Case Study: The Times of India achieves 65% higher retention with Haptik's Personal Assistant

How Haptik Helped TOI Upgrade Their App User Experience

The Times of India, India’s most‑read English newspaper with a large digital audience, wanted to turn its news app into a broader daily‑utility platform to boost engagement and repeat usage. To achieve this, The Times of India partnered with Haptik and integrated Haptik’s Publisher SDK / Concierge Bot (Personal Assistant) into its Android and mobile web apps.

Haptik implemented a chat‑based Personal Assistant offering 40+ ready utility bots (around 20 services) and full payment gateway support, accessible from multiple touchpoints in the app. The Haptik solution drove clear results: 65% higher repeat usage for Assistant users, a 31.6% increase in impressions (screens per session), and a 35.4% increase in average session duration, substantially improving TOI’s app engagement.

The Times of India

Zafar Sawant

Product Lead, Mobile Apps