Alibaba-backed Paytm Mall has introduced 10 regional languages on its platform with an expectation to increase its flow of customers by 30-40%. Prior to this, the mobile application was only available in English. The platform, which has been competing aggressively with top ecommerce players in the ongoing festive season to become the number three player in the market, is witnessing over 60% of the sales being contributed by smaller cities and towns. “The app’s regional language interface will allow us to go deeper into tier II and tier III towns as customers will be able to shop in a language of their choice,” Amit Sinha, chief operating officer, Paytm Mall. “This will in turn enable our partnered retailers to reach out to new customers.” The Android app will now be available in Hindi, Kannada, Tamil, Telugu, Gujarati, Marathi, Bengali, Malayalam, Oriya and Punjabi. Paytm Mall, which is run by Paytm E-commerce, has been riding on the back of deep discounts and high cashbacks to attract customers as the company recently announced a spend of Rs 501 crore on cashbacks.