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This Bengali video-streaming app is taking on Netflix et al. Step 1: Kill the love story.

National and international platforms are jostling for the next wave of digital consumers. Can a local-language-only platform get in on the action?
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rajivghosh
25 Jan 2019 7 Mins Read 0 comment
Courtesy of Hoichoi via Twitter
Courtesy of Hoichoi via Twitter
The mudikhana – Bengali for kirana – is an odd place to market slickly produced crime dramas, millennial comedies, and horror shows. But for Hoichoi, among India’s first on-demand video platforms with an exclusively local-language catalogue, the neighbourhood grocer is a vital ally. “Credit- and debit-card penetration is low [in Bengal] and was hindering customer acquisition,” explains Manik Bambha,
Shrikant Mohta, co-founder of SVF, in connection with Bengal’s long-simmering chit-fund scam. How this will affect SVF and Hoichoi is still up in the air. We will update the story as and when there is a relevant development. ( Disclosure: Times Internet, which publishes ET Prime, also owns the video-streaming app MX Player.) ( Graphics by Abdul Shafiq)
The mudikhana – Bengali for kirana – is an odd place to market slickly produced crime dramas, millennial comedies, and horror shows. But for Hoichoi, among India’s first on-demand video platforms with an exclusively local-language catalogue, the neighbourhood grocer is a vital ally. “Credit- and debit-card penetration is low [in Bengal] and was hindering customer acquisition,” explains Manik Bambha, Shrikant Mohta, co-founder of SVF, in connection with Bengal’s long-simmering chit-fund scam. How this will affect SVF and Hoichoi is still up in the air. We will update the story as and when there is a relevant development. ( Disclosure: Times Internet, which publishes ET Prime, also owns the video-streaming app MX Player.) ( Graphics by Abdul Shafiq)

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