HomeInsideAn Interview with Ratnendra Kumar Pandey, Co-founder of Trivayu Media Work

An Interview with Ratnendra Kumar Pandey, Co-founder of Trivayu Media Work



On Monday Evening, Ratnendra Kumar Pandey, Co-founder of Trivayu Media Work sat down with the TechGraph editorial team for a wide-ranging interview. We discussed Trivayu Media’s journey, the impact of gaps in hyperlocal content, and much more.

Read the complete interview here:

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TechGraph: Could you help give a sense of how far TriVayu Media Works has come since its existence? From when it began to where it is now?

Ratnendra Kumar Pandey: In 2020, during the unprecedented times of the COVID-19 pandemic, Ratnendra K. Pandey and Tanu Shree Rawat founded Trivayu Media Works after realizing that no organizations or businesses were attempting to connect content creators, editors, and resources from diverse Tier 3 and Tier 4 cities.

Also, due to the penetration of the internet, the vernacularization of digital content had picked up upstream. To fill the vacuum and signal a departure from traditional to digital marketing for brands, both launched TMW, a hyper-local content distribution company, with only INR 8 lakh investment.

Since its inception, the company has grown to become a network of over 10,000 content partners providing content in over 15 languages, including English. Moreover, TMW has catered to the needs of over 110 clients and reached out to over 1 billion users through their various social media platforms to date.

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TechGraph: How is TriVayu Media Works utilizing its sectoral expertise to solve the unsolved gap in the hyperlocal content market for brands?

Ratnendra Kumar Pandey: TriVayu distinguishes itself as a solution that supports India’s leading companies targeting the hyperlocal market by developing super-niche content, marketing, and resource services. It is a one-of-a-kind hyper-local content distribution company with connections to over 200 districts, 1000 villages, and 20+ states across the country.

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Trivayu is addressing a major issue for internet companies seeking to expand further into the market of tier 3 and tier 4 cities, where branding and its associated concepts are difficult to formulate. Given that Indian language users account for nearly 75% of India’s internet users, TMW assists brands in targeting their audiences in the vernacular language. TriVayu can save its clients up to 30% on project costs by teaming up closely with trained resources from Tier 3 and Tier 4 cities.

TechGraph: Can you elaborate on what is the hyperlocal content market?

Ratnendra Kumar Pandey: With the advancement of technology and the advent of new communication mediums, the traditional model of local branding has undergone a paradigm shift. From the days of exploring inserts, small newspaper ads, and placards to catch the eye, brands now have the option of selecting precise location targeting through the use of clearly delineated marketing tactics known as hyperlocal marketing.

Hyperlocal marketing strategy is a term used to describe a low-cost method of reaching out to different customers on a personal level in a geographically limited area who share similar interests.

Hyperlocal advertising enables customers to search for products and services on their smart devices, then visit or call using a call-to-action ad that displays on their screens with a map of their current location.

Companies can choose the right channel mix based on their budgets. Since being hyperlocal means being as local as possible, there are many untapped opportunities, so the market is quite large.

TechGraph: What does hyperlocal content marketing look like these days?

Ratnendra Kumar Pandey: Today’s buyers are more demanding than ever before. They want experiences that are personalized, noteworthy, and reliable.

As a result, only those hyperlocal content marketing strategies stand out that provide clients with what they need. It is preferable to create engaging content that people want to consume willfully, and that they can share with others in the given geographical area.

To be successful with hyperlocal marketing, agencies must create as much locally relevant content as possible. They must refrain from speculating and instead provide actual data and statistics. Only then will internet companies be able to better understand their audience and create offerings that are tailored to their needs.

TechGraph: How do you prepare for the highly disruptive hyperlocal content marketing space?

Ratnendra Kumar Pandey: Trivayu Media Works develops narrative content in local languages to tie the brand to prospective consumers, with a focus on also connecting the company’s core values and the value systems it shares with them.

TMW recently launched the T3 podcast intended to inform its audience, particularly Gen Z, about the latest trends in the hyperlocal content marketing space. In addition, TMW educates and employs college students from Tier 3 cities. The process is completely free until a candidate begins earning. In addition, if a person experiences an internet or electricity outage, they can enter TMW’s one-of-a-kind micro-office and start working.

TechGraph: What are the new trends in the hyperlocal marketing industry?

Ratnendra Kumar Pandey: The landscape of advertising and marketing has shifted as a consequence of hyperlocal marketing strategies, and consumer habits and preferences now dictate business strategic planning. Since creating local content boosts a brand’s SEO rankings and direct sales, marketers are increasingly focused on what their audience wants to consume rather than what they want to advertise.

Given how each interaction a customer has with a brand influences how they perceive the company, digitally powered consumer interactions will become more effortless and offer customized experiences at every touch point in the coming years.

TechGraph: What is the roadmap for Trivayu Media going forward?

Ratnendra Kumar Pandey: Trivayu Media Works intends to target OTT start-ups in the coming fiscal year, recognizing the booming market and shifting trends in the field of hyperlocal content. TMW aims to expand its portfolio of Indian languages as well as a few international languages such as French and Bahasa Indonesia. TriVayu also seeks to generate INR 50 crore in revenue in the coming fiscal year, with a 10X year-on-year growth rate.


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Krishna Mali
Krishna Mali
Founder & Group Editor of TechGraph.

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