What is a ‘Language Localisation’?

When I first encountered the topic of language localization, I assumed it was simply about translating a product description into the local language. But as I delved deeper into the subject, I realized there is much more to it than meets the eye.

In technical terms, language localization is the process of adapting content, products, or services to meet the linguistic, cultural, and functional needs of a specific region or demographic. This goes far beyond translation. Localization takes this further by incorporating cultural nuances, local customs, and regional preferences to ensure that the content resonates with the target audience. And this process plays a pivotal role in the success of businesses aiming to expand into new markets.

The Importance of Language Localization in Global Business

For companies looking to expand internationally, localization is no longer just an option—it is a necessity. Simply translating a website or a product manual is insufficient to engage local users effectively. In fact, an ill-adapted product or service can alienate customers and harm brand reputation. This is especially true in culturally diverse countries like India, where localization plays a vital role in connecting with local audiences.

In India, for example, where a vast number of languages, dialects, and regional variations coexist, the challenge of language localization becomes even more complex. India is home to more than 20 officially recognized languages and hundreds of dialects, making it one of the most linguistically diverse countries in the world, where the rise of vernacular internet users, especially in Tier 2 and Tier 3 cities, has been significant. Local language content is now driving online engagement, and businesses that fail to localize their digital presence risk missing out on a large and growing user base.

For businesses to succeed here, a one-size-fits-all approach simply does not work. Instead, tailored localization strategies are crucial to address the needs of diverse consumer groups.

Case Study: Google’s Efforts in Language Localization

Let’s take a look at how Google has embraced language localization in India. (This is not an advertisement for Google, but rather an example of effective localization in action.)

1)????? Google Search in Indian languages

2)????? Google Assistant in Indian languages

3)????? Google Translate

4)????? Youtube Localization (captions, recommendations in local languages, local language videos creation) {Youtube is owned by Google)

5)????? Google Maps localization etc

Challenges of Language Localization in India

Of course, localization comes with its own set of challenges. While India’s linguistic diversity is a strength, it also adds a layer of complexity. There are not only numerous languages but also regional variations and different scripts. The nuances of each language, such as tone, formality, and even how certain phrases are interpreted, require a deep understanding of local culture.

Know Your Basics Series – Article 48