The Future of Brand TLDs: Lessons from the First Round

In a recent interview, Vivek Goyal, co-founder, and current COO of Indian Brand Protection company LdotR and a veteran of the first round of dotBrand Top-Level Domain (TLD) application process, shared invaluable insights into the challenges, and potential of owning a dotBrand TLD. As we approach the next application round, expected to open in April 2026, his experiences offer crucial guidance for companies considering this significant digital investment.

The Genesis of Brand TLDs at Reliance Industries

Vivek’s journey with dotBrand TLDs began in 2012 when he was a senior brand manager at Reliance Industries, one of India’s biggest conglomerates. The company, recognising the innovative potential of owning their own digital space, applied for four TLDs: .RELIANCE, .RIL, .JIO, and .INDIANS. While three were successful (.INDIANS was withdrawn), the experience highlighted both the excitement and complexities of the application process.

The Value Proposition of dotBrand TLDs

Vivek emphasized several key advantages of owning a dotBrand TLD:

• Ownership of Digital Space: Unlike traditional domain names that are essentially rented, a dotBrand TLD offers true ownership of a piece of internet real estate.
• Enhanced Security: In an era of increasing online scams and phishing attacks, a dotBrand TLD provides a verified, secure space for customers and stakeholders, with security features being controlled by the TLD owner not a third-party.
• Marketing Opportunities: The flexibility of a dotBrand TLD opens up new avenues for creative marketing campaigns and brand positioning.
• Competitive Advantage: Particularly in sectors like finance, where trust is paramount, a secure, branded digital space can be a significant differentiator.

Navigating the Application Process

The application process for the first round of TLDs was, in Vivek’s words, complex and challenging. He likened it to “changing a tire while the car is driving,” highlighting the constant updates and changes to the process. Key aspects of their approach included:

• Cross-functional Team: Reliance formed an internal team with representatives from marketing, legal, tech, and company secretarial departments.
• External Expertise: They engaged an external vendor to provide specialised knowledge and support.
• Thorough Preparation: The team meticulously studied the application guidebook, recognising the importance of understanding every detail.
• Flexibility: The ability to adapt to last-minute changes and new requirements was crucial.

Lessons Learned and Advice for Future Applicants

Drawing from his experience, Vivek offered several pieces of advice for companies considering applying in the next round:

• Start Early: With the next round potentially opening in April 2026, Vivek suggests that companies should start preparing immediately, understanding the potential, and risks, of an application for a specific string(s).
• Secure Internal Buy-in: Given the significant investment required, gaining support from varied and necessary internal stakeholders is crucial and can take time.
• Budget Planning: Companies need to plan for not just the application cost but also the long-term investment in maintaining and managing a dotBrand TLD.
• Choose the Right Partners: Having experienced partners who can foresee challenges and guide you through the process is invaluable.
• Identify Internal Champions: Having a dedicated team of internal supporters can help navigate the complexities of the application process.

The Future of dotBrand TLDs

Looking ahead, Vivek sees dotBrand TLDs as an essential tool for companies serious about their online presence. He argues that for businesses where the internet plays a significant role, applying for a brand TLD is not just an option but a necessity. It offers unparalleled opportunities for brand protection and online presence management.

Calls for Process Improvement

One key suggestion Vivek made for improving future rounds is to differentiate the process for dotBrand TLDs from open TLDs. He argues that dotBrand TLDs, with their more restricted and controlled use, should have a simpler, more streamlined application process. This change could encourage more companies to apply and make the process more predictable for large corporations that require extensive planning.

Conclusion: Preparing for the Next Round

As we look towards the next application round, Vivek Goyal’s experiences and insights serve as a valuable guide for potential applicants. While the process may be complex, the potential benefits of owning a dotBrand TLD – enhanced security, marketing flexibility, and a truly owned digital space – make it a compelling consideration for companies invested in their digital future.

As the digital landscape continues to evolve, dotBrand TLDs represent a unique opportunity for companies to take control of their online presence in an unprecedented way. With the next application round on the horizon, now is the time for forward-thinking companies to begin their preparations and position themselves at the forefront of this digital frontier.