Canva plans localisation of products and services as India becomes its fourth largest market

India has become the fourth largest market for Canva in terms of active user base, said Cameron Adams, co-founder and chief product officer of Canva, on his maiden visit to India. Interacting with the media on Thursday (February 13, 2025), Mr. Adams said that Canva is focused on localisation of products in 2025, addressing specific Indian needs and cultural contexts, including festive celebrations and communication styles.

Globally, Canva claims to have over 220 million monthly active users in more than 190 countries speaking over 100 languages. Over 24 million users pay for Canva. The company churns out more than $2.5 billion annualised revenue on year-over-year basis.

According to Mr. Adams, Indians created 666 million designs in 2024, and prefer making presentations, printables, and social media templates on Canva. Over 139 million presentations were created on Canva in India in 2024.

Canva disclosed that Indians are second in using their translate feature the most, and third in using magic media. Photo background remover is the most used AI feature on Canva in India.

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India is also one of the top three countries globally using both Canva Video and Canva Websites, he shared. Canva users in Indian prefer templates for resumes, business proposals, pitch decks, and Instagram posts with quotes.

Canva utilises AI for image generation, enabling users to create visuals by typing prompts and selecting style attributes.

It will be expanding its existing collection of templates and elements for India by including a WhatsApp template to enhance everyday conversations, and a culturally relevant designs for diverse religious sentiments and life milestones.

Canva’s country manager Chandrika Deb said that Canva has designed special pricing for India since it is a price-sensitive market. She told The Hindu that Canva offers special sachet pricing of ₹69 for one day subscription to ₹149 for a week’s use. Ms. Deb added that Canva is looking to take this sachet pricing to markets like Indonesia. She said that Indians mainly access Canva through smartphones.

The Australia-headquartered online design platform also showcased the Canva’s Hindi website which is under the beta version and will be launched after few months. However, she did not reveal the exact number or the percentage of non-English users in the country.

“The Hindi website aims to empower millions of Hindi-speaking users, educators, and businesses to create and communicate effortlessly in their native language,” the company said.

Canva is looking to collaborate with educational institutes, government to offer their suite of products to students at early stage.

With AI, Canva is looking to tap into SMBs to expand its business and revenue models in the country. “AI features are increasingly popular, with 73% of Indian business leaders reporting increased business performance through AI-driven communication.”

Canva has over 5,000 employees across the world, and it wants to double down on people in India. The company did not share the exact workforce it has here. “AI is predicted to transform the job market, creating new roles while altering existing ones,” said Mr. Adams.