Nidhi Taparia

India. Online. And in your own mother tongue. That's what things are going to look like, in future, all thanks to Britannica India, the Indian arm of Britannica Inc. Set to launch the Hindi version of its web site for students, www.stubrit.com, the company plans to follow that up with versions in Marathi, Bengali, Telugu, and many more regional language editions within the coming year.

Parent company Britannica, based in Chicago, had put off plans to develop web sites for specific geographic areas in May 2000. They had also laid off 45 people in two overseas offices -- Sydney and London -- wanting to focus on their main site Britannica.com. Work in India, however, has begun in full swing.

Marking out their strategy, Aalok Wadhwa, MD, Britannica India, says, "We are consolidating some operations to allow us a better focus on goals we've identified as critical to our immediate and short-term success. We are currently focussed on creating the strongest, most comprehensive sites possible, for the North American and India markets, and then rolling out equally strong geographic-specific sites for our important international markets. Our plan is to launch at least two to three language editions every year."

Though they haven't thought of an appropriate name for the site yet, work has begun on translating content not just in Hindi, but other languages as well. The language versions will be stand alone, subscription based student web sites.

"We see a market for Hindi content in India, particularly among students. The idea remains to provide an interactive, continuously updated and satisfying user experience. Reaching across to the Hindi heartland through a print edition and Hindi website will definitely help in increasing our broad base," explains Wadhwa. He is also quick to point out though, that it is not a click and mortar business like its counterparts in the west. The company is aware of the fact that the equations will change in the next two years.

Translations are not new to Britannica. The Encyclopaedia Britannica is currently available in 12 translations including German, Mandarin, Japanese and French. "Every language translation has its own challenges. While translating, we focus on capturing the wealth of information and knowledge in a language style which is contemporary yet accurate," voices Aalok.

Due to launch the site and print edition simultaneously, the online and offline presence will drive revenues through subscriptions, claims Wadhwa. "Stubrit.com is and always will be an advertising free site, since we believe that any banner advertising would be a distraction in the education process. The revenue model for our education site is and will continue to be subscriptions."

The English version of the Students Brittanica, through the print edition and website, has garnered subscriptions -- 6,000 CD ROM's and 6,500 print editions. Continues Wadhwa, "As for the numbers and prices of the Hindi or any lingual editions and subscriptions, they will be decided by market sensitivity." The student's Encyclopaedia Brittanica currently sells at Rs 4000, as compared to the Rs 40,000 for the complete version. The company has found a niche in the Indian education space. A student subscription that enables one to surf the entire database is available at a meagre annual cost of Rs 595, while institutional costs are marginally higher.

Britannica India seems keen on being a big player in the content providing game. It has already tied up with lacpati.com, a gaming site, to provide syndicated content; and classteacher.com, with a series of additional tie-ups being planned.

Wadhwa asserts, "We will tie up not just with any existing players that reach out to our audience of students and parents, but also through tie ups with schools that have computers and are net savvy."

The company is also in the process of digitising its content so that it can offer its services on a broadband platform in the next year. There are also ongoing talks with broadband service providers to provide content. "Our strategy is to change with developments in delivery methods. Wireless Application Protocol (WAP) is another area we are looking at," rounds off Wadhwa.

Things sure have come a long way from imperialist Britain and her Queen's English!