The campaign gained momentum after the U.S. imposed a 50% tariff on Indian imports in August. In response, Prime Minister Narendra Modi called on citizens to adopt "swadeshi" (locally made) products, directly urging Indians to reduce their daily reliance on foreign technologies.
Ministers Showcase Indian Apps: Zoho, MapmyIndia, Arattai
Information Technology Minister Ashwini Vaishnaw recently presented infrastructure updates using Zoho, a cloud-based software suite and rival to Microsoft PowerPoint, alongside MapmyIndia, a domestic alternative to Google Maps.
“The map is from MapmyIndia, not Google Maps,” Vaishnaw said during a presentation. “It’s looking nice, right? Swadeshi,” he added with a smile.
Vaishnaw also shared a video on X (formerly Twitter) using Zoho tools, urging citizens to switch to Indian digital platforms. The post garnered 6.2 million views, boosting visibility for the homegrown brand.
Indian Messaging App Arattai Gains Popularity
Commerce Minister Piyush Goyal and Education Minister Dharmendra Pradhan are championing Arattai, a messaging app developed by Zoho. Goyal praised the platform on X, saying, "So proud to be on @Arattai, a #MadeInIndia messaging platform that brings India closer."
Thanks to the ministers' backing, Arattai saw a surge in downloads, reaching 400,000 in September, up from just 10,000 the previous month. Daily active users hit over 100,000 on September 26, a 100% increase in a single day, according to Sensor Tower.
Challenges in Competing with Global Tech Giants
Despite rising nationalist sentiment and government support, Indian tech firms face an uphill battle. U.S. platforms like Google Maps, Microsoft Office, and WhatsApp are deeply entrenched in Indian society. WhatsApp alone has over 500 million users in India, its largest global market.
While Zoho offers more affordable alternatives to Microsoft’s cloud suite, experts say that domestic companies often struggle to match the global giants’ reach, resources, and brand power.
Public relations veteran Dilip Cherian noted, “Only state patronage will not be enough. What brands like Zoho need to succeed is a unique differentiator, deep pockets, and strong data protection guarantees.”
India has previously attempted to back local tech alternatives. In 2021, ministers promoted Koo, a social media platform designed to rival X. However, it eventually shut down due to funding issues.
The Road Ahead
With increasing trade tensions and growing calls for digital sovereignty, India’s push to promote domestic apps like Zoho, Arattai, and MapmyIndia reflects a strategic shift. But whether these alternatives can truly scale and replace American tech giants remains uncertain.