Zoho’s messaging Arattai App, promoted as the Indian alternative to WhatsApp, quickly surpassed 350,000 downloads in just three days this September, even briefly topping app store charts ahead of WhatsApp.
Even it enjoys early success, supported by endorsements from officials, a more significant question arises: Can Arattai maintain its growth, or will its branding limit its acceptance? Experts share their thoughts.
Early 3.5 Arattai App downloads
In India, where users spend an average of 7.5 hours a day on smartphones, there is a great opportunity for such shifts, despite past challenges. This is why Arattai, backed by Zoho, become a serious Indian competitor to WhatsApp with 3.5 early downloads.
Unlike previous attempts, Arattai has the advantage of Zoho’s technological strengths and a founder’s vision focused on privacy, data sovereignty, end-to-end encryption, lightweight design, and ongoing improvements suited to local needs.
Users care about solutions, not brand history
Arattai App aims to compete with WhatsApp, but ambition alone won’t win market share. We’ve seen this with Koo, which tried to leverage nationalist sentiments. The reality is that users are unlikely to leave global platforms just because of feelings. The costs of switching are high, and without clear benefits, Arattai might be seen as just another experiment made in India.
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