ShareChat: Cracking India’s Multilingual Social Media Code
In the bustling tech hub of Bangalore, three IIT Kanpur graduates—Ankush Sachdeva, Bhanu Pratap Singh, and Farid Ahsan—set out on a mission that would reshape India’s social media landscape. Recognizing the untapped potential in India’s diverse linguistic population, they founded ShareChat in 2015, a platform designed to bridge the gap between the country’s regional language speakers and the digital world. Over time, ShareChat would rise to become a billion-dollar company, competing with global tech giants and empowering millions of users across India’s heartland.
The Idea That Sparked ShareChat
In 2015, India’s digital landscape was rapidly evolving. The proliferation of affordable smartphones and cheaper data was transforming the way Indians accessed the internet. However, this revolution primarily served urban, English-speaking users, leaving out millions who preferred to communicate in their native languages.
It was a personal observation that triggered the idea for ShareChat. Ankush noticed his mother struggling to share content in her regional language through multiple apps, which led him to wonder: what if there were a platform that allowed users to seamlessly share and discover content in their own languages? This question sparked the creation of ShareChat.
Building a Platform for India
Before ShareChat, the trio faced 17 failed startup attempts. But their persistence paid off when, in October 2015, they launched ShareChat, supporting four Indian languages: Hindi, Marathi, Malayalam, and Telugu. The early days were difficult, with slow user growth and challenges in defining a clear value proposition. But the team’s breakthrough came when they noticed users frequently sharing WhatsApp status messages on the platform. This insight led them to shift their focus toward creating a content-driven ecosystem that catered to vernacular language users.
The team expanded language support and enhanced the platform’s algorithms to improve content discovery, which helped ShareChat gain popularity in smaller towns and cities. By 2017, ShareChat had grown to support 10 Indian languages, marking its rise as a major player in India’s digital space.
Taking on Global Giants
In 2018, ShareChat faced a serious challenge when Facebook launched Lasso, a similar app aimed at India’s vernacular language users. However, ShareChat’s deep understanding of its audience gave it a competitive edge. The team doubled down on its localization efforts, introducing features like dialect-specific content feeds and AI-powered moderation systems that could handle India’s linguistic diversity. These strategic moves allowed ShareChat to outlast Lasso, which eventually shut down in 2020.
Seizing Opportunity in the Wake of the TikTok Ban
In June 2020, when the Indian government banned TikTok and 58 other Chinese apps, ShareChat seized the opportunity. Within 30 hours, they launched Moj, a short-video platform tailored for Indian users. This swift response was backed by years of experience in understanding regional content preferences, allowing Moj to quickly gain traction. Within six months, Moj had over 100 million downloads, propelling ShareChat to new heights.
Innovation and Growth
ShareChat’s success was driven by its constant innovation. The platform introduced AI-powered content recommendations, developed a vibrant creator ecosystem, and implemented culturally relevant Augmented Reality (AR) filters for short videos on Moj. These efforts not only enriched user experience but also helped ShareChat attract major advertisers, cementing its position in the market. By 2024, ShareChat had over 180 million monthly active users across 15 Indian languages, achieving unicorn status.
Key Milestones in ShareChat’s Journey
- 2015: ShareChat is launched with support for four Indian languages.
- 2017: The platform expands to 10 languages.
- 2018: Competes with Facebook’s Lasso.
- 2020: TikTok is banned; Moj is launched.
- 2021: ShareChat becomes a unicorn.
- 2024: The platform reaches 180 million monthly users.
Lessons from ShareChat’s Success
ShareChat’s journey offers valuable insights for startups and entrepreneurs. By identifying an underserved market and deeply understanding user needs, the team built a platform that resonates with a diverse audience. Their agility in adapting to challenges and seizing new opportunities, such as the TikTok ban, proved instrumental in their success. Localization, persistence, and innovation were key to ShareChat’s rise.
As India’s internet user base continues to expand, ShareChat’s story serves as a blueprint for building a product that speaks to local needs while achieving global recognition.
