Can an Indian-made messaging app truly compete with the dominant force that is WhatsApp? In recent weeks, Arattai, developed by the Indian tech company Zoho, has become a surprising viral hit across India. Zoho reports a massive surge in downloads, with seven million new users signing up in just one week, a stark contrast to its previous quiet launch in 2021. This sudden popularity is largely attributed to the Indian government’s “Make in India, Spend in India” campaign, which encourages self-reliance, particularly in the face of international trade pressures.
Federal ministers, including Dharmendra Pradhan, have actively promoted Arattai on social media, urging citizens to embrace homegrown applications for staying connected. Zoho CEO Mani Vembu notes a significant increase in daily sign-ups and user engagement, highlighting a growing enthusiasm for a local product that caters to specific needs. While Arattai offers features comparable to WhatsApp, such as messaging, voice, and video calls, and is designed to perform well on lower-end devices and slower internet connections, it still has a long way to go to match WhatsApp’s massive user base in India, estimated at 500 million monthly active users.
Beyond functionality, discussions around Arattai also touch upon data privacy. While video and voice calls are end-to-end encrypted, text messages are not yet fully protected by this feature. Experts and users alike are keen to see Zoho’s stance on data privacy and its ability to navigate India’s stringent data-sharing regulations, especially when compared to global giants like Meta and X, who have previously engaged in legal battles over privacy concerns. Whether Arattai can maintain its momentum and build trust, or if it will follow the path of other Indian apps that failed to dethrone established international players, remains to be seen.