ITSA Brand Innovations India appointed to launch the new top level domain brand – dotDesi

ITSA Brand Innovations in India is partnering with dotDesi (.desi), a new generic top level domain (gTLD) in launching and marketing the brand to audiences in India, the subcontinent and “desis”worldwide. DotDesi is at the forefront of an online revolution that is going to sweep the Internet and change it forever.

A paradigm shift is occurring – challenging what used to be the go-to generic top level domains (gTLDs) like”.com”,”.org”, “.biz”.  The next generation of domain names will increasingly bring communities together, fostering collaboration and creating and new sense of identity.   Of all the choices that are expected to arrive over the next several years, few have the potential to make as much of an impact as .desi.

The term “desi” refers to the culture, people and products originating from the Indian sub-continent (India,Pakistan, Bangladesh, Nepal, Sri Lanka) and its global diaspora. It is an expression of unity recognized instantly by close to 1.7billion people worldwide.   Increasingly, all things ‘desi’ are gaining global appeal and entering the mainstream.

ITSA was chosen based on its shared vision for .desi and their solid understanding of the industry.  

Ravin Ohri, Principal, Desi Networks LLC,”Our vision for .desi is to connect desi individuals, businesses and organizations; to promote desi culture and to positively impact emerging markets within the Indian sub-continent and around the world.”  “It was important for us to find the right partner that genuinely understood what we wanted to accomplish and saw the potential.  We chose ITSA after a long search and are excited for the future.”

Emmanuel Upputuru, Founder & Chief Integration Officer, ITSA (pictured above), said, “I think its fascinating – Dot Desi is a completely new paradigm, bold, new and large in vision. It is a new path – to create a brand vision and a space for a completely new kind of service or product like Dot Desi. And we at ITSA are looking forward to it. It gives me the feeling that at ITSA we are truly carving a new space, our own kind of space”.

The .desi team will be looking to doing targeted marketing, buzz creation and large scale awareness building as part of its phased go to market strategy. ITSA has already begun work on the identity and key web presence elements while campaigns are being created for launch in the coming few weeks.