To provide a natural language experience, Flipkart is providing an end-to-end Gujarati experience utilizing a judicious combination of translation and transliteration of over 5.4 million words on the site.
Flipkart has introduced Gujrati language support to its app, in keeping with its goal of using locally created language solutions to help get the next 200 million consumers on board. To allow Gujarati language experience, approximately 5.4 million words have been translated. The Flipkart app has been translated into eight Indian languages in the past 1.5 years, including Hindi, Tamil, Telugu, Kannada, Marathi, Bengali, and Odia.
Gujarati is closely related to the Hindi language support that was previously added, since both languages are developed from the Devanagari alphabet and have many similarities. This resulted in a quicker scale-up of the language based on Hindi learnings, as well as a more natural experience.
To provide a natural language experience, Flipkart is providing an end-to-end Gujarati experience utilising a judicious combination of translation and transliteration of over 5.4 million words on the site. This incorporates transliteration rather than a translation of words like EMI, delivery, filter, cart, and OTP to allow for greater resonance with the local experience and to assist consumers get familiar with e-commerce terminology.
“Gujarati is the first language we’ve added to our platform, and we’re really enthusiastic about it. Flipkart’s mission as a homegrown e-commerce platform is to use locally created technology and ideas to democratise commerce in India and reach millions of underserved consumers throughout the nation. Flipkart has extended its vernacular universe to eight languages in little over 1.5 years, representing 80 percent of the official languages spoken in the nation. We’re doubling down on our efforts to provide a natural language experience to millions of our users and create shared value for millions of our consumers, merchants, craftsmen, and ecosystem partners throughout the nation using Gujarati “Rajneesh Kumar, Flipkart’s Chief Corporate Affairs Officer, agrees.
“As a nation with hundreds of languages spoken throughout, it’s fascinating to see how the internet world is rapidly embracing Indian languages, allowing more people to become digital natives. The addition of Gujarati language support to the Flipkart app is a fantastic effort that will let millions of Gujarati-speaking people throughout the nation enjoy a seamless e-commerce experience. This will also expand the market for MSMEs and small companies in the area. This also links in with our Prime Minister’s rallying cry of ‘Vocal for Local,’ and will be critical in putting millions of people on the map of the digital globe “M K Das, Gujarat’s Additional Chief Secretary to the Chief Minister for Industries and Mines, agrees.
Indian language internet users are projected to account for almost 75 percent of India’s internet user population by 2021, according to the ‘KPMG-Google Indian Languages – Defining India’s Internet’ study. Because of the increasing number of language users, most of whom are from smaller towns, it is critical to allow e-commerce in regional languages in order to provide a more personalised experience. Furthermore, according to Flipkart use statistics, over 95 percent of consumers who chose a vernacular language experience continued to do so.