Digital Intimacy Meets Tradition: Partho Dasgupta Champions India’s Audio Revolution

The rise of podcasting in India marks a new chapter in its storytelling journey, one that blends digital convenience with emotional resonance. Partho Dasgupta views podcasts as modern-day “baithaks,” offering personal, engaging experiences akin to sitting around a village fire listening to tales. India’s projected podcast ad market is set to reach $80 million by 2027, but more striking is the potential in regions where podcasts remain largely undiscovered. The transition from 12% listenership to mainstream engagement could redefine content consumption in the country.

In this evolving ecosystem, Partho Dasgupta highlights the growing importance of regional narratives. Podcasts in Indian languages are gaining traction, tapping into local culture and linguistic pride. Advertisers are responding accordingly—over 70% of podcast listeners consume content in regional languages, providing brands with a targeted, authentic route to engage customers. With high trust in podcast-endorsed products, platforms like Swiggy and BigBasket are already reaping the rewards of narrative-driven campaigns, hinting at a promising future for audio-first marketing.

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