Zoho’s Arattai Tops Downloads; What Will It Need To Stick Beyond The Hype?

Every couple of years, a “Made In India” social media platform or a trendy new app takes centre stage and grabs the limelight. Downloads surge overnight, charts are topped, and headlines proclaim the arrival of a homegrown alternative to global tech giants.

From Moj during the post-Chinese app ban frenzy to Koo in the “Twitter versus India” standoff, and from Jio trying its hand at building a Zoom clone with JioMeet to Zoho-backed Arattai this week, multiple apps have ridden this digital ‘swadeshi’ sentiment.

Yet once the…