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As Bharat comes online, regional language talent is a big draw in the job market

Snapdeal is introducing its customer care services in eight different Indian languages in addition to English and Hindi.Premium
Snapdeal is introducing its customer care services in eight different Indian languages in addition to English and Hindi.

Online shopping among small-town Indians is taking e-commerce into the country's hinterlands. Companies like Snapdeal are not only providing buyers and sellers more options but also growing “regional language-specific” job opportunities to unlock the full potential of digital India.

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The growing importance of vernacular languages in India’s online world is evident from the fact that spoken English is no longer a key criterion to land a job in online customer support services. Given India’s vast and diverse market, organizations are looking for employees which can connect and bridge the language gap with potential consumers.

For example, Snapdeal recently announced that its customer care services are now available in eight Indian languages in addition to English and Hindi. The growing popularity of online shopping among small-town Indians is taking e-commerce into the country's hinterlands and it is now available in Marathi, Kannada, Malayalam, Gujarati, Telugu, Tamil, and Bengali. Support for additional languages comes in at a time when e-commerce companies are gearing up for the busy festive season starting early October that will go on till January.

“The pandemic has accelerated the adoption of digital channels, and today people in smaller cities are now purchasing items such as everyday fashion, home decor, kitchenware, and other items online. And as more and more people gravitate towards e-commerce, they will increasingly expect customer services to be in their languages," said Snapdeal spokesperson.

Currently, 83% of Snapdeal customers prefer to converse in Hindi with customer services agents, and 14% percent of Snapdeal customers choose to speak in vernacular languages. As part of its efforts to make internet experiences simpler and more engaging, Snapdeal’s website and app are also available in eight Indian languages.

“Nearly a third of India's population does not understand English, leaving a major vacuum in the internet's framework to be addressed. Making internet and support services available in local languages is critical to bringing India's "un-digitized" people online and making new internet users feel more at ease." added Snapdeal spokesperson.

With the increasing number of internet users in smaller towns and villages, many companies are working to make the internet more relevant and accessible for these customers, and enable them to unlock the full potential of digital India.

“Many of Snapdeal’s call center executives are from non-English speaking backgrounds and have been hired for their excellent vernacular language skills. Snapdeal’s customer service centers employ people from all over the country, including from Punjab, Bihar, Maharashtra, Uttarakhand, UP, Delhi, Karnataka, Telangana, Tamil Nadu, Kerala, and Gujarat." spokesperson added.

Now, with a minimum of 10+2 education and basic English and computer skills, millions of young aspirants with no/ minimal English speaking skills can find good call center jobs.

Today, regional language literacy is a big draw in the job market. E- commerce's footprint outside of metros and Tier 1 cities is not only giving buyers and sellers more options, but it's also creating opportunities. From sales and marketing to translation, technical writing, content development, social media content creation, and developing software tools and human-machine interface systems in regional languages, language has become an eligibility criterion for many new job opportunities in India, allowing many people to break away from the status quo and grow and build their corporate careers.

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