce, Martech, Brand Safety, Voice &amp; Audio, Modern Creativity and Modern Media formats. <keyword id="6812225" type="UNKNOWN" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head – India, MMA said, “Impact is a credible global series focused on ‘Shaping the future of modern marketing’ as its theme. The event is well timed in India given the need to enable industry expertise, insights, and provide body of work which can help marketers in these challenging times to accelerate modern marketing practices and better connect with consumers in an increasingly dynamic and connected world. With higher digital adoption by consumers, today's marketers need to understand consumer behaviour patterns and deliver personalised marketing experiences. This is key to be a winning marketing organization and seek higher business returns. This year at Impact we are trying to simplify the new narrative in collaboration with industry experts and show ways to amplify the messaging by building modern marketing capabilities.” Here are some highlights to look out for - full <a href="https://www.mmaglobal.com/impactindia2021/agenda">agenda</a> here: <ul><li>Faith Popcorn, Founder &amp; CEO, BrainReserve will be talking about ‘Your Next Consumer: 3 Fierce Factors’</li><li>Session by D Shivakumar, Group Exec. President, Aditya Birla Group – The Next Decade Marketer</li><li>Jeyandran Venugopal, Chief Product &amp; Technology Officer at Flipkart is speaking on ‘Technology First - Solutions to Power E-Commerce in India at Scale’</li><li>Bret Kinsella, CEO &amp; Founder, Voicebot.ai will present a keynote on ‘The Rise of Voice AI and Impact on Marketing’</li><li>Panel session with Intel, Pepsico, Aditya Birla Capital, Licious &amp; Dr. Reddy’s – Modern Marketing Perspectives</li><li>2 exclusive playbooks on Martech &amp; Ecommerce will be launched</li></ul>Here is the link to view the <a href="https://www.mmaglobal.com/impactindia2021#speakers">speakers</a>. MMA is calling out to the industry to join them, connect and evangelise areas specific to modern marketing at IMPACT 2021 – <a href="https://mmaevents.mmaglobal.com/impactindia2021?discountcode=TIMESBRIDGE">Register Here</a>. Key partners include – Flipkart, <keyword id="6355629" type="COMPANY" weightage="20" keywordseo="google">Google</keyword>, Httpool, SAS, Trell, Aqilliz, Intel, mFilterIt.

MMA announces IMPACT INDIA 2021 to help ‘Shape the Future’ of Modern Marketing

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Flipkart enables three new languages on its platform - Tamil, Telugu and Kannada

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Flipkart, Snapdeal and Ola drive up demand for ‘experienced’ executives in startups

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MMA announces IMPACT INDIA 2021 to help ‘Shape the Future’ of Modern Marketing

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