Product details

Product details
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Case
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Reference no. 322-0039-1
Published by: Amity Research Centers
Published in: 2022

Abstract

Koo was an India based startup microblogging app launched in March 2020. Co-founded by Aprameya Radhakrishna (Radhakrishna) and Mayank Bidwatka (Bidwatka). Koo won the Aatmanirbhar App Challenge in August 2020 organised by the Government of India (GoI) to encourage homegrown innovation. Koo positioned itself as a multilingual microblogging platform that allowed users to post content in Indian languages. Koo was launched as an alternative to Twitter to express user's thoughts in their own languages. Koo was launched at the opportune time, taking advantage of the tension brewing between Twitter and the GoI with regard to the use of hashtag related to 'farmer genocide'. Amidst the GoI's spat with Twitter and rising calls for expanding the ecosystem of homegrown digital platforms, Koo experienced impressive growth in India in 2021. The company expanded its operation in overseas as well. Would the homegrown app be able to sustain its success or would it just be a flash in the pan?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2021.

Geographical setting

Region:
Asia
Country:
India

About

Abstract

Koo was an India based startup microblogging app launched in March 2020. Co-founded by Aprameya Radhakrishna (Radhakrishna) and Mayank Bidwatka (Bidwatka). Koo won the Aatmanirbhar App Challenge in August 2020 organised by the Government of India (GoI) to encourage homegrown innovation. Koo positioned itself as a multilingual microblogging platform that allowed users to post content in Indian languages. Koo was launched as an alternative to Twitter to express user's thoughts in their own languages. Koo was launched at the opportune time, taking advantage of the tension brewing between Twitter and the GoI with regard to the use of hashtag related to 'farmer genocide'. Amidst the GoI's spat with Twitter and rising calls for expanding the ecosystem of homegrown digital platforms, Koo experienced impressive growth in India in 2021. The company expanded its operation in overseas as well. Would the homegrown app be able to sustain its success or would it just be a flash in the pan?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2021.

Geographical setting

Region:
Asia
Country:
India

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