NEW DELHI (TIP): Online marketplace Snapdeal, which is also the third largest e-commerce company of India, said on Thursday that it has partnered with Truecaller to enhance consumer experience by integrating Truecaller Priority in the company’s IVR and order confirmation numbers. Customers with Truecaller application installed on their mobiles will be able to easily identify and filter IVR or delivery verification calls when shopping on Snapdeal, the company said in a statement.

“It will help reduce a key friction point in the delivery process; ensuring that our customers don’t miss out on any important calls from Snapdeal, and also increase the daily rate of deliveries for us by increasing the call completion rate,” said Jayant Sood, Chief Customer Experience Officer, at Snapdeal.

In an e-commerce war, Snapdeal has been facing tough competition from Amazon and Flipkart. It has recently decided to lay off 500-600 people in a cost-cutting measure. Its founders Kunal Bahl and Rohit Bansal have also taken 100% salary cut. Bahl said in a letter to Snapdeal employees that the company had expanded into doing too many things without getting the first things right.

Meanwhile, there have been rumours of a three-way merger with Alibaba (its investor) and Paytm, which is the country’s largest mobile wallet, and also had a marketplace.