raftaar.in

Times Internet-owned CouponDunia has tied up with Hindi news portal Raftaar.in to offer online coupons in Hindi. The coupons will be available on a separate webpage on Raftaar at coupons.raftaar.in. Visitors will be able to choose from a wide variety of coupons from mobile, education, beauty, fashion, recharge, sports and travel. The coupon will direct them to the merchant website where they can make purchases using coupons.

Raftaar mentions that it uses natural language processing to dynamically translate the coupons’ content in Hindi to make them more user friendly.

This is an interesting move by CouponDunia which is looking to target customers through Indic languages and it seems like a first. It’s worth remembering that Vishal Anand, Chief Product Officer of local content distributor NewsHunt, had mentioned at #NAMA Indic that when they tested Indic advertising, they found that the click through rates were double of English ads. This could easily easily result in more number of customers using couponing sites.

CouponDunia’s competitor in the online deals space, MyDala, has also taken another interesting way to attract customers and has partnered with telecom operators such as Airtel, Aircel, Vodafone to offer discounts.  In May 2013, Info Edge CFO Ambarish Raghuvanshi pointed out that these telco partnerships accounted for a significant revenue growth in the company.

Competition

– Other players in the coupons category include Yebhi, which turned into an online products aggregator and couponing site in September last year, PayuPaisa which hadlaunched an automated all-in-one payment solution targeting e-commerce marketplaces in October 2013 and Freecharge which acquired the stealth mode startup Preburn in October last year, among others.

– Local coupon and deals generating platform Groupon India has raised ‘external funding’ of $20 million led by Sequoia Capital earlier this month. Groupon was formed in India after it bought the Indian platform SoSasta in early 2011. SoSasta founders Ananya and Udayan Bubna joined Groupon post the acquisition. The company was called Crazeal before it was renamed to Groupon in late 2012.