Within two years, Facebook will have more users living in India than in any other country in the world. Similarly, researchers at eMarketer say Twitter is attracting more new customers in India than in any other large country.
India’s new prime minister, Narendra Modi, is the second most-liked politician on Facebook after President Barack Obama—and he announced his recent election victory on Twitter.
Yet even as the U.S. social networking giants successfully integrate themselves into India’s civic and business life, it remains unclear if and when doing business in the world’s second-most populous nation will yield much in the way of revenue and profits. Indeed, a close look at the companies’ Indian operations shows the challenges the Internet media giants face in meeting aggressive expectations for international markets.