Insights Success has introduce The 10 Most Innovative Translation and Localization Solutions Providers companies in 2018, in order to assist businesses to choose their right Translation and Localization solutions provider.

1. ™
JULY 2018
www.insightssuccess.in
Translation
& Localization
MOSTInnovative
10
The
Solution Providers
Himanshu Sharma, CEO
AI-poweredHuman
TranslationPlatform
Nakul Kundra, COO
Company of the Month
Itransmaster Solutions
Mayoor, Director

4. f you talk to a man in a language he understands, it goes to his head. If
Iyou talk to him in his language, it goes to his heart”, Former President
of South Africa and Noble Laureate Nelson Mandela
Native language is the way to preserve our own traditional values, rich
cultural heritage, and all the valuable knowledge about our country. The
world has become one big city. Every day thousands of businesses are
translating across borders, yet communication barriers are still present
across the globe. To overcome language barriers across the globe, linguists
have come up with a few ways that allow multilingual communication and
understanding. Translation and localization industry is one of them. It is not
just about the words, it’s about making intelligible a whole culture of the
country.
India has come a long way from being a “Land of snake charmers” to being
celebrated for the “Mars Mission”. Today as the distance between the
nations of the world is reducing, every organization is looking for
translation and localization of their business. The companies are doing
everything they can to tackle the emerging Indian market. Without any
doubt, localization is one of the fastest growing sectors in terms of
economy which is estimated to be around one billion USD in India. The
industry thrives on ever-increasing demand for translation in a wide range
of discipline. Translation of content across various platforms is of
paramount importance for the global growth of companies.
India is home to an incredibly diverse population that speaks around
twenty-three official languages. Recent technological developments in the
translation industry will continuously impact and change the way things are
carried out. With an aim to eliminate the digital divide, from time to time
the government of India has taken various steps such as Digital India, Jan
Dhan Yojna etc. Both the translation technology and language localization
can play a vital role in achieving the Digital India dream. Besides
traditional tools such as dictionaries, glossaries, thesaurus etc., the usage of
Computer-assisted translation (CAT) tools is increasing rapidly in order to
improve productivity. With the growing user base of internet and internet-
based services, online tools or platforms for are gaining momentum and
becoming popular among the translation companies. The popularity of
Machine Translation (MT) has also increased substantially.
The Indian translation industry is still in its nascent stage and in next ten
years, it will be able to provide livelihood to many budding translators.
Serious effort in both the areas of Translation technology and Localization
will lead the country to become Digital India. Translation is all about
translating ideas, like telling a story into another language in a natural way.
Translation has helped India to knit together as a nation throughout the
history. The concepts like ‘Indian philosophy’, ‘Indian culture’, ‘Indian
literature’ and ‘Indian knowledge systems’ would have been impossible in
the absence of translations.
Editorial
Changing Landscape
of Translation
and Localization
Industry
Shweta Priyadarshini
Shweta Priyadarshini
“

5. sales@insightssuccess.com
™
Editor-in-Chief Pooja M. Bansal
Database Management Prashant Chevale
Technology Consultant Swapnil Patil
Circulation Manager Vivek Bangade
Research Analyst David
Business Development Executive
Asif Patel
Contributors
July, 2018
Asha BangeArt Editor
Business Development Manager Akansha Garewal
Visualiser Karan Gaikwad
Marketing Manager Dhruv Apte
Picture Editor Alex Noel
Art & Design Director Amol Kamble
Co-designer Poonam Mahajan
Managing Editor Rajarshi Chatterjee
Senior Editor Shraddha Deshpande
Abhijeet, Devasish, Datta
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Executive Editor Shweta Priyadarshini

6. COVER STORY
Devnagri
Itransmaster Solutions
Supporting Business
and Linguistic Diversity
18
E-Learning Plays a Significant
Role in Translations & Localization
Emerging Market Future
of Translations and LocaliZation
08
Expert's Standpoint
Expert's Opinion
COMPANY OF THE MONTH
CXO standpoint
32
40
AI-powered Human Translation Platform

7. Translation and
localization:
An Emerging Industry
22
Somya Translators
Offering Best-in-Class Localization
and Certified Translation Services
28
VMC Anuvaad
Pioneer of Transcreation
and Localization Services
42
CON
TE
NTS
TransLang Ways Solution
Breaking all Language Barriers
with its Cutting Edge Solutions
34
Fidel Softech
Delivering World-Class Translation
& Localization Services
26
Industry-Insight
Emerging Technologies
Revolutionizing the
Translation Industry
36 Tech-Trend
ARTICLES

8. anguage is more than a system to communicate with others for generation yet to born. The history, passion,
Land soul of our own culture lives in each word we speak in our native tongue. In today’s globalized business
world, language translation has become an important part of communication. With countless languages
around the world, Translation and Localization are the need of the hour for various industries and businesses.
Translation and Localization of content across various platforms has always been the key for organizations to
expand their global footprint.
In this edition, we introduce The 10 Most Innovative Translation and Localization Solutions Providers
companies in 2018, in order to assist businesses to choose their right Translation and Localization solutions provider.
Assessing the scenario in versatile perceptions our magazine has brought light into the companies, who have
flaunted some excellent Translation and Localization solution Providers. This list will lessen the search of
organization that has perfect Translation and Localization companies.
In this issue, we have specially featured Devnagri, as cover story. Devnagri’s powerful cloud-based translation
platform empowers products by enabling product owners, product developers and product marketers to reach Indian
internet users in their regional languages.
We have listed iTransmaster Solutions as the company of the month that provide niche language services and
documentation services across industries. Fidel Softech is a technology & localization solution and services
provider company committed to deliver cutting-edge technology solutions in local languages. Somya Translators is
the foremost certified professional localization & language translation service provider across the globe. VMC
Anuvaad has been the preferred transcreation partner for leading agencies and multinational conglomerates in India
and abroad. Translang Ways Solution is Interpretation and Translation Service Company which provide cutting-
edge solutions in language Translation, Localization, Content Writing, Interpretation, Transcription, Language
Trainings & Subtitling, and Voiceovers. BITS is the innovative language services company that offers core
translation services blended with comprehensive localization solutions that include software architecture,
engineering, GUI localization and localization testing. Crystal Hues is a pioneer in international marketing
communication combined with localization services in India.We also have Mayflower Language Services which is
an ISO certified organization, dedicated to providing translation and localization services to global companies.
Coral Knowledge Services offers professional translation, proofreading, Transcription, interpretation, audio visual,
data capture services for a large variety of clients.
Our in-house editors have come up with some adroitly written articles such as Emerging Technologies
Revolutionizing the Translation Industry and Translation and Localization: An Emerging Industry.
We have included article like E-Learning Plays a Significant Role in Translation and Localization written by
Shatyaki Singh Bohra, General Manager at Andovar Localization Services Pvt Ltd. Also, we have included article
like Emerging Market Future of Translation and Localization written by Devaki Datar-Kunte who runs the
family business, Language Services Bureau, established in 1979 by Madhuri Datar, for the last 16 years.
It’s time to flip the pages and enjoy a linguistic experience with a feeling of reading pleasure.
Translation and Localization: An Essential
Element for Elevating Globalization

