'40 per cent of internet users in India are looking at language websites': Gyan Gupta

Q&A with the COO of DB Digital following the launch of moneybhaskar.com

Jul 14, 2014 02:53:00 PM | Article | Campaign India Team

Dainik Bhaskar has launched a Hindi finance and business website www.moneybhaskar.com, under its arm DB Digital. The site went live on 25 June.
Campaign India caught up Gyan Gupta, COO, DB Digital, to learn more.

What’s the idea behind launching an online finance-specific website in Hindi?

It fits in with our philosophy of what we have been trying to do over the last six months. This is our third digital launch since March. We started with Bollywoodbhaskar.com.
(With moneybhaskar) We are not targeting the salary class. This website will be targeting SMEs and traders. We saw that there was no product for this TG and that was the need gap.
How many of India’s 243 million internet users would be looking at Hindi websites?
We estimate about 40 per cent of the users to be looking at language websites in India. Within that, about 60 per cent would be Hindi website viewers. The other language websites accessed would be Gujarati, Telugu and Marathi.
Would you be looking at other Indian language portals?

Yes, we’ll be soon launching in Gujarati. We’ll follow this with other languages, but for now our short-term plan is to launch in Gujarati.
How will the website be marketed?

We have a campaign which consists mainly of print, radio and digital. We’ve taken some supers on broadcast as well. Strings is the agency that has worked on this.
What about mobile? Any app support for the site?
Our strategy was to launch our portal along with a mobile WAP site.
What about the content?
We have a team of 24 people dedicated for this site, which would be large enough to be running a print publication.
And revenue?

Revenues will come. Right now we have no projections. We are looking to establish the product first.