Duolingo Expands into Indian Market with Customized Features for English Learning

Mumbai, India - 2024: Language-learning app Duolingo has made significant strides in the Indian market by introducing customized features catering to Hindi-speaking users and adapting to the changing preferences of Indians learning foreign languages.

According to Karandeep Singh Kapany, Regional Marketing Director of Duolingo India, there's a growing interest among Indians in languages like Korean and Japanese due to the global influence of K-pop and anime. While English remains the primary target for many users, the app has seen an increase in users exploring East Asian languages.

Kapany joined Duolingo in 2021 after working with prominent brands such as Titan, Tanishq, and DailyHunt. Under his marketing expertise, the brand is witnessing a strong reception in India but acknowledges room for growth in awareness and branding.

Duolingo has taken to social media-first campaigns to drive organic virality in its Indian market strategy, while opting to forego traditional advertising methods at present. The Indian English-learning market holds immense importance for Duolingo as it strives to establish itself as a household name.

However, navigating India's linguistic and cultural diversity poses unique challenges for the brand. With over 1,600 languages spoken across the country, prioritizing which languages to offer becomes a strategic puzzle. Regional variations in script, pronunciation, and context add layers of complexity to catering to diverse learners.

Despite these challenges, Kapany believes that opportunities abound in India's multilingual population. A significant vocal group of xenophiles has shown appreciation for foreign languages like French, Spanish, German, Japanese, Korean, and English.

As Duolingo continues to expand its presence in the Indian market, it is essential to understand its marketing strategy, including popular campaigns, and overall ambitions for this language-rich nation known as a hub of polyglots.