11. COVER
STORY
Nakul Kundra, COO Himanshu Sharma, CEO

12. William Carlos Williams, in his letter to
Nicholas Calas, dated 4 Dec. 1940, wrote,
“All this fits well into my scheme. I don’t care
how I say what I must say. If I do original work all well
and good. But if I can say it (the matter of form I mean)
by translating the work of others that also is valuable.
What difference does it make?” Translation is an art and
translator an artist. With a countless number of languages
and slangs around the world, localization and translation
are the need of the hour for businesses, personal
convenience and elevating the aesthetic feel of regional
languages.
Devnagri is India’s first AI-powered human translation
platform exclusively focused on Indian languages. The
company has created a powerful cloud-based translation
platform, which empowers products by enabling product
owners, product developers and product marketers to
reach Indian internet users in their regional languages. The
machine is an AI-integrated platform, which promotes
organized way translations with guaranteed timely
delivery. Further, with the help of Indian translators and
reviewers, the tool is an excellent offering to the Indian
translation industry. The professional translation services
are therefore now a reality as Devnagri comes with unique
linguistic skills and per-domain translation expertise.
Devnagri platform offers quality assurance features such
as translation memory, glossary and proofreading, which
ensures 100% client satisfaction.
About the Trailblazers
Himanshu Sharma, the CEO of Devnagri, is a great
people person who has spent nine years as an entrepreneur
and gained experience in all areas of business including
marketing, operations, business strategy, business
intelligence and more. He is passionate about technology.
Himanshu is an experienced strategist with an exceptional
capability to simplify complex business challenges by
innovative solutions for market differentiation. When he is
not working he loves to play video games, watch cricket
matches and loves to cook.
Nakul Kundra, Devnagri’s COO, is a renowned
entrepreneur with over 10 years of corporate and tech
start-up experience. Over the last decade, he has gained
hands-on strategic experience in creating a start-up from
idea generation to execution to POC model.
Nakul is highly skilled in strategic planning, business
intelligence, AI/ML/big data conceptualization,
establishing and growing Indian operations, mentoring
start-ups and IT consulting, among others.
WE TRANSLATE,
WE PROOFREAD
&WE DELIVER
ONTIME
‘‘‘
, with the help of Indian translators and
‘
, with the help of Indian translators and
fering to the Indian
‘
fering to the Indian
The professional translation services
‘
The professional translation services
are therefore now a reality as Devnagri comes with unique
‘
are therefore now a reality as Devnagri comes with unique
fers quality assurance features such
‘fers quality assurance features such
‘WE TRANSLA
‘WE TRANSLA

13. The Driving Factor
This is a century of innovation and now through
technology, it is possible to book flight tickets just with the
move of a thumb. Similarly, technology has also
influenced the life of the elderly in a good way—they can
schedule appointments with the doctors, set reminders for
medications, book tickets and many more. However,
Devnagri realized that despite the fact that India being one
of the biggest IT-driven nations in the world, the
convenience of Indian people is overlooked. Nakul asserts,
“We have been making applications driven by the ideas
and needs of our foreign clientele and we build
applications and services intended to be used by their own
audience, and here is the main point, in their own
language”. If our parents or a grandparent wants to book a
cab or order pizza online, they can simply do it in their
language rather than depending on us to do it for them.
This will make an Incredible India, Independent!
Devnagri realized that the simple fact of not being fluent
or comfortable in a foreign language retains many Indians
from actually making use of the wonderful benefits of
technology and the modern mobile revolution. People are
not open to use the modern services due to their fear of
making mistakes that may occur if they use a banking
application or any other similar applications in a language
that they do not feel comfortable with. After thorough
research, the team identified that there is a lack of
correspondence between what a business or a facility
provider can reach and what our elders or fellow
countrymen can use—just because of the language barrier.
Unique Services
Devnagri’s team of highly professional translators possess
a keen sense of style in both the languages and translate
the scripts preserving the authenticity. They conduct
sessions for honing and mounting their expertise, which in
turn, sharpens the awareness on the emotional impact of
words and the atmosphere they create along with the social
aura that surrounds them.
Transforming the translation industry, the unique
professional platform provides translation services in a
power-packed combination of AI (Artificial Intelligence)
and human expertise. Once the content is translated, the
translation is taken to the next level where it undergoes the
justification process under the guidance of a human. After
all the scrutinizing steps, the content will be delivered on
The
limit
of our
language
is the
limit
of our
Businesses
‘‘‘‘‘

14. time without any lag or delay.
Mobile gadgets and applications have become a part of
human life. With 1.25 Billion increasing population, novel
communication mediums are emerging day by day.
Especially for businesses, mobile applications are inevitable.
The customer base can only be built strong with app
localization, which is easily achievable on Devnagri’s
platform.
A website is a platform that attracts the audience and gives
your brand a global recognition. But with no localized
approach, very few global audience connections are
established. With Devnagri, one can imply the importance of
translation to the website and establish a humongous
customer base.
Touching the Hearts
Devnagri not only utilizes the power of machine learning but
the intelligence of human minds also to make its translations
reach the hands and touch the hearts of the end users.
Through the mission of Devnagri, the company is looking
forward to build Indian translator’s community to empower
women and housewives and bring a smile to their faces.
In addition to this USP, the company also makes an effort
towards improving the experience of its Translators,
Reviewers and Clients on the smart platform by providing
and innovating on features such as Glossary, Translation
Memory and a comfortable Dashboard and Editor for doing
the translation and proofreading within the platform.
Unlike its competitors, it is laser-focused on regional
languages. “We believe that in the modern technological
landscape, our own Indian languages are under-
represented and this is a cause of dis-engaged user base in
India such as the elderly and the people from the non-
metropolitan region”, states Himanshu.
Nakul adds, “English is an important part of the modern
world but that doesn’t mean that it should be imposed on
people rather, our aim is to enable people to engage with
the benefits of modern technology within their own comfort
zone and through something that they truly understand”.
An Evergreen Recall
In its entrepreneurial journey, Devnagri has etched all of its
clients’ names in its heart, however, some remain more
special and certain achievements are evergreen. One such
prolific project was with one of its early clients, India App
We are not only
localizing
but
also
CelebratingCelebrating
Indian
languages

15. Stores, which is an Android App Store dedicated to the
provision of popular applications in Indian languages and
allows developers to create applications specifically for
Indian language users.
The company localized the entire website on a timely-basis
with real-time updates, into eight languages simultaneously
and proofreading these translations at the same time, thus
allowing India App Stores not to suffer through the long
and slow process of going through the traditional route of
arranging a translation provider - negotiating - proofreading
- integration.
Devnagri has been the translation powerhouse behind the
platform’s continual success in enabling people to use
modern services and application in their own languages. It
offers timely translations and real-time updates to all clients
so that they are aware of the exact stage at which their
translation projects stand.
Go an Extra Mile
The company follows a freemium model for Devnagri
platform and targets the Business-to-Business segment of
its user-base for the major portion of its revenue and
marketing strategy—it invests in the relationship by going
an extra mile for providing them with custom packages for
not only their mobile and web applications but also for their
developers by providing them hooks to automatically
trigger app/website builds when a translation is completed.
Devnagri’s core values flow naturally from its mission
statement that “We strive to bring a smile to our
countrymen’s faces by enabling them to use their own
languages in the modern world”.
Future Endeavours
“We are looking forward to making a disruptive change in
the way that the Indian translation industry operates”, says
Himanshu.
Translation services are inevitable to the global economy
and the industry is on the upsurge as numerous small
businesses globalize. The rise of innovative techniques in
the communications industry is having a huge impact on the
human life as well. It has been made clear by Devnagri’s
domain and product interviews that almost 90 % of the
Indian translators,
Ø Follows the tedious process of manually copy and
pasting the content from source to word docs—opening
many sites such as dictionary during the translation
process—and then following an even more time taking
process for proofreading
Ø Works mostly as freelancers with variable income
Ø Does not do any networking at all with their peers
Ø Lacks a common platform through which they could get
the opportunity to showcase their talents and to
highlight their own languages
Though the conventional localization processes of the past
required a high intensity of labour, Devnagri’s localization
intelligence has made it faster and efficient with the use of
latest software, automation, analytics and tools for data-
sharing and leveraging. The company looks forward to
assuring that the businesses are able to reach and provide
their services to prospective users from the non-
metropolitan cities and thus vastly expand their clientele
and user-base.
Our
aimis to
enable
peopleto
engagewith the
benefits of
modern
technology
within their
owncomfort zone and
through something
that they
understand
truly
““

