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Sandhya Devanathan, head of Meta’s India operations, has overseen transformative growth and innovation during her tenure. As one of Meta’s largest and most dynamic markets, India plays a dual role in expanding Meta’s user base while serving as a hub for product innovation. Despite the rapid growth, the company has faced regulatory hurdles, including a Competition Commission of India (CCI) penalty for alleged data-sharing violations.
Devanathan’s insights highlight India’s pivotal role in shaping Meta’s global strategies, product development, and market expansion.
India: A Pillar of Meta’s Growth
Devanathan emphasized India’s strategic importance, citing it as one of the largest user bases for Meta’s platforms. This includes significant contributions from Facebook, Instagram, WhatsApp, and the new platform Threads, which has surpassed 200 million downloads in India alone.
“India is a super important market for Meta globally. The trends here indicate continued growth and engagement across all platforms,” she said. Meta’s open-source AI platform, Llama, also enjoys substantial traction in India, ranking among the top three markets for adoption globally.
Innovations Born in India and Taken Global
Meta’s India-first approach has positioned the country as an innovation laboratory for the company. Products and features developed and tested in India have successfully scaled to global markets:
- Instagram Reels: Launched in India in 2020, Reels became one of Meta’s strongest products worldwide.
- Payments on WhatsApp Business: India was the first to experience this feature, which has now been introduced globally.
- WhatsApp Flows: First rolled out in India and later taken global after its success.
Devanathan also mentioned new pilots like small business calling on WhatsApp, which allows users to seamlessly transition from chat to calls within the app. “This test was designed with an India-first lens and has potential global applications,” she added.
AI and Llama: India’s Leading Role
India’s robust developer community is contributing significantly to the success of Meta’s Llama AI platform, which has seen over 400 million downloads globally. With developers leveraging Llama to create innovative solutions, India is emerging as a critical hub for AI adoption and application.
“India plays a critical role not just in adoption but also in the development of AI tools like Llama,” said Devanathan.
Navigating Regulatory Challenges
Meta’s expansion in India hasn’t been without obstacles. The company is contesting a CCI penalty for alleged data-sharing violations involving WhatsApp, Instagram, and Facebook. Devanathan stated that Meta is committed to adhering to progressive regulations, highlighting the Digital Personal Data Protection Act as an example of collaborative regulatory progress.
“We welcome regulation, especially if it’s progressive,” she said, indicating that Meta sees regulation as a tool for fostering innovation while safeguarding user privacy.
The Road Ahead for Meta in India
As Meta deepens its roots in India, the company remains committed to innovation, regulatory compliance, and user-centric growth. By leveraging India’s scale and talent, Meta aims to transform local successes into global benchmarks.
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