Arattai's marketing perspective
This project is a marketing analysis of Arattai, an Indian messaging app positioned as a WhatsApp alternative.
I explored how timing, consumer trust, and cultural connection shaped its journey and transformed those insights into a LinkedIn-style carousel.
The goal was to highlight 5 marketing lessons brands can learn from Arattai’s resurgence.
Despite launching in 2021, Arattai didn’t initially gain traction against WhatsApp. However, by 2025, the narrative shifted due to growing privacy concerns, India’s push for local tech, and evolving consumer behaviour.
This created an opportunity to reframe its positioning and draw lessons for marketers.