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19. Management BriefCompany Name
BITS Private Limited
bitsindia.co.in
BITS is the innovative language services company that offers
core translation services blended with comprehensive
localization solutions that include software architecture,
engineering, GUI localization and localization testing.
Sandeep Nulkar
Founder, Chairman &
Managing Director
Coral Knowledge
Services Pvt. Ltd.
coralknowledgeservices.in
Coral Knowledge Services offers professional translation,
proofreading, Transcription, interpretation, audio visual, data
capture services for a large variety of clients.
Shakuntala Chhillar
Founder & CEO
Crystal Hues Limited
crystalhues.com
Crystal Hues Limited (CHL) is a pioneer in international
marketing communication combined with localization services
in India.
Sudheen Mookola
CEO
Devnagri
devnagri.com
Devnagri’s powerful cloud-based translation platform
empowers products by enabling product owners, product
developers and product marketers to reach Indian internet users
in their regional languages.
Nakul Kundra
COO,
Himanshu Sharma
CEO
Fidel Softech Pvt. Ltd.
fideltech.com
Fidel Softech is a technology & localization solution and
services provider company committed to delivering cutting-
edge technology solutions in local languages.
Sunil Kulkarni
CEO
iTransmaster
Solutions Pvt. Ltd.
itransmaster.com
iTransmaster Solutions provide niche language services and
documentation services across industries.
Mayoor
Director
Mayflower Language
Services
mayflowerlanguages.com
Mayflower Language Services is an ISO certified organization,
dedicated to providing translation and localization services to
global companies.
Madhuri Hegde
Founder & CEO
Somya Translators
Pvt. Ltd.
somyatrans.com
Somya Translator is the foremost certified professional
localization & language translation service provider across
the globe.
Archana Singh
Director & CFO
Translang Ways
Solution Pvt. Ltd
translangways.com
Translang ways solution Pvt. Ltd is Interpretation and
Translation Service Company which provide cutting-edge
solutions in language Translation, Localization, Content
Writing, Interpretation, Transcription, Language Trainings &
Subtitling, and Voiceovers.
Teja Dighe
CEO
VMC Anuvaad
vmcww.com
VMC Anuvaad has been the preferred transcreation partner for
leading agencies and multinational conglomerates in India and
abroad.
Vikram Manghnani
Co-founder & CEO

20. ITRANSMASTER
SOLUTIONS:SupportingBusinessandLinguisticDiversity
Localization is the process of modifying a product to
adapt to the needs and preferences of users in a
different region. Translation solutions are often an
essential component of localization. Providers offer several
different localization solutions, including app, software, and
game localization services.
Clients may utilize these services when looking to expand
their product or service to other locations in a well-
functioning form that adapts to the local language, culture,
and regulations. For example, localization services may be
used to modify a product for a new market that uses a
different unit of measurement. Localization is essential for a
product to be accessible for users with different native
languages. In cases that do not involve a complete
translation, localization is useful and welcoming to
potential customers and possibly results in larger user base.
In general, localization services intend to modify products
to function as though they are created for the specific
market in which they appear.
ITransmaster Solutions Pvt. Ltd. (ITS) is one such
translation and localization provider of the industry. They
are a group comprised of individuals who came together,
brainstormed and decided to build a corporation that
bridges the gap. With an ambition to give this industry a
new dimension, ITS looks at innovative and creative ways
to capture markets.
The company provides niche language and documentation
services across industries. Their vision is to create content,
technical and web-based, yet engaging enough to have a
high-impact for an enhanced business image. They develop
product documentation, technical support, and training
materials. Supported by the best talent in the industry, their
processes are ISO compliant with the highest caliber and
with significant focuses on client satisfaction.
The Asia-Pacific region is one of the fastest growing areas
for the Translation and Localization industry. ITS’s
extensive experience in this Industry, along with positive
18 JULY 2018
Company of the Month

21. results, foresee the APAC region as the Industry leaders in
Translation and Localization services in the future. The entire
knowledge-based service and solutions Industry have shown
excellent growth over the past years, starting with the multiple
modalities of manufacturing techniques worldwide, today and ITS
sees that the Translation and Content Services Domain has become
an integral part of every business domain. From Engineering to
Healthcare, Pharma to BFSI, IT/ITES to Education, there is not one
Industry today that does not require Linguistic Services. As
Globalization continues to reinforce, ITransmasters Linguistic
Services offer an incredible opportunity to Businesses and
Individuals alike, who are looking to reach out globally but with a
Local Voice.
ITS is an accomplished Business Service Provider with offices in
Bangalore and Mumbai. They engage in planning language services
and documentation strategies that can realign existing content by
evolving a strategic plan that enhances brand image –all at highly
competitive prices.
The Leader
Mayoor, the Director of ITransmaster Solutions holds a BA (Hons)
in Management from Webster University London. He is currently the
co-founder and Managing Partner for the largest Hair extension
“
Mayoor
Director
19JULY 2018

22. company in India, a large-scale
enterprise having over 1000
employees. He is also one of the
promoters of a start-up enterprise in
the cosmetics services segment.
Mayoor has created and implemented
large-scale logistical, distribution and
trade solutions for a variety of
enterprises. He has consulted
numerous companies in the areas of
International Trade and Finance, and
Global Strategic Management.
In his spare time, Mayoor enjoys
playing squash and is an avid movie
enthusiast. Also, he particularly enjoys
the works of Noam Chomskyand
Immanuel Kant, and frequently
organizes and participates in various
seminars and forums with other like-
minded academia on the subject.
Distinct Services leading to Success
Itransmaster Solutions cater to
domains in Healthcare, Information
Technology, Media, Gaming,
E-Learning, Publishing,
Manufacturing, Transport, Legal,
communication, etc. They work in
developing Software, Website and
application localization, User Manuals,
UI localization and Testing, Marketing
collaterals/ Creative translation, Patient
diaries, Clinical research, Multilingual
Voice Over, Multilingual Subtitling,
Multilingual Dubbing, etc.
Itransmaster is a one-stop solution for
any multilingual requirement for any
domain this makes it a unique
company in the linguistic industry
domain. They have close to 5000
native translators empaneled with them
who have 7+ years of professional
translation experience in the domains
mentioned above.
ITransmaster is equipped with state-of-
the-art technology and tools, and
efficient use of them helps them give
better quality, Rate, and TAT to their
customers. They are very proud to say
that today, ITransmaster is known as
one of the cost-efficient linguistic
company in India without making any
compromise in quality as that is their
utmost priority.
Unique Values and Strategies
Various strategies helped them build a
long-lasting relationship with their end
clients. Not only they get the best of
the rates in the industry but also the
transparent knowledge transfer to them
this helps them understand how the
work happens in this industry. At ITS,
they have always walked that extra
mile and also entirely focused on client
satisfaction for every project they have
ever undertaken.
They believed that the only way to
success is to walk that extra mile for
the clients. Every project irrespective
of the size and scope of work are
treated with a lot of respect and utmost
importance. They do not hesitate to
walk that extra mile which could
contribute to their client’s success.
Mayoor strongly believes that their
customers recognize these efforts and
also helps them to retain their clients.
The most significant proof of that is
currently 80 percent of their turn over
is from the existing clients.
At the same time, there are other
aspects of the business that help them
along with the values. They are up to
date with every possible tools and
technology available in the market. In
spite of being a start-up, they have a
dedicated R & D team based out of
Bangalore whose sole job is to find out
different tools and state of the art
technology which can help ITS in the
industry and implement them in the
process flow. Mayoor feels very proud
of the fact that these tools and
techniques help their customers reduce
the cost and also the turnaround time
with impeccable quality standards.
Future Endeavors
ITS aims to efficiently use Artificial
Intelligence through different tools and
technologies, have a Global presence
in the UK, France, Germany, Ireland,
and Singapore in the next five years
and get equipped with projects related
to manufacturing/ Defense as they
expect India to be the next big
manufacturing hub under the Make in
India scheme.
20 JULY 2018

