Interview with Vidushi Kapoor from Process9
Vidushi – I was born and brought up in Delhi. I graduated from LSR in 2009, worked for around 4 years at Ernst & Young and Goldman Sachs before starting with Process Nine in October 2013. I am an Eco grad in a software company – so things are pretty exciting!
YEF – Why an entrepreneur, why not a high paying job?
Vidushi – A paycheque is just one part of “job satisfaction”, and I guess that wasn’t enough for me 🙂
YEF – What inspired you to start your own businesses?
Vidushi – Just the thought of starting something new would fill me with excitement and enthusiasm – it would bring a very different kind of rush that a bonus or promotion didn’t.
My father, who is a serial entrepreneur himself, has been inspiring, motivational and very supportive. I remember having long conversations with him on various ideas before finally starting on Indian language localization.
YEF – What is your company into and what problem does it solve?
Vidushi – Internet & Technology has traditionally been expensive and in English only, hence limiting itself to the elite English speaking population in India. With the mobile revolution, technology & internet is now affordable and accessible to a majority of Indians. Almost everyone has a phone with at least GPRS in it.
However, over 85% Indians (i.e. almost one billion Indians) don’t communicate in English and hence are unable to enjoy all the benefits of smart phones and internet.
On the other hand, e-businesses are now fast exhausting the tier-1 English speaking population of this country and are trying hard to woo the tier 2 and 3 cities. Their ads, discounts, promotions are all targeted towards mobile users in smaller towns. Their business models also include many Indians who don’t speak English – kirana store managers, cab and auto drivers, delivery personnel, electricians, plumbers, small artisans etc
By enabling users to browse websites and mobile apps in their own language, and enabling them to talk back in their language, e-businesses can open floodgates of new customers and partners. Studies have shown that customers who don’t make online transactions will do so if information is available in their language and those who make transactions today will increase frequency.
This is where Process Nine comes in. We provide translation and localization services that are scalable, cost effective, high quality and require almost no intervention to original code or UI.
YEF – Tell us more about your brand name?
Vidushi – My father had earlier registered this company for another business which did not become operational. The company was readily available for immediate go to market.
My father has an affinity for 9 because of its unique mathematical and numerological properties. Also, India has 9 major scripts and our business revolves around these.
YEF – How did the idea for your company come about?
Vidushi – Over 85% of Indian population is not English-literate, whereas over 95% of the Internet content is in English. With the mobile phone revolution, everyone was coming online and the gap is more than evident today. We wanted to be the ones to fill this gap.
YEF – What are key services you are providing which are differentiator from the rest?
- High quality, cost effective, easy to use and scalable machine translations.
- Localization of websites, mobile sites and apps without changes to source code.
- Mobile device localization.
YEF – What is the pricing strategy and marketing strategy you have been using?
- Per word cost for translation/ transliteration
- Per device cost for device localization
YEF – How’s the business going on and who are your key clients?
Vidushi – We’re proud to have MakeMyTrip, Snapdeal, Airtel, Samsung, Gionee, Lava, Intex & iBall as a part of our client list.
YEF – Your current target regions and future plans?
Vidushi – We want to reach out to every e-business that wants to champion the Indian market. Our future plans are to increase our offerings in other Asian languages and also diversify into text-to-speech and speech-to-text technology.
YEF – What do you think are the most important factors that will make your company a success?
Vidushi – 1. With our model, we’re trying to redefine the balance between quality and scalability in the translation industry.
- We’re focussed on building technology that makes it easier for businesses to go hyper local and connect with each and every Indian consumer – hence maximising reach, branding and revenues.
YEF – Who are your role models?
Vidushi – I don’t have one particular role model – I appreciate and try to imbibe good qualities from anyone I get to interact with closely. For example, I admire the humility of Narayan Murthy and the late Dr. Kalam, the enthusiasm of my father, the perseverance that some of my team members have, and tact from some of my mentors at GS.
YEF – What words of advice would you give to other young entrepreneurs?
Vidushi – 1. Be flexible, take feedback from friends and mentors, and don’t hesitate to revisit the drawing board
- Meet fellow entrepreneurs – you get to hear lots of incredible ideas & their excitement and enthusiasm keeps the fire inside you burning.
- Never stop believing in your dreams. As a famous Japanese saying goes – Fall down seven times, stand up eight.
YEF – What do you think about this initiative of Young Entreprennovators Forum?
Vidushi – I think it’s a great platform for entrepreneurs. You get to read about other interesting ventures, get an opportunity to connect with mentors and investors, and get lots to learn from the info section and the events. We should have more such platforms in India!
Visit Company Website: Process9