When Snapchat started its journey, it captured fleeting moments of teenage life. Ten seconds after a photo appeared, it vanished from the phone. Over the years, the platform became stronger, attracting more young people, first in the US and then globally. In India, Snapchat has a powerful presence, something that was visible when Snapchat Creator Connect Kolkata was held earlier in the week.
“Our growth in India is fundamentally driven by our deep resonance with Gen Z. We have over 200 million monthly active users here, and over 90 per cent of them are between 13 and 34 years old. This generation prioritises authenticity and connection with their real friends, their ‘inner circle’, as our research with BCG highlighted. Snapchat is built for that. We are not a public town square; we are a platform for visual communication between close friends. That focus on real connections creates a safe, positive environment that young Indians are choosing for self-expression, which is the biggest driver of our growth,” Saket Jha Saurabh, director — content, partnerships and AR, Snap Inc, told t2.
Snapchat’s successful journey continues to attract creators and storytellers who like to present a moment differently than they would on, say, Instagram. In fact, while Facebook, YouTube and X/Twitter have often made headlines by testifying before the US Congress, Snapchat has spent the past decade improving its experience and quietly entrenching itself as teens’ favourite social media app. It continues to grow by coming up with a new set of playful features.
AR is the future of storytelling
Snap has been betting on augmented reality for quite a few years and is doing things differently than Meta Platforms.
“Our approach to AR is fundamentally different. For us, AR isn’t just a utility or a novelty; it’s a core part of daily communication and self-expression. While others may see AR as a feature, we see it as the future of storytelling. In Calcutta, for instance, a remarkable 79 per cent of our users use Lenses to celebrate special moments. We are empowering millions of Indian creators to build these AR experiences themselves, integrating culture directly into the technology. Our move is to put the power of AR creation into the hands of the community, which is a deeper, more sustainable strategy than simply building tools in-house,” said Saurabh.
AR can be a growth driver, and it can encourage users to engage with brands. “Users are not just willing; they are excited to engage with brands through AR because it moves advertising from a passive monologue to an interactive dialogue. AR lets you experience a product, not just see it. Whether it’s trying on a pair of sneakers, visualising make-up, or playing a branded game, AR provides genuine fun and utility. It’s the difference between telling someone about your product and letting them be a part of its story. That’s the power AR brings to brands on our platform. From Myntra, Lakmé, Britannia, and Coca-Cola to Swiggy, Amazon Prime Video, AJIO and Cartier — leading brands have leveraged Snap’s AR technology to create fun, interactive experiences that drive real engagement.”
Helping Snap pursue new avenues of storytelling has been its Spectacles (standalone AR glasses) with augmented-reality capabilities. It will take years for the technology to be in the hands of most consumers, but there’s no denying the interest in the product and how it allows users to view their physical surroundings with visual overlays. It’s one of several innovations Snap has been pursuing in a quest to win the social media wars.
‘AR and Spectacles are the next logical step’
The question is whether Snap sees AR and Spectacles to be an extension of Snapchat or something more?
“That’s an essential question, and from our founder Evan Spiegel’s perspective, it has always been something much more. We don’t see AR as just a feature within an app; we believe it is the next great computing platform. For the last decade, our lives have been dictated by the smartphone screen — we look down at our phones to interact with the digital world. Our vision, driven by Evan, is to use AR to overlay computing on top of the real world, allowing us to look up and be more present in our surroundings.”
Snap Spectacles on display in Calcutta
Saurabh says Snapchat is the engine and the ecosystem where this future is being built today by millions of users and creators. “Spectacles are the ultimate manifestation of that vision. They are not just an accessory or an extension of the phone; they are designed to be a standalone device that will one day feel as natural as wearing a pair of glasses.”
So, while it all starts with the Snapchat camera you hold in your hand, “the long-term vision is to fundamentally change our relationship with computing — making it more human, immersive, and seamlessly integrated into our lives”.
At Snap, they see them as a natural “evolution of the Snapchat camera”. “At its core, Snapchat has always been about empowering people to express themselves through a camera. AR and Spectacles are the next logical step, moving that camera from our hands into our natural field of view. They point towards a future where computing is overlaid on the world around us, making it more engaging and creative. It’s an extension, but one that fundamentally changes the possibilities of what a camera can be,” says Saurabh.
Another powerful tool in Snap’s arsenal is artificial intelligence-powered features that allow a high level of personalisation. “We see it helping in three key areas. First, in Content, AI can help personalise the Stories and Spotlight experience, ensuring creators reach the right audience. Second, in AR, AI makes our Lenses more responsive, realistic, and easier for developers to create. Finally, in communication, features like My AI offer new ways for Snapchatters to get creative and learn things. For us, AI is a tool to augment and enhance human creativity and connection, not replace it.”
Developers are building successful businesses
At the end, a platform can be as strong as its creators and developers. For a product like Spectacles to grow, there needs to be more local developers. Why does Snap think developers in India will be engaged when there isn’t a market for Spectacles at the moment?
“The premise that there isn’t a market is only true if you’re thinking about the hardware alone. The reality is, there is a massive, thriving, and monetisable market for AR experiences on Snapchat today, and Indian developers are at the very heart of it. Over 85 per cent of our Indian Snapchatters already use Lenses to connect with friends and celebrate cultural moments. This isn’t a niche activity; it’s mainstream behaviour. We’ve seen our AR developer community boom across the country, not just in metros but in towns like Goraya, Prayagraj, and Cochin. We’re investing heavily to nurture this talent, hosting over 120 meetups last year in cities like Surat and Gwalior, and partnering with top institutions like Pearl Academy and Loyola College to build digital skills,” said Saurabh.
He said, “developers are engaged because this is not just a passion project; it’s a profession”. Snap has created a clear path to monetisation. “Take the example of Persica Picardo, who co-founded XRFX Studio. They started by building Lenses, and have now built a thriving business that creates AR for top brands like Coca-Cola, Google, Nykaa and Amazon Prime Video, recently hitting a $100,000 revenue milestone. When brands like Myntra and Swiggy are actively investing in sponsored AR, it creates a powerful commercial demand for skilled Indian developers.
“So, developers aren’t waiting for a future market for Spectacles. They are building successful businesses on the Snapchat camera right now. For them, Spectacles represent the ultimate evolution of their craft — a new, even more immersive canvas for the skills and businesses they’ve already built. We are investing in this ecosystem first, ensuring that when the next generation of Spectacles arrives, a rich world of valuable, locally relevant AR experiences built by successful Indian creators is already there waiting for them.”
For Snapchat, eastern India is about opportunities and there has been a surge in demand for regional content. “There is remarkable diversity and depth in languages like Bengali, Bhojpuri, Odia and Assamese. To embrace this, we’ve formed strategic partnerships with regional publishers like Hoichoi, Klikk, and Dangal TV. The trend is clear, the future is local, and our strategy is to blend our technology with the region’s rich culture,” said Saurabh.
For the company, Creator Connect — Kolkata Edition has been a success. “Our goal is to leverage Snap’s unique product features, including our short-form video surfaces Spotlight and Stories, AR lenses, and set-up initiatives and partnerships that help amplify local creators, culture and stories, and take them to a global audience. This is just the beginning for us.”