24. TRANSLATION
LOCALIZATIONAn EmergingIndustry
and
22 JULY 2018

25. In the words of Edward Sapir, “Language is the most
massive and inclusive art we know, a mountainous
and anonymous work of unconscious generations”.
Translation is not just about the words; it is about making
intelligible a whole culture of the country. The translators
are the shadow heroes of literature who have enabled
people to understand that every person from every part of
the world lives in the same place.
India is one of the largest consumer markets in the world,
growing at amazingly rapid pace. Today as the distance
between the nations of the world is reducing, every
organization is looking for translation and localization. The
companies are doing everything they can to tackle the
emerging Indian market. Without any doubt, localization is
one of the fastest growing sectors
in terms of an economy which is
estimated to be around one billion
US dollars in India. The industry
thrives on ever-increasing demand
for language content creation in
the wide range of disciplines.
Creation of digital content through
translation and ensuring their
availability across various
platforms is of paramount
importance for the global growth
of organizations.
The Nation and its Linguistic
Plurality
India is the seventh largest
country by area and the second
most populous nation. Besides the
two official languages Hindi and
English, there are twenty-two
recognized regional languages.
Adding dialects and minor
languages, there are more than
thousand languages spoken
throughout the country, seems like
a fairy tale of one thousand
languages.
In recent times, technology is
rapidly entering into the life of
common man. According to
independent report, more than
eighty percent of content on the internet is in the English
language, but only ten present of the total Indian
population have knowledge of English Language.
Therefore, it is very important to translate content, localize
product into Indian Languages to ensure a wider reach and
to arrest the sprawling ‘Digital Divide’
Significant Initiatives taken by the Government
With an aim to eliminate the digital divide, from time to
time the government of India has taken various steps such
as Digital India, Jan Dhan Yojna etc. Both the translation
technology and language localization can play a vital role
in achieving the Digital India dream. Distribution of
contents in twenty plus Indian language will further lead to
a massive demand for localization. In 2008, as per the
recommendation of National Knowledge Commission
(NKC), Government of India has launched National
Translation Mission (NTM) with an objective to establish
translation as an industry in India. NTM has been
collaborating with various institutes, private publishers,
and universities by providing financial and academic
assistance. It is also collaborating to translate the study
materials in Indian languages in order to reach out to the
students who have limited English knowledge.
Localization: The Next Big Thing
Translation is one of the major parts of the localization
process. Localization is the process of adapting a product
to a specific market. It includes translation as well as an
adaptation of the graphics, currencies, dates, addresses,
phone number and many other factors and parameters.
The translation and localization industry in India involves
publication, DTP, content creation, translation of
documents, repurposing, IT localization, dubbing,
subtitling and among many other. Translation and
localization are the most happening fields with more
MNCs entering this market either as vendors or as clients.
Parametric View of Nation’s Market
India is considered to be one of the fastest growing
technology markets; so many companies are adopting
various methods to expand their presence. Tech giant
Microsoft Corporation known for their operating system is
one among the major player who localized their products in
Indian languages. Currently, South Korean Mobile and PC
maker company Samsung is investing a huge sum of
23JULY 2018
Industry-Insight

26. money to localize their mobile phone user interface in some major Indian languages. Xiaomi Technology India Private
Limited is localizing their popular products, especially mobile phone UI to ten Indian languages. In terms of revenue, the
Indian translation Industry is nineteen present of the Asian Industry.
Technology Revolutionizing the Translation Industry
Besides traditional tools such as dictionaries, glossaries, thesaurus etc., the usage of Computer-assisted translation (CAT)
tools is increasing rapidly in order to improve productivity. With the help of these language assets, translators use previously
approved translations which reduce their repetitive work and enhance the consistency of translators. Some popular CAT tools
are - SDL Trados, SDL Passalo, Fluency, OmegaT, Deja Vu, Wordfast etc. These tools are mostly used offline. With the
growing user base of internet and internet-based services, online tools and platforms are gaining momentum and becoming
popular among the translation companies. The Popularity of Machine Translation (MT) has also increased substantially. A
significantly large content can be processed effectively by combining MT with a human post editor.
Over the next few years translation and localization industry is able to provide livelihood to many budding translators.
Investment in e-governance like Gyandoot, Community Information Centers (CICs), e-Seva, BangaloreOne, e-Chaupa is
truly phenomenal. Translation and Localization have always helped India to knit together as a nation throughout history. The
concepts like ‘Indian philosophy’, ‘Indian culture’, ‘Indian literature’ and ‘Indian knowledge systems’ would have been
impossible in the absence of translations.
24 JULY 2018

28. Fidel
Softech:
Localization is one of the fastest
growing areas in India with a
global market of around forty
billion USD. The industry is seeing
demand with the proliferation of SaaS
& Cloud-based software. The legacy
software users like banks & insurance
firms are increasingly competitive and
hence reaching out to customers in
local languages has become mandatory
for better customer acquisition.
Further, with an aim to bridge the
digital divide and create more
opportunities to the underserved
segments, the government of India has
taken various steps such as Digital
India, Jan Dhan Yojna etc. where
localization & distribution of contents
in Indian languages will further lead to
a massive demand for localization.
An ISO9001 & ISO 27001 certified
firm, Fidel Softech Pvt. Ltd is the
leading Translation and Localization
Company with cutting edge technology
driven solutions & services. It works
with local as well as global companies
to connect them with their customer in
local languages.
A Technocrat Leader of Fidel
Softech
Sunil Kulkarni, the CEO is a
bilingual technocrat with a vision to
extend the frontiers of Indian
entrepreneurship in Japan. When Sunil
was working between Japan & India,
he realized that there is a need for a
boutique technology-driven firm which
addresses the local language needs.
With a core team of Mandar Inamdar
(COO), Sushrut Potdar (Chief Delivery
officer), and Rajeevlochan Phadke
(CTO LinguaSol & Technology
Product development), Fidel is poised
to deliver world-class localization
solution & services to the local and
global customers.
Sunil has expertise & interests in
domains like enterprise software,
fintech, IoT & localization among
many others. He is responsible for
international business development and
global partnerships.
Solutions that Amplify Messages
across Oceans
Fidel localization Services (FiLoSe)
offers translation and localization
services in more than eighty plus
languages. FiLoSe ensures that the
project is handled by translators having
particular domain knowledge for a
high quality of a translation. FiLoSe is
fully equipped to undertake the
projects ranging from simple website,
marketing brochure or name card
translation to highly complex technical
projects such as localization of an
internet banking platform or translation
of salary slips in an HR software or
data translation (eg. beneficiary names)
for govt agencies and many more.
Fidel’s linguists are trained in
specialized CAT tools & all projects
are delivered only after passing
through the quality assurance tests.
LinguaSol (a Fidel group company)
offers a patented solution Linguify that
can localize the user interface of any
web, mobile, desktop or enterprise
software to any language without the
Sunil Kulkarni
CEO
26 JULY 2018

