This is the first episode in a two part discussion : how businesses in India can benefit by launching a podcast. Kiruba and Amar begin the discussion with the types of podcasts (audio and video), and how can businesses identify relevant target groups (customers, employees), thought leadership, or as a branding exercise. The advantages that a business can derive by launching a podcast include tracking the downloads by geography and device, customer connect and testimonials, employee engagement, and using podcasts as a recruitment tool. Finally, Kiruba and Amar talk about the issues that are preventing wider adoption of podcasts by Indian businesses, and conclude with what should marketers do in the coming year to build a strong case for their organization to launch a podcast in the coming year.

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