Chennai-based Zoho Corporation’s messaging app, Arattai, has rocketed to the #1 spot in India’s App Store in the social networking category, surpassing WhatsApp amid a wave of government endorsements and surging user interest. Launched in beta in January 2021 as a privacy-centric alternative to global giants, the Tamil-word-for-“casual chat” app has seen a 100x traffic explosion over three days, with daily sign-ups jumping from 3,000 to 350,000 by September 28, 2025. This viral ascent, propelled by Union Education Minister Dharmendra Pradhan’s call to adopt “Swadeshi” platforms and IT Minister Ashwini Vaishnaw’s backing, underscores a growing appetite for Indian-made tech amid data privacy concerns.
For everyday users seeking secure chats, developers in the $5 billion Indian OTT space, and investors eyeing Zoho’s $10 billion empire, Arattai’s top ranking signals a potential shift toward digital sovereignty. While facing server strains from the influx, Zoho’s “patient engineering” ensures it runs on low-end phones and 8kbps networks, per CEO Sridhar Vembu. Let’s break down the surge, standout features, and what lies ahead for this underdog challenger.
The Surge: From Obscurity to Overnight Sensation
Arattai’s climb to #1 wasn’t organic—it’s a perfect storm of policy push and privacy paranoia. Pradhan’s September 25 X post urged a switch to “free, easy-to-use, secure, and safe” local apps like Arattai, aligning with PM Modi’s Swadeshi initiative. Vaishnaw echoed the sentiment, amplifying downloads. By September 28, the app overtook WhatsApp in social networking rankings on both Apple App Store and Google Play in India.
Growth stats tell the tale:
- Daily Sign-Ups: 3K to 350K (100x spike in 3 days).
- Traffic Surge: 100x overall, prompting emergency server expansions for potential further peaks.
- User Feedback: Memes on pronunciation (“Uh-rut-tie?”) flood X, but praise for low-data performance dominates Reddit’s r/IndiaTech.
Challenges emerged: OTP delays, contact sync lags, and call glitches from overload, but Zoho promises fixes within days. Vembu quipped on X: “Exponentials work that way—we’re adding infrastructure on an emergency basis.”
Arattai’s Edge: Privacy, Simplicity, and Made-in-India Roots
Born from Zoho’s 2021 response to WhatsApp’s privacy policy uproar, Arattai emphasizes “spyware-free” communication without data monetization. It’s lightweight for India’s 500 million+ budget smartphone users, supporting Tamil and other languages with end-to-end encryption for calls (chats incoming soon).
Core features include:
- Messaging Basics: Text, voice notes, media sharing, 1,000-member groups, stories, and channels.
- Low-Spec Optimization: Runs on 2GB RAM devices and 8kbps networks; dynamic video calls scale with bandwidth.
- Privacy Pledge: No ads or data sales; Zoho’s no-VC model ensures independence.
Users rave about video quality on low data—”far better than WhatsApp”—but note bugs like initial sync issues.
Can Arattai Dethrone WhatsApp? The Battle for India’s 500M Users
WhatsApp’s 500 million Indian users create a massive moat, but Arattai’s patriotic appeal and privacy focus could carve a niche. Past challengers like Hike and Telegram faltered on network effects, but Arattai’s government nod and Zoho’s $1 billion ARR provide firepower.
Prospects:
- Short-Term: Viral momentum could hit 10-15% market share in privacy segments by 2027.
- Long-Term: Full E2E for chats and global push, but scaling servers and feature parity are key.
- Risks: Overload crashes or WhatsApp’s retaliation could stall growth.
As Vembu noted, it’s about “outstanding privacy and security” for the masses—not just hype.
Conclusion: Arattai’s #1 Leap – A Swadeshi Success Story Unfolding
Arattai’s ascent to #1 in the Indian App Store is more than a ranking—it’s a testament to homegrown tech’s pull, blending ministerial cheers with Zoho’s engineering grit. From low-end phone savior to privacy beacon, it challenges WhatsApp’s dominance while embodying Modi’s vision. As servers stabilize and features roll out, Arattai could redefine casual chats for millions. ET
