Zoho's Arattai App Plummets in App Store Rankings After Brief Surge
Zoho Corporation's messaging app Arattai experienced a significant fluctuation in its app store rankings. After reaching the top spot in both Google Play and App Store in October, likely due to endorsements from Prime Minister Modi and other government ministers, the app's position has sharply declined. By November 4, Arattai's ranking dropped to 105 on Google Play and 123 on the App Store. Downloads decreased from 13.80 million to 195,519, while monthly active users slightly reduced from 4.35 million to 4.09 million. This volatility highlights the challenges in the competitive messaging app market and the temporary impact of high-profile endorsements.
*this image is generated using AI for illustrative purposes only.
Zoho Corporation's messaging platform, Arattai, has experienced a dramatic shift in its app store rankings, highlighting the volatile nature of the app market and the impact of high-profile endorsements.
Rapid Rise and Fall
Arattai, which was launched in 2021 during WhatsApp's privacy policy controversy, recently saw a meteoric rise followed by a sharp decline in its popularity. The app's performance can be summarized as follows:
| Metric | Peak (October) | Current (November 4) |
|---|---|---|
| Google Play Ranking | 1 | 105 |
| App Store Ranking | 1 | 123 |
| Downloads | 13.80 million | 195,519 |
| Monthly Active Users | 4.35 million | 4.09 million |
Government Endorsement and Its Impact
The app's October surge coincided with Prime Minister Narendra Modi's promotion of swadeshi (domestically produced) products. This endorsement was further amplified by support from several government ministers, including:
- Dharmendra Pradhan
- Ashwini Vaishnaw
- Piyush Goyal
These high-profile endorsements likely contributed to the app's brief stint at the top of both Google Play and Apple's App Store rankings in India.
Market Volatility in App Economy
The rapid decline in Arattai's rankings and download numbers underscores the challenges faced by new entrants in the highly competitive messaging app market. Despite the initial boost from government endorsements, the app has struggled to maintain its user base and ranking position.
This fluctuation serves as a reminder of the importance of sustained user engagement and value proposition in the app economy, beyond initial downloads driven by promotional activities.
Implications for Zoho and the Indian App Market
For Zoho Corporation, known for its suite of business and productivity tools, the performance of Arattai represents both an opportunity and a challenge. While the app demonstrated its ability to capture public attention, its rapid decline suggests that further development and marketing efforts may be necessary to compete effectively in the long term.
The Arattai case also highlights the potential impact of government endorsements on app adoption in India, while simultaneously demonstrating that such endorsements alone may not be sufficient for long-term success in the highly competitive app marketplace.
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