Kalakrit, a Delhi-based translation and voice-over firm, relies on human translators despite the rise of generative AI tools like ChatGPT.
Founder and CEO, Sehaj Kohli, says, “ChatGPT and other AI tools translate general sentences and words well. AI cannot translate this with the proper context when it comes to localizing the information as per demographics, different countries, domains (marketing, legal, subject matter), length (books, passages, worksheets, websites, etc.).
Kalakrit, a multilingual communications firm founded by Kohli in 2021 with a Rs 20,000 investment, offers translation, transcription, voice-over, dubbing, subtitles, and interpretation.
The creator said he wanted native linguists to drive its offerings.
Since the beginning, we’ve used numerous approaches to hire exclusively local linguists and artists. Kohli said Kalakrit does not employ AI or computers for translations or voiceovers.
Kohli claims the industry cannot meet consumer requests that differ from the usual translation technique. He started his own business because of this anguish.
One customer wanted his information translated into 12 Indian languages while retaining the textual alphabet in Roman. Traditional translation techniques couldn’t do this. Kohli had to teach a team of freelancers to translate and transcreate the client’s target audience-friendly material.
“This inspired me to build a company free from boundaries and flexible enough to mold it as per the client’s needs, something we call’modern translations’,” explains Kohli.
The Delhi-based B2B firm specializes on marketing localisation, BFSI (banking, financial services, and insurance), sworn translations, and voiceovers in many Indian languages.
It works how?
Kalakrit assists customers pre- and post-delivery.
“We have linguist teams for all domains and translation styles for Indian languages,” adds Kohli.
It specializes in 15 language fields, including financial, legal, medical, technology, and others. Its solutions are 98-99% accurate.
“Quality control is an industry-wide issue, and whoever solves it will become the majority market shareholder. Language is subjective to culture, domains, and geographies, thus quantitative metrics cannot be used to control quality and quantify outputs,” he says.
Localization involves tailoring information, goods, and services to the cultural and linguistic preferences of a specific target audience in a given area or nation.
“It involves much more than just translation as it takes into account the local cultural norms, customs, and linguistic differences of the target audience,” Kohli explains.
Kalakrit’s localisation services include translating text, audio, video, and multimedia content into the target language(s); adapting images, graphics, and other visual elements to the target audience’s cultural preferences; localized testing and quality assurance; and cultural consulting and guidance.
“Localisation solution providers can help businesses successfully enter new markets, expand their reach, and connect with audiences around the world in a way that resonates with them on a cultural and linguistic level,” Kohli says.
Kalakrit charges project-based or word-based fees.
It boasts 99% accuracy and works with over 50 brands, including Glance, Magicbricks, BYJU’S, MX Player, Apna, and Amazon.
The firm adds 5-7 companies every month and intends to add 120 by year’s end.
“Regular consumers will never pay for human-based translations because they have a faster and cheaper alternative. However, corporations, marketing agencies, PR agency, production houses, and periodicals will always hire native, domain-specific linguists for their material. “They’re our target market,” he explains.
Kalakrit made 11 lakh in FY21, 34 lakh in FY22, and 7.5 lakh in the previous month. By 2023, it should earn Rs 1.5 crore.
Kalakrit has 10–15 employees. The startup has 7,000 linguist contracts. “As of now we do not have any linguists working with us as permanent employees, we have freelancers working on contract for two years,” he explains.
Devnagri, Lingual Consultancy, Somya Translation Pvt. Ltd., and Words Lead compete with the startup.
AI is transforming the industry. Kohli claims AI handles 60% of subtitle and transcribing services. Localization will boost industrial growth. LSPs who find the correct way will prosper, while the others will fail to compete with AI.”
According to Common Sense Advisory, the worldwide language services market was valued at $53.45 billion in 2020 and is predicted to reach $70.32 billion by 2024, rising at 6.02% CAGR.
To grow its personnel, the startup will borrow. It targets 200 languages, 50 linguists per language, and 10 each domain.
Kalakrit will employ project management AI but not translation AI.
AI-enabled resource management is in development. The tool will connect users to resources.
The tool evaluates resources and assigns jobs based on customer needs. Translators and VO artists will complete projects, but this AI technology will handle assignment and other operations.
We connected companies and customers. Kohli said the objective is to build a technique that combines AI speed and human localization accuracy.
Conclusion:
Kalakrit, a Delhi-based translation and voice-over firm, relies on human translators despite the rise of generative AI tools like ChatGPT. The company, founded by Sehaj Kohli in 2021 with a Rs 20,000 investment, offers translation, transcription, voice-over, dubbing, subtitles, and interpretation. The company specializes in 15 language fields and has linguist teams for all domains and translation styles for Indian languages. Kalakrit’s solutions are 98-99% accurate and work with over 50 brands, including Glance, Magicbricks, BYJU’S, MX Player, Apna, and Amazon. The firm charges project-based or word-based fees and works with over 50 brands. The company plans to add 120 companies by year’s end.
AI is transforming the industry, with AI handling 60% of subtitle and transcribing services. Localization will boost industrial growth, and LSPs who find the correct way will prosper, while others will fail to compete with AI. The worldwide language services market is valued at $53.45 billion in 2020 and is predicted to reach $70.32 billion by 2024, rising at 6.02% CAGR. Kalakrit will employ project management AI but not translation AI. AI-enabled resource management is in development, connecting users to resources and assigning jobs based on customer needs.
