Key Takeaways
- Zoho’s Arattai app has dropped out of India’s top 100 app rankings on both Google Play and Apple App Store.
- Founder Sridhar Vembu remains unfazed, emphasizing a long-term vision over temporary setbacks.
- The team is developing end-to-end encryption for text messaging to compete with WhatsApp.
Zoho’s messaging app Arattai has slipped out of the top 100 rankings on both Google Play Store and Apple App Store in India. Despite this setback, company founder Sridhar Vembu maintains a positive long-term outlook, dismissing the ranking drop as a temporary fluctuation.
Arattai’s Rise and Recent Decline
Launched in 2021, Arattai gained significant traction earlier this year amid growing support for homegrown technology solutions. The privacy-focused app, featuring end-to-end encryption for audio and video calls along with integration into Zoho’s productivity suite, briefly climbed India’s app charts during the ‘Made in India’ push.
However, intense competition and the network effect favoring established players like WhatsApp have contributed to Arattai’s recent decline from top 100 positions. This has sparked discussions about the challenges domestic apps face in India’s saturated market.
Vembu’s Unwavering Perspective
In an interview with ANI, Vembu downplayed the significance of the ranking drop. “You have to go through these ups and downs. This is a particular moment; it won’t last,” Vembu stated.
He emphasized that expecting constant growth is unrealistic: “Nothing goes straight to the moon. You have to go through these ups and downs. And the trick for companies that survive is that they have a long-term view on this… I told our employees, this is a particular moment; it won’t last… I simply don’t pay attention.”
Future Development Plans
Zoho is currently working to implement end-to-end encryption for text messaging on Arattai – a standard feature offered by rival WhatsApp. While this enhanced security could improve the texting experience, it raises questions about how Vembu will balance national security requirements with user privacy, particularly given his previous comments about complying with local laws.
