Business Objectives
for Tier 2 & 3 cities
Case Study : MakeMyTrip
Localization: Imperative for customer connect
MakeMyTrip is a leading online
travel company in India that
currently focuses on flights,
rail, bus ticketing, cab services,
and hotel packages.
A strong focus for MakeMyTrip
for the financial year 2014 had
been to increase their custom-
er base in the Tier 2 and 3
cities of India. In order to
strengthen their presence in
this circle, the company decid-
ed to communicate with its
customers in their own lan-
guage. MakeMyTrip identified
that by doing so, they could
capture customer data, under-
stand and predict user behav-
ior, and give their customers
the power of choice.
After a deep analysis of their
existing customer base,
MakeMyTrip shortlisted five
languages which they found
The Outcome of Localization
The MakeMyTrip app has
crossed 5.5 million downloads
across mobile platforms. Unlike
other apps with limited
functionality, the MakeMyTrip
app enables search, booking
and payment for domestic and
international flights, hotels,
buses and travel packages.
They have started with localiz-
ing their mobile site for airline
and rail booking which is an
important first step in them
www.process9.com
would benefit 78 crore people
in the country, comprising
62.7% of India’s population. The
languages chosen for localiza-
tion were Hindi, Tamil, Telugu,
Gujarati and Malayalam. As a
first step, they are localizing
their airline and railway booking
platform.
Pranav Bhasin,Sr.Vice President
Products at MakeMyTrip says,
"Starting of 2014, we have seen
a lot of traction coming from
Tier 2 and 3 cities on mobile.
Also, smart phone sales are
expected to exceed the English
speaking population of the
country in 2015. These are
some factors that prompted us
to bring in a Hindi mobile site
and we will expand that to other
languages as well,"
MakeMyTrip joined hands with
meeting their objectives. While
their Hindi mobile site had gone
live by end of 2014, their Telugu
rail booking site has been
launched recently, and the
other languages will be rolled
out in the coming months.
Buoyed by the strong growth in
Internet consumption in India,
the number of people online in
India stood at 278 million at the
end of October 2014. Of this, 159
million are estimated to be
 Increase reach among
existing customer base
 Capture customer data
based on geographies
 Analyze user behavior
pattern and improve
Process9 in fulfilling this customer service capa-
objective after a close bility
consideration of their services
portfolio. While Process9  Create a base to
became their localization increase revenues in
partner for content translation,
the coming financial
the software changes in order
year
to accommodate this transition
were done in house .
Why Process9?
 Comprehensive set of
mobile Internet users. The localization language solutions and
initiative has given a higher clarity services
and insight on the business potential
 Proven quality assur-
that lies in the Tier 2 and 3 cities of
India for MakeMyTrip. ance processes
“ Process9 has been excellent in terms of  Excellent technical and
service delivery and support, helping us
launch our localised products. Using their support teams
comprehensive language solutions and
services and impeccable quality assurance
techniques, we are now looking forward to
maximize our reach across India through
localization” :Pranav Bhasin, Sr:VicePresident,
MakeMyTrip
info@process9.com