New Delhi, Sept. 26 -- Snapchat's attempts to tailor its app, features, and content experience to suit local tastes, aesthetic sense, culture and user behaviour have seen its popularity soar in India.

The time spent watching content on the American multimedia instant messaging app has doubled in India over the past two years, boosted by its efforts to customize the service and deepen engagement with Gen Z, whom it views as its key target audience, a top company official said. The company declined to share the exact time spent on the platform, but industry estimates put it at 15-30 minutes per day per user in the country, where it boasts 250 million active users.

The company said that the number of official Snap Stars (a verified Snapcha...