The Urdu Market: An Untapped Opportunity

The Urdu market, with its rich cultural heritage and millions of speakers worldwide, represents a vast and largely untapped opportunity for businesses looking to expand their global reach. As the national language of Pakistan and one of the 22 scheduled languages in India, Urdu holds immense potential for companies seeking to connect with a diverse and growing consumer base. In this article, we will explore the unique aspects of the Urdu market, uncover its hidden potential, and discuss how businesses can effectively navigate this dynamic landscape to unlock new growth opportunities. From understanding the cultural nuances to leveraging the power of localization, we will delve into the strategies and tools that can help you tap into the thriving Urdu market and create lasting connections with your target audience. There are a few essential things you need to know. Let’s take a closer look.  

Unlocking the Urdu Market

The Urdu market, with its extensive reach and unique characteristics, presents a compelling opportunity for businesses worldwide. Here’s what makes the Urdu market so attractive:

A Massive and Diverse Population

With over 170 million native speakers, Urdu is the official language of Pakistan and one of the 22 scheduled languages in India. This extensive audience offers businesses the potential to tap into a vast and diverse market.

High Internet Penetration and Growing Mobile Usage 

Pakistan has seen rapid growth in Internet penetration, with over 93 million Internet users as of 2021. Moreover, India has experienced a significant surge in mobile internet usage, opening up new avenues for businesses to connect with Urdu-speaking consumers.

Rising Disposable Income and Consumer Spending

As the economies of Pakistan and India continue to grow, the purchasing power of their populations is increasing. This creates a favourable environment for businesses targeting the Urdu market, as consumers are more likely to spend on goods and services.

Growing Appetite for Localized Content 

With a strong preference for content in their native language, Urdu-speaking consumers are increasingly seeking products and services that cater to their cultural tastes and preferences. This presents a unique opportunity for businesses to tap into the market through targeted localization efforts.

Pollion, a language services company with expertise in Urdu, offers valuable insights into the Urdu market and website localization. We will explore their experiences and tips for effectively targeting Urdu-speaking audiences with localized websites, and how this can benefit your business. 

Booming Industries

The Urdu market encompasses various thriving industries, such as entertainment, e-commerce, and education presenting businesses with a wide range of opportunities to establish a presence and cater to the diverse needs of Urdu-speaking consumers.

It’s surprising to note that only a small fraction of online content is available in Urdu, despite a large population of native speakers. A report by W3Techs shows that Urdu accounts for just around 0.1% of all websites’ content languages. With an estimated 70% of Urdu-speaking internet users preferring content in their native language, there is a significant gap that Western marketers and developers can capitalize on by localizing their products and services for the Urdu market.

Pollion emphasized that “Utilizing localized content and engaging Urdu dialogue can open markets to significantly more growth factors”.

Website localization and the Urdu market

Urdu speakers are active internet users, and with a significant portion of the population being tech-savvy, this fact should be acknowledged. A considerable number of smartphone owners in Pakistan and India engage with online content and services daily.

Unfortunately, not many companies take the effort to localize their websites into Urdu. One major company that has done so is, which has made its platform available in Urdu. It’s worth noting that actively engages with its Urdu-speaking audience on various social media channels and localizes its promotional content.

When asked what motivated them to localize their website into Urdu, one major company responded, “It’s a logical step. We wanted to grow and reach a bigger audience. Because our platform is very content-heavy, without localization, many people would simply be left out because they don’t speak the language.”

Website localization needs to consider the target audience’s preferences and culture. Localizers need to convey the text with a tone that resonates with Urdu speakers and make it accessible for all ages.For more information on the importance of professional localization and how to avoid global marketing localization fails, check out our articles on Why Professional Localization Matters?


The Urdu market, steeped in rich cultural heritage and teeming with a massive, tech-forward population, presents a largely untapped reservoir of opportunities for businesses worldwide. The escalation in internet connectivity, increasing mobile usage, and an upsurge in demand for localized content all point towards a market ripe for exploration. Yet, the scarcity of Urdu content online reveals a significant opportunity that many global enterprises have yet to seize.

By incorporating robust translation services, such as those offered by, and adapting their offerings to resonate with the cultural nuances of the Urdu-speaking audience, businesses can effectively bridge this gap, unlocking vast growth possibilities. The success story of is a testament to the impactful role of language translation in penetrating and engaging the Urdu-speaking market.

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