The government of India is increasing its push to promote local software and digital platforms, as tensions escalate with the United States. This marks an important shift toward tech self-reliance and moving away from reliance on companies such as Google and Microsoft.
Ministers Are Leading the Charge for “Swadeshi” Apps
In early October 2025, multiple cabinet ministers promoted Indian-made versions of popular US apps. At a recent press briefing, the IT Minister notably used Zoho’s presentation software instead of Microsoft PowerPoint and linked to MapmyIndia in place of Google Maps. He described the demonstration as a showcase of “swadeshi” (home-grown) innovation.
The initiative also highlights Arattai, an Indian messaging app developed by Zoho Corporation. With help from the Commerce and Education Ministers, the app’s usage has exploded, surpassing 400,000 downloads in a month and daily active users increasing from under 10,000 to more than 100,000.
The increasing emphasis on local technologies follows Prime Minister Narendra Modi‘s exhortations for individuals and businesses to embrace local products as part of his broader “Atmanirbhar Bharat” (Self-Reliant India) vision. This sense of emphasis on local products is part of a response to recent US tariffs of 50% on selected Indian imports, which has strained trade relations and fuelled nationalistic economic sentiment.
Domestic Firm Opportunities and Challenges
The current economic climate presents an unprecedented growth opportunity for Indian tech firms such as Zoho and MapmyIndia. Zoho, in particular, has built a strong reputation as a low-cost cloud software provider with deep roots in the rural economy in India.
However, analysts caution that political endorsement alone will not guarantee success in the marketplace. As Dilip Cherian, co-founder of the communications consultancy Perfect Relations, observed, “State patronage is not enough. If brands such as Zoho are to be successful on the global stage, they will need to create a distinctive value proposition, acquire strong financial backing, and ensure strong privacy protections.”
While India’s digital ecosystem is still overwhelmingly dominated by US firms, which have strong brand recognition, global integration, and user trust, Indian alternatives may be able to leverage policy endorsement and a sense of nationalism; they will ultimately need to match their international counterparts on user experience, functionality, and reliability if they hope to sustain long-term adoption.
Strategic Business Implications
- A Catalyst for Local Innovation – This government initiative enables domestic actors to attract foreign investment and collaboration in enterprise software, mapping, and communications.
- Pressure for Foreign Companies – Global technology firms will likely need to localise operations, make changes in data compliance, or even work closely with Indian regulators to remain competitive in the marketplace.
- Quality and Trust as Keys to Adoption – Users will only replace existing products with local alternatives if they offer comparable features and a notable equivalent in usability, together with credible security assurances.
- A Risk of Over-Politicisation – Continuous reliance on nationalism as a growth strategy can disrupt competitive pressures. Future results will indicate product quality, as well as innovation driven by the market, and do not depend upon protectionism.
India’s desire to develop its domestic technology ecosystem is part of a wider global trend of advocating for digital sovereignty. Although there is a current desire for domestic innovation, the transition from government-supported policy initiatives to consumer adoption will be difficult.
For Indian companies, this moment is both an opportunity and a test to show that “Made in India” technology competes with the world’s best not just in name, but in performance and perceived credibility. We will need to wait and see whether this further intention is transformed into a lasting change in consumer and enterprise behavior.
