Why India Still Lacks A Homegrown Social Media Giant

The Elusive Quest For A Scalable Indian Social Platform

India, home to over 800 million internet users and nearly 500 million social media accounts, remains a paradox in the global tech landscape. While the country is a digital powerhouse, it has yet to produce a dominant, homegrown social media platform that can rival global players like Meta, X (formerly Twitter), or TikTok.

Platforms such as Koo, ShareChat, Moj, and Hike once showed promise, especially during periods of geopolitical tension that led to bans on Chinese apps. However, most have either stagnated or shut down. Koo, for instance, recently ceased operations after failed acquisition talks and mounting financial stress.

Key Challenges  

• Limited access to sustained funding after initial hype  
• Difficulty in retaining users beyond regional language niches  
• Lack of robust monetization models and advertising ecosystems  
• Overdependence on government policy shifts and nationalist sentiment  
• Intense competition from global platforms with deep pockets and established user bases  

Notable Developments  

• Koo shut down in 2025 after failing to secure a buyer  
• ShareChat and Moj continue to operate but face declining engagement  
• Hike Messenger pivoted away from social media to focus on fintech  
• New entrants like Nyburs aim to learn from past failures by focusing on creator tools and community-driven design  

Experts argue that India’s open internet model, unlike China’s walled ecosystem, makes it harder for local apps to thrive without protectionist policies. Moreover, user expectations shaped by global platforms make it challenging for Indian apps to match in terms of features, design, and scalability.

Still, optimism remains. With rising digital literacy, increasing smartphone penetration, and a growing creator economy, the next wave of Indian platforms may yet find their footing—if they can blend innovation with sustainable business models.

Sources: LinkedIn (Kamlesh Kumar), Best Solution, Meltwater India Social Media Report 2025