Paytm, the Indian ticketing and payments giant, believes it is set for a major boost to its revenues after adding 10 regional languages to its Paytm Mall e-commerce platform.

Previously, the mobile application was only available in English. Now, the firm – which earlier this year acquired a majority stake in event ticketing platform Insider.in – expects its customer flow to increase by upwards of 30-40 per cent.

The Paytm Mall platform, which was launched by the Alibaba-owned leader in online movie ticket sales in India six months ago, claims to have carved a market share of 15-20 per cent during the festive sales.

Paytm Mall is currently seeing more than 60 per cent of the sales being contributed by smaller cities and towns, while it continues its on-going battle to compete with top e-commerce players during the festive season.

“People shop less post-Diwali season, but that will not impact our business since it is a horizontal platform selling products with repeat purchases as well,” Paytm Mall’s chief operating officer Amit Sinha told the Economic Times.

It is currently the No.3 ecommerce operator in the market, with Amazon India and Flipkart leading the pack.

“The app’s regional language interface will allow us to go deeper into tier II and tier III towns as customers will be able to shop in a language of their choice,” Sinha said.

“This will in turn enable our partnered retailers to reach out to new customers.”

The Android app will now be available in Hindi, Kannada, Tamil, Telugu, Gujarati, Marathi, Bengali, Malayalam, Oriya and Punjabi.

Meanwhile, Paytm has been named the official ticketing partner for the India-New Zealand T20 cricket match on November 1.

Customers will be able to book tickets online, or scan the Paytm QR Code at the stadium ticket counter and book tickets offline.

Madhur Deora, chief financial officer and senior vice president at Paytm said: “Paytm is committed to sports in India, and is honoured to be the sponsor of all BCCI cricket matches in India. We are now extending our association with cricket and act as ticketing partner for this important match.”

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