How To Make The Potential Of Translation Services In India

India has assumed new proportions of growth since liberalization propelled it into the global markets. The phase has been accelerated time to time by other global forces, advancement in technology, the rise of the middle-class consumer and expanding tastes as well as demands of the new-age Indian.

It is not impossible to label India as a universal English-Speaking country by multinationals given their interactions and footprints with a specific set of people and cities here. Yet, the truth about India is far from the stereotype. It is a country where language, culture, food habits, sub-culture, rituals, taste etc. change every few kilometers. Now extrapolate this diversity to all the states, languages, and religions that the nation houses. The picture is simple – one language would never suffice to tap the mindshare, attention, and loyalty of this billion people nation.

To top that, the importance of native languages and localized-touch just never fades. Surveys keep reminding that at any time 40 to 50 per cent consumers find the obtaining of information in their own language taking precedence over price. This inclination can go up to new scenarios too when 60 to 70 percent consumers see the likeliness of purchasing a product online increasing with the aspect of its information being packaged in their own language.

When in 2011, a Gallup survey of language preferences among internet users in 23 European Union countries pointed that 42 per cent people never purchase products and services in other languages; it was only a starting point to cement the long and deep relation between familiarity and brand preferences.

Familiarity also brings about comfort, stay-time, credibility, experimentation and sometimes, even loyalty for a customer in a new market.

In many ways, employing language translation services helps to instill a new touch that forges long-term relationships instead of transient or transnational exchanges between a company and a new customer.

A niche and new audience cannot ignore the part that a business actually cares for them and this is what translation services in India are endeavoring for.

Strong and seasoned translation service providers in this space have started understanding and delivering the multidimensional character of an Indian consumer. They bring about the local flavor and native resources along with translators who have a firm grip on nuances of every region. They complement this asset with a variety of offerings around websites, brochures, voice, multimedia, legal documents, user-interactive platforms and much more.

It is also true that for a long time translation was relegated to a part-time role as a non-serious profession in India. The advent of marquee firms, however, have started changing the landscape for both clients as well as translators, thus taking the quality of services a notch up along with the skills / compensation for good translators.

When just a little below ten percent of the population in India actually converses and transacts in English on a firm basis, and when English proficiency comes under a grey area, then translation and localization assume a greater role. Language translation services become the glue that joins disparate linguistic, regional and socially heterogeneous groups of customers.

The translation here, hence, should go beyond just relaying English into an Indian language; it should come across as something comfortable and caring for the Indian customer who is always a bundle of contradictions, diversity and multiple needs.

I am an Expert in the medium of translation & language services. I have working knowledge in documents translation, conduct Multilingual media research, and provide Multilingual E-mail Support.