Zoho’s recent unveiling of Arattai, a messaging app rooted in Indian culture, has ignited a blend of enthusiasm and debate. Positioned as a competitor to WhatsApp, Arattai has rapidly gained popularity, skyrocketing from a modest 3,000 users to an impressive 350,000 downloads within just three days. In certain app store categories, it has even outperformed WhatsApp. The name ‘Arattai,’ derived from the Tamil word for ‘banter,’ has, however, sparked discussions about linguistic identity, with some critics questioning the appropriateness of a regional name for a platform intended for a national audience.
Hard to pronounce
Concerns regarding the app’s name have surfaced across social media platforms, particularly on Reddit, where users expressed that ‘Arattai’ may be challenging for many to pronounce, especially among northern Indian speakers. One user remarked, “Name it something easier for a north Indian to pronounce, not to end up mispronouncing it.” Such sentiments highlight the potential barriers to broader acceptance in a linguistically diverse country.
Not a catchy name
Beyond pronunciation, the name itself has drawn criticism for lacking appeal. Many users have labeled it as ‘not catchy,’ suggesting that a rebranding might be necessary for wider acceptance, particularly in Hindi-speaking regions where platforms like WhatsApp and Telegram hold significant market share. Critics argue that the name feels overly regional, making it difficult to remember and pronounce. Suggestions have been made for a name that is shorter, simpler, and universally appealing.
Also read: Made-in-India messaging app ‘Arattai’ tops app store charts, overtakes WhatsApp
Some users have gone so far as to suggest that if Zoho aims to reach a global audience, a name change from ‘Arattai’ is essential. One user noted, “Arattai is such a boomer name that even Tamil people these days no longer use it. There’s no relatability to the app for someone outside Tamil Nadu. Better branding is needed for global appeal.”
Entrepreneur and academic Vivek Wadhwa shared his thoughts on X, stating, “Just tried India’s WhatsApp killer: Arattai. Already matches WhatsApp in look, feel, and usability. Sridhar Vembu says it’s still alpha and improving fast. Can’t wait for a spyware-free product! My old friend is running engineering himself and asked for feedback. Mine: rename it to something the world can actually spell.”
Interestingly, Arattai is not the first messaging app to grapple with the challenge of an unpronounceable or culturally specific name. For instance, Vietnam’s Zalo and China’s Baidu have both navigated similar waters. Notably, China once launched an app named Toilet, aimed at privacy and anonymity, but it ultimately failed to compete with WeChat and rebranded as a social shopping service named Haoji in 2019. Tencent’s QQ, the first mainstream instant messenger in China, dominated the communication landscape until the rise of WeChat in 2011, which now boasts over a billion monthly active users.
Also read: Made-in-India messaging app ‘Arattai’ tops app store charts, overtakes WhatsApp
Here are five other names of apps and search engines that may seem very ‘local’ to the tongue, at first:
- Baidu: Often referred to as China’s answer to Google, Baidu offers a range of services, including AI and cloud computing. The name literally means ‘a hundred times’ or ‘countless times’ in Chinese, referencing a classical poem about a persistent search.
- Zalo: The leading messaging app in Vietnam, Zalo combines ‘Zing’ from its parent company’s service and ‘alo,’ an informal greeting in Vietnamese, creating a clever blend that resonates with users.
- KakaoTalk: This dominant messaging platform in South Korea, also known as KaTalk, has evolved into a comprehensive online services platform since its launch in 2010.
- LINE: Originally a messaging platform, LINE has expanded into a super-app offering a wide array of services, including video calls and e-commerce, particularly in Japan, Taiwan, and Thailand.
- Viber: Owned by Rakuten, Viber is a cross-platform voice over IP and messaging application that has gained popularity across various regions.
