PayNearby launches radio platform for small retailers offering life-skill content

PayNearby has launched PayNearby Radio, a platform curated for its million+ active retailers in Bharat, to provide them with snackable content that helps them grow unabated in life.

It is aligned with the company’s vision to mass-modernize the retail sector across the country and create a thriving ecosystem for its retail partners, bringing them to par with the current times, said the company.

Launch video:

PayNearby Radio aims to enhance retailer engagement, providing tips on shop modernization and income augmentation, health and lifestyle care, and news updates that are relevant for this cohort.

Available on the PayNearby app, the platform has already registered ~150,000+ total events within days of its launch, said the company.

Currently available in Hindi, the content will be made available in other regional languages as well.

Anand Kumar Bajaj, Founder, MD and CEO, PayNearby, said, “Our retailers are the heart of our business, and their growth and well-being are central to how we operate. At PayNearby, our motto is to create a conducive environment that helps our retail partners grow unabated in life. PayNearby Radio is an initiative dedicated to empowering their personal and economic well-being. Content that is tailormade for our retailers will ensure that we are able to add substantial value to their livelihood and lifestyles. Over time, we are working to evolve this platform into a medium that allows our retailers and their families to showcase their talent and create the go-to engagement channel for them.”

Jayatri Dasgupta, CMO, PayNearby, said, “In today’s world of high decibel noise and hugely fragmented media space, getting the mindshare of a targeted cohort becomes really challenging. More challenging is to hold their interest and create stickiness, without being intrusive and lack-lustre. Marketers today are vulnerable to the pitfalls of a high-churn media environment, that doesn’t make appropriate allowances for the specific requirement of a target cohort.

PayNearby Radio will help us beat some of these challenges. By ensuring tailored content for our retail community, the idea is to establish meaningful two-way communication that holds their attention and engages them better. For retailers who lead a very busy life, and may not have the time and bandwidth for text, banner or video content, a world of information and entertainment will open up just by plugging in the ubiquitous earphones. The content is designed to be very simple, upfront and sharp so that we can relay the message easily to a wider audience in a non-intrusive engaged format. We will constantly innovate and partner with relevant stakeholders to bring in a medley of content that is relevant to this community. We believe this medium will play a crucial role in disseminating critical information like subsidy announcements, allowing for a deeper sense of credibility and grassroots connection through voice-based communication.”