Indian firms slowly begin to weave Threads into their marketing strategy

Zomato, Swiggy, Tinder India, Netflix India among those beginning to experiment with the 'Twitter killer', but the engagement so far is limited and infrequent

While Threads has raced to 100 million users globally within five days of its launch, Indian companies have not gone all guns blazing to capture audience attention on the new app. Some, though, are slowly beginning to weave it into their marketing strategies.

Most firms, however, are in a wait-and-watch mode to see what Mark Zuckerberg’s new app, dubbed as ‘Twitter killer’, offers for connecting with users and how it fits into their larger social media strategy. Firms such as Zomato, Swiggy and Tinder India, known for their strong presence online, have debuted on the text-based conversation app, but their posts,