Case Study: Vikatan Group achieves higher reader engagement and reduced app uninstalls with WebEngage

Vikatan, India’s leading regional media powerhouse, boosts its reader engagement using Relays

Vikatan, a century-old Tamil media powerhouse with over 30 million readers and multiple genre-based publications, wanted to deliver authentic, genre-specific experiences and reduce app uninstalls. Their teams faced two core challenges: engaging nearly 6 million monthly readers in real time through accurate profile-based segmentation, and a lack of actionable app-uninstall data to diagnose churn drivers.

Vikatan adopted WebEngage’s Relays and dynamic segmentation for event-triggered, genre-based web push and in-app messaging, and built a trigger-based app-upgrade journey to address crashes. The approach drove strong outcomes: ~40% reader engagement on Relay campaigns, over 5% unique readers viewing articles, and more than 18% of targeted users upgraded the app.

Vikatan Group

Vikatan Group