The App Growth Strategy Behind LightX’s 50M+ Installs

Aug 9, 2025

Sharad Shankar, Founder of AndOr Communications Pvt Ltd and mastermind behind the AI photo editing app LightX, shares his journey from launching a paid app to achieving over 50 million installs. He discusses the pivotal shift to a subscription model and reveals his mobile growth playbook, covering ASO, paid ads, and user engagement strategies. Sharad emphasizes the importance of adaptability and team management as keys to success, offering valuable insights for aspiring app developers aiming for significant growth.

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ANECDOTE

Why We Launched As A Paid App

Sharad started LightX as a paid app to raise early runway while bootstrapping.
He priced low to try to break even fast and validate demand.

ANECDOTE

Running Meta Ads For A Paid App

Sharad ran Meta ads to a paid app and iterated creatives until CAC fell below the price.
They often made a net profit on each early sale while scaling creative tests.

ANECDOTE

Pitching Google Earned Multiple Features

Sharad repeatedly pitched Google and shared videos which led to multiple Play features.
Those featured placements produced significant visibility and download spikes.

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In this episode, we’re joined by Sharad Shankar, Founder of AndOr Communications Pvt Ltd, the team behind the viral AI photo editing app LightX, which has surpassed 50M installs on Android and 8M+ on iOS.

Originally launched as a paid app, LightX transitioned to a subscription model in 2019 and has since evolved into a powerful, AI-driven platform for image generation and editing.

An alumnus of the Indian Institute of Technology, Kanpur, Sharad’s career spans roles in mobile engineering and building high-impact, user-focused products. In this conversation, Sharad shares his full growth playbook — from ASO, paid ads, and SEO to Web2App conversion strategies and cracking the Google Play featured placement.

He also reveals how he led a team of 60+ to turn LightX into a breakout success. This episode is a must-watch for anyone building or scaling a mobile app in 2025 and beyond.

You will discover:

✅ How LightX went from a paid app to top-grossing AI subscription

✅ Mobile growth playbook: ASO, ads, SEO, Web2App & more

✅ The secret to getting featured on Google Play

✅ Building user-first products with a strong USP

✅ Managing & scaling a 60+ member team

Learn More:

Explore LightX:

Web Product: https://www.lightxeditor.com/

iOS App Store: https://apps.apple.com/us/app/lightx-photo-editor-retouch/id1400740705

Android App Store: https://play.google.com/store/apps/details?id=com.lightx&hl=en_IN

Connect with Sharad:

https://www.linkedin.com/in/sharad-shankar-796b773/

https://andor.in/

Work with us: https://www.appmasters.com

Indie App Santa: https://www.indieappsanta.com

Get training, coaching, and community: ⁠https://appmastersacademy.com/

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