If you're a devoted fan of the iconic sitcom 'FRIENDS', you likely hail from India's upper echelons – we'll call it 'India 1'. Recently, the insightful 2024 Indus Report by Blume Ventures illuminated this fascinating stratification. This English-first, affluent class – let's face it – aligns more closely with Western lifestyles than we often acknowledge.
Yet, a vibrant world teems just beyond – 'India 2'. This encompasses the middle-income, regional language-dominant demographic. And here's the crux: Western influences heavily shape most Indian apps, primarily catering to India 1's user experience (UX) sensibilities.
The 'English Tax' and Blind Spots
Could we be so focused on a specific segment that we inadvertently neglect a vast swathe of users? The Indus Report underscores what I'll term an 'English Tax' unintentionally placed upon India 2. We assume fluency in gestures and interfaces rooted in a linguistic context that might be foreign to them.
India 1 and India 2 aren't merely economic divisions; they embody profound cultural distinctions that inform how people engage with technology. As product creators, shouldering the responsibility for inclusivity is paramount. Design needs to speak a relatable, intuitive language – one India can claim as its own.
Empathy as the Great Design Equalizer
These revelations urge us to rethink our design philosophy. Yes, beauty matters, but so does deep empathy. Products must become conduits for a genuine understanding of India's diverse voices.