Ever wondered why Atmanirbhar apps could not beat Reels, WhatsApp or X? From Koo shutting down to Arattai losing users and short video apps fading out, the pattern has been the same. National pride brings downloads, but users stay only for quality.
1. Copying global apps is not enough
Koo tried to copy X. FAU-G tried to copy PUBG. Arattai tried to copy WhatsApp. Moj and Josh tried to copy Reels. But these apps did not bring anything new or exciting. FAU-G launched with bugs and almost no gameplay. Arattai missed full encryption and payment features. Many short-video apps had weak recommendations and heavy interfaces. Users left as soon as they got a better option.
2. Network effects are too strong
People stay where their friends are. This is why WhatsApp and Reels continue to dominate. Even if you download a new app, your contacts and creators are still on the bigger platforms. Koo and Arattai saw a quick rise during the Atmanirbhar wave, but the interest faded because the ecosystem did not grow with it.
3. Funding challenges and weak business models
Once the hype cooled, investors pulled back. Running social apps needs a lot of money for servers, creators, moderation and ads. Smaller Indian apps could not scale fast enough. Global giants have unlimited resources, so they keep improving faster.
A new development
Zoho is now trying to challenge Google’s entire productivity ecosystem, and the government is supporting the effort. Whether this attempt can go beyond hype and offer real quality will be interesting to watch.
Lessons for Indian builders
Innovate, don’t imitate.
Build strong user networks early.
Create real value, not just patriotic marketing.
What do you think India’s next big global-level app could look like?