Sandhya Devanathan has dedicated nearly two years to her role as the head of Meta, the American social media conglomerate, in India. During her tenure, the company has not only broadened its business operations but also heightened consumer engagement across its diverse platforms—Facebook, Instagram, and WhatsApp. However, alongside this rapid expansion, Meta has encountered some substantial regulatory hurdles.
The most recent challenge emerged when the Competition Commission of India (CCI) imposed a penalty on the company, alleging that it had unlawfully shared specific user data from WhatsApp with Instagram and Facebook for the purposes of targeted advertising. Currently, this issue is sub-judice as Meta has chosen to contest the ruling. In an engaging conversation, we explored Devanathan’s insights on India as a market and the global impact of Meta’s products developed within the country.
How has social media growth been in India?
India continues to hold immense significance as a global market for Meta, being one of the largest user bases we cater to. The trends we observe indicate consistent growth and engagement across all of our platforms. Not only are Instagram, Facebook, and WhatsApp flourishing, but even Threads—our recently launched platform—has found a substantial audience in India, surpassing 200 million downloads. We are also witnessing robust adoption rates for innovative products like our AI platform, Llama.
India provides the largest user base for Meta’s platforms. Do you also make products which are then taken up globally?
We are essentially leveraging India as our playbook for global strategies. Consider this: India was among the first nations to test and launch Instagram Reels in 2020, which has since evolved into one of our most impactful global offerings. Moreover, we introduced Payments on WhatsApp Business first in India, showcasing our commitment to tailoring innovations to our local audience. India is a crucial market for Meta AI, particularly in terms of user engagement, and ranks among the top three global markets for the adoption of our open-source large language AI model, Llama.
When we launched WhatsApp Flows last year, India was our initial testing ground. Mark Zuckerberg himself announced the launch there before we rolled it out globally. This underscores our view of India as a pivotal center for innovation and product development, allowing us to harness the scale we have here.
For instance, we are currently piloting a test in India aimed at enhancing small business communications on WhatsApp. The idea is to facilitate a seamless transition from chat to voice call, allowing users to connect with small businesses directly within the chat context. This feature has been developed with a distinctly Indian approach in mind.
And these can also be replicated globally?
Absolutely. While we’ll make global announcements, the groundwork and lead have undeniably come from India.
So, what are the other Made-in-India solutions that can go global?
Currently, Llama is experiencing substantial global growth, boasting over 400 million downloads, a significant portion of which originates from India. Indian developers are actively downloading Llama to create a variety of innovative solutions and tools. India’s contribution to this phenomenon is noteworthy, especially considering its vast market size and enthusiastic adoption rates.
In the realm of AI, India will continue to play a pivotal role in the development, usage, and adoption of Llama.
Coming to regulations, it appears that global companies like Meta are averse to regulations?
We are proponents of regulation, particularly when it is progressive. The Digital Personal Data Protection Act serves as a prime example of a regulatory framework that aligns well with our vision.
What innovative strategies has Sandhya Devanathan implemented at Meta India to enhance user engagement on platforms like Facebook and Instagram?
**Interview with Sandhya Devanathan, Head of Meta India**
**Interviewer:** Thank you for joining us today, Sandhya. It’s been nearly two years since you’ve taken the helm at Meta in India. What major shifts have you observed in social media growth during your tenure?
**Sandhya Devanathan:** Thank you for having me! India is a vibrant and rapidly evolving market for social media. We’ve seen significant growth and engagement across all of our platforms, including Facebook, Instagram, and WhatsApp. Interestingly, our new platform, Threads, has also garnered impressive traction, surpassing 200 million downloads. This dynamic environment continues to fuel innovation, not just in engagement but also in the adoption of new features, such as our AI platform, Llama.
**Interviewer:** That’s remarkable to hear. Given that India is one of Meta’s largest user bases, do you develop products here that are later implemented globally?
**Sandhya Devanathan:** Absolutely. We view India as a crucial testing ground for our global strategies. For instance, India was one of the first markets to launch Instagram Reels in 2020, which has since become a major global feature. Moreover, we pioneered WhatsApp Business Payments in India, tailoring services to meet the specific needs of our local users. This approach not only enhances user experience in India but also informs our global offerings.
**Interviewer:** However, with this rapid expansion, Meta has also faced regulatory challenges, particularly with the recent penalty imposed by the Competition Commission of India. How are you navigating such hurdles?
**Sandhya Devanathan:** Regulatory challenges are indeed a part of doing business in any market, and India is no exception. We take compliance seriously and are currently contesting the CCI’s ruling regarding user data sharing between our platforms. While we respect the regulatory framework, we also believe in advocating for our operations that provide value to users and businesses alike. Our focus remains on enhancing user engagement and driving innovation.
**Interviewer:** As you push forward, what is your vision for Meta in India moving forward?
**Sandhya Devanathan:** My vision is to deepen our connection with Indian consumers by continuing to innovate and adapt our platforms to their needs. I see India not just as a market, but as a playbook for our global strategies. We aim to create experiences that resonate locally while also setting the stage for global trends. This is an exciting time for social media in India, and we are committed to being at the forefront of that evolution.
**Interviewer:** Thank you, Sandhya, for sharing your insights today. It’s clear that Meta is not only growing but also learning from its experiences in India.
**Sandhya Devanathan:** Thank you! I appreciate the opportunity to discuss our initiatives and the exciting journey ahead.
