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The Secret Behind Pratilipi Gaining 20 Mn MAUs In Five Months

The Secret Behind Pratilipi Gaining 20 Mn MAUs In Five Months

As a self-publishing platform for writers, Pratilipi is uniquely placed many of the horde of local language apps in India

The Bengaluru-based crossed 10 Mn MAUs mark in January 2020

In June 2020, Pratilipi recorded 1.Nine Mn new follows, five.Five Mn new ratings, and a pair of Mn new critiques on the platform

“It took us about 5 years to get to 10 Mn monthly active users (MAUs) and then approximately 5 months to get to twenty Mn. Slowly, slowly then unexpectedly,” Pratilipi cofounder and CEO Ranjeet Pratap Singh wrote in June 2020.

The Bengaluru-based totally self-publishing platform for writers has observed itself a spot within the Indian local language apps section, with most gamers focussed on short video. Pratilipi, on the other hand, chooses to attention on original writing and poems. 

Like many different user-generated content material systems, for years, Pratilipi had to tackle the classic chicken-egg hassle. To gather a big reader base, it needed to onboard top writers and properly writers might handiest be a part of if the audience turned into big and relevant. 


Now with over 21 Mn monthly lively customers in June 2020, Pratilipi seems to have cracked the components. Moreover, it has nine% month-to-month reader retention and 14% writer retention, which is promising certainly for a self-publishing platform. 

The Secret Behind Pratilipi Gaining 20 Mn MAUs In Five MonthsAccording to Singh, there have been a pair of things that helped Pratilipi in accomplishing such consumer retention and boom. The largest contributor being the organisation’s undivided awareness on its core supplying, that is a reading and writing platform. 

“We had been extra focussed that there may be not anything else we are able to do till the time we get sufficient users. So until about six months lower back, there’s nothing else that we did,” he stated. This kind of attention on the core product providing turned into opposite to what Pratilipi’s competitor’s organizations had been doing at that point. 

Most of the agencies that had been seeking to construct a platform like Pratilipi attempted to do fifteen matters at the equal time. Singh says that if the marketplace is trending toward a quick-shape content product which include Sharechat, then competing organizations will try to build a quick content product on top of their existing product. If a organization tries to do two or 3 matters at a time, then its center supplying does now not stay as robust, he emphasised.  

The second part of Pratilipi’s game plan become to double down on presenting better person enjoy to its current readers and writers, both in terms of product and customer support. This helped Pratilipi to preserve an amazing net promoter score (NPS) and app score. 

“Our worker NPS as well as consumer NPS has almost never long past beneath eighty and 80 is like the nice within the global. Our average android app rating changed into four.Eight in about some months,” stated Singh. 

In terms of engagement, writing demanding situations and competitions have worked nicely for the enterprise. Unlike systems like YourQuote, Singh claims Pratilipi has only spent approximately 1% in their efforts toward offline network constructing. In June 2020, Pratilipi recorded 1.9 Mn new follows, 5.Five Mn  new ratings, and a pair of Mn new opinions at the platform. 

The Secret Behind Pratilipi Gaining 20 Mn MAUs In Five MonthsWhat helped Pratilipi in enhancing engagement become building a platform that enabled users to have interaction with every other — not just a community wherein readers and writers can commingle, however also corporations exclusively for writers and readers. Singh stated that interplay between skilled writers and freshers has helped the latter improve their storytelling and craft. And further, readers too make a contribution to the engagement of writers through their constant feedback and reviews. 

Another element that appears to have worked in the favour of Pratilipi is its recommendation engine, which is able to indicate thrilling content to the users and additionally slight memories, comments which violate the platform’s coverage. It have to be mentioned that apart from English, the platform is likewise handy in eleven Indian languages including Hindi, Gujarati, Tamil, Telugu, Kannada, Odia, Urdu, Malayalam, Marathi, Bengali, and Punjabi. Moderation in vernacular languages has remained a massive mission for lots big tech businesses like Facebook and Twitter. However, Singh claims that Pratlipi has been able to develop a ninety nine% automated moderation gadget for the platform. 

Founded by way of Singh, Sankaranarayanan Devarajan, Rahul Ranjan, Sahradayi Modi, and Prashant Gupta in 2015,  Pratilipi has raised approximately $29.6 Mn in total funding from a grab of traders including Nexus Venture Partners, Omidyar Network, Times Internet, Shunwei Capital, Tencent, and Times Internet amongst others. According to MCA filings, Pratilipi said $133K revenue in monetary 12 months 2018-19, in comparison to $28K in the preceding yr. After crossing the ten Mn MAUs mark in January 2020, Pratilipi has started diversifying its offerings to consist of audio (Prailipi FM) and visual storytelling (Pratilipi Comics). However, the business enterprise does not plan to foray into video storytelling every time soon, given the big competition in the space in particular YouTube and the wave of recent brief video apps. 


While the whole thing appears to be falling in region for Pratilipi in phrases of purchaser retention and increase, the platform still does not have a stable monetisation version. Singh stated that Pratilipi might be introducing month-to-month (INR 50- INR one hundred) and according to story (INR 5 – INR 10) subscription plans within the subsequent three to four years. However, the platform will ensure that 90% of the memories continue to be unfastened and most effective high exceptional content material is going behind the paywall. 

Further 10 years down the line, Singh envisions Pratilipi becoming a hub for nice writers, whose IPs can be sold via Pratilipi and bought to movie manufacturers and merchandise producers. This will allow both creator and platform to earn a great deal better profits through royalties, he brought. 

Earlier this week, Indian navy reportedly asked its employees to delete 89 mobile packages starting from social media, ecommerce, utilities, relationship apps. The listing, curiously, protected Pratilipi. To which, Singh stated that they have got no longer but acquired any professional facts from the navy, and seeing that it is anonymous supply based news it can be fake. 

The organisation also mentioned in a tweet that Indian army appears to be restricting all the enormously used apps like Facebook, Instagram, and so forth, which offers chatting centers. “So at Pratilipi our information is the stated regulations are specially for prevention of sharing connections.”

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