Arré introduces “Project Voice,” an audio app with a focus on women as primary creators, aiming to cultivate a new wave of content producers. The beta version is currently accessible on the Play Store through invitation for women and those identifying as such.
Initially available in Hindi, Tamil, and English, the app will soon support various Indian and global languages for audio content creation. The platform already hosts a diverse range of content, spanning from 30-second recorded “Voicepods” to live, gamified ‘group pods,’ featuring poetry, music, self-help, language lessons, and personal narratives in areas like mental wellness, relationships, and child-rearing.
Creators utilize the distinctive 30-second “Voicepod” format, either in its raw form or enhanced with filters, background music, and studio tools. The app provides offline, live, and live-group creation options, allowing women to engage in private or public conversations.
Conceived and developed during the challenges of the Covid pandemic, the app aims to make the content creation process intuitive and enjoyable. Led by Vimal Kumar, formerly associated with TikTok, Hotstar, and Resso, the product design includes an in-built studio collaborated on by musician Ankur Tewari, Ayesha Sood, and Jam 8, involving talent from global and Indian media, tech, and commerce companies.
The app will soon launch on iOS, with plans to introduce additional features such as shopping tools, transaction capabilities, campaign management, and discovery tools for brands. Voice commands will enhance the hands-free experience.
Discussing the move into the creator economy, B. Saikumar, Founder of Arré, stated that “Project Arré Voice” has been a long-term focus, representing Arré’s blueprint to bridge the gap between professional content creators and citizen creators.
Explaining the women-first approach, Niyati Merchant, Co-Founder and COO of Arré, highlighted the role of women in shaping the global narrative. Project Voice aims to empower women in the ‘her’ economy, offering a platform for diverse voices while ensuring safety and the freedom to “create unguarded.”
Regarding the decision to start with audio, Maneesha Singh and Vimal Kumar, Senior Vice President and Product Head of Project Arré Voice, emphasized the authenticity and simplicity of audio expression. They believe audio provides an inclusive and accessible medium, simplifying the creation process for a broad audience, making it possible to engage in content creation during hands-free activities like driving or daily chores.