Wednesday, January 23, 2019


Japanese online recipe-sharing platform Cookpad launches Hindi version
Saturday, 31 March, 2018, 08 : 00 AM [IST]
Our Bureau, Bengaluru
With over 6.8 million recipes worldwide, Japanese online recipe sharing platform Cookpad, which forayed into India in 2016, has launched their Hindi platform on their website. Cookpad’s primary motive is to encourage cooking in the confines of the users’ home by providing them with cookable recipes.

The platform, which has been making cooking fun since 1997 and is currently available in a bevy of countries, including the United Kingdom, Spain, Indonesia, Lebanon, Brazil, Taiwan, Hungary, Greece and Russia, among others.

The Hindi platform was launched acknowledging the diversity of the country and keeping in mind that Hindi is a widely spoken language across the region.

“With over 22 official recognised languages being spoken across cities, India is a culturally diverse market for us. We are elated to launch our Hindi platform  as a large segment of our user base is primarily from Tier-II and III cities,” said Shriniwas Mutnure, lead, India operations, Cookpad.

“The option of using the platform in Hindi will benefit us by catering to larger audiences and shall definitely help us evolve as a brand,” he added.

By launching a Hindi version of its platform, Cookpad is encouraging homemakers, budding chefs, culinary students and eminent bloggers to break the language barrier and upload authentic recipes of their favourite cuisines online.

It added that it will launch Hindi in its mobile application in the coming weeks. It is looking to launch its website in other regional languages following the success of its Hindi website.

Users can easily switch languages as per their choice with a single login and user name. Speaking on the occasion of the launch, Tomoya Yasuda, global head, Cookpad, said, “Cookpad started 20 years ago with a mission of making everyday cooking fun.”

“We believe that by making everyday cooking less laborious, we are advocating a healthier lifestyle. We are thrilled to be launching the first of many Indian languages today, and shall constantly strive to localise our patrons’ experiences on our platform,” he added.    

By the end of 2018, Cookpad intends on being present in five major vernacular languages in India, as they want to enable their users with the comfort of picking a language of their choice to navigate through their website.

Cookpad acquired Bangalore-based Cucumbertown in 2016 and penetrated through the Indian market by researching closely on the regular cooking habits of Indians and their keen interest in home cooking.

They believe that through the launch of their Hindi platform they will be bridging the disparity in communication and will provide their users a holistic experience in the language they are familiar with.
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