Notes for owners · Branding and communication
Brochures and replies in Hindi for buyers across Uttar Pradesh: write it from the counter, then test it on a dealer
Why a Hindi dealer brochure should be written first in Hindi rather than translated from English, what goes in it that the English export sheet leaves out, and how to test it on a real dealer.
The GullySales team · Updated 17 Oct 2026 · 5 min read
On this page
- Write it from the counter, not from the English draft
- Two documents, not one in two languages
- The reply uses the brochure's words
- Test it on a dealer who has never seen you
- For example: a Meerut scissors maker and the page nobody turned to
- When English alone will do
- Start with the six questions from the counter
"What do I actually keep out of this?" That is the first thing a dealer in Azamgarh asks, and your Hindi brochure does not answer it. It was translated from the English one, so it opens with your founding year and ends with a certificate. Write the Hindi brochure first, in Hindi, from the questions dealers ask across the counter. Make the English version a separate sheet for export buyers and NCR purchase teams, with different contents. Use the brochure's exact words in your WhatsApp replies. Then hand the draft to a real dealer, say nothing, and watch what they look for.
Write it from the counter, not from the English draft
A translated brochure keeps the English brochure's order of ideas: company history, vision, product range, quality, contact. A dealer reads in a different order, thinking about the customer standing at the counter and about their own money.
Sit with the person in your firm who sells in Hindi and write down what dealers ask. For a product sold through shops in Uttar Pradesh, the list may come out close to this. What is it, and who buys it? What does the customer pay, and what does the dealer keep? What happens when one comes back broken? How do the goods reach the dealer's town, and what is the least they must order? That list is your page order.
Write each answer the way the salesperson says it. If the counter says "10 inch darzi wali kainchi", the brochure says that, not a formal word nobody uses at the counter. The Bihar post on dialects covers the register in more depth.
Two documents, not one in two languages
The English version is not a translation either. Its readers ask different questions, so it carries different information.
| Hindi dealer brochure | English buyer sheet | |
|---|---|---|
| Reader | Dealer, staff, customers | Export buyer, NCR purchase team |
| Opens with | What it is and who buys it | Specification and capacity |
| Sizes | As the counter says them, in inches | Millimetres, with tolerances |
| Money | MRP, how the dealer scheme works | Price basis, ex-works or FOB, on a separate list |
| After the sale | How a replacement claim works, step by step | Quality checks, packing, documents |
| Ordering | Minimum order, transport to the dealer's town | MOQ per design, production time, sample policy |
Keep model numbers and codes identical in both, in Roman letters. The Telugu post explains what to leave in English, and the reasoning carries over to Hindi.
The reply uses the brochure's words
A dealer who has your brochure writes to you in its words: "10 inch darzi wali ka rate?" If your saved WhatsApp replies call the same product "Tailor Shear TS-250", the dealer may wonder whether they have reached the right firm. Write the saved replies in Hindi from the brochure's own lines, with the code in brackets for your staff. The Delhi language post covers reading the dealer's language and matching it.
Test it on a dealer who has never seen you
Your oldest dealer knows everything already and cannot tell you what is missing. Find one in a town where you do not sell yet.
- Print the draft rather than showing a PDF on a phone, so the dealer reads it as it will sit on a counter.
- Hand it over and say nothing for three minutes. Note the page turned to first and where the dealer stops.
- Write down every question asked. Each one is a missing line.
- Ask the dealer to explain one product as they would to a customer. Note their words, especially where they differ from yours.
- Ask which page they would photograph and send to their own buyers. That page should work on its own.
- Fix the draft, then repeat with a second dealer in a different district.
For example: a Meerut scissors maker and the page nobody turned to
Imagine a Meerut maker of tailoring, barber and household scissors, selling through hardware and tailoring-supply shops. The details are illustrative. Its Hindi brochure was a translation of an export brochure. It listed sizes in centimetres, called scissors by the formal dictionary word, and gave a full page to the company's history.
At the first test, a dealer in Azamgarh skipped the history and searched for the dealer rate. There was none. The dealer asked what happens when a handle cracks, and the brochure did not say. Then came a request for the "10 inch darzi wali", which could not be found because the brochure said 25 cm.
The second draft opened with three uses: darzi, naai and ghar. Sizes went into inches, as the counter says them. One page explained the dealer scheme without printing a rate, and one walked through a replacement claim. The export sheet kept the millimetres. A dealer in Ballia read the use page first, then asked for a box of copies for the counter. The rewrite took the salesperson a month of evenings, and the first print run still carried a wrong size for one model.
When English alone will do
If you sell only to purchase departments in Noida and Greater Noida, or only abroad, write in English and spend the money elsewhere. The same holds for products bought by part number from a drawing. And if nobody in your firm can answer a Hindi enquiry in writing, fix that first: a Hindi brochure produces Hindi questions, and a brochure promising Hindi service you cannot give does more harm than an English one.
Start with the six questions from the counter
Ask your best Hindi-speaking salesperson for the six questions dealers ask most, in the dealers' own words. Lay your current brochure beside that list and tick the ones it answers. Every unticked question is a page you have not written yet. When you want the Hindi brochure, the English sheet and the saved replies written from one list and tested on a dealer, with brochures, catalogues and marketing materials in mind, tell us what you need.
