How Haptik Helped TOI Upgrade Their App User Experience


Publishing & Media


Android & Mobile Web

Live Since

August 2017

Product Used

Concierge Bot

TOI Personal Assistant is one of the key integrations we’ve done on the app. With early results showing 60% increase in retention rates for Assistant users, they’ve definitely taken a liking to the chat-based virtual assistant powered.

— Zafar Sawant, Product Lead, Mobile Apps, The Times of India

The Times of India is India’s most-read English newspaper. More than 13.5 million readers wake up to one of its 13 editions every morning. With a daily circulation of more than 4 million copies, it is the world’s largest-selling English newspaper. This massive success has translated to online news as well with Times Internet capturing 51% market share of digital news consumption in April 2017.


TOI wanted to upgrade their news app to offer users a seamless experience and keep them continuously engaged.

The key objectives of the IVA included:

  • Engage users and maintain a high rate of repeat usage.
  • Offering a range of features to make the app more than just a news source.


The Haptik Publisher SDK was integrated into the TOI app, which helped users to:

  • Make travel arrangements, including booking flights, finding cabs etc.
  • Take care of mobile recharges, utility & bill payments.
  • Get assistance while shopping, with a full-stack payment layer – including multiple gateways and wallets.

Business Impact




Increase in Impressions


Increase in Engagement

Other client stories...

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