Canva’s Localized Approach to Expansion in India
Customizing a Global Product for Local Markets
Making a product that feels “authentically local” is crucial for scaling startups around the world. Canva, the popular online graphic design platform, is making significant strides in this direction by tailoring its services for the Indian market, now its fourth largest.
Cameron Adams on Local Adaptation
Cameron Adams, co-founder and Chief Product Officer of Canva, emphasized the company’s commitment to creating a product that resonates with users in diverse cities such as Delhi, Bengaluru, Jakarta, and Barcelona. At the ET Now Global Business Summit, he stated, “We have put a tremendous amount of effort into making the Canva product truly local, a product that people here can use and feel it’s a native product, that has the content they need, that’s in the language they speak.”
Adams is optimistic about India’s potential, projecting that it could become Canva’s largest market in the next three to five years. Currently, the Sydney-headquartered company boasts over 200 million users globally.
India’s Rapid Growth as a Market
Noting India’s swift ascent from being Canva’s fifth-largest market to the fourth largest within just a few months, Adams praised the country’s rapid technology uptake, large population, and local innovation as contributing factors that make it an exciting landscape for growth.
A Truly Local Product
In addressing the diverse needs of Indian users, Adams stated, “We realize that we need a product that is truly local, that speaks to all Indians, in all the multiple different languages.” He pointed out that the approach goes beyond basic templates, incorporating significant cultural events and business types frequently found in India.
Adams underscored the importance of understanding how users interact with Canva on platforms such as WhatsApp, ensuring that the product meets their unique needs.
Canva’s India Team Initiatives
The team in India is focused on adjusting the product to align with local usage patterns. This effort includes introducing flexible marketing subscriptions, with options for one and seven-day plans, tailored for a diverse user base.
Moreover, Canva plans to launch a Hindi website to enhance user experience, catering specifically to the cultural context and business needs unique to India.
The Role of Artificial Intelligence in Design
Integrating artificial intelligence (AI) into its platforms, Canva aims to make design more accessible. Adams described AI as a potential “partner” in the design process, providing a more humanistic interface that encourages collaboration and idea generation.
“We’re starting to see AI being this almost humanistic interface that you can partner with,” Adams stated, highlighting the iterative process that helps users refine their ideas.
Benefits of AI Integration
With AI capabilities integrated throughout Canva, users can enhance their designs more efficiently and effectively. Adams noted that both professional designers and non-designers are utilizing AI tools to explore creative possibilities and cultivate better conversations around their creative goals.
Conclusion
As Canva invests in localizing its platform for India, it reinforces the significance of tailoring global products to meet diverse regional needs. Their efforts promise to bolster local engagement and drive growth, illustrating how understanding unique markets can be a pivotal strategy for success.
Questions and Answers
1. What is Canva’s primary strategy for entering the Indian market?
Canva aims to create a product that feels authentically local by adapting its services to the unique cultural and language needs of Indian users.
2. How long does Cameron Adams expect it will take for India to become Canva’s largest market?
Adams estimates that India could become Canva’s largest market in three to five years.
3. What new features is Canva implementing for Indian users?
Canva is implementing one- and seven-day subscription plans, as well as a Hindi website to cater to local user preferences.
4. How is artificial intelligence contributing to Canva’s platform?
AI is being used as a collaborative tool to help users generate better ideas and designs more efficiently.
5. Why does Adams consider India an exciting market for growth?
India’s rapid technology adoption, large population, and local innovation make it a strategically significant and exciting market for Canva.
