Here’s How PhonePe Wants To Take On Google


PhonePe, a fintech owned by Walmart Inc., has introduced a mobile application store targeting consumers in India. The Android-based store, named Indus Appstore, directly competes with Google’s Play Store. Describing themselves as a “game-changer in India’s digital journey,” PhonePe’s recent launch is part of its strategy to capitalize on the increasing mobile usage in the world’s second-largest smartphone market. According to an official press statement by PhonePe, the Indus Appstore will feature over 200,000 mobile applications and games in 12 Indian languages.

PhonePe has announced that developers won’t be charged any app listing fees for the first year, until April 1, 2025. Additionally, in a significant move, developers will have the freedom to utilize any third-party payment gateway of their choice.

Disrupting Tech Giants’ Dominance

PhonePe’s Indus Appstore is poised to disrupt the dominance of tech giants like Apple and Google in the app distribution market. This move comes amidst growing discontent among Indian entrepreneurs over the hefty commission charges and restrictions imposed by Apple and Google on in-app purchases and payment processing systems.


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By offering developers the freedom to integrate any payment gateway of their choice, PhonePe is challenging the status quo and providing a more equitable platform for app distribution. Moreover, the innovative features such as video-led app discovery and customized targeted advertisements in various Indian languages set the Indus Appstore apart from its global competitors, offering users a unique and personalized experience.

Empowering Developers

The Indus Appstore is not just a platform for app distribution; it’s a gateway for Indian developers to showcase their creativity and reach a wider audience. By allowing developers to showcase their apps in over a dozen Indian languages, PhonePe is promoting linguistic diversity and empowering developers to cater to the diverse needs of Indian users. 

The Indus Appstore offers Indian consumers access to over 200,000 mobile apps and games spanning across 45 categories, as stated in the official announcement. Users can conveniently discover these apps in 12 Indian languages, catering to 95% of language preferences in India. Furthermore, the app store introduces a new short-video-based discovery feature, enhancing the app discovery experience for consumers.

According to PhonePe’s release, “For developers, Indus Appstore provides a fair and level playing field to list, distribute, and promote their products in the Indian app ecosystem. It provides a self-publishing platform, localization services, multiple tools to monitor and grow their apps along with a dedicated 24×7 customer support.

This move also bypasses the constraints imposed by global tech giants, enabling Indian developers to thrive in a more inclusive and supportive environment. With PhonePe’s Indus Appstore, developers have the opportunity to leverage their talents and make their mark in the ever-growing Indian tech industry.

Shaping The Digital Ecosystem In India

The launch of PhonePe’s Indus Appstore signals a potential paradigm shift in the Indian digital ecosystem. By providing a competitive alternative to existing app distribution platforms, PhonePe is fostering a more vibrant and dynamic environment for app developers and users. This move not only promotes innovation but also encourages competition, driving growth and development in the Indian tech industry. 

As the digital landscape in India evolves, the Indus Appstore is poised to play a pivotal role in shaping the future of app distribution and consumption, driving forward the country’s digital transformation journey. The PhonePe group is also actively seeking partnerships with smartphone manufacturers and anticipates being available on most major phone brands by the end of the year, as Chief Executive Officer Sameer Nigam informed reporters in New Delhi.

The PhonePe Group also operates a payments business, competing with Ant Group-backed Paytm and Google’s GPay. CEO and Founder of PhonePe, Sameer Nigam, commented, “Indus Appstore challenges the status quo, ushering in an era of more healthy competition in the mobile app marketplace, which in turn should help create a more democratic and vibrant Indian digital ecosystem. Indus Appstore embodies our commitment to building a truly inclusive digital ecosystem where every Indian user feels at home.”

PhonePe’s entry into the app distribution market with its Indus Appstore represents a significant step towards breaking the monopoly of tech giants like Apple and Google in India. By challenging the status quo, empowering developers, and fostering a more inclusive digital ecosystem, PhonePe is driving innovation and growth in the Indian tech industry. As the Indus Appstore prepares for its launch, it holds the promise of revolutionizing the way apps are distributed and consumed in India, ushering in a new era of opportunities and possibilities for developers and users alike.


Feature image designed by Saudamini Seth

Sources: FirstPost, Live Mint, Hindustan Times 

Find the blogger: Katyayani Joshi

This post is tagged under: PhonePe, third-party apps, Google, platformisation, removal of apps, developers, crisis, users, developer fee, platform fee, extra, unfair, monopoly, Indus app store, app distribution

Disclaimer: We do not hold any right, copyright over any of the images used, these have been taken from Google. In case of credits or removal, the owner may kindly mail us.


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