When we talk about the future of ecommerce in India, we often talk about technology, logistics, and new payment methods. But if you ask me what truly unlocks the heart of the Indian consumer, I’d say: language.
I’ve spent years building ecommerce businesses, mentoring startups, and watching consumer behavior shift across Bharat. And one lesson stands out every single time: English can open doors, but local languages open hearts.
Yet so many brands still build their websites, ads, and emails purely in English. They forget that the majority of India thinks, dreams, and buys in their mother tongue.
Let me share why local language marketing isn’t just a “nice to have.” It’s becoming the biggest growth lever for ecommerce in India — especially if you’re targeting Tier 2, Tier 3, and rural markets.
First, there’s sheer numbers. Reports show that more than 75% of India’s internet users prefer content in their local language. Think about that. Three out of four customers would rather browse, read, and shop in Hindi, Bangla, Tamil, Marathi, or countless other tongues.
I’ve personally seen brands grow exponentially just by launching a Hindi version of their website. One ecommerce brand I worked with doubled its conversion rate in UP and Bihar simply because customers could finally read product descriptions in Hindi.
And it’s not just Hindi. The same impact is unfolding across South and West India — and the East too.
Take Tamil, Telugu, Kannada, and Malayalam. These aren’t just “languages”—they’re gateways to entire economies.
According to a KPMG-Google report, over 70% of users in South India prefer digital content in their own language. Tamil and Telugu are among the fastest-growing languages online in India, driven by massive smartphone penetration and rising disposable income.
In fact, the Internet and Mobile Association of India (IAMAI) estimates that as of 2024, over 40% of South Indian internet users are actively searching and consuming ecommerce content in their mother tongue.
One fashion retailer I advised saw a 1.8x lift in website engagement in Tamil Nadu after launching Tamil ads and regional landing pages. Their bounce rates dropped by almost half.
Another food brand boosted sales in Karnataka by 60% by simply translating product names and benefits into Kannada — while using local cultural references in their ad creatives.
Telugu-speaking consumers are also a powerful force. Andhra Pradesh and Telangana combined represent one of India’s top ecommerce markets outside the metros. Studies show Telugu content has grown over 200% year-on-year on YouTube, proving the appetite for regional engagement.
And let’s not forget Malayalam. Kerala’s consumers are digitally savvy, with high literacy and smartphone usage. Brands translating their apps and websites into Malayalam are witnessing 30-50% higher user retention compared to English-only platforms.
The story is just as compelling in Western and Eastern India.
In Maharashtra, Marathi digital consumption has surged, with over 80 million speakers eager for content in their language. One fintech startup I worked with saw a significant jump in sign-ups simply by localizing their onboarding flow and notifications in Marathi.
Gujarat, too, has a thriving digital audience. Gujarati consumers trust brands that speak their language, particularly in categories like jewelry, textiles, and finance. One D2C textile brand grew its Gujarati customer base by 45% after rolling out social media ads and product catalogs in Gujarati.
In West Bengal, Bengali is the second most spoken language in India and one of the strongest regional markets for ecommerce. From cosmetics to food products, brands are seeing 2x engagement rates on Bengali-language posts and videos versus English. A personal care brand I’ve advised found that Bengali ad creatives drove a 30% higher click-through rate than their English counterparts.
The numbers tell the bigger story:
75% of Indian internet users prefer content in local languages.
Regional languages account for 60% of India’s internet traffic as of 2024.
Bengali, Marathi, Tamil, Telugu, and Gujarati combined represent over 400 million speakers.
Regional language content consumption grew 2x faster than English between 2021 and 2023.
Local language marketing isn’t just a Northern India phenomenon. It’s a nationwide movement.
By embracing regional languages — from Hindi to Tamil, Telugu, Marathi, Gujarati, and Bengali — ecommerce brands aren’t simply translating words. They’re translating trust, connection, and loyalty.
Local language marketing builds trust. It’s one thing to translate your website; it’s another to truly speak the way your customers speak. Language carries emotion, humor, and cultural context. When you speak to customers in the language they use at home, you’re not just selling a product. You’re building a relationship.
Another reason this matters: voice search. As more Indians get online via smartphones, voice search is exploding. And guess what language they’re using to ask questions? Local languages. Brands that don’t optimize for Hindi, Marathi, or Odia voice searches are leaving money on the table.
Local language marketing also reduces bounce rates. Customers stay longer on sites they understand. They feel more comfortable exploring products, reading reviews, and making purchases.
But let me be real: local language marketing is not a copy-paste job. Google Translate isn’t enough. It’s about nuance. About hiring writers and translators who understand regional slang, idioms, and cultural references.
Here are some practical ways to start:
- Translate your key pages (homepage, product pages, FAQs) into your top regional languages
- Create ads in regional languages, especially for Facebook, Instagram, and YouTube.
- Invest in local language SEO — research keywords in Hindi, Bangla, Tamil, etc.
- Record video content in local languages. Even your founder story hits harder this way.
- Train your customer support team to handle queries in regional languages.
If you want to win in Bharat, you have to speak Bharat’s languages. It’s not just marketing. It’s respect. And in the world of ecommerce, respect turns into loyalty.
The ecommerce revolution in India won’t be written in English alone. It will be written in the thousand languages that echo through our streets, our homes, and our hearts.
Start speaking those languages — and watch your brand truly connect and grow.
