PhonePe Unveils Indus Appstore to Redefine App Ecosystem in India

PhonePe, a prominent fintech platform, made a significant announcement on Monday, October 16, by introducing the Indus Appstore developer platform. This development positions the Indus Appstore as a direct competitor to the Google Play Store in India. According to PhonePe, Android developers can now join the Indus Appstore without incurring any platform fees, and the app store has abolished commission fees for in-app purchases.

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PhonePe, a prominent fintech platform, made a significant announcement on Monday, October 16, by introducing the Indus Appstore developer platform. This development positions the Indus Appstore as a direct competitor to the Google Play Store in India. According to PhonePe, Android developers can now join the Indus Appstore without incurring any platform fees, and the app store has abolished commission fees for in-app purchases.

Sameer Nigam, the Founder and CEO of PhonePe, emphasized the need to shift away from relying on email IDs for login, especially in India, where a significant portion of users skipped email usage when entering the online world. Nigam stated, "There are fewer e-mail IDs than smartphones in the country, which means people don't even get personalized recommendations. We are going to change that. We are going to become a mobile-first market."

Developers who opt for the Indus Appstore will benefit from free app listings in the first year, with a nominal fee applicable in subsequent years. Furthermore, Android developers will have the freedom to integrate their preferred payment gateways within their applications. Currently, Android developers heavily rely on the Google Play Store, which holds approximately 95% of the market share among Indian mobile phone users.

The Indus Appstore is poised to offer an appealing alternative for developers to list relevant apps for the Indian audience at affordable rates. In contrast to the promised zero commission for in-app purchases on the Indus Appstore, major tech giants like Google and Apple charge between 15% and 25% for in-app purchases, in addition to other fees.

PhonePe's app store will be accessible in 12 Indian languages, promising a "localized experience" for Indian users. Several renowned brands have already listed their apps on the Indus Appstore, and partnerships with leading smartphone manufacturers are expected to further extend its reach. This strategic move aims to challenge Google's dominance in the Indian Android app market, offering diverse app-listing opportunities for both existing and new developers.

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Nigam elaborated on the unique targeting approach of the Indus Appstore, stating, "Unlike Google's location-based targeting, developers on the Indus Appstore will target user cohorts based on their language preferences." The Indus Appstore boasts a transliteration engine that presents app information in multiple languages and has the capability to enhance brand visibility through engaging videos.

The initial phase of the Indus Appstore's expansion focuses on building a substantial consortium of Android developers on the platform. Once apps are listed on the platform, they will become accessible to end-users. Sameer Nigam's ultimate goal is to onboard 90% of the top 5,000 developers, ensuring a level playing field for all. The platform was officially launched during the TechSparks 2023 Bengaluru edition and was graced by the presence of Union Minister Rajeev Chandrasekhar.