If apps localized to one's needs provide value then there is no need for protectionism. People will
choose to use the localized apps.
India has a thriving ecosystem of local apps, but with negligible protectionism [1]. Uber, Ola, Zomato and others do a great job of localizing for Indian needs. Based on recent experiences I'd say Uber does a better job than Ola in this regard, in fact.
When I visited Malaysia, several folks I spoke to said they have a similar ecosystem.
The best thing is that Indians/Malaysians don't have to give up Gmail or Facebook if they don't want to.
[1] At least negligible protectionism w.r.t other apps. Ola competes on equal footing with Uber, but both suffer from protectionism w.r.t. legacy taxi providers.