Indian telecom major Reliance Jio launched a new interactive in-app genie that is integrated within the MyJio app. It is designed to partner users through their digital recharge journey. Jio promises it will facilitate seamless digital recharges.

Jio Saarthi helps users in all the steps of making recharging your number—from choosing a plan till making payments. Jio Saarthi supports regional languages and provides voice assistance to users through the process. It also helps them to locate payments details like how to find a card number and where to enter it.

Jio users who have not done an online recharge till now will be prompted with this new feature. The assisted recharge journey is initially available in English and Hindi and will be gradually made available in 12 regional languages.

Reliance Jio says the innovation is a first-of-its-kind digital initiative in the industry. Jio belives this assisted customer journey innovation will encourage adoption of digital recharges among users who have so far been unsure about the digital recharge process.

A top executive of the company last week said Jio plans to remain focused on subscriber additions rather than chase higher tariffs for its Jio telecoms business.

The strategy is aimed at prolonging the pressure on rivals such as Bharti Airtel and Vodafone Idea, whose revenue and profits have plunged since the launch of Jio by Reliance boss Mukesh Ambani.

Jio recently topped Bharti Airtel to become India's second-biggest telecoms operator behind Vodafone Idea. Jio, which entered the sector in September 2016, had 322.98 million users and 27.8% subscriber market share, against Airtel’s 320.38 million users and 27.6% market share as of end-May.

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