Arratai, the instant messaging app made by Zoho, is giving stiff competition to WhatsApp. The Made In India alternative to WhatsApp is at number one position in social networking category on App stores. Zoho CEO posted on ‘X’ saying that Arattai traffic has increased 100X in 3 days, therefore, it is working hard to add infrastructure that can support this traffic.
Language Hurdle?
However there is a major hurdle in the adoption of Arattai in India itself. Many people, including users of the app, who hail from north-Indian states, have suggested that Zoho change the name of the app Arattai. This has sparked a language conflict of sorts in the already tense political environment of India, where people living in South India complain about Hindi imposition on them.
Multiple users posted on Reddit that there needs to be a rebranding. One user said that if Zoho aims to penetrate rural and urban markets in North India better than its competitors. Then it should come up with a better name than Arattai, which in Tamil means “Banter”.
Other users defended Zoho’s decision to stick with Arattai. One user on X observed: “Seeing so many urging the org to change the name. But why? When we can pronounce tough Chinese names like Xiaomi, Huawei etc.” Another post read: “Zoho is a PVT company, free to name its apps as it wishes. The Union Govt names schemes in Hindi, people from the South not only dislike it.” An Instagram reel also asked: “Why this Tamil hate? Arattai is not that hard to pronounce.”
The comments asking to rebranding drew sharp political responses. DMK MP MM Abdulla criticised the suggestion, remarking, “Congratulations on Zoho’s Saudi Arabia expansion without learning Arabic. Why are you insisting that Tamils must learn Hindi? If Zoho requires its engineers to know Hindi or Arabic, why can’t you train them like every other major company does?”
Arratai’s Rapid Growth!
The app’s daily sign-ups have soared from 3,000 to 350,000 within only three days, a staggering 100-fold increase. Zoho’s Chief Scientist and co-founder, Sridhar Vembu, disclosed that teams are working around the clock to scale infrastructure and resolve technical issues triggered by the sudden spike.
“We are adding infrastructure on an emergency basis for another potential 100x peak surge. That is how exponentials work,” he wrote on X, noting that the growth came months ahead of a planned November rollout of new features and marketing campaigns.
India’s homegrown messaging app Arattai has surged past prominent global rivals to claim the top spot in app store rankings. This is a milestone that highlights both its growing appeal and the pressure that comes with it.
Why the Sudden Surge?
Originally launched in 2021 by Zoho, Arattai (the Tamil word for “chat” or “chit‑chat”) was until recently considered an experimental project. But in the current climate with rising concerns about data privacy, global surveillance, and “tech sovereignty”. Arattai’s positioning as a “spyware‑free, made‑in‑India” messenger has resonated with Indians.
The momentum gained traction when India’s Union Education Minister, Dharmendra Pradhan, publicly urged citizens to favour local digital platforms, citing Arattai among the recommended apps. Simultaneously, high‑profile tech voices such as Vivek Wadhwa tried it out and praised its polish even calling it “India’s WhatsApp killer” in messaging feel.
Growing Pains: Infrastructure Under Strain
With its sudden rise, Arattai is facing challenges typical of overnight sensations. Zoho has acknowledged issues such as delayed OTPs, slower contact sync, and occasional lag during sign‑ups, all due to the surge in server load. The company says it is “working hard to expand servers” and hopes to mitigate these glitches within a few days.
