ChanaJor OTT Scales Subscriptions Across India with UPI AutoPay for Mobile Users
India’s UPI revolution is reshaping how people pay for digital services, with AutoPay emerging as a game-changer for OTT platforms. ChanaJor OTT, focused on bite-sized content in regional Indian languages, has leveraged this to expand its reach, particularly in Tier-2 cities and beyond.
Seamless Subscriptions for India’s Mobile-First Crowd
Pratap Jain, Founder and CEO of ChanaJor OTT, highlights UPI’s role in their success: “Our platform caters to a massive mobile-savvy audience in India, where UPI reigns as the go-to digital payment method. UPI AutoPay lets users sign up effortlessly—no monthly manual payments needed. After one-time approval, fees deduct automatically on schedule, unless canceled.”
He notes the dual benefits: “Users skip the chore of tracking renewal dates or repeated transactions. For us, it means steady content access and fewer missed renewals. UPI’s simplicity and ubiquity—even in rural pockets—make subscriptions inclusive and budget-friendly. It aligns perfectly with everyday Indian payment habits, with easy opt-out options.”
Overcoming Hurdles in UPI AutoPay Adoption
Challenges persist, as Jain points out: “AutoPay feels novel to many, leading to hesitation over auto-debits. Users often abandon setups fearing endless charges or confusion on how to pause them.”
Technical snags add friction too: “Mandate setup involves extra steps, PIN inputs, vague bank alerts, app glitches, and varying UPI app experiences, plus rare bank glitches.”
Why UPI Trumps Cards for Scale and Simplicity
UPI still leads the pack, Jain asserts: “Cards boast higher success, but UPI drives volume—think 15% cards vs. 85% UPI on our site. Cards demand full details plus OTP, while UPI needs just a PIN. New intent-based flows are making it even quicker.”
For merchants, it’s a no-brainer: “Cards suit big-ticket items with solid success rates. But for frequent micro-payments like OTT subs, UPI wins on ease, reach, and low MDR—crucial for profitability in gaming, music, or streaming.”
Jain views UPI AutoPay as transformative: “It’s empowering millions to enjoy secure, low-cost digital entertainment, fueling sustainable growth for platforms like ours.”
