For a platform that was once synonymous with quick and easy social media templates, Canva has evolved into a full-fledged creative powerhouse. With a growing suite of AI tools, a strong freemium model, and an expanding enterprise footprint, the company is doubling down on India, one of its top five global markets. Chandrika Deb, country manager, Canva India, told Shailja Tiwari how Canva is shaping its presence in India, what’s fueling its growth, and where it’s headed next.
Making design more accessible
India is a critical market for Canva’s growth, and the numbers back it up. “We doubled our growth in 2023 and have consistently seen double-digit year-on-year growth in monthly active users,” said Deb. “Our vision is to empower everyone to design, and we aim to reach a wide audience in India—teachers, students, creators, professionals, and entrepreneurs—helping them visually communicate better.”
But making design accessible isn’t just about providing tools—it’s about changing perceptions. “Many people see design as a daunting, functional task. We wanted to show how it can enhance everyday life, whether it’s creating a presentation, a social media post, or even a ‘Good Morning’ message for a WhatsApp group,” she said.
Canva’s brand campaign in India aimed to do just that. Working with OML on the creative strategy, the company launched a brand film featuring a workplace farewell, along with a series of shorter ads set in a historical café where famous historical figures tackled modern problems using Canva. The campaign, which ran across TV, digital, and OTT platforms, reached over 100 million internet users and significantly boosted Canva’s monthly active user base in India.
“Over 140 million presentations have been created by Indian users alone and India is one of our most active markets for AI adoption as well,” she added.
Pricing, monetisation, and the Indian market
Unlike traditional software companies, Canva has stuck to a freemium model, ensuring accessibility while driving monetisation through premium offerings. The pricing is structured across three tiers:
Pro: For individuals who want premium content.
Teams: For small teams that collaborate on design.
Enterprise: A customised solution for large organisations.
“Our AI features are available across all premium tiers, and even free users can access AI tools through free credits,” Deb explained. “We want to empower users without pricing being a barrier.”
For those wondering about the cost, Canva Pro and Teams plans are priced at Rs 500 per month or Rs 4,000 per year, with Teams including additional brand kits and workflow controls. Enterprise pricing, on the other hand, is customised based on specific business needs.
Canva’s India-specific monetisation strategy goes beyond just subscriptions. “We put a lot of effort into understanding the willingness of Indian users to pay,” saidDeb. “Our pricing is localised, and we ensure we have the right payment methods in place. We even offer short-duration plans—one-day or one-week plans—keeping in mind user behavior in India.”
Another key revenue stream is partnerships. “We’re actively building B2B relationships—whether with enterprises, small businesses, incubators, accelerators, or startup support organisations. Through these partnerships, we offer Canva as a solution to their communities, driving long-term adoption.”
The Marketing Playbook
Being a digital-first platform doesn’t mean Canva is relying solely on digital marketing. The company’s media strategy is a mix of traditional and new-age marketing. “When defining our media and investment strategy, we follow a first-principle approach, keeping our mission in mind—to empower everyone in India to design,” said Deb.
So, how does Canva allocate its marketing budget? “We look at where our audience is most active. Certain segments of our audience are heavy TV viewers, while younger audiences are more active on OTT platforms, YouTube, and Meta. Our strategy is to balance both,” she explained. “Our media budget allocation is dynamic. If we see higher engagement on YouTube compared to Meta, we adjust our investments accordingly. The key factors we consider are audience relevance, reach potential, and platform efficiency.”
What’s next for Canva in India?
With an already strong foothold in India, Canva’s plans for 2025 revolve around deeper localisation, stronger partnerships, and product innovation. “For India specifically, we will continue working towards making Canva a truly local product and brand. This includes customising the user experience—from sign-up to content visibility to pricing—so that it is tailored for Indian users,” said Deb. “We’re also expanding our community initiatives, working with schools, government partners, and institutions to promote adoption of our education products. In the B2B space, we’re collaborating with enterprises and small business communities to drive greater usage.”
On the marketing front, Canva plans to double down on engagement and awareness efforts. “We want to ensure that more people discover the benefits of Canva and integrate it seamlessly into their workflows,” she added.
The future of design: Nostalgia meets AI
As Canva evolves, so do global design trends. And according to Deb, 2025 is shaping up to be a year where nostalgia meets AI-driven creativity. “We’re entering an era where visual communication is becoming more dominant, and people want solutions that integrate creativity into their workflows,” she said.
Some key design trends Canva is tracking include:
Analog Meets AI: A blend of structured shapes with human craftsmanship and AI-driven elements.
Opulence Era: A mix of minimal aesthetics with rich, luxurious details.
Refined Grid: A bold and unconventional design approach that challenges norms.
Mechanical Botanical: A fusion of organic and engineered elements, catering to a generation for whom technology is second nature.
Serious Fun: A mix of humor and professionalism, expected to be widely used in workplace communication.
“While AI will continue to grow, human imperfections and quirks in design will remain valuable. Handmade and personalised creative elements will still have a strong place,” she noted.
Video: The next big bet
One area Canva is particularly bullish on is video. “Video is one of our key product categories, and we offer solutions across both AI-powered and traditional video editing,” said Deb.
Canva’s Magic Media tool allows users to generate videos or animations from text prompts, while its traditional video editing tools enable drag-and-drop editing. “For beginners, we offer simple tools, and for more advanced users, we have features like Beat Sync, which automatically syncs audio with video footage,” she explained.
“We’re investing heavily in video, and we see this as a major growth area.”
Final thoughts
With a strong user base, an evolving monetisation model, and an ambitious roadmap, Canva is well-positioned to scale further in India. Whether it’s through AI-powered design, localised marketing, or deeper enterprise integrations, the company is betting big on the Indian creative economy.
As Deb summed it up: “At Canva, we’re not just building a product—we’re shaping the way India designs, communicates, and creates.”