How the Pataa mobile app hopes to solve the addressing system

A mobile app that simplifies and breaks down long addresses into numeric codes, Pataa hopes to fix the addressing system, making the navigation process a little easier

A mobile app that simplifies and breaks down long addresses into numeric codes, Pataa hopes to fix the addressing system, making the navigation process a little easier

It’s late in the evening and we’re waiting for our food delivery partner to arrive. They almost reached – almost. But the delivery person’s avatar on the app suggests otherwise. We get a call, asking for a nearby landmark.

Turns out the exact location shared by their company doesn’t help. Our place isn’t even on Google Maps – technically it is, but the station we’re at is cut off from the main town. After several failed browsing attempts, we end up sharing our live location on WhatsApp in frustration and hunger. This day-to-day scenario – of coordinating with delivery partners – can be a pain.

Indore-based brothers Rajat and Mohit Jain experienced a slightly different version of said scenario. They were in the middle of a sales presentation when they received incessant calls from a delivery manager, asking for their location. This incident was the starting point for their brainchild, Pataa [meaning “address in Hindi”]a mobile application that simplifies and digitizes addresses by generating a short but personalized code.

Prior to founding Pataa, Rajat and Mohit were also involved in the personal care products business, where they encountered many problems related to missed delivery times due to logistical issues. While researching the app, the brothers stumbled upon a research paper from the Massachusetts Institute of Technology, USA, which allegedly stated that India was losing more than $10 billion every year from the system. unstructured addressing.

“When you pick up an e-commerce company, they rarely provide the exact geolocation location of your address. It only shows the last mile which can lead to an additional cost of 30 to 40% due to the absence of geolocation. You cannot write your WhatsApp live location and Google location on an envelope. That’s why we wanted to create a digital language of addresses,” says Rajat Jain, co-founder of Pataa, which has had over 7.5 million downloads since its launch in May 2021.

How it works?

Once the application is downloaded, it prompts you to enter your address. For each address, a shareable code, also customizable, is generated. For example, if your address is Shiva Kumar, T-87, F Block, TTK Road, Alwarpet, Chennai-18, the numeric address becomes ^Shiv100. “We allow people to create a digital address,” says Rajat, adding that the app divides the location into 3×3 square meters. By geolocating the exact coordinates, the app asks you to choose a square at your doorstep which acts as a pin for navigation. Pataa lets you record voice instructions with an option to add photos and also provides a real-time live tracking system.

“Marking your exact location on Google Maps is sometimes difficult. Sometimes when you share your location, it invariably leads to the back of the house or another block, if you live in a gated community. Pataa helps you choose the exact doorstep of your address,” he adds.

How Pataa Works

How does Pataa work | Photo credit: special arrangement

But how is Pataa different from navigation apps? Rajat explains that the main purpose of the app is not to provide the navigation route but to provide point A and point B, which might otherwise be difficult to pin on navigation apps. “Navigation apps give you directions to reach your destination. We’re not a shipping company…we just provide you with the source and destination,” he says, adding that talks are underway to integrate the Pataa API with e-commerce industries and delivery partners.

Pataa’s audience is spread across Tier 2 cities such as Pune, Ahmedabad and Lucknow, where Rajat believes the interest is coming the most. The current goal is to make Indore the first city in the country to have fully digital addresses. Launched amid the second wave of COVID-19, the app doubled down on its aim to link vaccination centers in Madhya Pradesh: “During the lockdowns, we received feedback from people asking us to tag vaccination centers. We worked with Indore city government and covered three other states such as Maharashtra, Gujarat and Rajasthan,” he says.

Rajat believes that digital addresses would help streamline address issues in the Postal Service. “We are working on integrating our product with India Post. We are delighted to make this happen.

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