Zoho has launched Arattai, a messaging app inspired by Indian culture, which has quickly gained 350,000 downloads within three days, surpassing WhatsApp in some app store categories. The name 'Arattai,' meaning 'banter' in Tamil, has sparked discussions about its suitability for a national audience, with critics citing difficulties in pronunciation and appeal, particularly for northern Indian speakers. Users have suggested that a name change may be necessary for broader acceptance, as the current name is seen as overly regional and not catchy. Entrepreneur Vivek Wadhwa remarked on the app's usability but emphasized the need for a name that is easier to spell. Other messaging apps, such as Vietnam's Zalo and China's Baidu, have faced similar challenges with culturally specific names.