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Apps - April 18, 2019

Of India’s top a hundred apps, 44 are Chinese

Brands leverage them to attain tier 2, 3 cities
The proliferation of Chinese social media apps in India, and the associated debate around privacy, have raised issues. Marketing officers, but, keep that maximum of the social media apps from China are self-regulatory. Since many cater to tier 2 and 3 towns in India, manufacturers are out to monetise them.

BusinessLine spoke to Rubeena Singh, CEO of iProspect India, a virtual marketing employer from the Dentsu Aegis Network, at the reasons in the back of the mammoth recognition and growth of Chinese apps in India.

Giant market
“For Chinese organizations, the Indian market is the handiest market, globally, which could provide the scale they want. It is herbal that main Chinese apps may be interested in creating a sturdy play in India. In fact, out of the pinnacle one hundred apps in the united states, 44 are Chinese,” Singh stated.

Pointing out that the Chinese gamers have also been able to supply Indian consumers “merchandise that resonate with their needs and aspirations”, she stated: “The aggregate of enjoy, resources and proper merchandise is making them successful in India.”

There are a couple of monetisation possibilities in the area of display (comprising films, banners, native ads), content material and trade for those apps based totally on the genres, located Singh.


“There are leisure apps like TikTok and Bytedance, news apps like UC News, shopping apps like Clubfactory and Shein, and browsers like UC browser and shareit. Given the class of the app, the maximum appropriate format and avenues might be used for monetisation,” she delivered.

Since a huge wide variety of customers of those apps are from tier 2 and 3 cities, which many brands are now interested by achieving, “it offers new opportunities to monetise those audiences”, said Singh.

Regulatory mission
As for inappropriate content on a number of those apps, she stated, “The Indian Information Technology Act has a honest quantity of teeth from a policy and law point of view. However, implementation of the identical will become a undertaking given the myriad and complicated terrain of the internet. This hassle confronts the government of all nations and India is no exception.”

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