A Midsized Indian B2C Company Realizes Regional Growth Through Multilingual Collateral Translation
About Client
The client is a medium-sized B2C company operating in India’s rapidly growing energy sector. They were looking to go beyond metropolitan markets into tier 2 and 3 cities.
Challenge
We promptly recognized the immediate gaps. All customer-facing materials — brochures, product manuals, and digital advertisements —were only in English. A strong interest in the market for their product did not build customer understanding and trust among the non-English-speaking part of the territory.
This translated into quite a few complications:
- Regional customers had some difficulties grasping the product features and were hesitant about their purchase decision.
- The sales and support teams were bombarded with basic and repetitive queries that could have been avoided if only better education material had been provided
- Onboarding customers to the regional market took a long time, and miscommunication about technical documentation often escalated into service issues.
As a result, despite growing interest in non-metro markets, conversion rates remained low.
Solution
After significant discussions with the client and framing the scope, the Devnagri team developed a definitive multilingual collateral translation solution
The Devnagri AI team designed an end-to-end machine translation API (MT) workflow that included the following features:
- Glossary and terminology management: Ensured brand voice consistency across all languages while maintaining the tonality and characteristics.
- Multilingual DTP support: Layouts in these languages are professional, accurate, and ready for immediate use.
- Cultural adaptation: Images and wording have been specifically customized to connect authentically to each region.
- Batch-wise delivery and approval workflows: Tackled bottlenecks and kept projects agile.
Impact
The direct and visible impact of our multilingual collateral solution is as follows:
- Engagements from the regional side spiked, with inquiries from non-metro customers increasing by 40% in the first quarter after going live.
- Sales agents also reported a 30% reduction in onboarding time, as the materials were handed to customers immediately.
- Customer understanding increased significantly, leading to a 25% decrease in service escalation tickets from the regional market.
Support call volume for basic product-related queries decreased, freeing up bandwidth for customer-facing staff to focus on more value-added interactions.
Conversion rates increased 18% in tier 2 and 3 cities, confirming that speaking your customers’ language is not just good but also the right thing to do.
