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PhonePe Launches Indus Appstore to Challenge Google and Apple

PhonePe has launched the Indus Appstore, a made-in-India Android app marketplace, aiming to rival Google Play Store and Apple App Store. The platform hosts over 2 Lakh apps across 45 categories, offering a diverse range of applications to users.

Key Features and Offerings

  • Diverse App Portfolio: Indus Appstore boasts a wide array of apps from Indian brands such as Zomato, Myntra, Domino’s, Flipkart, Dream11, Swiggy, and more.
  • Multilingual Support: The marketplace is accessible in English and 12 Indian languages, ensuring inclusivity and catering to a broader user base.
  • Developer Incentives: Until March 2025, developers are exempt from app listing fees, fostering an environment conducive to app development and innovation.

Developer Empowerment

  • Third-Party Payment Gateway Integration: App and game developers on Indus Appstore have the freedom to utilize any third-party payment gateway for in-app billing, challenging the monopolistic practices of Google and Apple.
  • Zero Commissions: The platform imposes no commissions on developers for using external payment gateways, offering a more cost-effective solution compared to mainstream app marketplaces.
  • Future Monetization Options: Indus Appstore plans to introduce optional in-app billing and catalog solutions for developers, enhancing monetization opportunities while maintaining flexibility.

Strategic Vision and Industry Impact

  • Market Competition: By providing a competitive alternative to Google and Apple, PhonePe aims to foster a more democratic and vibrant Indian digital ecosystem.
  • Government Support: The launch event witnessed the presence of key government figures and industry leaders, highlighting the significance of the initiative in the broader context of India’s digital landscape.
  • Market Potential: With India emerging as a significant player in the global app economy, Indus Appstore seeks to capitalize on the country’s growing app usage and market potential, aiming to capture a substantial market share in the coming years.

Acquisition and Growth Strategy

  • Acquisition History: PhonePe acquired the parent company of Indus Appstore in May 2022, demonstrating a strategic move to expand its presence in the app market.
  • Team and Leadership: While undergoing changes in leadership, the core team behind Indus Appstore remains committed to its vision, ensuring continuity and stability in operations.
  • Long-Term Impact: Indus Appstore’s launch aligns with the broader vision of tapping into India’s burgeoning app economy, potentially contributing significantly to the country’s GDP by 2030, as projected by industry reports.

PhonePe Launches Indus Appstore to Challenge Google and Apple_4.1

PhonePe Launches Indus Appstore to Challenge Google and Apple_5.1