Zoho founder Sridhar Vembu has finally spoken after his company’s messaging app Arattai slipped out of the top 100 apps list in India. In a detailed post on social media, Vembu said he isn’t worried about short-term numbers or app rankings and that the company is focused on long-term technology growth instead of chasing hype or trends.
The statement comes amid growing discussions in the Indian tech community about the challenges faced by homegrown apps that compete with global giants like WhatsApp, Telegram, and Signal. Arattai — which means “chat” in Tamil — was launched by Zoho in early 2021 as a secure, Made-in-India messaging platform aimed at professionals and everyday users alike.
A Drop That Sparked Attention
Arattai had seen an impressive start, quickly climbing into the top charts after its launch. It was praised for its strong privacy features, minimal design, and the trust associated with Zoho — one of India’s most successful tech companies with a global presence. However, over time, user engagement and downloads slowed down as competition intensified.
When the app recently fell out of India’s top 100 downloaded apps list, many began to speculate whether Arattai’s momentum was fading. Some tech analysts questioned whether Zoho’s low-profile approach to marketing was limiting the app’s reach.
But Sridhar Vembu was quick to clarify that rankings do not define long-term success. In his post, he explained, “Fluctuations in app rankings are perfectly normal. We are not building for the next quarter or next year; we are building for the next decade.”
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Focusing on the Long Game
Vembu has always emphasized sustainable growth and deep technology development over aggressive marketing or external funding. Zoho, famously, has never raised external venture capital and continues to operate profitably while employing over 15,000 people globally.
According to Vembu, Arattai is part of Zoho’s larger mission to create a self-reliant digital ecosystem that prioritizes privacy, data security, and user independence. “Our goal is not to be the flashiest app on the store,” he said, “but to create something that lasts and improves steadily with time.”
He also noted that many successful products take years to reach maturity. “Look at any product that stood the test of time — it’s never about overnight success,” he said. “It’s about consistency, values, and trust.”
Why Arattai Still Matters
Arattai may not currently be in the top 100 list, but its journey remains significant for India’s app ecosystem. It’s one of the few indigenous messaging platforms that has tried to compete seriously with international apps.
Built with Zoho’s in-house technology stack, Arattai was designed with end-to-end encryption, secure data storage, and an ad-free interface. Unlike most free messaging apps, Arattai does not collect user data for advertising purposes — something Zoho has long been vocal about.
Privacy advocates and loyal Zoho users have praised the company for maintaining its commitment to ethical technology. Vembu himself has often said that user data should never be a business model. “When you pay nothing, you are often the product,” he once remarked, referring to how many free platforms make money by selling user information to advertisers.
The Challenges Ahead
Despite its strong values and solid engineering, Arattai faces an uphill task. Messaging is a network-driven product — users tend to go where their friends and colleagues already are. WhatsApp, with over 500 million users in India, has built a network effect that’s extremely hard to break.
Additionally, WhatsApp and Telegram continue to roll out new features — from payments to channels to AI chatbots — keeping users engaged and preventing them from switching platforms. Competing in such a crowded market requires not just technology, but also aggressive user acquisition and partnerships, something Zoho has traditionally avoided.
Industry experts say Zoho’s conservative marketing style may be both a strength and a weakness. While it ensures that the company doesn’t overspend or rely on hype, it also limits visibility in a market where attention spans are short and new apps rise every week.
Vembu’s Vision for Arattai
In his message, Sridhar Vembu reiterated that Zoho is not chasing popularity metrics. “We are patient builders,” he wrote. “We are investing in core technologies — networking, privacy, AI, and security — that will make Arattai stronger in the long run.”
He added that Arattai will continue to evolve as part of Zoho’s broader ecosystem, possibly integrating more deeply with its suite of enterprise tools. Zoho already has more than 55 business apps, from CRM to accounting to HR, and the addition of Arattai offers potential for seamless communication within Zoho’s platform.
Vembu also hinted that the company is working on major updates to the app’s performance, design, and usability, along with a renewed focus on privacy-first communication. “We may not be loud,” he said, “but we are committed.”
Zoho’s Unique Path
Unlike many Indian startups that aim for quick exits or unicorn status, Zoho has chosen a different path. The company focuses on long-term sustainability, employee welfare, and rural development. Sridhar Vembu, who lives in a village in Tamil Nadu, has set up Zoho Schools of Learning to train rural youth in technology, giving them direct employment opportunities.
This philosophy of patience and local empowerment also reflects in how Zoho approaches its products. Every Zoho product, including Arattai, is developed in-house without outsourcing critical parts. The company believes this independence is key to maintaining control over quality and security.
Public Reactions
Following Vembu’s remarks, many users and industry leaders came forward in support of Zoho’s approach. Some praised the company for staying grounded while others said they appreciated the honesty.
A user wrote on X (formerly Twitter), “This is what Indian tech should be about — not chasing hype but building real, lasting value.” Another commented, “Even if Arattai is not in the top 100, I’ll continue using it because it respects my privacy.”
Several analysts also noted that Zoho’s reputation for reliability and trust could help Arattai bounce back over time — especially if public awareness of privacy issues continues to grow.
Looking Ahead
Arattai’s journey may have hit a bump, but it’s far from over. With Zoho’s proven track record and Vembu’s long-term vision, the app still holds promise. As the market matures and users seek alternatives to data-hungry platforms, Arattai could find its niche among privacy-conscious consumers.
For now, Sridhar Vembu’s message is clear — temporary dips don’t define success. Building technology that lasts is a marathon, not a sprint. And in that marathon, Zoho seems determined to keep running at its own
