Google to Woo Indians with Localized Products

After Xerox, only Google has the rare privilege to enter in the Merriam-Webster Dictionary. It says, to google is to use Google search engine to seek information on the World Wide Web. No wonder Google is a great brand all over, but when it comes to India the online market is quite different from the rest of the world here. The strategies and products to the Indian market should be localized having the Indian masala formulae which other products have followed say for example Maggi noodles or Lays. They understand the Indian masses tastes and changed the strategy to conquer the Indian market.

Why India?

1. Internet is penetrating at a fast pace. With 7% penetration and 50% year-on-year growth and the vast population makes India as the favorite destination
2. China market which is similar to India’s has some issues with Google. Pakistan is also following the same path. Thus, the best thing for Google is to shift the focus to India
3. Baidu in China controls the major portion of search traffic. Google will not have such competition in India
4. Major portion of Indian internet users can speak and understand English

Google knows that major part of Indian population is not conversant in English. It will be difficult to increase the user base. Thus, they have hit upon to go beyond English to offer products in local languages and started educating the people about the internet and its advantages. Thus, creating the awareness for Google and its products. They did miss the mobile internet space as well. The introduction of landmarks to Google maps apart from the street names makes it a very useful product for Indians. Google kicked off its mobile services by offering an SMS search some three years ago.

Frost & Sullivan’s Saif says the clue to Google’s success in India lies in its focused approach. Instead of spreading itself too thin like most of its competitors, Google has chosen instead to focus on a few segments. And it is taking a long-term view in each of the categories - a nicely woven strategy to target the Indian market. But, this surely rings the warning bells as Yahoo and Bing can realize their mistakes and would try to take advantage of the awareness created by Google. But, Google is Google at last.


Reference: Outlook Business, June 2010 issue

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