However, third-party figures tell a different story. A spokesperson of the Googlebacked company says that over the last 12 months, it has refocused its growth strategy from “an aggressive paid user acquisition plan” to “organic user acquisition and retention uplift”. Moj says it had 160 million MAUs in 2023. Moj and Josh are two of the few aspirants still trying to build TikTok’s Bharat version. According to numbers shared by Data.ai, Tiki and Zili were among the top six apps by average MAUs in the short video apps category in India since 2021. These apps - which were outside the umbrella of Big Tech like Meta and Google - had shifted focus to India after the TikTok ban. International apps such as Tiki from Singapore and Zili from the house of Xiaomi also shut shop recently.
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