How India - Marketing, Culture and Commerce with Jasmine Batra

In our first How India™ podcast episode, host by Steve Davis talks to Jasmine Batra of Arrow Digital. Jasmine is the co-convener of the Technology Innovation and Startup National Industry Group, reflects on her first start-up, Employ India, launched in 1998. At a time when the internet was accessed through dial-up connections and search engines like Yahoo and AltaVista dominated, Jasmine, fresh out of her MBA, co-founded a job portal to connect Indian IT professionals with overseas opportunities. Despite the challenges of establishing trust in a nascent digital market, Employ India thrived with an innovative model where job seekers paid to be listed. The company quickly became cash-positive, receiving recognition as one of the top 10 job portals in India by the Economic Times.

Jasmine transitioned into helping companies with digital marketing and visibility, founding Arrow Digital in 2007. With Google gaining prominence, she focused on growth marketing to ensure companies were seen online. Over the years, she has adapted to the evolving digital landscape, including the rise of platforms like YouTube and WhatsApp, which play key roles in India.

Jasmine emphasises the diversity of India's market, explaining that each state has its own unique culture, language, and economic environment. This complexity requires companies to select the right launch location and adapt their strategies accordingly. She points out that while India can be price-sensitive, it also has an appetite for high-quality, premium products, as seen with luxury car sales. For companies entering the market, understanding cultural nuances and aligning marketing efforts with major festivals like Diwali is crucial.

Now leading the National Industry Group, Jasmine assists start-ups in validating and commercialising in India. She stresses the importance of building relationships and leveraging chambers of commerce to navigate India’s complex business landscape. Jasmine runs events, including pitch fests and delegations to India, to facilitate market entry for Australian companies.

For those looking to explore opportunities in India, Jasmine advises reaching out through her website, jasminebatra.com, or the Australia India Chamber of Commerce. The National Industry Group offers support, market insights, and connections at both federal and state levels, helping companies better understand regional dynamics and establish a successful presence in the Indian market.

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