Kunal Shah, the founder of Cred, has been tapped as WhatsApp’s global chief, a move that could have significant implications for Mark Zuckerberg’s ambitious goal of transforming the messaging platform into a super-app.
Cred’s Unorthodox Strategy
Shah’s success with Cred was built on a strategy of exclusivity – focusing on the country’s wealthy and high-income earners to gain market share and build trust. By targeting the top of the income pyramid, Shah was able to create a loyal customer base and drive growth through word-of-mouth referrals.
The Super-App Challenge
However, in his new role at WhatsApp, Shah may need to employ a very different strategy – one that focuses on the middle of the pyramid, where the majority of the Indian population resides. Meta’s goal of creating a super-app that can replace multiple services and become a daily utility for users requires a more inclusive approach that targets the broader market.
The irony is that India, with its massive population and growing economy, remains one of the few countries without a homegrown digital utility for daily needs. Large Indian conglomerates like the Adani Group, Jio, and Tata Group have all attempted to create such a platform, but none have achieved widespread success.
The WhatsApp Opportunity
Shah’s appointment as WhatsApp’s global chief presents a unique opportunity to turn the platform into a super-app that can finally fill this gap. By leveraging WhatsApp’s massive user base and focus on the middle of the income pyramid, Shah may be able to create a platform that serves the needs of the average Indian user – from messaging and payments to e-commerce and more.
What this means: Meta’s chances of creating a successful super-app may depend on Kunal Shah’s ability to adapt his strategy and target the broader Indian market. If he can do so, WhatsApp could finally become the digital utility that India needs.
