Why desi apps are getting popular

A host of start-ups have set up shop in regional languages — for a Bharat that’s much bigger than India

Vishal Koul

After a long day at work, 38-year-old Jainam Shukla would often look for ways to unwind — meet friends at the street corner, mindlessly browse social media or just stay bored at home! His wife Poonam and eight-year-old daughter Shikha would be busy watching television, but the shows did not interest him. As a security guard at a private company in Sinhasa, a small town in Indore district, he could not afford a Netflix or Hotstar subscription.