“Subscriptions, subscriptions, subscriptions, subscriptions!!!” – Steve Ballmer from an alternate universe where he was a venture capitalist focused on Indian e-commerce.
Paytm First and the subscription fatigue gravy train
Paytm has launched a subscription-based loyalty programme to hold on to its users, but there’s a lot that just doesn’t add up
Last month, Paytm launched Paytm First, its own subscription-based loyalty programme
The programme offers memberships to services like Gaana, SonyLIV and Zomato Gold as well as discounts and cashbacks
The idea is to build a new ecosystem on the strength of its digital wallet business
At a time when competition is heating up, Paytm First will have to show real value, away from the cashback story