A new way to drive success in Bharat is here: Enter Assistive UI platform

Chances are that if you’re reading this, you’re probably living in a Tier-1 city, earning a handsome income, enjoying all the latest technological breakthroughs around you and utilising them to simplify and streamline your daily life.

Apart from your work (and the traffic), you don’t face many challenges in your life and if anything does come up, you’re equipped, technologically, practically or at least theoretically, to deal with it. — That’s the India most of us know about.

But is that how the outlook of the majority of India looks like? Well, not really.

Let’s take a look at the other, more grounded India — one, which is usually known as “Bharat”.

Now, this group of Indians also have a decent life. They earn decent amount of money and have a good enough spending muscle. They own a smartphone, are connected to internet and are also surrounded by most of the technological breakthroughs.

The only problem? They don’t know how any of it could make their lives easier. (And in the rare cases that they do, they call on others with more expertise to help them get by)

A far smaller period of tech exposure and lack of English proficiency makes it difficult for them to utilise these technological advancements. As a result, they have to depend (read: always) on their more educated children, neighbours, relatives, etc to help them navigate through even the most menial tasks, such as doing a simple mobile recharge.

Other factors include,

  • Lower levels of education

While we have steadily moved ahead to ordering food, booking home-repair services, getting cabs, buying tickets, all from the comfort of our homes, with a few clicks on our smartphones, the same is still a distant reality for our more grounded group of adults.

Because of such frictions, this group has been much slower in digital adoption but presents a massive and enviable opportunity for the next phase of growth for businesses.


Based on the findings of a report titled, “Digital Consumer Spending in India” formulated by Google India in association with BCG,

  • 75–80% of Indian internet users do not spend online currently. That’s only 1 in 5 as compared to 4 in 5 for US and 3 in 5 for China.

And it’s not just on the digital side.

A JLL India report states that the retail sector in tier II and III cities has witnessed a much higher investment of USD 6,192 million between 2006 and 2017 as against USD 1,295 million that came to tier I.

All this represents a yet-to-be-explored opportunity that lies within the lower echelons of India.

Now, there are two things that we can say about this scenario, in all certainty.

  1. Today no business is going to thrive by selling to the more educated and premium audience of Tier 1 cities only.

It’s fair to assume that almost every business understands the importance of selling to Tier 2 and Tier 3 cities. Given the enormity of users that reside here, it’s a no-brainer to be able to reach this audience and speed them up to the buying cycle.

The major hindrance is with handholding, where even though organizations realize the importance of educating and having to guide their users, they don’t know “how”.

Picture this.

You’re the CEO of a new online bank that provides mini loans to people. While you’re gaining ground on the tier 1 cities, you’re finding it hard to acquire and then get people to request for loans from the tier 2 and 3 cities. Simply because they are not capable to navigate through your app. They feel it’s too daunting and while it does resonate with your premium segment of users, Bharat just doesn’t get it.

At the time when you’re breaking your head on solving this issue, you stumble upon a new technology that lets you teleport your customer success reps virtually to the place of your users, where they sit beside your users, in a virtual setting, and handhold them to navigate through your app.

Seems like the ideal solution, right?

If your answer is yes, let me introduce you to the world’s first assistive UI platform — Jiny, which is very similar to the teleportation technology.

Jiny builds a native voice assistant right inside the app and helps users to navigate through every single screen, in their language, just like a virtual assistant, and helps them accomplish their goals. The only difference being instead of a virtual assistant, it provides a voice assistant, which effectively does the same job.

Let’s take a small example.

Even with something as small as recharging your mobile, there are quite a number of steps a user has to take and while it might not seem daunting to you and me, when it comes to the older generation, it’s not that easy.

You first open the app — select the mobile recharge option — enter your phone number — select your area / circle — browse through a dozen plans — select a plan and proceed for the payment — choose your payment method — input your bank related sensitive information — complete the payment.

There are a multitude of questions that arise, during this process, in the head of a typical non-tech savvy user. Some of them are,

  • Where do I need to click

It can get overwhelming for anyone not used to it. And this is where the assistive UI platform makes it so much easier.

At every step of your journey, the voice assistant handholds you with precisely what you need to do and helps you move forward towards your goal. For example, for filling your phone number, it’ll show you the exact box where you need to fill it, will instruct you, in your language, to put your number there and will also tell you where to click to move ahead in the recharge process, once you’re done.

There’s no dearth to the use cases for this platform. Online mobile recharge, ticket booking, requesting for loans, hotel booking, user onboarding, even online shopping — you name it. Any mass market application which serves a non-age restrictive audience and caters to tier 2 and tier 3 cities could use it for getting their adoption rates up.

To overcome the digital barrier, what’s needed is a humanized experience that can guide Bharat through their adoption journey and ease them into a consistent and friendly tech usage.

And with Jiny, this is exactly what we’re trying to achieve — enable Bharat for digital adoption!

Product Marketing @ WebEngage || Disciple of Human Psychology & a lifelong Chelsea fan.