Rediff.com reknowned as india’s largest online portal has got a place in the ten most dynamic companies in India by the international publication BusinessWeek.

The BusinessWeek article is about India being the world’s fastest growing economy after China. The article describes Rediff.com as India’s Global Site and describes the website as “The site is the go-to place on the Net for India’s globally dispersed online population looking for news, information, and shopping services.”

Well yes i would agree that rediff is certainly one of the major internet players in India to have made it on merit but going forward as i see the internet in India age (remember internet has been around for some 12 years now)and i see internet brands age as well. Rediff as i see it is an aging internet brand. The youth which connects with cool technology and freedom of choice and voice may not really connect with rediff as much as it connects with an alien social network by the name of orkut (Orkut has 6.3 million indians registered!).

I think somewhere down the line Rediff would have to change its brand persona and make it more appealing to the youth of this country. I think the recent bold television advertising for launching their unlimited mail offer was a step in that direction though it may have got them bad publicity from some parts in the country. Here’s hoping that the brand persona and its appeal to the youth is changed before its too late.

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