 Mitali Nikore, founder and chief economist at Nikore Associates in New Delhi, says TikTok's combination of video and music, as well as its ease of use, helped its rapid growth in India. Say, for example, filters and, you know, the ability to add songs, etc. In a country like India, that makes a lot of difference because then you can have, you know, Bollywood related content, which people can prepare on their own.