devnagri

A single line in a government document rarely attracts attention until it changes. Not a sweeping policy rewrite. Not a budget shock. Just one clause, amended quietly in English. But weeks later, district offices are confused. Citizens file appeals. Frontline officers interpret the rule differently. Somewhere along the way, the same sentence has come to mean slightly different things in Punjabi, Tamil, Bengali, Marathi, and nine other languages. This is not a hypothetical. In multilingual governments, this happens more often than anyone likes to admit. And it raises a deceptively simple question: what actually happens when one clause changes across 12 languages? The hidden weight of language in government systems Governments don’t operate in one language, even if drafting often begins in English. Laws, circulars, welfare guidelines, and public notices are consumed in the languages people think in. In countries like India, language is not a translation problem. It is an execution proble...

Every policy update, interest rate tweak, KYC reminder, or service alert must travel fast, accurately, and in languages customers actually understand. The challenge isn’t translation alone. It’s orchestration. What sits behind the scenes is a multilingual workflow that has evolved from a “nice-to-have” into core infrastructure—a single, integrated CX layer where language is embedded, not bolted on. Why language is no longer a last-mile problem For decades, BFSI treated language as a final formatting step. Draft in English. Translate if time allows. Push notifications. Hope for the best. That approach no longer holds. In markets like India, customers may transact digitally but still think in their native language. A repayment reminder in English may be read. The same reminder in Bengali is understood—and acted upon. This is why English to Bengali translation , and other Indian language pairs, are now part of operational design, not campaign planning. A widely cited observation from Har...

Most businesses assume that if a product is strong and pricing is appropriate, customers will find their way. In practice, many do not. They pause, reread, hesitate, and sometimes leave without ever quite knowing why. When teams later review the funnel, nothing obvious appears broken. Traffic looks healthy. The offer makes sense. Yet conversion from certain regions consistently underperforms. Very often, the issue is in plain sight: language that technically says the right thing but does not feel right to the reader. Poor translation is rarely dramatic. It does not crash systems or trigger alarms. Instead, it creates a low-grade discomfort that users feel but cannot articulate. Over time, that discomfort turns into distrust, drop-offs, and lost revenue—quietly, predictably, and at scale. Translation Is No Longer a Side Task For years, translation has operated on the margins of business operations. Once the product was ready, the English copy was sent for translation into other...

In 2026, the most aggressive growth stories in Indian D2C are not coming from bigger ad budgets or flashier influencers. They’re coming from brands that decided to speak like their customers actually do. What used to be called “regional language marketing” has quietly become a revenue lever. And the data now makes it impossible to ignore. The shift D2C leaders didn’t see coming For years, D2C growth playbooks assumed one thing: if the product is good and the UX is clean, English will do the job. That assumption held until brands started scaling beyond Tier 1. By 2026, more than 65% of new online shoppers in India come from Tier 2 and Tier 3 cities. These customers are mobile-native, value-conscious, and decisive, but they prefer to consume information in the language they think in. This is where many brands stumbled. Their ads were localized. Their influencers spoke Hindi, Tamil, or Bengali. But the moment a user clicked through, the experience snapped back to English. Product descript...

Every company today believes it has a content problem. Too many assets. Too many updates. Too many channels to keep up with. In reality, most companies have the opposite issue. They have an understanding problem. Customers are surrounded by words, product descriptions, instructions, reminders, alerts, but very little of it actually lands . Messages are sent, but meaning doesn’t arrive. And somewhere between creation and comprehension, intent gets lost. This gap is subtle. It doesn’t show up in dashboards immediately. But it shows up in behaviour, hesitation, repeated questions, abandoned journeys, and quiet frustration. When “Explained” Isn’t the Same as “Understood” Inside organisations, content is often treated as a delivery task. Once the message is written, reviewed, and published, the job feels complete. But understanding doesn’t happen at the point of publishing. It happens in context, on a small screen, under time pressure, in a second language, often while multitasking. A Harva...