On October 28, 2022, Elon Musk took the social media world by storm when he acquired the then unprofitable company, Twitter, for a staggering $44 million. Since this monumental purchase, Musk seems to be pulling out all the stops to recover his hefty investment. His strategy has involved drastic moves, including massive layoffs, the imposition of grueling work hours of 12 hours a day with no rest days, and proposing a fee for the ‘coveted’ blue verification tick at $8 per month (approximately ₹650 monthly).
While this subscription model initially gained traction, it faced significant backlash due to the proliferation of fake accounts sporting the ‘Verified’ badge. Industry experts speculate that Musk’s series of controversial maneuvers may jeopardize the social media giant’s future stability.
According to data from Statista, Twitter boasts approximately 23.6 million users in India as of January 2022, although the Indian market constitutes only a minuscule portion of Twitter’s overall revenue. The registered entity of Twitter India reported ₹86.39 crore in revenue for FY21—a mere 0.23% of global revenue. Even with an impressive 82% revenue increase in FY22 to ₹156.75 crore, Twitter India posted a net loss of ₹31.84 crore for the same fiscal year.
Amidst the incessant turmoil and media headlines surrounding Musk and his aggressive revamping of Twitter, we reached out to Naina Redhu, arguably the first Twitter user in India back in 2006. She shared her 16-year Twitter journey and her perspective on Musk’s significant changes to the platform. Below are key excerpts from our detailed interview:
**Journey and Early Days on Twitter**
Naina Redhu signed up on Twitter in 2006 when it was still known as TWTTR. At the time, she was working in Mumbai and was fascinated by the burgeoning internet and blogging scene, which was more prevalent abroad than in India. Having started her first blog in 2004, Naina was keenly engaged with online activities and communities.
Recalling her initial experience, Naina mentioned that she felt like an outsider since most users were based in Palo Alto, California, and were planning meet-ups for coffee or pizza. She longed for a similar community experience in Bombay but found Twitter’s user base to be predominantly U.S.
.-centric at that time.
**Realization of Being First Indian User**
Naina was first alerted to her pioneering status on Twitter by someone who pointed her to an article listing the first 140 people to join Twitter. Noticing the absence of any Indian names on that list, she began to believe that she could indeed be the first Indian Twitter user. This led her to write a blog post titled “Am I the first Indian Twitter user?” Responses from other users affirming her unique status solidified this belief.
**Perception of Drastic Changes Over the Years**
Reflecting on the evolution of Twitter from 2006 to 2022, Naina pointed out significant transformations, such as the initial character limit of 140 expanding to 280, which she felt diluted the essence of Twitter, changing it from concise messaging to more detailed posts, akin to blogging. She also nostalgically mentioned the “Fail Whale” that used to appear during platform crashes, a feature she misses despite its obsolescence.
She lamented the loss of the community aspect of Twitter, reminiscing about “Tweet-Ups,” where users would gather in real life to socialize. Naina observed that contemporary Twitter, saturated with political and controversial content, has drifted away from its original purpose of fostering personal connections and learning.
**Views on Elon Musk’s Subscription Fee Proposition**
When asked about Musk’s controversial move to charge for the verification badge, Naina expressed skepticism. She mentioned seeing dual badges—one for verification and another labeled “Official”—indicating ongoing experimentation by the company. Naina questioned the value proposition Musk offers, particularly when the earlier function of the blue tick was simply to verify genuine identities.
Naina also expressed disinterest in Twitter Blue’s features, such as reduced ads, which she does not consider valuable enough to warrant a monthly fee. She noted that while Musk’s polarizing figure divides opinion, his willingness to experiment aligns with Twitter’s early days of iterative feedback and user-driven development. She remains curious yet cautious about the platform’s future under Musk’s leadership.
**Future of Twitter’s Subscription Model in India**
Regarding the success of the $8 monthly verification fee in India, Naina was doubtful. She compared it to her willingness to pay for platforms like Spotify, where she perceives clear value in ad-free music streaming. For Twitter, she saw no similar value addition that would persuade her or likely many other Indian users to subscribe.
**Potential Migration to Alternative Platforms**
Finally, Naina noted that while new platforms like Koo and Mastodon have tried to rival Twitter, they have yet to replicate its community and user base. She remains unconvinced that a significant number of users would migrate unless Musk makes substantial missteps that trigger a mass exodus, given Twitter’s established loyalty and market presence.
In conclusion, Naina remains intrigued but cautious about Elon Musk’s ongoing Twitter overhaul, recognizing the platform’s profound transformations and its uncertain future trajectory. To watch the full interview with Naina Redhu, click here.
