{"id":19192,"date":"2024-11-25T17:58:10","date_gmt":"2024-11-25T12:28:10","guid":{"rendered":"https:\/\/razorpay.com\/blog\/?p=19192"},"modified":"2025-02-13T08:14:31","modified_gmt":"2025-02-13T02:44:31","slug":"razorpays-upi-stack-amar-chitra-katha","status":"publish","type":"post","link":"https:\/\/razorpay.com\/blog\/razorpays-upi-stack-amar-chitra-katha\/","title":{"rendered":"From 9% to 1%: How Razorpay\u2019s UPI Stack Reduced Cart Abandonment Issues For Amar Chitra Katha"},"content":{"rendered":"

Once Upon a Time: Amar Chitra Katha’s Story<\/b><\/h3>\n

In 1967, Anant Pai embarked on a mission to bring Indian stories to life for children across the world. Amar Chitra Katha was born to bridge the gap between India’s heritage and the modern world. Through beautifully illustrated comic books, the series captured the imaginations of children and adults alike, narrating stories of Indian history, mythology, and culture.<\/span><\/p>\n

Today, <\/span>Amar Chitra Katha<\/span><\/a> has evolved into a multi-channel publisher, selling its cherished content through physical stores, online platforms, and even apps. But this was not always the case. A few years ago, the organization faced a growing challenge of catering to a new digital-savvy consumer base, with a primarily traditional business setup. Only 1% of their overall business came in through digital channels, which they wanted to grow to 50% within 7-8 years.<\/strong>\u00a0<\/span><\/p>\n

To do this, they sought a payments partner, who would not only help them process digital payments seamlessly but would act as a catalyst in their transformation from a traditional, offline business to a new-age D2C brand. That\u2019s when they turned to Razorpay\u2019s UPI Stack. With its success rate boosting features, Razorpay UPI stack was able to deliver a 6% uptick in success rate<\/strong> every month resulting in 85% payment success in October<\/strong>. Amar Chitra Katha, powered by Razorpay, delivered a seamless online shopping experience, boosting its online business from <\/span>1% to 50%<\/b> and reducing cart abandonment<\/a> from <\/span>9% to 1%<\/b> in just 3 years<\/b>.
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Addressing Payment Issues in a Niche Market with Growing Demand<\/b><\/h3>\n

As a marketplace publisher offering niche cultural content, Amar Chitra Katha operates in a competitive space, selling both physical and digital versions of their book, along with a range of merchandise and games. With growing traffic on their app and website, payment failures were a challenge, with <\/span>cart abandonment rates as high as 9%<\/b>. Additionally, a large part of their audience, nostalgic readers and parents educating their children on Indian culture – needed a convenient, reliable payment experience.<\/span><\/p>\n

Razorpay\u2019s SR Boosters to the Rescue!<\/b><\/h3>\n

In 2019, Amar Chitra Katha partnered with Razorpay to resolve their payment challenges. Razorpay introduced a combination of solutions, including its UPI Stack. The features provided by this stack helped improve conversion and success rates every month. Here\u2019s how:<\/span><\/p>\n