Snap plans to take its India localisation strategy to the world

Bengaluru: Snap Inc. plans to extend its India localisation strategy so as to grow its base in several other countries, Chief Financial Officer Derek Andersen said at the company’s first-ever investor day. After ignoring the country in its early years, the social media company is doubling down on the Indian market by rolling out localised versions of its offerings. This includes rebuilding of Snapchat’s Android app with support for nine Indian languages and an India-specific version of its content discovery platform Discover that now has over 85 local channels. In October 2020, it announced its first slate of mobile-first licensed and original shows for the Indian market along with its first gaming partner in the country. To be sure, India was one of the first markets where Snap Inc. made investments to localise its product, including building local augmented-reality creator communities, adding local content, and investing in local marketing initiatives. These tactics form the basis of a “repeatable playbook we can now leverage to drive growth”, Andersen said. “We focused on India early because it has a large and fast-growing population of young smartphone users, high-speed mobile networks are expanding quickly, and GDP per capita is growing rapidly,” Snap’s CFO…
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