Speaking the local language: How Spotify tackled the India market

Biprorshee Das

Since entering a crowded Indian market two years ago, Spotify’s India head of marketing Neha Ahuja shares how the audio streaming service is winning by leveraging local insights and speaking to consumers in a personal tone.

Since Spotify’s launch in India, what have been your key learnings? Did your assumptions about the market play out?

When we came in, we were not the first player. We acknowledged that and it was important for us to make sure that we connect with the consumer. So, it was not about launching the music streaming service, it was really about connecting one-on-one and making people believe that this can become the preferred music streaming app. And that happened because it is such a commoditised category. We needed to ensure – apart from product differentiation – that there is...

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