29. need to modify the source code or
database. Since the code is not
modified, this as the most secure,
speedy and cost-effective way to
localize the software application with
very less involvement on client side.
This is a complete externalized
solution and hence meets the
regulatory & compliance requirements
for banks, government agencies &
public sector companies. Apart from
Linguify, the firm’s portfolio of
solutions includes LinguaMT, eXtract
and LinguaMate.
LinguaSol further specializes in
translation of data & customized
reports which is significant as many
enterprise software applications though
code-localized are unable to cater to
translation of data. Linguify translates
the user interface as well as the date,
currency formats can be changed using
customized services, thereby delivering
a fully internationalized software.
Fidel is making continues efforts to
provide innovative solutions to their
clients. Its clients benefit from the
firms’ focus on expansion in different
markets, continuous development of
new products & services while
maintaining existing products. At
present, it is working with few banks
as well as public sector firms to meet
their internet banking & e-governance
application localization needs
respectively. In addition, the firm is
exploring disruptive technologies such
as AI, Blockchain & micro-APIs with
an aim to further strengthen its
capabilities and deliver cutting edge
technology solutions in local
languages.
Fidel with its emphasis on high-quality
work, privacy & data security, cutting
edge technology driven solutions,
continuous staff training, faster
turnaround time and pursuit of client
satisfaction differentiates itself from
other translation service providers &
is poised to be the leader and a
preferred partner to clients in India as
well as global firms.
Gathering Trust by Overcoming
Challenges
Fidel is growing at a very fast rate so
one of the challenges for the company
is to find the trained translator with
necessary tool and domain
knowledge. Fidel regularly trains
freelancers or host workshops on
latest tool and technologies as well as
partners with fellow companies to
create an ecosystem around it.
While many software
product/application companies are
still seeing localization as costly,
cumbersome, time & effort
consuming, Linguify can practically
localize any web/cloud or enterprise
software application in six to eight
weeks without the need of any
involvement of IT staff from the client
side.
The Company believes to be someone
who places customers and their needs
at the forefront while developing and
managing their information. Talking
about the most challenging and
satisfactory moment with client Sunil
says, “A global player wanted to do a
market entry in Japan and had to
localize their software in Japanese in
4 weeks but the parent company was
not interested due to less traction. We
were able to deliver it in the said
duration helping them a successful
market entry into Japan” The
company feels it as a real proud
moment in the delivery of the project
with the help of their team.
A Look into Future
Fidel sees India as a growing hub
for localization services.
Localization Industry is affected
and shaped up with the advent of
AI, automation, and machine
translation trends. The company is
continuously investing in
technology, linguistic training, and
domain-based specialization to
deliver best class translation &
product localization services.
We provide
high-quality
work,
quickest
turnaround
time, and
technology
driven
solutions to
deliver best
translation
and
localization
services
“
27JULY 2018

30. Somya
Translators:
The language industry is a big
business, over the generations;
various civilizations have
developed numerous languages in the
world. To overcome the language
barriers across the globe, the linguists
have come up with few ways that
allow multilingual communication and
understanding. The translation and
localization is one of them. This
industry is one of the fastest growing
industries in the world today. The
recent technological developments are
the major driving factors for the
change in this industry. The industry
thrives on the ever-increasing demand
for localization with the advent of
application, video, and machine
translation services.
Keeping the client happy and
providing them with the best customer
experience is of paramount importance
in this fiercely competitive market. An
ISO 9001:2015 certified firm, Somya
Translators Pvt. Ltd is a professional
translation provider based in India.
With reasonable pricing, quality
service, and the client-oriented
philosophy, the company has gained
the trust of more than three hundred
clients from all around the world.
An Ardent Leader
A young and dynamic professional
with more than two decades of
experience, Archana Singh is the
Director & CFO of the company. She
has been successfully leading the
company from last ten years. She is
guiding the Human Resource team and
ensures successful talent acquisition in
Mumbai and Delhi facilities. Archana
is responsible for overall Finance
management of the company. She
participates in finalizing a workable
price mechanism that helps the
profitability of the company.
Archana is actively involved in
maintaining relationships, motivating
the team to achieve the best with the
available resources. Apart from these,
She is also responsible for the
maintenance of STPL linguistic
databases to assure an effective
approach to workflow management,
document management, as well as the
management of linguistic resources.
Apart from this Archana likes reading,
writing and studying all kinds of books
related to Human resource and people
management, she actively taking care
of each and every individuals in
organization.
Excellence in Language Translation
Services
It is very imperative to have an
assorted mix of language translation
services, which can be valuable and
also boosts the business growth.
Somya Translators is the foremost
certified professional localization &
Translation company which proving
solutions in the field of Document
translation, Audio-Video Localization,
Multilingual DTP, Editing &
Proofreading, Interpretation,
Multilingual SEO, Content writing,
Website testing etc.
Somya Translators provides domain-
specific native linguist for any kind of
translation. The company helps in
building assets such as Glossary,
Translation Memory etc. which helps
in producing consistent content, reuse
content & reduce costs. The company
deals with the various file formats. The
company is familiar with almost all
Archana Singh
Director & CFO
28 JULY 2018

31. CAT Tools like Trados, Passolo,
MemoQ, Memsource, Worldserver,
Idiom, Across, Transit, TWS etc.
Somya Translators provides
Translation & Localization services to
clients across the globe in more than
one hundred fifty languages. The
company has an expertise in the
several verticals which include
Healthcare, Life Sciences, IT &
Telecom, Legal, and among many
others. The company’s consultative
approach and rigorous quality have
made it the industry leader. The
company is constantly evolving by
adding new languages and value-added
services in a cost-effective way.
Somya Translators is the corporate
member of ATA (American Translators
Association) and GALA (Globalization
and Localization Association), which
gives the company means for stringent
quality control of each project.
Creating Unique Standpoint in the
Industry
The translation and localization
domain is crowded, and there are lots
of organizations doing the same thing.
Somya Translators is working towards
the best customer experience to create
unique preposition in this fiercely
competitive market.
Talking about the most satisfactory
experience Archana says, “For one of
our regular and potential Client’s, we
proofread their Five years Translation
memory of product Microsoft Azure in
Thirteen foreign languages in free of
cost. So that their TM becomes error
free and can be used without any doubt
in all future products”. The company is
working towards building their
organization based on technical
capabilities to create their unique
standpoint in industry.
Always a Step Ahead in Innovating
with Evolving Technology
The Linguistic industry has expanded
rapidly over past decade and
continuous to grow. The company
implements the latest linguistic tools,
equipment, and software. The
company is updated with the latest
industry developments and processes
to stay ahead of the competition. The
company is associated with a pool of
more than four thousand highly
qualified native language translators.
After translation, each project
undergoes the formal proofreading by
the native speaker and then reviewed
by Subject Matter Expert (SME) with
decades of hands-on experience.
Somya Translators is currently
working on the Google projects in
some rarest languages like Gondi,
Badaga, Batak-Toba, Hakka Chinese
(China), Khasi, Vasavi, Garo, Lusai,
Mundari, Northern Min (China),
Russian Cyrillic. The company is also
working on a big project for Amazon.
A team of forty professionals is
dedicated 24x7 for the successful
completion of the project. The
company is committed to provide the
high-quality services, in time delivery
at competitive prices.
The Journey towards a Flourishing
Future
Technology is opening up new
opportunities for the translation
companies. Somya Translators is soon
going to expand translation facilities
all over India. The company is in
process of establishing a training
institute, ‘Aksharmala’ whose aim is
to train fresh graduates and
postgraduates to become professional
translators. The company is also
developing the online application
which will track all the details from
assigning to the closer of the project
along with releasing the POs of
vendors.
For industry-specific translations
such as Legal, IT, Technical or
Medical, businesses will need to
provide highly accurate
translations, which only human
translators can do. Hiring
translation experts like Somya
Translators can help make
technology more accurate with a
better-finished product.
We use state
of the art
technology
and an
innovative
approach to
meet our
clients'
expectations
“
29JULY 2018

