Pepsi Rolls Out Micro-Localisation Strategy In India

Pepsi has started labelling its cans in various local Indian languages. It is an example of micro-localisation, with Hindi labels being put on cans and bottles in Hindi-speaking areas. It now plans to expand this to cover Punjabi, Marathi, Gujarati, Bengali, Tamil, Malayalam and Telugu, with the labels being put on Pepsi products in the relevant regions where those languages are spoken. The move reflects a wider trend in increasing local language content in India. A recent report by Google and KPMG found that the amount of online content written in local Indian languages has risen by 41% between 2011 and 2016.