Speaking the local language: How Spotify tackled the India market

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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands