Monika Shergill, Vice President, Content, Netflix India (top); and Abhishek Nag, Director, Business Development, Netflix India
DELHI CRIME An award-winning series
LUDO A dark comedy
Small is beautiful. That is one of the dominant truths in product positioning in India.
From shampoo sachets at ₹1 in the 1980s to pocket-friendly sachets of practically every consumable over the years to the more modern cryptocurrency investments starting at just ₹100, bite-sized products and services have powerful spend value in this country with relatively low per capita income. So, when global streaming giant Netflix introduced a bite-sized plan in July 2019—a mobile-only plan for ₹199 a month— three years into its India entry, experts and consumers alike nodded their heads in delighted approval.
“The reception [to the ₹199 plan] was amazing,” says Abhishek Nag, Director, Business Development, Netflix India, over a Zoom call, his casual, maroon round-neck tee reflecting the informality of the company’s work ethos. Nag points out that this subscription-plan-tied-to-a-device was a global first, compared to its usual plans based on streaming quality and the number of concurrent streams. The mobile-only plan was subsequently rolled out in countries such as Thailand, the Philippines, Malaysia, and Indonesia. Recently, the plan was rolled out to 78 new countries in Asia and Africa.
This story is from the October 03, 2021 edition of Business Today.
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This story is from the October 03, 2021 edition of Business Today.
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