Snap Inc considers Indian developers integral to its augmented reality (AR) growth strategy, aiming to make Snapchat a hub for immersive AR experiences. Over the past two years, the AR developer community in India has expanded by over 50%, according to Srivatsan Jayashankar, Head of AR Developer Relations at Snap Inc. The California-based tech company has long been at the forefront of AR technology, using lenses and filters to enhance user engagement, attract new audiences, and introduce innovative advertising solutions.
India: A Key Market for Snap
India ranks as Snap’s second-largest market for AR development, with the country contributing significantly to the global AR ecosystem. While the company hasn’t disclosed the exact number of Indian developers among its 375,000 global developers, Jayashankar noted that India plays a major role. The country also leads in lens creation, with Snapchat users engaging with lenses an astounding 80 billion times each month. More than 85% of Indian Snapchat users utilize AR lenses during festivals, demonstrating their cultural significance and the potential for further AR adoption.
Snap Inc is committed to expanding its influence by encouraging developers and businesses to create custom AR lenses. At the India AR Day event in Mumbai, Jayashankar emphasized the crucial role of cameras in AR, stating that they have the power to revolutionize self-expression and communication.
AR’s Role in Marketing and Commerce
Brands are increasingly leveraging Snapchat’s AR tools to enhance customer engagement. For instance, Ajio’s sale campaign on Snapchat reached 42 million users and generated an impressive 22x Return on Ad Spend (ROAS). Similarly, Myntra utilized AR technology to allow customers to explore various speaker ads, virtually try different products, and even make purchases within the platform.
Snap is continuously working on expanding AR’s accessibility for brands of all sizes by providing measurement tools and novel advertising methods. Last year, the company introduced Sponsored AR Filters, enabling brands to overlay AR elements onto Snaps after capturing a photo or video. This new format differs from Sponsored AR Lenses, which apply effects before content is captured, offering advertisers more flexibility.
Reaching Beyond Major Cities
Snapchat’s Indian user base is no longer confined to metropolitan areas. Increasingly, developers from Tier-2 and Tier-3 cities like Coimbatore, Gwalior, and Ambala are creating AR content. Snap supports this growth by conducting workshops to train individuals on developing regional AR lenses, making the technology more accessible across the country.
Jayashankar highlighted Snap’s efforts to simplify AR development. Using Snap Lens Studio, individuals without coding or design experience can create AR lenses, democratizing AR development. The introduction of Easy Lens, a feature powered by generative AI, further lowers the barrier by converting simple text descriptions into AR lenses within minutes.
Snap’s Hardware Aspirations
Snap’s AR vision extends beyond software, as the company continues to explore AR hardware. Since launching its first Spectacles in 2016, Snap has remained committed to developing wearable AR technology. While companies like Meta have also entered the space, Snap differentiates itself by focusing on developers.
Last September, CEO Evan Spiegel unveiled the latest generation of Spectacles at the Snap Partner Summit. Around the same time, Meta introduced its ambitious AR prototype, Orion. Both companies are investing heavily in AR glasses, envisioning them as the next computing platform to replace smartphones.
The latest Spectacles, featuring built-in AR capabilities, provide developers with opportunities to create immersive digital experiences. These devices are integrated with Snap’s Lens Studio, allowing developers already familiar with the platform to seamlessly transition into AR hardware development. Select Indian developers are already working on projects for the new Spectacles.
To access these Spectacles, developers must apply through Lens Studio and pay a $99 monthly rental fee for a minimum of one year, totaling $1,188 annually. While consumer-ready AR glasses are still in the works, Snap’s approach ensures that developers remain at the forefront of its hardware ambitions.
The Future of AR
Jayashankar emphasized that Snap is redefining how users interact with digital content by integrating AR into everyday experiences. The company envisions AR moving beyond smartphone screens, offering a more natural way to engage with the digital world. As AR technology evolves, Snap continues to invest in tools, platforms, and hardware that empower developers and brands to shape the future of augmented reality.
