‘Say It In A Snap’: Inside Snapchat’s strongest push yet to localise in India – BrandEquity

Evan Spiegel, the CEO of Snap Inc, in November 2023, said, “India presents a vast opportunity”, and since then, it has never looked at India as a casual growth market. Over the past two years, the company has quietly expanded its physical presence, deepened local partnerships and built capabilities around augmented reality at a pace that signals long-term intent. The numbers support that ambition. As of mid-2025, Snapchat claimed to have crossed 250 million monthly active users in India, making the country its biggest market. Nearly 90 per cent of the user base, it states, is below 34, and two-thirds of them interact with augmented-reality lenses every day.The company’s most recent earnings call reflected similar momentum. Snap posted US$1.51 billion in revenue in Q3 2025 – up 10 per cent year-on-year – and reiterated that “other revenue streams” were beginning to scale. While the global narrative focused on AR innovation and new ad formats, analysts noted that India continues to be central to the company’s growth philosophy. For Snapchat, the combination of a large Gen Z base, a rising creator ecosystem and marketers increasingly willing to diversify their media mix has created a perfect moment to claim cultural relevance. Ankit
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