PhonePe, a major player in India’s digital payment space, is gearing up to challenge Google’s Play Store dominance by launching its own app store. According to media reports, the new app store, named “Indus Appstore,” is set to be unveiled on February 21. Positioned as an Android-based marketplace, it aims to be available for consumers by the end of this month, offering apps in 12 Indian languages alongside English.
Already attracting well-known brands like Flipkart, Ixigo, Domino’s Pizza, Snapdeal, Jio Mart, and Bajaj Finserv, the Indus Appstore is expected to pose a significant challenge to Google Play Store’s market share in the app distribution business. Noteworthy brands such as Mobile Premier League (MPL), TOI, and Wow Skincare have already listed themselves on the platform.
PhonePe’s strategic move includes partnering with companies like A23 Rummy, Gameskraft, Dream11, Rummy Passion, and Nazara Technologies. With the goal of competing with Google Play Store, which currently holds a 95% market share in this sector, PhonePe aims to reshape the dynamics of the app distribution landscape.
In a bold move, Indus Appstore has announced a zero-commission policy for in-app purchases, diverging from the 15% to 25% commission charged by Google and Apple for similar services. PhonePe, backed by Walmart, was initially associated with Flipkart before branching out on its own.
Following its launch, the app is expected to be accessible on the Indus Appstore website, allowing users to download and install apps on their smartphones. An additional feature of this app store is its permission for users without email accounts to log in based on their mobile numbers and Aadhar credentials. The move marks a significant step in PhonePe’s effort to redefine the app distribution landscape in India.
