In 2020 and 2021, Indian startups received substantial funding for creating vernacular versions of Twitter, TikTok, and Clubhouse. Despite the initial enthusiasm, these platforms faced a subsequent decline in user activity and engagement. Here’s why.
When the Indian microblogging platform Koo announced its closure on July 3 after partnership talks fell through, social media platforms were awash with posts about the challenges of building a social media business in the country. Bhavish Aggarwal, co-founder, Ola, posted on X (formerly Twitter) that while “we need Indian social media platforms, recreating existing platforms won’t work.” While many highlighted the irony in this (Ola Cabs which
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