language services

Growth In Diverse Consumer Market:

India is one of the top three consumer markets Macy’s is focusing on in their efforts to expand offerings to linguistically and culturally diverse audiences. There has been a 29% increase in walk-in Indian customers in U.S. stores, which has led to a 19% growth in sales. Online sales are on the rise and the largest demographic of shoppers in Macy’s New York are Indian. Despite the growth in online as well as in-store Indian shoppers, Macy’s has no plans of opening up a brick and mortar in India, however, if the site is opened from a desktop in India, the form of currency changes from dollars to rupees. Macy’s plans to develop it’s mobile website in efforts to lure in Indian customers and has used marketing tactics such as shipping incentives for new customers.   

The Condensed Definition of Localization:

Localization takes a companies content including text, images, colors, functionality and the overall aesthetic and modifies it to entice and attract linguistic and culturally diverse shoppers. Companies trying to expand without the aid of professional localization services tend to fall short in international markets due to a lack in variations or adaptations to their current marketing materials that reflect the targeted audiences cultural and linguistic norms.

Furthering Localization Tactics:

Localization allows companies to raise brand and product awareness, generate a demand and it also helps in establishing trust in the company by taking the initiative to support and nurture potential diverse markets. The first thing to understand is there are multiple markets in India and multiple languages spoken throughout the country so you must figure out which market is most lucrative for your company. There are 22 major languages spoken in India, with over 720 dialects written in 13 different scripts.  

Top Five Languages Spoken in India:

1. Hindi (366 million speakers)

2. Bengali (83 million speakers)

3. Telugu (74 million speakers)

4. Marathi (72 million speakers)

5. Tamil (61 million speakers)

Websites and marketing materials should all undergo the process of localization in order to appeal and entice the targeted audience. Hiring a professional language service company (LSC) to gain access to localization experts is the only way to ensure you’re accurately and successfully completing the process. It’s important you enlist the aid of professionals because they will exhibit a full command of the language and will have the knowledge needed to accurately and appropriately localize content. Localization specialists are familiar with not only the language and associated culture but popular influences, local politics, slang, interests and a variety of nuances from that specific region as well; this complete awareness allows for a successful localization project. If you’re interested in investing in localization services, contact Niki’s Int’l Ltd., a professional LSC who has the capabilities to aid your company in expanding into a diverse consumer market.

Niki’s Int’l Ltd. is a WBENC-Certified Women Business Enterprise with 20 years of language service experience. A global network of highly skilled interpreters and translators are available 24 hours a day, 7 days a week for on-site, telephonic and video remote interpretation services. Our linguists are available in over 350 languages and dialects, and our network includes certified interpreters and translators. Our work is guaranteed with a $1 Million Errors & Omissions policy, so that you can be confident that your project will be completed with the highest level of quality and professionalism within the field. For more information contact us at 1-877-567-8449 or visit our website at

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