Role: Product Manager — Indic Language Content, Voice & Localisation

Tenure: 2021 – 2023 (approx.)

Domain: Consumer Social · Short-Video · Creator Economy · Indic Language Products · Voice & Tone Systems

Stage: Growth (Hypergrowth → Profitability pivot)

At ShareChat and Moj I worked on one of the highest-scale Indic language consumer products in India — where 300M monthly active users consuming content in 15 languages meant every product decision was a localization decision.

Company & Context

ShareChat is India's largest vernacular social network (Mohalla Tech), operating two products during my tenure:

• ShareChat — multilingual social platform in 15 Indian languages: audio chat rooms, photo/video posts, status updates, microblogging, direct messaging. 180M+ MAU.
• Moj — India's largest short-video platform (launched June 2020, 30 hours after TikTok ban). 300M MAU, 3M content uploads/day, 6B views/day, 50M+ creators.

Key context during tenure:

• 2021: Rapid hypergrowth — Moj scaled from 0 to 120M MAU in 18 months
• 2022: MX TakaTak acquisition from Times Internet, creator monetization (Mints: virtual gifting, battle features), AR lenses from Snapchat partnership
• 2023: Profitability pivot — 20% workforce reduction, MAU decline pressure, focus on quality over quantity
• AI/ML lab set up in US (2022) to build recommendation algorithm and social media tech stack
• Moj ran creator battles (Creator Battle, Gifters Battle, Voters Battle) and livestreaming co-host features

The Unique Problems I Solved

Problem 1 — Voice & Tone Fragmentation Across 15 Languages:

ShareChat had no unified voice and tone framework. Content moderation, product copy, and creator guidelines existed in English and were machine-translated into Indic languages — producing culturally incorrect and contextually wrong outputs. A Haryanvi audio chatroom and a Tamil video creator experience should not sound the same.