Content Writer Bharat & Rural Audiences

About Axis My India

Axis
My India Limited is India’s leading consumer data intelligence company,
committed to enabling data -driven decision -making. It has launched
the "A" App, a people empowerment platform designed to enhance
the lives of a billion citizens by providing access to authentic information
and practical solutions for everyday needs. The app follows a PHYGITAL model, leveraging Axis My India’s vast network of 5,000+
locations across 700 districts. Powered by Google Cloud and Google
Gen AI, it continuously learns and improves to deliver better user experiences.

Role Overview

Axis My India is seeking a Content writer to lead the sourcing, curation and programming of content for
Bharat and rural audiences on the Axis My India app. This is not a social media
content creator role — it’s about building a content engine that engages
millions of users daily with relevant, authentic and inclusive content. The
role demands deep understanding of Bharat consumers, strong content programming
expertise and the ability to forge partnerships that bring unique, impactful
content to life.

Key
Responsibilities

·         Define a long -term
content strategy and roadmap that prioritizes categories relevant and catering to Bharat: infotainment,
agriculture, health, news, utility and sports

·         Curate and schedule
content that is fresh, relevant and localized to user needs, ensuring daily
stickiness and engagement

·         Identify and onboard
regional publishers, NGOs and content creators to bring authentic, hyper local stories and insights. Build strong relationships to secure steady content
supply. 

·         Build and maintain a
robust pipeline of content, ensuring continuity and diversity while reflecting
cultural nuances and regional preferences

·         Manage negotiations
with content providers for licensing, syndication and acquisition, ensuring
legal compliance and cost -effectiveness

·         Leverage app
analytics and consumer research to understand what resonates with Bharat
audiences and use insights to fine -tune content

·         Adapt content into
multiple languages and culturally appropriate tones and formats, ensuring
inclusivity across India’s diverse population

·         Create frameworks and
dashboards to measure content engagement, effectiveness and stickiness.
Continuously refine based on insights

·         Develop original
formats tailored for Bharat audiences, such as voice -based storytelling,
utility -driven content and short -form informational videos

Requirements

Education

·         Bachelor’s degree in Mass communication or Journalism or Literature or
Media Studies

·         Master’s degree in
Marketing / Strategy or MA in Media/Journalism or Rural Development 

Experience

·         5+ years of experience in content strategy, programming or curation.

·         Prior experience in vernacular media, regional OTT, digital content
platforms or Bharat -first consumer platforms

·         Strong track record in building and scaling content ecosystems for
rural/vernacular markets

·         Proven experience in partnerships, licensing and managing diverse content
portfolios.

Creative and Operating Skills

·         Sharp editorial judgment with ability to identify content that engages
and informs Bharat

·         Data -driven mindset: ability to use analytics to refine strategy

·         Excellent project management
skills — able to deliver quality content at scale and on time.

·         Creative ideation for new formats and engagement models (e.g.,
voice -based, utility content).

·         Ability to balance consumer aspirations with grassroots realities

·         Strong storytelling ability with sensitivity to cultural and linguistic
nuances

Benefits

• Competitive salary and benefits package
  
• Opportunity to make significant contributions to a dynamic company
  
• Walking distance from Chakala metro station, making commuting easy and convenient.