Story TV is India’s leading entertainment platform offering short one-minute mobile dramas across Indian Languages. With over 50 million downloads, across all major and minor Indian cities,  Story TV is a pioneer in engaging younger Indian audience in a novel content format with microdramas. 

Payments support for the entire lifecycle - at scale 

Story TV required a payments partner to support the entire customer lifecycle, with scalability to handle growing transaction volumes seamlessly. 

“Our scale-up journey with Cashfree has been exceptional. Even as a startup, we received outstanding support from the integration team. Cashfree’s product team acted as true thought partners, helping us design and refine the right payment flows. Today, as we scale rapidly, Cashfree enables a fast and seamless UPI mandate setup experience for our customers, backed by consistently high success rates “

Raunak Gupta, Product Manager, Story TV 

Fast Payments for Seamless Signups

A super fast UPI mandate creation experience is central to Story TV’s customer acquisition strategy. Lags in mandate setup or failure in the setup of mandates meant losing high intent customers at the point of signup. 

Cashfree enabled Story TV to deliver a frictionless onboarding experience with high-speed mandate creation powered by our in-house UPI switch - built to handle transaction volumes of up to 12,000 per second. Combined with dynamic routing for faster mandate authorization, this ensures consistently high registration success rates. 

Easy Renewals for Long Term Retention

Story TV relies on UPI Autopay mandates to power renewals - a critical driver of long-term customer retention. However, recurring payments can fail for reasons such as insufficient account balance, creating friction for both customers and support teams.

Cashfree minimizes these disruptions through automated pre-debit notifications, with up to 6 retry attempts to ensure delivery. These reminders help customers maintain sufficient funds ahead of the debit, improving renewal success rates while reducing avoidable support queries. In addition, smart retry mechanisms for failed payments further maximize collection success. 

Reducing Churn with Proactive Mandate Lifecycle Management

For Story TV, tackling customer churn is important - especially when users modify or cancel mandates before a free trial converts into a paid subscription. The key is knowing when these changes happen and acting quickly.

Cashfree provides reliable mandate state management that gives Story TV real-time visibility into mandate updates, modifications, and cancellations. Instead of discovering a cancelled mandate only when a payment attempt fails, Story TV is instantly informed via Cashfree webhooks. This enables timely retargeting and re-engagement efforts while intent is still high.

Payments That Support the Full Customer Lifecycle

For a subscription-driven platform like Story TV, payments are not just a checkout function ,  they are central to customer acquisition, retention, and lifecycle growth. By partnering with Cashfree, Story TV has built a payments foundation that supports every stage of the subscription journey.