Ravin Ohri's presentation to ResellerClub resellers which highlights the potential of the DESI namespace. The presentation details the various marketing initiatives being undertaken by the registry and gives reasons why resellers should sell .DESI - the single nTLD that targets Indian Roots and established an Indian identity.

1. Reseller Club Webinar for .desi
Ravin Ohri, CEO, rohri@registry.desi
www.registry.desi

2. What if you could identify with the goals and
aspirations of the entire South Asian
community?
What if you could leverage the desi identity to
create demand over the long term?

3. What is desi
desi is a unifying term used to describe
the people and culture from the
Indian Subcontinent and its global diaspora

5. The desi Impact
1.7 billion desis
in the World

6. desi Market Snapshot - Diaspora
4 Million desis in the U.S
1.5M desis in Canada
300Kdesi owned businesses in the U.S
3 Million desis in the UK, representing
5% of the population
40K businesses in London

7. desi Market Snapshot - India
Exploding e-commerce
3rdlargest online community in the world
Fastest growing online population in Asia Pacific
$16 Billion projected online retail spend by 2018
47 Million SMB’s
7 Million domain names next few years

8. the desi renaissance
desis are all over the world and are making an impact
desis are vocal and active online in business and
philanthropy- but without a common community gathering point
desi is part of the global vernacular
Power of desi - India has gotten over the great
obsession with the west. Indians are now comfortable asserting their own
identity
No other domain address triggers such immediate
recognition like .desi

9. How .desi appeals to your customers
Immediate Recognition - known brand; while other new
gTLDs struggle to stand out, .desi is firmly in the vernacular
Pop Culture relevance - Its different and cool and hip
Cross-category appeal - not just generic or
cultural – a GEO gTLD with disparate geographies
Relevant - unlike .in and other new gTLDs, broader
than just India, with fewer restrictions and targeted at the
upward mobile, global, hip desi target market

10. India is ready for .desi
The breakneck pace of growth in digital adoption,
tech startups and e-commerce
The dawn of the era of social responsibility and
unity
The rise of global acceptance
Pride in being Indian
.desi can be positioned as a tool of significant differentiation
and advantage

11. Who should have a .desi domain
Anyone with affinity for desi culture, values and lifestyle
Businesses providing goods and services to the desi
community and entrepreneurs and SMB’s looking to expand
their reach
Individuals, students and youth groups
who want to celebrate being ‘proud desis’
.desi is a hip alternative for showcasing your Indian roots!

12. passion

13. rock.desi

14. diwali.desi

15. sport

16. Cricket.desi

17. Vancouver.desi

18. dukaan

19. choodiyan.desi

20. tandoor.desi

21. sari.desi

22. interest

23. balleballe.desi

24. fashion.desi

25. Sample Active .desi websites

26. Reasons you should you market .desi
No Restrictions: Open gTLD
Heavy marketing support and brand development
Aggressive Pricing and promotions
Great Inventory of names available
Flexible working model
In General Availability Now

27. Advancing the Message
Industry Banner Placement
Collateral Development
Sponsorships
Creating a Global Following
Social Media
Engaging Global
Influencers

28. Engaging Global Influencers
MissMalini (MM)
Top international blogger
on desi lifestyle, fashion,
Bollywood.
Nearly 3M followers on
google+ , etc.
Several campaigns
underway, part of long-term
engagement
Blogs, articles, contests,
brand takeover, banners
across MM SM platforms
Bollywood Celebrity
Through our partnership
with production company
YouTube Comic Sensation
Millions of page hits on
YouTube
3.7+ million followers
Steady streams of active
content about the desi
lifestyle
Heavy youth following on
Twitter, Facebook, Instagram

29. Recent updates
Names Collision List
Claims Period
2-character domains
Premium names

30. Top Reasons to market .desi
We are marketing the brand outside of traditional
channels
A flagship new gTLD for the target rich market in India
.desi is part of the global diaspora and Indian sub-continent
vernacular
India e-commerce about to explode -
$3B investment by Amazon and Flipkart

31. anyquestions