Arattai, the homegrown messaging app, saw a dramatic rise in usage after calls to support indigenous digital platforms. The sudden spike in users has sparked discussions on whether it can genuinely challenge the dominance of WhatsApp in the Indian market. Launched in 2021, Arattai’s recent success follows encouragement from key government figures.
Industry observers believe that Arattai’s future hinges on expanding its offerings. Suggestions include incorporating payment systems (UPI) and e-commerce platforms (ONDC) to increase its utility and user base. While the backing of prominent ministers and its association with the ‘vocal for local’ movement have provided momentum, the sustainability of this growth is uncertain.
Developed by Zoho Corporation in Chennai, Arattai translates to ‘Chat’. Experts like Siddhartha Pai point out that Indian software products face an uphill battle due to the inclination towards global tech brands. Pai underscores that a strong network and active user engagement are crucial for Arattai’s long-term viability.
Anand Lunia emphasized that broad adoption is vital for any messaging app to succeed. He suggested Arattai should prioritize building a solid set of tools, with the potential for significant growth if a robust user base is established.