In the dynamic landscape of India’s digital marketing scene, few figures have made as significant an impact as Manish Maheshwari. As the former head of Twitter India and now co-founder of Fanory, Maheshwari's expertise in digital content and social media is undeniable, and I’m delighted to share some of his insights into the Indian market.

Understanding the Indian Market

One of the fundamental lessons Manish imparted during his tenure at Twitter was that India is not a monolith. With diverse segments characterised by various psychographics, geographies, and languages, the market demands tailored strategies. He recognised that India is home to a burgeoning, young, urban audience—especially those who are English-speaking and tech-savvy. This demographic possessed the willingness to engage in new technologies, making them a prime user of digital platforms as a tool for self expression.

Manish’s approach involved segmenting the market and focusing on young, progressive, and English-speaking audiences first, followed by expanding to regional languages and other demographics as the platform’s user base grew. This strategic focus allowed for a more staged and effective localisation effort, which is critical in a country with such vast cultural diversity.

In addition, growth in Twitter’s advertising revenue came from Manish’s deep understanding of customer needs, the value Twitter could offer, and segmentation around those with the propensity, and ability, to invest in the brand building tool.

Competing with Offline Alternatives

In India, offline services often pose stiff competition to tech-driven solutions. This reality forced Manish and his team to craft a value proposition that clearly illustrated the efficiency and cost-effectiveness of digital tools over traditional methods. Manish emphasised that for every dollar spent, customers needed to see tangible value, fostering an environment of continuous value delivery.

Another cornerstone of Manish's strategy was the emphasis on relationship-building. In a market where trust can outweigh brand recognition, establishing long-term relationships became paramount. Rather than pushing hard sales tactics, Twitter adopted a friendlier, consultative approach. They offered value upfront—through free advice, education and insights—encouraging CMOs to see Twitter as a partner in their growth journey.

The Power of Experimentation

Instead of a conventional sales pitch, Manish encouraged CMOs to engage in small-scale experiments. This tactic served two purposes: it demonstrated the platform's value while minimising perceived risk and building trust over time. Once initial experiments proved successful, it became easier to secure larger commitments. This method transformed the conversation from a transactional focus to one centred around collaboration and mutual benefit.

Recognising that not all CMOs were equally tech-savvy, Manish’s team adopted a dual approach: educating CMOs on the benefits of twitter as a place for thought leadership and self expression, and on the benefits of the platform to fuel broader company objectives - with a plan of action to support those.

Insights for Future Strategies

As Manish's tenure at Twitter illustrates, understanding the nuances of the Indian market is crucial for success. Here are some takeaways for businesses looking to emulate this model:

1. Segment and Localise: Recognise the diverse nature of the Indian market and tailor strategies accordingly, including language and cultural nuances.
2. Build Trust: Prioritise relationship-building over hard selling. Providing value upfront can foster trust and long-term loyalty.
3. Showcase Value: Clearly communicate the efficiency and cost-effectiveness of your offerings compared to offline alternatives.
4. Embrace Experimentation: Encourage potential clients to run trials to demonstrate the value of your product or service.
5. Educate and Engage: Create educational opportunities for both seasoned and emerging leaders in the industry to build a knowledgeable client base.

Conclusion

Manish Maheshwari's innovative approach to engaging CMOs transformed how Twitter interacted with the Indian market. By focusing on relationships, providing value, and tailoring strategies to specific segments, he fueled Twitter's growth and set a benchmark for digital marketing in a diverse and rapidly evolving landscape. As businesses continue to navigate the complexities of this market, Maheshwari's insights remain invaluable for those looking to thrive in India’s digital ecosystem

Think & Grow specialises in scaling companies globally—if you're thinking of expanding into India or any countries in EMEA, North America or APAC, feel free to connect with us at expansion@thinkandgrowinc.com