Interview: Dhruv Shringi, Co-founder & CEO – Yatra.com

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In a candid interview with Thinking Aloud, Mr. Dhruv Shringi, Co-founder & CEO – Yatra Online Pvt. Ltd, talks about the efficacy of the digital medium and how Yatra.com is leveraging the medium to augment its business.

TA: Is your company defining a comprehensive omni -channel strategy?
DS:
At Yatra.com, we have always been of the view that a market like India needs a multi-channel approach.  The diverse customer segments have their own unique challenges which are compounded by issues like limited internet access, low credit card penetration, preference to pay in cash etc to name a few.  Hence, we believe that a multi-channel approach is the right approach for India.

TA: In this competitive market space, how does your brand aim to stand out among the crowd?
DS:
The Yatra.com brand is synonymous with “great deals and offers” for customers.  Our brand campaigns featuring our brand ambassador Salman Khan are focussed on highlighting our proposition of providing affordable travel and holiday solutions to our customers.

TA: Your Travel portal offers Airlines, Hotels, Railways, Buses and Packages?  What is bifurcation of sales?
DS:
Air travel – both domestic and international, accounts for about 2/3rds of our business while the remaining 1/3rd is from hotels and holidays.

TA: Give us an idea of the number of registered users. Are all of them frequently returning consume rs/customers? How many new customers register on an average daily?
DS:
We have a very loyal base of over 5 million registered users.

TA: What is your key learning’s on Social Media. What works, what doesn’t?
DS:
Social media is a great medium for building direct communication and dialogue with your customers.  We don’t look at it necessarily as a channel for a “hard sell” or response led campaign for which we feel print works better.

TA: How popular is your mobile site? How much percentage of your transactions is through your mobile site?
DS:
Mobile is gaining traction at a very rapid pace.  Today over 15% of our flights business happens on the mobile platform.

TA:What is the favorite part of working in online travel space?
DS:
Working in the online travel industry is like a dream come true for someone like me who is a travel/outdoor and tech enthusiast as it helps me combine both my passions.

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“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.


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