Zoho’s Arattai App Sparks Language Debate Between Tamil and Hindi Speakers

Zoho’s new messaging app, Arattai, has reignited India’s ongoing language debate, just months after founder Sridhar Vembu urged Tamils to learn Hindi for business purposes. While Vembu had emphasized Hindi proficiency as key for regional teams interacting with clients in Mumbai, Delhi, and Gujarat, the Tamil-named app has now drawn criticism from Hindi-speaking users over its perceived difficulty in pronunciation.

App Name Sparks Discussion
Launched as a homegrown alternative to WhatsApp, Arattai—which means “banter” in Tamil—has seen downloads skyrocket from 3,000 to over 3.5 lakh in just three days, topping app store charts. Despite its rapid adoption, social media platforms like X and Reddit buzzed with calls to rename the app for broader appeal. Critics argue that rolling the 'r' and pronouncing 'ai' can be challenging for North Indian users, while supporters defend the name as a matter of cultural pride.

Features and Growth
Arattai offers end-to-end encryption, group calls, and support for over 20 languages, including Tamil, Hindi, Bengali, and Arabic. Amid growing privacy concerns around foreign apps, even Union Minister Piyush Goyal encouraged users to adopt the “swadeshi” platform.

Cultural and Political Context
The debate highlights the long-standing tension between northern and southern India over language. Tamil Nadu has historically resisted the imposition of Hindi, adhering to a two-language policy of Tamil and English, and opposing the three-language formula of Tamil, English, and Hindi. Northern migration and Hindi dominance in workplaces have occasionally intensified cultural friction.

Vembu’s advice to learn Hindi for business was meant as practical guidance but reignited sensitive discussions about regional identity, language, and inclusivity. Northerners argue a more generic name could boost adoption across Hindi-speaking regions, while southerners contend that objecting to the name reflects cultural insensitivity.

Arattai may be simple in design, but its Tamil name underscores a deeper conversation about India’s linguistic diversity and the balance between regional pride and national integration.