34. E-Learning Playsa
SignificantRole in
Translations&Localization
As more and more companies open their offices in multiple countries, eLearning has become a popular choice to
provide cost-effective, on-demand education, training and support to audiences around the globe. Academic
institutions, businesses, governments, and other organizations rely heavily on tailored E-Learning modules to
maintain their missions and values, regardless of which part of the world their audience is in.
E-Learning localization is not just about translation. It is also about taking into consideration customs, graphics, colors, fonts,
number formats, and complex multimedia and interactive elements to ensure that the material is not simply understandable but
usable, culturally appropriate, meaningful and most importantly - more engaging.
The more varied and dispersed the audience is, the more valuable eLearning localization can be. A one-size-fits-all approach
About the Author
Shatyaki Singh Bohra is the General Manager at
Andovar Localization Services Pvt Ltd provides
leadership to the company in operations. She is
responsible for achieving operational objectives by
contributing information and recommendations to
strategic plans and reviews, preparing and completing
action plans, implementing production, productivity,
quality, and customer-service standards. She is also
responsible for resolving problems, identifying trends,
determining system, improvements and implementing
change.
Shatyaki holds an MBA degree in International Business
with a silver medal in academics from Amity International
Business School. She has close to six years of experience
in client servicing with publishing, prepress and eLearning
industries.
Shatyaki Singh Bohra
General Manager
32 JULY 2018

35. may make the learner feel undervalued and can result in
the content being less effective overall.
The subject matter getting “lost in translation” must not
be the basis for not attaining learning objectives, and
that's why localization holds a pivotal role in course
development. Following are some guidelines for
designing eLearning for better localization:
Make Wise Choices Early
Considering localization and planning for it ahead can
save time and avoid the substantial future cost. Usage of
colloquial language, familiar images, and humorous
videos may engage the learners but there is a possibility
that, these components of the course won't be received in
the same manner across cultures.
Using international formats will help maintain
consistency across all geographies and create a flawless
understanding amongst global users.
Add Locale Flavours Appropriately
While the original content must be neutral, locale flavors
and culture-specific subtleties must be incorporated while
localizing the course. If not dealt with sensibly, cultural
sensitivity can disengage the learners, may look very
unprofessional or even offensive.
Course content, such as signs, symbols, and colors, all
are needed to be thought out carefully. If they are going
to be generalized across the course as you may be
surprised by the discrepancy between what is considered
positive in one country, and negative or unlucky in
another.
Design Nuances for Different Languages
Another vital point to be kept in consideration is nuances
of design. Designers need to consider appropriate color
schemes, fonts, text sizes and interfaces. Furthermore,
areas allocated for text may need altering depending on
the language used. For example, German and Italian
translations may take up much more screen space than
English due to word length, but Japanese characters
using the same font size are narrower and use less
screen space.
Try to find the right mix that is adaptable and does not
significantly impact surrounding elements.
Finalise in One Language before Localizing
It may be enticing to plan so far ahead and try to cover
all languages at the time of finalizing course
development; however, this can potentially turn out to
be a nightmare! Imagine spotting an error or glitch that
then needs to be amended in 5 different languages. It is
better to finalize and perfect one course in a chosen
language before localizing in others.
Make Use of Professional Translators
Making an eLearning course ready for another country
is a time-consuming and extensive process. On top of
that, you need to consider numerous parameters to find
success. Instead of venturing into this vast territory all
by yourself, it is best to hire professionals. It may be
tempting to reduce costs by using bilingual personnel or
online translating tools, but the translation is a
profession for a reason; to ensure the exact same
message is understood well in multiple languages.
Professional native translators have the proficiency and
the know-how necessary to encompass suitable cultural
distinctions and expressions into the translated edition.
One doesn’t want the learners to be puzzled or distracted
by syntax.
Localization can assist your course gain access to a
wide-ranging audience, put together and sustain reliable
results for your clients, and boost the unity of the
company as a single worldwide entity. A systematic test
of the linguistic, cosmetic, and functional components in
all languages across operating systems, platforms and
browsers is the key to achieve an effective and engaging
eLearning experience for your brand.
33JULY 2018
Expert's Opinion

36. TransLang
Ways
Solution:
In today’s globalized business
world, the language translation
has become an important part of
communication. India is home to an
incredibly diverse population that
speaks around twenty-three official
languages. India’s huge consumer base
and cultural diversity are creating
potentially significant business
opportunities for the localization
industry. Recent technological
developments in translation industry
will continuously impact and change
the way things are carried out.
Adapting existing products to new
markets through translation and
localization services has always been a
key factor for the global growth of the
companies.
An ISO 9001:2008 certified firm,
TransLang Ways Solution Pvt. Ltd is
the leading Language Interpretation
and Translation Service company
which provides cutting edge solutions
in the field of localization, subtitling,
Multilingual Data Analysis, Digital,
E-Learning & Translation. With a team
of over sixty members, TransLang
Ways is committed to break all kind of
language barriers across the globe.
A Visionary Leader
With a diversified experience in
international business and finance,
Teja Dighe is the CEO of TransLang
Ways Solution. Prior to this, she has
given her fruitful contribution to
fortune hundred companies in the field
of retail in India and Germany. She has
done B.com from University of Pune
and MBA in International Business.
Teja has a strong command over four
languages which include Hindi,
Marathi, English, and German. She is
also an investor who finances small-
scale women driven businesses to
empower women. She is responsible to
make TransLang Ways a leading
language solution provider company
across the globe. She has taken active
leadership in developing and
enhancing the translation process
towards achieving the company’s goals
and vision globally.
Professional Provider of Translation
Services
TransLang Ways provide tech-driven
localization solutions for technology,
medical, legal and travel companies.
The company works in more than
hundred languages which include all
leading Asian, Indian, European and
African languages. The company uses
best of technology to provide fast-
paced and accurate localization
services.
TransLang Ways uses latest industry
tools and technology to stay ahead in
the market. The company’s in-house
team of translators and engineers are
committed to provide error-free and
smooth localization solutions. The
company follows strict quality control
workflow to ensure accurate delivery
of messages.
TransLang Ways provides localization
Teja Dighe
CEO
34 JULY 2018

37. & translation services to thirty Fortune
500 companies, many MNCs, Legal
houses, multiple governments, and
Trade Associations. The company is a
member of GALA (Globalization and
Localization Association USA) & ATA
(American Translator Association).
Bridging the Communication Gap
In an era of globalization, all
companies are trying to foray into
different geographies. People are more
likely to buy services if the company’s
website is in their language. India
alone is a land of around two thousand
languages. Variety of languages creates
barriers to communication and
businesses. TransLang Ways with its
linguistic and technical expertise is
perfectly poised to break all these
barriers and facilitate the
communications.
By seeing opportunities to grow,
TransLang Ways is exploring new
markets to enter into. The company is
entering the European market with a
subsidiary to provide localization
solutions to numerous clients from IT,
gaming and digital industry.
Standout in a High Tech World
With a dynamic team of professionals,
TransLang Ways is growing at a very
fast rate. By providing one-stop
solutions for all languages, the
company is always ready to walk an
extra mile to fulfill client’s linguistic
requirements. The commitment
towards accuracy and timely delivery
makes the company a perfect choice
for the client.
TransLang Ways has a solution for all
kind of language-related challenges.
The company works with all type of
the clients. It has provided Real Time
Multilingual Data Analysis for an
e-commerce giant in eighteen
different languages. The company has
done the localization of three Mobile
Payment Apps out of top ten Payment
apps in Europe. Talking about the
most satisfactory and challenging
moment with client, Teja said, “We
worked on a project where we
translated a diary which was hand-
written in Urdu by a guy who wrote it
while he was studying in Lahore and
participating in Indian Independence
movement” The company feels it as a
really proud and valuable moment in
completing the project with the help
of their team.
TransLang Ways has proved its
expertise by successfully engaging
with many government agencies. The
company completed a Localization
Project for an Indian Bank where the
company works with lot of
confidential and sensitive data. The
company’s cloud-based secure servers
protect the data in the best way
possible. Recently, the company also
successfully completed subtitling of
twenty English Movies in Tamil for a
global entertainment company in less
than thirty days.
Future Roadmap
TransLang Ways is continually
moving towards technology and is in
the last phase to complete the
automation of the project
management. With the expertise of the
Cybentech Software Pvt. Ltd, the
group company, TransLang Ways is
delving deep into the technology and
API.
TransLang ways is working on
Language APIs for Asian
languages. The company is also
working on digital solutions to
provide digital content and content
analysis for multiple global
companies. The combination of the
advanced technology and highly
trained professionals empower
TransLang Ways to deliver ultra-
reliable professional translation
services.
At
TransLang
ways
solution
we write,
speak,
and think
for you
in all
languages
“
35JULY 2018

