India Backs Local Tech Amid Tensions with U.S. Firms

• Indian ministers promote domestic apps like Zoho and Arattai as alternatives to Google, Microsoft, and WhatsApp amid rising trade friction.

India’s push for technological self-reliance has gained momentum following recent trade tensions with the United States. After Washington imposed a 50% tariff on Indian imports in August, Prime Minister Narendra Modi renewed calls for citizens to adopt “swadeshi” products—goods made in India. Three cabinet ministers have since publicly endorsed domestic alternatives to widely used American apps, including Google Maps, WhatsApp, and Microsoft Office. Their support marks one of the strongest political endorsements yet for India’s homegrown tech sector.

Ministers Showcase Indian Software in Public Forums

Information Technology Minister Ashwini Vaishnaw recently presented a highway infrastructure plan using Zoho software instead of Microsoft PowerPoint. The map visuals were provided by MapmyIndia, not Google Maps, a detail the minister emphasized with pride. In a social media post that garnered over 6 million views, Vaishnaw encouraged citizens to explore indigenous digital tools. His message aligns with Modi’s broader campaign to reduce dependence on foreign technology.

Commerce Minister Piyush Goyal and Education Minister Dharmendra Pradhan have also joined the effort by promoting Arattai, a messaging app developed by Zoho. Goyal described the platform as a way to “bring India closer” in a post on X. Arattai, which means “chat” in Tamil, saw its downloads surge from under 10,000 in August to over 400,000 in September. Daily active users doubled on September 26 alone, reaching 100,000 according to Sensor Tower data.

Global Brands Still Dominate Indian Tech Landscape

Despite growing support for local apps, American tech companies remain deeply embedded in Indian digital life. Microsoft tools are widely used in both government and private sectors, while Google Maps is a staple for navigation. WhatsApp, with over 500 million users in India, is the country’s most popular messaging platform. None of the three U.S. firms responded to recent media inquiries about the Indian ministers’ endorsements.

Zoho, known for offering affordable cloud-based software, has gained attention for its rural business model led by co-founder Sridhar Vembu. The company’s approach contrasts with the urban-centric strategies of global competitors. However, replacing entrenched platforms remains a challenge due to limited financial resources and global reach. Previous efforts, such as the promotion of Koo as an alternative to X, ended in closure due to funding shortfalls.