Case Study: Pratilipi scales confidently and boosts first-read completion by 5% with Amplitude

How Pratilipi used data and insights to fuel rapid growth

Pratilipi is India’s largest self-publishing platform, connecting writers and readers across 12 Indian languages. As it scaled to millions of users, the company needed to optimize onboarding and retention, prioritize thousands of product ideas without accruing tech debt, and experiment safely while preparing to monetize the platform.

By adopting Amplitude’s product intelligence (cohorts, funnels, retention, Pathfinder, Insight) and integrating attribution, Pratilipi empowered small, autonomous teams to run data-driven experiments, monitor releases, and prioritize high-impact work. The approach supported confident launches across ~2M daily and ~25M monthly users, delivered a 5% lift in first-read completion, improved campaign ROI, and enabled faster, evidence-based decisions about which features to scale or kill.

Pratilipi

Shally Modi

Co-founder and Head of Product