.png){kind=logo}
Emerging as India's homegrown alternative to WhatsApp, Zoho's Arattai quickly surpassed 10 million downloads and ranked high in social networking, thanks to government support and national pride.
However, a month later, that initial buzz has worn off, and WhatsApp still dominates Indian users’ messaging habits. Industry experts have already started debating over one particular question. Why has Arattai struggled to turn hype into lasting trust?
Arattai’s release coincided with India’s increasing thrust on digital self-reliance and homegrown innovation. Backed by the trusted Indian technology company Zoho and supported by government initiatives that encouraged the development of homegrown apps, Arattai was positioned as a patriotic alternative to WhatsApp.
Promises of stronger privacy protections, no ads, and data security drove millions of downloads, powered by nationalistic pride and curiosity.
Messaging apps function based on the network effect; their value depends on how many people one can reach through the platform. According to users, WhatsApp is still the main chatting app among friends, family, and work, so switching between two apps can be a hassle.
As one user put it, “If I say I’m messaging someone, everyone assumes it’s on WhatsApp.” Others who appreciate Arattai’s privacy and ad-free model note that it is challenging to overcome the long-standing habit of using WhatsApp.
Also Read: Will Zoho’s Arattai Be India's Answer to WhatsApp?
Despite the initial buzz it generated, Arattai has failed to offer any unique or ‘killer’ features that can attract the masses. Its lack of adoption in social and professional circles means conversations become fragmented, reducing its utility.
Without this critical mass, the app struggles to maintain user engagement beyond the initial patriotic curiosity that initially drove its downloads.
Until Arattai can offer convincing reasons beyond national pride and match the user base that WhatsApp has so remarkably established, the chances for it to become the dominant messaging platform remain slim.
