Bengaluru, Karnataka, IN: Indian government officials are actively encouraging citizens to choose domestic apps like Zoho and Arattai, highlighting “Made in India” alternatives as tensions with the United States escalate.

Three senior members of Prime Minister Narendra Modi’s cabinet are strongly promoting homegrown alternatives to widely used global platforms such as Google Maps, WhatsApp, and Microsoft software. This marks the most significant endorsement yet for indigenous products amid the ongoing trade friction with the U.S.

Following the U.S. decision in August to impose a 50 percent tariff on Indian imports, Prime Minister Modi has emphasized the adoption of “swadeshi” goods, which are produced within India. While industry leaders have occasionally urged support for Indian-made products, Modi made a direct appeal last month asking citizens to reduce their daily reliance on foreign items.

Recently, Information Technology Minister Ashwini Vaishnaw showcased a highway project presentation created entirely using Zoho, an Indian competitor to Microsoft’s PowerPoint, and without Google Maps. “The map here is from MapmyIndia, not Google Maps,” Vaishnaw noted with a smile, pointing to an Indian mapping service. “It looks great, doesn’t it? Swadeshi.”

Vaishnaw also shared a video last week demonstrating Zoho software, encouraging the public to use homegrown tools. His post on X (formerly Twitter) has since garnered over 6.2 million views.

Homegrown Apps Gain Traction

• American technology brands are widespread in India and are often seen as aspirational choices. While both government and private organizations rely heavily on Microsoft products, millions of Indian users depend on Google Maps for navigation, and WhatsApp boasts over 500 million users in the country, making it its largest market. Requests for comments from Microsoft, Google, and WhatsApp were not returned.
• Zoho provides cost-effective alternatives to Microsoft’s cloud-based tools. The company’s billionaire co-founder, Sridhar Vembu, is well known for his unconventional decision to situate operations in rural villages. Additionally, the messaging platform Arattai—meaning “chat” in Tamil—has gained rapid popularity due to support from Commerce Minister Piyush Goyal and Education Minister Dharmendra Pradhan.
• Goyal posted on X this week: “So proud to be on @Arattai, a #MadeInIndia messaging platform that connects India.” According to Sensor Tower, the app had over 400,000 downloads last month, up from fewer than 10,000 in August, and daily active users exceeded 100,000 on September 26, a 100 percent increase in a single day.

Challenges in Competing with Global Giants

• Indian companies face difficulty replacing established international brands, which benefit from greater resources and broader reach. In 2021, the government supported Koo, a social media platform similar to X, amid compliance disputes with the American platform. However, Koo shut down last year due to funding shortages.
• “State support alone isn’t sufficient,” warned Dilip Cherian, co-founder of the Indian PR firm Perfect Relations. “For brands like Zoho to succeed, they need a distinct competitive edge, significant financial backing, and strong safeguards against surveillance.