The top-level domain (TLD) .desi is a relatively new addition to the Internet realm, being approved by the Internet Corporation for Assigned Names and Numbers (ICANN) and launched in 2014. It is essentially a gTLD (generic Top Level Domain), which is used or reserved for a specific community or group, in this case, the ‘desi’ community. The term ‘desi’ traces its origin to the Sanskrit word ‘deśin’, which means ‘of the country’. It broadly denotes the people, cultures, and products of the Indian subcontinent or South Asia, encompassing countries like India, Pakistan, Bangladesh, Nepal, Sri Lanka, Bhutan, and Maldives.
The .desi generic TLD is managed by Desi Networks LLC, an American company. As per their mission, they aim to serve billions of South Asians globally who identify themselves as ‘desi’, providing an opportunity to create a digital presence that speaks directly to their unique culture and rich heritage (source: ICANN Application by Desi Networks LLC).
The .desi domain is being utilized by businesses, individuals, organizations, and communities that wish to identify with the ‘desi’ culture. For instance, .desi websites are used by Bollywood movie promoters, spice traders, famous personalities like actress Priyanka Chopra, and even restaurants serving South Asian cuisine. By doing so, they aim to reach a global audience who identifies with the ‘desi’ term. It also offers an opportunity for regional businesses to mark a unique digital identity (source: “.DESI” – The Digital Connect for Global Indians, ETRetail.com).
One example of the use of .desi is by the man who listed his website, rajan.desi, for sale on sedo.com, a popular domain sales website. The name “Rajan” is a common name from the Desi Community that can be used for various purposes such as personal branding, blogging, or businesses.
Another example is films.desi which promotes Bollywood films and connects with fans all over the world. These examples show the potential and versatility of the .desi domain. It provides a shared cultural space on the internet for people who identify as desi and want this identification to be part of their online presence.
However, as with other new gTLDs, the acceptance and popularity of the .desi domain would gradually grow with increased awareness about this domain extension and accepted usage across multiple platforms.
Aggravating this growth are technology development, digital growth in South Asia (particularly India, home to the world’s second-largest digital population), and the increasing digital presence of South Asians worldwide.
In conclusion, the .desi TLD aims to build an online community for the broad and diverse ‘desi’ diaspora. With its uniqueness, it holds potential in becoming a popular choice among businesses, individuals, and communities seeking to identify with and cater to this specific demographic (source: Radix TLD .DESI End of Quarter 1 Report, March 2021).
