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Nandu Madhava Of mDhil on Advertising, Digital Health in India, Challenges, Government Projects, Business Models & More

mDhil is a digital health company which creates and provides content related to health to Indians. Core topics for the company are reproductive health, family planning, women’s health, diabetes, diet, among others. In the first part of our conversation with Nandu Madhava, founder of Mdhil, he spoke about his business, and how Indians are consuming health content on SMS and Video, among other things. In the second part, he speaks more about his business and the state of digital health sector in India. Monetisation on Mobile Medianama: How do you monetise on the mobile? Madhava: Mobile is going to be a carrier based solution. Right now carriers or VAS based solutions are ones who have managed to monetise mobile in a big way. We have several VAS partners that we work with depending on the carrier. VAS Regulations Medianama: How has the change in VAS regulations really affected to your business? Madhava: Around 70-80 companies are trying to address this issue. People who have been monetising off VAS recognise that even if you are generating revenue from VAS, there are questions around its long term stability. Companies like Onmobile, One97 that have generated great money from VAS are all re-positioning themselves as mobile internet companies. In the perfect world, with efficient access to the APIs then mobile web companies, carriers and developers can make a lot of money off it. This is coming. The steps that Vodafone has taken to share more revenue with developers is a good sign. We want to…

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