MakeMyTrip has launched India’s first vernacular rail booking app in five languages (besides English) – Hindi, Tamil, Telugu, Malyalam and Gujarati. This follows its vernacularization efforts that began last year with India’s first flight-booking service in Hindi on mobile. The flight-booking service will also be extended to other vernacular languages such as Gujarati, Telugu, Tamil and Malayalam this year.
“Rail was the fastest-growing travel segment in India in 2014. It is also the second-biggest travel segment in India. With online rail penetration at 43% in 2014, providing value-added services on mobile will further accelerate the growth and adoption of online rail-bookings. There is tremendous potential in vernacular content and we are investing in services supported by vernacular content to catalyze the offline to online shift.” [Anshuman Bapna, Chief Product Officer, MakeMyTrip.com]
Rail-booking trends from non-metros (on MakeMyTrip):
- Rail-bookings from non-metros in Tamil Nadu, Andhra Pradesh, Kerala and Gujarat contribute to over one-thrid of total rail bookings for MakeMyTrip
- Mobile bookings from non-metros in Gujarat surpass desktop bookings
- Share of online rail-bookings from non-metros from Kerala is the highest among other travel-bookings (such as Flights, Hotels and Bus bookings) in the state