Sachdeva: Non-English speaking Indians pick English app menus for aspiration
Ankush Sachdeva · How Have Indian Consumers Evolved In The Last 10 Years, Ankush Sachdeva, Founder, ShareChat and Moj · Jan 12, 2024 · at 16:05
Ankush Sachdeva, co-founder of ShareChat, discusses user research that revealed early vernacular users chose English on onboarding menus due to aspiration and distrust of regional apps.
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“They had no working vocabulary of English, they did not know the language, yet when given an option, they will pick that language. Because of aspirational reasons. And in fact, there was a lot of trust deficit. A lot of these regional language apps in the past had always been these betting scams and all of these things. So there was a lot of trust deficit in any Hindi language. But we got to know that people rarely want regional language, but they will not tell you if you just put a menu in front of them.”
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