Emerging Markets, Premium Vision: The Woman Powering Zero Latency India

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Inside VR

The VR Collective

18 episodes

6 days ago

The VR Collective Show brings you expert insights on the business of VR entertainment. Whether you're an operator, developer, or investor, we dive into the latest trends, strategies, and innovations shaping VR arcades, attractions, and location-based experiences. Expect interviews, case studies, and industry deep dives—dropping as needed, whenever there’s something important to discuss. Episodes drop as needed—whenever there’s something important to discuss. Stay tuned for interviews, deep dives, and practical insights

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Emerging Markets, Premium Vision: The Woman Powering Zero Latency India

Inside VR

38 minutes 46 seconds

2 months ago

Emerging Markets, Premium Vision: The Woman Powering Zero Latency India

In this episode, Bob Cooney talks with Parinitaa Rajgarhia, the driving force behind Zero Latency in India. From stumbling across her first VR experience while on a family trip to launching the country’s first large-scale free-roam VR arena in Mumbai, Parinitaa shares her entrepreneurial journey, market insights, and lessons learned.

They discuss:

How she evaluated the business opportunity for VR in India and set her pricing strategy
The role of sampling in building trust and upselling customers to longer experiences
Why premium VR works in developing markets and how to position it
Marketing strategies that deliver results in a market with low initial awareness of VR
The importance of personal engagement in sales and the cultural factors that influence booking behavior
Overcoming gender biases as a woman leading a tech entertainment business in India

Whether you’re an operator, investor, or just fascinated by how immersive attractions succeed in emerging markets, this conversation offers a candid look at what it takes to launch and grow a premium VR brand.

🎧 Listen now to hear how Parinitaa has not only sustained but expanded Zero Latency’s presence, and why she believes the Indian market is just getting started.

Timestamps

00:00 – Parinitaa’s first encounter with VR and decision to bring it to India
02:07 – Launching Zero Latency Mumbai with young kids and no gaming background
03:15 – Pricing strategy and competitive analysis in an untested market
07:44 – Surpassing projections in the first month and lessons from the pandemic
11:19 – Who pays for premium VR in India and how the market has evolved
14:26 – Pricing for the Indian market vs. the West and introducing 15-minute “sampler” sessions
16:24 – How short experiences build trust and upsell to 45- and 60-minute sessions
20:20 – Marketing spend, customer acquisition, and the importance of education
26:21 – Expansion to Hyderabad and budgeting for launch marketing
29:12 – Why Instagram and WhatsApp drive 80% of bookings
33:19 – The cultural and operational reasons 60% of bookings happen over the phone
49:01 – Breaking gender barriers as a woman leading a VR business in India
50:55 – The motivation to challenge stereotypes and build a lasting brand