The Arattai application, developed locally, is actively competing with popular messaging platforms, including WhatsApp. In a strategic move to broaden its user base, Zoho is planning to introduce an Android TV version, a feature that is currently not offered by WhatsApp. This has contributed to the app’s strong performance in the app stores, leading to its status as the most downloaded messaging app on the Play Store. The app is positioned as a ‘Made-in-India’ rival to WhatsApp, and offers familiar features like text messaging, voice calls, and file sharing.
Arattai’s standout feature is its optimization for low bandwidth environments, enabling functionality even with weak internet connections. The app is specifically designed to be resource-efficient, ensuring it can operate on various devices, including those with limited capabilities. This design aims to deliver a smooth messaging experience, with quick loading times and intuitive communication tools, making it suitable for everyday use. The initiative by Zoho highlights the need to provide accessible technology solutions, especially in markets where budget-friendly smartphones and limited internet connectivity are common. The goal is to provide digital communication solutions to millions of people in these areas.