Canva is experiencing a gradual decline in it's paid subscribers restricted to India? What is going wrong?

Canva is experiencing a decline in it paid subscribers

The decline is gradual and restricted to India only

Is it specific to mobile/ web? All

Decline in paid subscribers meaning whether users are churning from the platform or moving to free version? Free version

Have we seen such decline in free version as well? No

Is this decline belonging to any specific set of users - Personal v/s Working professionals? Professional users

What are the additional features in paid version of Canva? Canva Pro and Canva for teams

Internal

• Have we released any new feature over the last few weeks which is not available on paid version? No
• Have we made any UI changes related to paid features? Canva for teams had some flow changes last month
• Are there any existing bugs yet to be fixed in any of the paid features? Not aware of

External

• Have we received any complaints from paid users? Yes
  • Do we have the split of issues raised by the users? Yes
• Have we made any policy change to paid features? Yes
• Have we made any changes to the pricing for the paid feature?  Yes increased our
• Are there any new competitors in the market offering our paid features at better rates or for free? Yes
• Is it some holiday season due to which the working professionals are on leave? No

• Acquisition - People don't want to spend more when competitor products are available at cheaper prices; Govt regulations on intl payment
• Activation/ Conversion - Free version solves most of the problems, Value proposition not very clear or confusing for the users
• Retention - The paid features are not matching the expectations, poor localization support for India, perception of being too costly