Norwest Venture Partners (Yatra)



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Challenge: Find a name for an Indian travel website that has meaning in Hindi and is easy to pronounce and spell for speakers of English.

Scope: Name

Results: Yatra has become the second largest travel site serving India – with ten times the share of Travelocity and Expedia. Dozens of copycat brands have sprung up attempting to capitalize on variant spellings and keywords. Five years after launch it still dominates Google results, with the top four native search results linking to the site.

Trivia: Yatra is a Hindi word meaning ‘journey’ or ‘procession’ with a connotation of religious pilgrimage.

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