e-commerce
Simplification of wallets key to digital payment’s success
MUMBAI: In a world fast moving towards all things digital, simplification of wallets will be the key to digital payment’s success.
Addressing the session ‘Paving the way for Digital Money in India’ at IAMAI’s Digital Money 2015 Summit, Nykaa.com chief strategy officer Nihir Parikh said, “To go truly digital, there needs to be a process of paying through wallet that is less cumbersome. It should be a one click check-out like cash-on-delivery option. The time has arrived for integrated payment gateway, unless this is in place, it will be difficult to evolved digital payments.”
Panelists at the session concurred that while women shoppers shopping online has increased phenomenally, 80 per cent of them still use cash –on-delivery as mode of payment. The last couple of years have seen a rise in internet banking, use of debit card for online transactions and usage of mobile wallets.
The panelists were of the view that unless there is consolidation in the wallets segment, user base will not grow. Since by 2018, almost 50 per cent of internet users will be from rural India, the digital payment platform needs to embrace simpler and consumer friendly forms of transaction.
A holistic approach towards payments ecosystem is inadvertent and digital platforms have provided a great opportunity for financial inclusion, in every aspect.
The panel included Amazon India payments head of strategy and products Srikanth Rajagopalan, Yepme CEO Vivek Gaur; PayU Money business head Virender Gupta; Nykaa.com chief strategy officer Nihir Parikh, E-Billing Solutions director Bhavin Mody and ItzCash Card general manager & business head Bhavik Vasa. The session was moderated by Billdesk co-founder and director Srinivasu M.N.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
