PhonePe introduces Indus app store to compete with Google Play Store in India

PhonePe, the fintech platform owned by Walmart Inc., has launched the Indus Appstore, an Android-based mobile application store in India, aiming to rival Google’s Play Store. The Indus Appstore offers a wide range of apps and games in 12 Indian languages, totalling over 200,000 applications. 

Notably, PhonePe has waived listing fees for developers until April 1, 2025, as part of its strategy to attract app creators.

The Indus Appstore positions itself as a “game-changer in India’s digital journey” and aims to capitalize on the increasing mobile usage in India. The platform allows users to download apps across 45 categories, providing content in 12 Indian languages, and catering to the language preferences of the vast majority of Indians.

One noteworthy feature is the absence of app listing fees for developers for the first year, coupled with the flexibility to use third-party payment gateways. Indus Appstore aims to create a fair and level playing field for developers, offering self-publishing capabilities, localization services, and tools for monitoring and growing their apps. The platform also introduces a short-video-based discovery feature to enhance the app discovery experience for users.

PhonePe is actively seeking partnerships with smartphone manufacturers and anticipates being available on most major phone brands by the end of the year. The move is part of PhonePe’s broader strategy to expand its digital ecosystem, encompassing both payments and app distribution and compete with players like Paytm and Google’s GPay in the Indian market. 

CEO Sameer Nigam highlighted the initiative as a step towards creating a more democratic and vibrant digital ecosystem in India.