Mark Zuckerberg is feeling the force of critics who believe his effort to provide Indians with free access to a limited number of internet services hurts India's democracy and violates net neutrality.
In an unusually pugnacious appeal in the mass-circulation Times of India, the Facebook founder forcefully defended introducing his Free Basics service, "a set of basic internet services for education, healthcare, jobs and communication that people can use without paying for data".
Facebook, Mr Zuckerberg says, has already launched the service in partnership with more than 35 mobile operators in more than 30 countries.
He says more than 15 million people have already come online because of the service. "The data is clear," he says. "Free Basics is a bridge to the full internet and digital equality."
So - in a tone which many say mocks critics - Mr Zuckerberg asks: "Who could possibly be against this?
"Surprisingly, over the last year there's been a big debate about this in India."
Stiff opposition
After all, with more than 130 million users, India is Facebook's second biggest market in the world.
Mr Zuckerberg has been bear-hugged by Indian Prime Minister Narendra Modi in California, and has visited India twice. He insists India will be crucial to getting "the next billion online".
Many believe Mr Zuckerberg possibly expected a cakewalk with Free Basics, and is now irate at being stonewalled by critics who are not convinced about his motives.
Earlier this month, India's telecom regulator directed a mobile operator that partnered with Facebook to put the Free Basics offer on hold following stiff opposition by the critics, who believe that it runs contrary to the principles of net neutrality and that data providers should not favour some online services over others by offering cheaper or faster access.
Last April, hundreds of thousands of Indians sent emails to the regulator and set up websites demanding a free and fair internet.
All this is not helping Mr Zuckerberg. So Facebook has launched a lavish campaign to canvass support for Free Basics, putting out expensive full-page double-spread adverts in leading Indian newspapers and putting up billboards in cities.
And on Monday, he lashed out against his critics here for continuing to "spread false claims - even if that means leaving behind a billion people".
"Instead of recognising the fact that Free Basics is opening up the whole internet, they continue to claim - falsely - that this will make the internet more like a walled garden," he wrote.
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