Koo - the short story of Hindu nationalist "alternative" to Twitter

Koo was an Indian microblogging platform launched as a homegrown alternative to Twitter (now X). Initially, Koo garnered significant support from Indian celebrities and politicians, benefiting from a nationalistic push to create local alternatives to foreign apps. This surge in support was partly fueled by the Indian government's actions, including banning numerous Chinese apps and a standoff with Twitter over content regulation. During this period, Koo was promoted as "India's Twitter," attracting a user base that included top politicians from the ruling Bharatiya Janata Party (BJP).

Yet, Koo's early alliance with the government and its alignment with Hindu nationalism presented significant hurdles. While government support initially boosted Koo's popularity, it also led to the platform being perceived as right-leaning. The presence of BJP politicians and their followers on the platform further reinforced this perception, potentially alienating a more diverse user base. Koo also grappled with content moderation, particularly in addressing hate speech and misinformation. Reports suggested that the platform's response to misogynistic and hateful content was inadequate, tarnishing its reputation and limiting its appeal.

The Indian government's push for digital nationalism, while beneficial in the short term, also placed immense pressure on Koo to deliver and scale rapidly. This pressure led to significant technical and operational challenges, including frequent platform overloads and shifting strategic goals. Despite its ambitious vision and early successes, Koo needed to help sustain its growth. The platform's user engagement dwindled, and severe financial difficulties resulted in multiple layoffs. Koo's struggles underscore the complexities of navigating government support, nationalistic expectations, and the diverse needs of a global user base in the highly competitive social media landscape.

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