The recent INMA Bengaluru Tech Innovation Study Tour was more than a showcase of local innovation. It was a strategic lens into how global media leaders can reimagine content, technology, and monetisation in a future that is personalised, platform-driven, and trust-led.

From AI-native newsrooms to vernacular content platforms, from fintech-media hybrids to habit-forming newsletters, India is producing models that global publishers can learn from — and in some cases, adapt directly.

My key reflections from the tour:

• AI is already operational but only works when embedded with human judgment (read about the AI-focused study tour stops here).
• Bharat-first strategies require more than translation; they need native product thinking.
• Subscription success will come from design fluency, not just content exclusivity.
• Personalisation, trust, and seamless experiences are becoming universal expectations.

For chief experience officers and decision-makers in media, India today represents not a parallel universe — but a living prototype of what’s next.

Here is a look at what study tour participants learned:

Bharat is the growth engine — and needs a native strategy

India’s next wave of digital consumption is being driven not by metro cities but by smaller towns and regional users in Tier 2 to Tier 4 markets — collectively known as “Bharat.” 

Companies building for this segment are not just localising content. They are rethinking their entire product, engagement, and monetisation models to fit the needs and aspirations of this audience.

YourStory, one of India’s most trusted startup storytelling platforms, is shifting its strategy to go beyond metros and empower the next generation of entrepreneurs from regional India.

With a bold ambition to create one million entrepreneurs in Bharat within five years, the platform is using AI to translate content into Indian languages, automate video creation, and surface trends that matter to regional readers. 

Their editorial products — especially newsletters — are treated as primary destinations, not distribution channels. With five million+ subscribers, a two million daily reach, and 35%+ open rates, YourStory is demonstrating that community-first content, supported by technology and mission clarity, can scale meaningfully.

Similarly, Pratilipi is building a vernacular-first storytelling ecosystem — a platform where users read, write, and monetise stories in their own languages. Over 99% of its content is in Indian languages, attracting users who spend upwards of two hours a day engaging deeply with serialised stories and comics. 

What sets Pratilipi apart is its creator economy architecture: over 8,000 writers are paid through the platform, receiving 40% of revenue share. Its growth is largely organic, driven by Facebook discovery and SEO, and monetised equally through subscriptions and platform traffic.

Rather than chase short-form trends, Pratilipi is building long-term IP across text, audio, and visual formats.

Both companies illustrate that for India — and increasingly for emerging markets — growth is linguistic, culturally rooted, and platform-native. What they’re building is not just regional content; it’s regional infrastructure.

Professional platforms are building trusted news ecosystems

As news audiences become more discerning and social media more volatile, LinkedIn News India is quietly building one of the most compelling models for professional content distribution — rooted in trust, intent, and community engagement.

Unlike traditional publishers, LinkedIn isn’t creating content from scratch. Instead, it acts as a platform enabler: coaching experts, founders, and professionals to share insights, while its editorial team curates high-value themes and facilitates discovery.

Their proprietary CMS allows for A/B/C testing of headlines, content formats, and engagement triggers — making editorial decisions data-informed and audience-aligned.

What makes LinkedIn especially relevant for media companies is its algorithmic consistency and context-rich audience. Editors personalise content distribution via AI-powered notifications, targeting users based on industry, role, geography, and past engagement.

Indian publishers working with LinkedIn also receive strategic support: content audits, analytics reports, and coaching on format innovation. This partnership model creates value on both ends — publishers get reach and retention, while the platform earns from trust and quality.

For executives managing declining organic reach on other social platforms, LinkedIn offers a rare trifecta: predictable distribution, engaged audiences, and monetisable intent — especially for business, finance, and policy-driven journalism.

Fintech meets content: CRED’s model of premium value

While not a traditional media company, CRED presented a highly relevant blueprint for publishers operating in premium segments. Targeting India’s top 10%-12% of creditworthy users, CRED has created a content-led experience that is habit-forming, trust-centric, and commercially powerful.

Its model stands out for its efficiency and depth: Largest share of user growth is organic, and customer acquisition costs are one-tenth of those in similar industry. Instead of chasing audience volume, CRED optimises for high-value behaviours — using AI to personalise offers, contextualise content, and simplify journeys.

Revenue comes from financial products like loans, insurance, and partner rewards, making content a lever for engagement rather than a standalone monetisation goal.

What media companies can learn from CRED is its approach to product thinking: frictionless UX, editorial storytelling embedded into product flows, and a strong commitment to design and trust.

In many ways, CRED behaves like a publisher — producing consistent, high-quality editorial experiences — but monetises like a fintech. As content increasingly converges with commerce, this hybrid strategy could be instructive for publishers exploring first-party data, loyalty programmes, or vertical product extensions. 

Subscription strategies require native format innovation

For many publishers, building sustainable reader revenue in India has been elusive, especially in a market where digital content has long been synonymous with “free.”

Yet, Dailyhunt Premium is actively experimenting with a subscription model that integrates paywalled content — including newspapers, magazines, and long-form formats — into its mobile-first experience.

This is not just a pricing play; it’s a design and behaviour challenge. The team is working to identify user cohorts with high affinity for structured, habitual news consumption, while curating formats that go beyond PDFs or static pageviews.

The goal is to offer value through convenience, personalisation, and cross-title access — especially for users who still engage deeply with editorial journalism.

Early insights suggest that premium subscribers are not just interested in breaking news — they value intellectual depth, opinion, and weekend reading rituals. The strategic challenge lies in seamlessly blending this premium experience with the free user journey, surfacing the right content at the right time, and educating users on why it’s worth paying for.

For publishers navigating freemium transitions, Dailyhunt’s approach reinforces that reader revenue must be built into the product experience — not layered on top of it.

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