38. Emerging Technologies
Revolutionizing the
Translation Industry
36 JULY 2018
Tech-Trend

39. online media content in social media,
apps, etc. These tools have multilingual
capabilities, website translation options
like localized microsites or parallel
sites. They are very effective in the
normal business scenario but may need
linguistic expertise for specific
circumstances and complexity levels of
a website.
Machine translation (MT) is the latest
technology has made a footprint in all
segments. This software can translate
the content from one language to other
based on the internal algorithms and
language, grammar settings already
programmed in it. The important
business documents that are meant to
convey the right meaning across the
parties involved. Such demanding
consumers prefer professional
translators at least for post-editing
works. A significantly large content can
be processed effectively by combining
MT with a human post editor.
Translation Quality Assurance (TQA)
is more of a scan-search-find
application solution for removing
errors and ambiguity in the content that
is not in line with the approved
glossary. Sentences and segments that
are not translated consistently and are
out of context can be found with the
help of this software. This tool greatly
improves the quality of final translated
file by human editors and assures the
required quality levels in service.
Ground Breaking Translation
Technologies
Neural Machine Translation (NMT) is
emerging as a modern technology in
translation industry with the potential
to disrupt the business process and
create a post-language economy. NMT
exercises its deep learning functions
and enables it for human-like
contextual translation ability with the
proper tone. Pure Neural Machine
Translation (PNMT) technology uses a
unique approach where instead
of translating word by word, it
processes full sentences to determine
the meaning. One of the products
launched using AI technology can scan
the words written anywhere by mobile
camera and can translate it.
‘Speech-to-speech’translation in real-
time is the innovation in the market.
Headphones that can translate the
speech of the person before or on the
phone are very helpful. This can
completely eliminate the need to
recognize any foreign language and
developing language interpretation as a
commercial reality very soon.
Video translations are the current trend
in the translation industry in 2018. This
can be a key trend as video creators are
trying to reach out to consumers who
increasingly prefer video content for
information. Multilingual videos are
also becoming common for
multinational operators in the media
industry with high reliance on online
video content for their global business.
Social media is overflowing with the
video contents and video calls and this
media are now representing a common
method of communication. Video
calling apps and some companies are
developing AI enabled solutions to
make real-time machine translations.
The caller on one end can speak in his
own language, and audience on the
other side can hear its translation in
real time.
An interesting technology is emerging
to take translations beyond the words.
Sign language used by differently
abled persons are now being analyzed
using motion detection and cameras for
translation to normal spoken words
with sound output. Deep learning
technologies are equally being applied
for translations in communication
systems with multiple locations of
global companies.
anguages that
initially facilitated
human
communication, co-
operation, and
growth of civilized
society are
becoming a barrier for the world to
work together. As e-commerce is
becoming globalized and consumers
are interested in buying from any
trader worldwide, reaching out to
customers in local languages has
become mandatory for better customer
acquisition. Today, translating the
website for readers from all over the
world is easier because of
advancement in technologies.
Translation technologies are set to
change the way we are teaching and
learning languages in our schools. The
recent technological developments
with assistance of human translators
are the major driving factors for the
change in this industry.
Innovative Systems for Quality
Recently, many technologies are
developed to aid the human translators,
and even machine-based translations
are successfully attempted. Computer-
aided translation (CAT) works with the
language assets like translation
memory and translation glossary which
operated through an integrated
workbench and helps in the translation
process. With the help of these
language assets, translators use
previously approved translations
reducing their repetitive work and
enhance the productivity and
consistency of translators.
Translation Management Service
(TMS) works towards automation of
the translation process to save the cost.
It reduces the errors and saves time by
implementing the alternative method
by replacing manual file transfers.
Content Management System (CMS) is
used for website content or any other
L
37JULY 2018

40. The Future of Translation
Industry
Translation companies will change
profoundly with cutting-edge
technologies that are probably
creating a paradigm shift in the
business world. As the internet is
spreading to the remote parts of
the world, translations are being
done into rarely used language to
save them from becoming extinct.
These languages have not been
handled by machines before but
their translations will be in-
demand by businesses to reach to
the customers in all such remote
places.
International business relations
can affect long term if
communication is not clearly
interpreted as intended. Industry-
specific translation solutions will
be required specifically for doctors
and lawyers and other such fields.
Human editors can give more time
to be more imaginative and
creative with their language by
using AI based post-editing tool.
They can produce the content in a
language that the consumers are
comfortable. Translating is all
about transferring ideas, like
telling a story into another
language in a natural way. It is
now becoming more evident that
information processing
technologies can enhance human
imaginations and thinking.
38 JULY 2018

42. About the Author
Devaki Datar-Kunte
runs the family
business, Language
Services Bureau,
established in 1979
by Madhuri Datar,
for the last 16 years.
Being a University
topper and a
multilingual
business head, she
has helped to propel
business growth and
develop their
exports.
he advances in communication and information technology have
Tcontributed to the formulation of a global business context, though one of
the most fundamental trade barriers still exists: language. That’s why it is
important to not only localize your products or services into the target market’s
language but also understand the sensitivities, culture, and customs to make sure
the product is a success in that market.
“Content is king”, they say … but of what use is it if in a language one does not
understand? Businesses have long ignored the language impact in their
communications!
Africa is the last frontier to cross for the world - there is high language diversity
here, though Arabic, French, Portuguese and English are supposedly widely known
due to past colonization. It is home to 1/3rd of the world’s 6000 languages. Swahili
is the most spoken language followed by Amharic, Yoruba, Oromo, Hausa, etc.
What’s more? 7 of the 10 fastest growing economies are in Africa, beating even the
Asian tigers in growth rates – so this is a market a business can’t afford to miss!
Asia, especially India, will be the global growth engine for various industries,
thanks to its growing consumer power and internet penetration in the remotest
corners. India is a densely multi-lingual country - despite 30 languages spoken by
more than a million native speakers each, and over 1600 dialects, it is still
considered as an English-speaking country – however, hardly 10-13% of the
population understands English. In case of Hindi, only half of the Indian
population can understand it.
A recent survey by KPMG about Indian language internet users has published eye-
opening data about the usages and preferences of these new users when it comes to
Devaki Datar-Kunte
40 JULY 2018

