Snapchat is now available in four Indian languages Hindi, Gujarati, Marathi, Punjabi. The company also launched Discover in India last year. Increasing its India focus, Snapchat recently released localized lenses, filters and stickers on Holi, and for IPL teams; it also collaborated with Indian women artists develop ‘creative tools’ on International Women’s Day.

Snapchat began to focus in India just as its global user base took a hit; it lost 3 million users in early 2018. This came at a time when Facebook aped Snapchat’s flagship feature ‘Stories’ into all its apps – Instagram, WhatsApp, Facebook, and even Messenger. Snapchat’s efforts in the Indian market became clear when it roped in Twitter India’s former head of news partnerships and government Raheel Khursheed as country expert. Khursheed departed from the role in February.

Snapchat’s entry into the regional languages market, or even its focus on India has come rather late; its primary competitor TikTok – a platform for sharing short lip-sync videos – is immensely popular in the country, and is available in 10 Indian languages, including all four languages. Snap has become available in only now.

Snapchat will have an uphill climb to garner a substantial user base as other Chinese apps like Bigo Live, Smule, and Instagram.