Indore-based STAGE is constructing an ‘Indianised’ OTT platform with authentic hyperlocal content

In 2016, WittyFeed is one of theIndia’s most viral websites. The platform began out in 2014 with a consumer base of one lakh customers and within the next years, it had garnered 420 million web page views and 2.5 billion ad impressions.

But, in 2018, WittyFeed’s Facebook web page was worn out overnight, and the founders determined to keep working in content but with a special approach.

Along with his different co-founders Praveen Singhal and Shashank Vaishnav, he began out researching content generated through Indians beyond the metros.

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“We realised that most content platforms were offering sleazy content, foreign shows dubbed in Indian languages or poorly localised versions of popular global shows, something that Bharatwasis (Indians) don’t relate to,” says Vinay.

Having grown up paying attention to indigenous memories from their parents and grandparents, the trio desired to herald this hyperlocal flavour to OTT (Over the Top) content, and rebranded WittyFeed to STAGE in 2019.

The founders outline STAGE as an “artist-led and dialect-based OTT platform”. Based out of Indore, the platform gives precise and unique content in local dialects along with Haryanavi, Rajasthani, Bhojpuri, and Konkani thru art forms, along with comedy, folk, poetry, storytelling and motivational content.

STAGE claims to have acquired enthusiastic reaction for its content in Haryanvi, garnering more than 4 lakh downloads. “It [Nukkad] is stimulated by ordinary conversations that take place at nearby tea stalls, community meetings, and road corners,” explains Shashank.

Bharatwasis at work

Explaining the name of the platform, Praveen says, “To cater to Bharat, we wished a platform that not most effective resonated with the audience with its services however was additionally easy to pronounce. Every Bharatwasis in each nukkad, galli or muhallah (neighbourhood) is aware and may pronounce STAGE.”

Additionally, the name is aligned with the platform’s core — an OTT platform that offers artists a ‘stage’ to show off their talent in their nearby dialects.

The OTT market and STAGE’s way ahead

The OTT market in India is led through Disney+ Hotstar, Amazon Prime Video, Netflix, ZEE5, ALTBalaji, Eros Now, and more.

During the early days while WittyFeed was being rebranded to STAGE, the founders ran out of money. “We were almost about to shut down early last yr when our employees pitched in to become investors,” Vinay says.

STAGE’s employees agreed to work on 25 percentage profits for the primary seven months.

In 2017, WittyFeed raised Pre-Series A investment from Ritesh Malik (Founder of Innov8), Anand Chandrasekaran (former Director of Facebook), Apurva Chamaria (CRO at RateGain), Siddharth Banerjee (CRO and CMO, Games 24×7), and Aneil Mahajan (former COO, Dainik Bhaskar Group), and angel investor Harsh Mani Tripathi. The 35-member crew is now making plans to roll-out STAGE OTT platform pan-India.