PhonePe Takes on Google Play Store with Indus Appstore in India

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PhonePe is set to challenge Google Play Store in India with its Indus Appstore, a move that follows PhonePe’s acquisition of Indus OS in July 2022. The company has launched the Indus Appstore Developer Platform, inviting Android app developers to register and upload their apps. This “Made-in-India” appstore aims to provide a localized experience in 12 languages tailored for Indian users.

For the first year, developers can list their apps on the Indus Appstore Developer Platform for free, with a small annual fee applying thereafter. Importantly, the platform imposes no platform fees or commissions for In-App Payments, allowing developers to integrate their preferred payment gateways.

PhonePe sees this as an alternative distribution channel for Android developers seeking access to the Indian market. The platform prioritizes multilingual app discovery to facilitate high-quality user acquisition and includes features like the “Launch Pad” for startup visibility and search optimization.

PhonePe aims to offer a credible alternative to Google Play Store by focusing on localization, improved app discovery, and enhanced consumer engagement. This move follows Paytm’s launch of the Paytm Mini App Store in India in August 2022, which aimed to provide indigenous alternatives but faced some challenges in gaining popularity and visibility.

Indus Appstore aims to capitalize on the immense potential of the Indian smartphone market, projected to have over one billion users by 2026. PhonePe, with its massive user base of over 400 million users in India, hopes to make a significant impact in the app distribution space with this venture.

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