Chennai-based Zoho's instant messaging application, Arattai, has risen to the top of Apple's App Store rankings in the social media category in India. Launched in 2021, Arattai gained popularity due to endorsements from union minister Dharmendra Pradhan and IT minister Ashwini Vaishnaw, who praised its attributes and aligned it with the Swadeshi initiative. The app offers features similar to WhatsApp, such as text messaging, voice and video calls, media sharing, group chats for up to 1,000 members, stories, and broadcast channels. It is designed for users with low-end devices and those in areas with poor connectivity. Although it initially attracted users amid WhatsApp's privacy policy controversies, Arattai faces security challenges, as its text messages do not currently have end-to-end encryption, unlike WhatsApp. The app is also experiencing infrastructure issues due to an influx of new users, resulting in delays and functionality problems.