Pay per chapter: Dailyhunt brings sachet marketing to books by introducing … – Economic Times

MUMBAI: News and ebooks mobile application Dailyhunt is bringing FMCG sectors “sachet marketing” strategy to books by introducing chapter-wise billing.

The company, which focuses on local-language mobile users and till recently was called Newshunt, will bring this feature to over 6,000 books in the coming weeks as it targets the next wave of smartphone users. “Sachet pricing has been a great innovation in India. With medium of content consumption shifting, the way content is produced and presented also has to start changing for mobile,” said Virendra Gupta, founder & CEO of Ver Se Innovation, which owns Dailyhunt. The chapter-wise billing will be launched with author Amish Tripathi’s The Shiva Trilogy, where each chapter will be sold forRs 15 each. Dailyhunt will introduce the book initially in nine languages including Kannada, Tamil, Hindi and Gujarati, and ultimately expand the offering to 16 languages.

The company has tied up with mobile network operators Airtel, Vodafone, Idea, Aircel and Reliance for payment, as they can be paid through prepaid balance or on the mobile bill.

“India is a country with only 2% credit card penetration and many Indians do not have a bank account. Mobile payment is the only truly penetrative mode of payment online,” said Amish Tripathi.

Dailyhunt initially started out with local language news and then expanded to ebooks in 2013. Since then, the platform has seen more than 28-million books downloaded. Going ahead, Dailyhunt also plans to expand its library from around 1,00,000 primarily vernacular language books now to 5,00,000 by March 2016.

Online players have been opening new avenues for writers to monetise their content. ET reported last week that Ahmedabad-based etailer Infibeam will help authors set up their own branded web stores, which can be used to showcase book titles and interact with readers.

Dailyhunt has 100-million downloads and 25-million monthly active users who read 3-billion pages on the platform. The company is backed by venture capital investors Matrix Partners and Sequoia Capital, and raised Rs 120 crore in a round led by Falcon Edge Capital earlier this year. Besides ads and selling books, Dailyhunt also enables ecommerce sales, for which it acquired recommendation platform called BuyT in July this year.