India's AR developer community grows 50% in two years, leads global creation

India's augmented reality (AR) developer ecosystem has experienced substantial growth over the past two years, according to data released by Snap Inc. at their second annual India AR Day event in Mumbai on February 12, 2025.

According to Snap Inc. internal data from January 2023 to January 2025, the Indian AR developer community expanded by more than 50%, positioning the country as the global leader in AR lens creation on the Snapchat platform. This growth extends beyond metropolitan areas into smaller cities such as Goraya, Prayagraj, Cochin, and Ambala.

Bobby Murphy, Chief Technology Officer at Snap Inc., highlighted India's significant role in the global AR landscape during the Mumbai event. "Among all countries, the highest number of lenses published on Snapchat come from India," Murphy stated, emphasizing the country's creative energy and integration of AR into daily communication.

The platform's reach in India has grown substantially, with Snap Inc.'s internal data indicating over 200 million users actively engaging with the platform. Monthly AR lens engagement has reached 80 billion interactions between April and December 2024, demonstrating sustained user interest in AR features.

Snap Inc. introduced its fifth-generation Spectacles at the event, marking their first demonstration in India. These standalone AR glasses operate on Snap OS, a purpose-built operating system designed specifically for AR applications. The hardware features see-through displays with built-in dimming capabilities for both indoor and outdoor use, controlled through voice commands and hand gestures.

The company's educational initiatives have expanded significantly, with over 120 meetups conducted in 2024, reaching more than 6,000 AR developers. Partnerships with educational institutions, including K.J. Somaiya in Mumbai, Pearl Academy in Bangalore, Mumbai, and Delhi, and Loyola College in Chennai, aim to develop technical skills in mixed reality development.

To recognize outstanding achievements in AR development, Snap Inc. announced the India Lens Awards. The inaugural winners include Pratyush Gupta for Best Viral Lens with "Perfect Pitch Game," Krunal MB Gediya for Best Game with "Diwali Game," and XRFX Studio for Best Artistic Lens with "Ethereal Dress."

The economic impact of AR development is becoming increasingly apparent. XRFX Studio, co-founded by Persica Picardo, reported reaching a $100,000 revenue milestone through partnerships with major brands including Coca-Cola, Google, Nykaa, and Amazon Prime Video. This success demonstrates the growing commercial viability of AR development in India.

According to March 2024 data from Snap Inc., over 85% of Indian Snapchat users utilize AR lenses for social interaction, particularly during cultural events and festivals. The global AR ecosystem has expanded to include more than 375,000 creators who have developed in excess of 4 million AR lenses, generating over 4.5 trillion interactions in the past year.

Snap Inc.'s localization efforts include conducting Lens Studio training sessions in tier 2 and 3 cities such as Surat, Coimbatore, Rajkot, Trichy, Trivandrum, and Gwalior. These initiatives aim to democratize AR development skills and expand the creator base beyond metropolitan areas.

The company has established partnerships with prominent brands including Nykaa, Myntra, Doritos-PepsiCo, Amazon Prime Video, Hotstar, and Spotify, creating monetization opportunities for AR developers and fostering sustainable career paths in the field.

Pulkit Trivedi, Managing Director for Snap Inc. India, emphasized the platform's commitment to supporting the developer ecosystem, noting that AR has evolved beyond entertainment to become an integral medium for cultural expression and communication in India.