43. Emerging Market Future
of Translations and LocaliZation
language support. By 2021, it is predicted that the number
of Indian language internauts will be thrice as compared to
English language internet users, and will constitute 75% of
India’s internet users.
It is, therefore, a myth to believe that English will be
all-pervasive, or Hindi will help you communicate with
your target customers. A consumer is more likely to buy a
product/service when communicated in his/her language as
per many surveys the world over. In a survey of App Annie,
it was found that users in most Asian countries prefer to
download and buy apps localized in their language. On the
same lines, according to the KPMG survey, 88% Indian
language internauts are more likely to respond to an Indian
language ad.
After having saturated markets in the Tier 1 cities of the
country, businesses are already looking at Tier 2 and Tier
3 cities as well as villages of India for an untapped market.
The rural internet users, in fact, have a higher engagement
level than their urban counterparts. However, most of them
state limited language support as a major challenge for
accessing various online apps and sites.
Local language enablement is therefore imperative for the
following categories:
1. E-tailing
2. Online government services (fastest growing category)
3. Digital payments
4. Digital news
5. Digital classifieds
6. Digital entertainment
7. Chat apps
8. Social media platforms
9. Apps
10. Video content
Translation and Localization as an integral business practice
prove to be an essential corporate strategy to succeed in
today’s market. End-to-end localization enablement is a
critical requirement. Take, for example, a user who clicks
on a local language ad and lands up on a page in a different
language... or if some images on the website are in a
different language... the internaut is bound to be
disgruntled!
Every business stage, right from discovery g payment g
fulfilment g after sales service, needs thorough localization,
not only in terms of content but also in terms of images,
audio/video, currencies, timing, measurement units, color
schemes, political correctness, geographical boundaries, to
name a few.
Though Machine translation is the current buzzword for the
language industry, it is still in a nascent stage for all Indian
languages! Partnering with a professional Language
company is therefore imperative to be able to speak locally
to your clients.
When companies write their corporate content or localize it,
it is crucial to have a Language Services Provider (LSP) to
guide them with their insights on cultural sensitization,
content optimization, geopolitical sensitivities, various
scripts of the same language, locale-specific terminology,
etc. During our 40 years of business experience in the
industry, we have seen businesses facing entry barriers due
to lack of localization of product or service information.
Sometimes companies have tight budgets for Localization
whereas Marketing enjoys wealthy budgets. They fail to
understand that localization is critical to Marketing, in an
international and local frame of reference. Unfortunately,
such businesses don’t even have their marketing and
commercial material or website ready for the target market!
On the other hand, in an actual business case, one of our
clients saw a 40% rise in inquiries after multi-lingual
localization of their website! Only those businesses which
convert this tremendous opportunity in India and other such
roaring markets with the help of localization can hope to
stand their ground in times of disruptive business trends.
41JULY 2018
Expert's Standpoint

44. VMC
Anuvaad
Digital marketing is growing at
a brisk pace and is one of the
most talked about industry.
This rising trend is making a very
substantial impact on marketing and
advertising sectors. Numerous factors
are responsible for this growth;
however communication across
multiple languages is playing a
dominant part in changing the current
business scenario. Billions of users
prefer to search for global brands and
contents in their native languages. For
the brands, it’s turning to be a
challenge to cater the users on the basis
of regions and languages. This is where
the demand for Transcreation rises– as
it plays a pivotal role in assisting the
brands and businesses to localize
themselves.
India is recognized as one of the most
complex amalgamation of different
languages. ‘The language spoken in
India changes every few kilometers,
just like the taste of water’ – is a
popular aphorism showcasing India’s
linguistic diversity. VMC Anuvaad
LLP is one such company which is
transforming the transcreation market
in the most innovative manner.
Incepted a decade ago, VMC
ANUVAAD is a Mumbai based
organization which adapts and
transcreates advertising and marketing
assets for global brands and agencies in
India and abroad. It has emerged as an
entity which delivers a versatile set of
services in this field. Apart from
transcreation, they offer services like –
‘Typesetting Production’, ‘Voice over
Direction’, ‘Production’, and ‘Cultural
Consultation’. Rather than selling
individual services, VMC focuses to
offer complete solution to their clients.
This positive approach has yielded
good results as they are collaborating
with international clients from the UK,
the UAE, Singapore, Hong Kong,
China and the US.
An Insightful Leader who holds the
Backbone of the Company
Three attributes which makes Vikram
Manghnani a true business leader –
pragmatic, nascent and visionary. As
the Co-founder and CEO, Vikram has
been instrumental in launching the
transcreation and localization verticals
in VMC. Vikram’s life partner, Lamiya
Manghnani spearheads the overall
operations at VMC ANUVAAD while
Vikram looks for potential
opportunities in the areas of
transcreation, copywriting, and lot
more. He gives utmost importance in
constructing a creative team and
adhering to challenging client
deliverables.
They both succeed in fulfilling the
responsibilities towards their
enterprising venture.
Analyzing the Current Challenges
and Implementing New Ways
There are various key factors which
affects the smooth functioning of any
business. VMC firmly believes to seize
out a business opportunity whenever
put through a challenging situation.
Fluctuating economy, budget
Vikram Manghnani
Co-Founder & CEO
42 JULY 2018

45. constraints, and fierce competitive
environment with the addition of new
players are the concern areas for VMC
ANUVAAD, which have been
discussed below:
· As and when there is a fluctuation
in the international economy,
clients tend to freeze the budget
allocation which puts VMC
ANUVAAD in a spot to deliver
the best results.
· There are times when even major
brands fail to understand the
potential of transcreation. While
requesting for transcreation in
regional languages, clients don’t
give that much importance to the
task. The beauty of transcreated
content is realized only if the
reader has knowledge and idea
about the diverse regional
languages and its dialect.
· As new players are entering into
the arena, business is getting more
competitive in nature. Digital
communication platforms are now
facing competition from print
communication and electronic
media.
Overcoming Challenges and
Achieving Success
Led by a competent management,
agility has led VMC ANUVAAD to
grasp new business environments and
respond positively to changing trends.
In 2010, VMC ANUVAAD has got an
assignment of transcreating a pitch for
a major brand in eleven languages,
which was never done before! Working
on stringent timelines, VMC accepted
this mammoth challenge and pushed
them to the limit. In the end, they
accomplished the target and in the
process VMC ANUVAAD transformed
itself to a multi-language transcreation
and localization entity. Similarly ‘TAG
Worldwide’, UK gave an assignment
for creating a jingle in seven different
languages. Transcreating the same in
languages such as Tamil, Malayalam,
Kannada and Telugu was although a
challenge, the company successfully
completed the job with its brilliant
bandwidth of in market talents. These
assignments were the game-changers
as it helped VMC ANUVAAD to
identify their true potential and fueled
its team to start converting future
challenges into opportunities.
USP of VMC ANUVAAD
The creative team of VMC
ANUVAAD is their biggest asset.
From proficient and expert native
language writers, specialized language
coaches to trusted voice over artists;
this team is consistent in delivering
quality services. They have a pool of
dedicated resources covering different
time zones – APAC, Europe and US
and are available to assist their clients
at any time and any day of the year.
Stringent process formats and policies
assist VMC to ensure the brand value
of the business. The concept of
becoming a complete solution provider
is working well for VMC ANUVAAD.
Shaping the Future
Consistent performance and quality
deliverables are the two major
attributes which has helped VMC
ANUVAAD to be the preferred
transcreation partner for global clients
and agencies in India. Going ahead,
working on longer tenure projects and
making their way into the ‘Digital
Industry’ are the key areas where
VMC ANUVAAD plans to
increase their footprints. To cater
to these future objectives, VMC
plans to expand their creative
team to mark their presence in
unexplored territories.
The wide
diaspora of
brands has
exposed our
agency and
our talents to
a large
gamut of
knowledge,
information
and
opportunities
to work upon
“
43JULY 2018