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PhonePe Disrupts India's App Economy with Launch of Indus Appstore, Offering an Alternative to Google Play Store

PhonePe, the digital payments firm under Walmart's umbrella, made a significant stride in India's tech landscape with the launch of the Indus Appstore on February 21. Positioned as a homegrown alternative to Google Play Store, this move underscores PhonePe's ambition to tap into India's burgeoning app economy, which witnessed a staggering 1.19 trillion hours spent on mobile apps in 2023 alone, according to

The timing of the Indus Appstore's launch is particularly noteworthy, given the ongoing discord between Google and top Indian startups over Play Store policies and commission fees. With the Indus Appstore, PhonePe offers an alternative platform for developers to publish their apps, emphasizing user-friendly features such as mobile number-based login and support for 12 Indian languages, in addition to English.

Critical to the success of the Indus Appstore is its partnership strategy with original equipment manufacturers (OEMs) like Nokia and Lava to integrate the app store into their devices. This strategic approach aims to mitigate friction associated with manual app sideloading and drive adoption among consumers across the country.

For developers, the Indus Appstore presents a compelling proposition, offering a zero percent fee on in-app purchases compared to the 15-30 percent charged by Google Play Store and Apple App Store. Moreover, developers can harness the platform's robust support infrastructure, including 24x7 dedicated India-based assistance and access to dedicated account managers.

The launch of the Indus Appstore aligns with broader industry trends toward custom silicon, with major players like Amazon Web Services (AWS) and Google also venturing into AI processors and datacenter networking gear. By offering an alternative to Google's dominance in the app marketplace, PhonePe aims to empower developers and foster innovation in India's burgeoning tech ecosystem.

Amid regulatory scrutiny over Google's app marketplace practices in India, the launch of the Indus Appstore marks a significant milestone for PhonePe. Leveraging its acquisition of Indus OS and its extensive user base of over 510 million registered users, PhonePe is poised to disrupt the Indian app market and provide a platform for developers to thrive.

Looking ahead, PhonePe's Indus Appstore is poised to monetize its offerings through advertising and value-added services, providing developers with enhanced visibility and marketing opportunities. With a focus on user-centric features and developer empowerment, PhonePe is poised to redefine the app ecosystem in India and drive innovation in the years to come.

Indus Appstore presents a compelling proposition, offering a zero percent fee on in-app purchases
Indus Appstore presents a compelling proposition, offering a zero percent fee on in-app purchases

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