New Delhi: Senior ministers in the Indian government are intensifying calls for citizens and officials to embrace domestic digital platforms instead of relying on global technology giants like Google, Microsoft, and WhatsApp. The campaign is unfolding against a backdrop of strained economic ties with Washington and reflects New Delhi’s broader ambition to assert digital independence.
Information Technology Minister Ashwini Vaishnaw has taken the lead in showcasing Indian-made alternatives. In a recent presentation, he highlighted the use of MapmyIndia instead of Google Maps and Zoho software in place of Microsoft products. “The map is from MapmyIndia, not Google Maps … It’s looking nice, right? Swadeshi,” Vaishnaw said while presenting a government report.
The minister also shared a video demonstration of Zoho’s capabilities, which he posted on social media platform X. The clip went viral, drawing over 6.2 million views and sparking a wider public conversation on whether India is ready to make the shift away from global digital platforms.
Another application attracting attention is Arattai, a homegrown messaging service developed by Zoho. Commerce Minister Piyush Goyal and Education Minister Dharmendra Pradhan have both publicly endorsed the app, with Goyal describing it as a platform that “brings India closer.”
The endorsements appear to be paying off. Industry data shows that Arattai downloads surged from under 10,000 in August to more than 400,000 in September. On September 26 alone, daily active users reportedly doubled to cross the 100,000 mark, underscoring the momentum behind the government’s campaign.
This digital shift is unfolding in the shadow of worsening economic friction with the United States. In August, Washington slapped a 50 percent tariff on key Indian imports, escalating a trade dispute and strengthening calls within India to rely less on foreign products. Prime Minister Narendra Modi has repeatedly urged citizens to adopt a “swadeshi” lifestyle favoring domestic alternatives over imports.
Digital platforms, once seen as a global commons, have now become a focal point in this self-reliance push, with ministers framing them as strategic assets that India must develop and protect.
Despite the political momentum, analysts caution that replacing entrenched foreign platforms will not be easy. Google Maps, WhatsApp, and Microsoft Office remain deeply embedded in India’s digital and professional life. WhatsApp alone serves over 500 million users in India, making it the company’s largest global market.
Past attempts to create alternatives have also struggled. In 2021, government leaders championed Koo, a social media app pitched as India’s answer to Twitter. Despite an initial surge in users, Koo closed down in 2024 due to funding shortages and difficulties competing with global rivals.
Experts say for Indian apps to succeed, they will need more than political patronage. “What brands like Zoho need to succeed is a unique differentiating factor, deep pockets, and strong protection against surveillance,” said Dilip Cherian, co-founder of PR firm Perfect Relations.
The ministers’ campaign signals the possibility of a digital realignment in one of the world’s fastest-growing tech markets. Success would mean reducing dependence on foreign giants and bolstering India’s own innovation ecosystem. Failure could risk repeating the fate of earlier ventures like Koo, which began with fanfare but ended in quiet retreat.
For now, the message from New Delhi is unambiguous: India wants its citizens to download, use, and trust local apps not just as a matter of convenience, but as an act of economic nationalism.