Meta has identified India as a “priority market” with vast potential, driven by macroeconomic growth, a robust digital infrastructure, and the popularity of its applications such as Facebook, WhatsApp, and Instagram, according to Sandhya Devanathan, the company’s head in India.
In a recent interview with PTI, Devanathan, who assumed her leadership role in January 2023, noted that India’s new Digital Personal Data Protection legislation offers valuable guidance for technology companies and represents a significant advance in achieving a balance between user protection and innovation. She emphasized that Meta “welcomes constructive regulations” and is awaiting further details on the implementation of these rules.
As the Vice President of Meta in India, Devanathan addressed the company’s commitment to combat misinformation across its platforms and highlighted initiatives utilizing Artificial Intelligence (AI) to actively reduce the prevalence of harmful content.
With upcoming Lok Sabha elections in 2024, Meta plans to intensify its election integrity initiatives, she stated.
India boasts one of Meta’s largest user bases, with approximately 400 million Facebook users and continuing growth in usage, according to the latest figures.
Devanathan affirmed that the growth trajectory for users remains robust, suggesting that the opportunities in the Indian market are “limitless,” supported by strong economic fundamentals and comprehensive digital infrastructure.
India is recognized as a leading market for short-form videos, showcasing high levels of engagement in the creation and consumption of ‘Reels,’ Devanathan remarked. She noted that innovations developed in India frequently serve as models for global implementations, while many small businesses in the country utilize Meta’s platforms to establish an online presence and engage customers.
Devanathan pointed out that a significant number of Indian businesses leverage Meta to launch their first web presence and connect with clients.
When asked about the perceived decline of Facebook’s appeal among teenagers and young adults in key markets, Devanathan maintained that the platform continues to resonate with users across age demographics.
She disputed the narrative of Facebook’s declining popularity among younger users, asserting that India remains a top priority for Meta, featuring large user bases across all its platforms. Additionally, India is a testing ground for many global features and a hub for product development, with continued investment in innovative solutions.
According to Devanathan, India’s ambition to achieve a $1 trillion digital economy by 2030 presents a noteworthy opportunity for growth, as the country approaches a projected one billion internet users in the near future, with 400 million expected to shop online.
She highlighted that advertising expenditure as a share of GDP in India is notably lower than in other markets, putting it at less than 0.5 percent compared to around 1.9 percent in the United States. Meta recognizes India as a crucial market for user engagement, innovation, and business growth.
The company’s platforms, including Facebook, WhatsApp, and Instagram, cater to a diverse audience. Devanathan stated, “Facebook maintains a thriving active community,” challenging the notion of its declining numbers. Recent reports indicate that daily activities on Facebook are growing and have reached 2 billion, a significant statistic.
She emphasized that the platform continues to facilitate connections among users, which remains unchanged. The global statistics affirm that Facebook retains its relevance and vibrancy as a social network.
Regarding the emerging regulatory landscape in India, including the Digital Personal Data Protection (DPDP) Act and anticipated digital legislation, Devanathan expressed Meta’s support for constructive regulation, which provides clarity and frameworks for tech companies. She stated that the DPDP represents an essential step in aligning user protection with innovation, expressing optimism about the future direction of digital regulation.
India stands out as one of the largest markets for social media platforms such as Meta, Google, and X (formerly Twitter), propelled by surging smartphone sales and affordable data access. However, social media companies have received criticism in recent years for issues related to user safety, misinformation, and content moderation practices. There is growing dissatisfaction among users regarding perceived inconsistencies in content management and responsiveness to concerns.
In response, the Indian government has implemented stricter regulations for social media firms, emphasizing their accountability to users. Safety and trust continue to be paramount public policy objectives, with the government committed to ensuring robust safeguards for digital users navigating the online space.
