The indigenous messaging application Arattai has gained significant traction recently. This surge in popularity followed a call from the Union Education Minister for the adoption of indigenous digital platforms, causing the app’s traffic to increase dramatically. This has brought attention to whether Arattai can effectively compete with the established messaging giant, WhatsApp.
The key to Arattai’s success may lie in its ability to offer more than just chat features. Integration of payment options (UPI) and e-commerce solutions (ONDC) could make the app more appealing to a wider audience. Support from government officials and its alignment with the ‘vocal for local’ campaign have aided in its visibility, but analysts are cautious, suggesting users might eventually return to WhatsApp.
Zoho Corporation in Chennai is the developer of Arattai, which is the Tamil word for ‘Chat’. According to experts, the challenge for domestic software often lies in the preference for international consumer technology. Building a robust network is critical for Arattai’s success. The number of new sign-ups and the level of active users are key indicators.
Furthermore, widespread acceptance is a necessity for any messaging app. Arattai should focus on building and improving its tools. A strong user base will be essential for achieving significant growth and widespread adoption.
