On International Podcast Day, these Indian entrepreneurs have launched a marketplace for podcasters and advertisers to connect

• Called Podcash, it's the brainchild of Ronit Roy, a marketeer and Garima Surana, a podcast host.
• Podcash will help podcast producers connect with advertisers and monetize their content.
• India is currently the third-largest market for podcasts.

Podcasts have become immensely popular in India, with people listening to the same during their commute to work (well until COVID happened), and now creating their own podcast lists for consumption.

And now, two Indian entrepreneurs have launched a ‘podcast marketplace’ for podcasters, brands and users to connect.

Called Podcash, this is the brainchild of Ronit Roy, Marketeer and Garima Surana, a podcast host. Officially set to go live early next year, Podcash will help podcast producers connect with advertisers and monetize their content.

“With Podcash, we aim to create an all in one data driven discovery marketplace that eases the discovery and promotes growth of the podcasters by connecting them to the right collaborators! Keywords like ‘‘how to get sponsorship for podcasts?’ and ‘how to make money from podcasting?’ are one of the top searched queries in India, and this reflects in the name Podcash itself,” said Roy.

Meanwhile, his co-founder Surana hosts a podcast herself with 50 episodes, and 100,000 listens so far. “With my own podcast, I realised how brand collaborations benefit and why must a brand invest in a podcast. The unexplored podcast market in India is 10 years old, yet disruptive content is still to be made! Podcash aims to bridge the global gap and be more collaborative on the way of monetising!” said Surana.

The Indian podcast scene is thriving

The Indian podcast market is growing rapidly. According to a PwC report, India is already the third largest market for podcasts, falling behind only the US and China. The report also said that from four crore listeners in 2018, it is estimated that over 17 crore will be tuned to podcasts by 2023.

Apart from the popularity of podcasts from brands like Apple and Spotify, many Indian podcast startups that are grabbing the attention include Headfone, vernacular platform Aawaz.com and directory platform Hubhopper.


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