PhonePe's Indus Appstore Developer Platform: New Challenger to Google Play in the Indian Market

Indus Appstore Poster

In a groundbreaking move aimed at revolutionizing the Android app development landscape in India, Indus Appstore, in collaboration with PhonePe, has unveiled its Developer Platform. This initiative seeks to entice Android app developers to register and upload their creations to the soon-to-be-launched "Made-in-India" Indus Appstore. 

What sets this platform apart is its commitment to providing a localized experience in 12 languages tailored for Indian audiences. In this article, we will delve into the distinctive features and offerings of the Indus Appstore Developer Platform, its potential to challenge the status quo, and the opportunities it presents to developers and consumers alike.

A User-Friendly Approach:

Indus Appstore recognizes the diverse nature of the Indian market and, therefore, takes a user-friendly approach that caters to the needs of a wide range of consumers. One standout feature is the mobile number-based login, a significant departure from the conventional email-based login systems. This innovation acknowledges that many Indian consumers lack email accounts, making it more accessible and inclusive.

For Developers:

For Android app developers, the Indus Appstore Developer Platform presents an attractive proposition. One of the most notable advantages is the absence of commissions for in-app payments, setting it apart from other platforms that often levy hefty fees. Moreover, developers can list their apps on the Indus Appstore for the first year without incurring any listing fees.

Challenging Google's Dominance:

In a bold challenge to Google's policies, Indus Appstore aims to empower developers to tap into the immense Indian Android market without charging a platform fee or commission for in-app payments. This audacious move positions the platform as a game-changer in the industry. Additionally, Indus Appstore promises high-quality user acquisition through multilingual app discovery, further enhancing its appeal to both developers and users.

Launch Pad for Startups:

For startups and new app launches, Indus Appstore introduces "Launch Pad," a dedicated destination that offers enhanced visibility and search optimization. This initiative recognizes the challenges faced by emerging developers in gaining exposure and aims to level the playing field.

Support and Localization:

Developers partnering with Indus Appstore can expect round-the-clock customer support based in India, ensuring that any issues are promptly addressed. Furthermore, the platform allows developers to list their apps in 12 Indian languages, enhancing their reach and accessibility to a broader audience. Opportunities to boost brand awareness through engaging videos add another layer of appeal.

Real-time Monitoring and Analytics:

To ensure a seamless user experience, the platform provides AI-powered real-time monitoring of app performance during new version launches. This commitment to quality and user satisfaction is further evidenced by the provision of real-time analytics, industry insights, and competitor analysis, empowering developers to adopt best practices and refine their offerings continually.

Efficient App Updates:

Indus Appstore guarantees intelligent and faster app updates, ensuring that users are always up-to-date with the latest versions of their favorite apps. This commitment to timely updates enhances user security, performance, and overall satisfaction.

Compelling Alternative:

All these features combined make the Indus Appstore Developer Platform a compelling alternative distribution channel for Android developers. This initiative comes at a critical juncture when Google's policies have faced criticism from Indian businesses and startups, making the need for an alternative platform more pronounced than ever.

Availability and Partnerships:

As of now, PhonePe has successfully launched the developer platform, which is accessible to developers via The eagerly anticipated Indus App Store is expected to become available for public use in the near future. To expand its reach, PhonePe has reportedly partnered with several phone manufacturers, ensuring that the app store reaches a wider audience.


The Indus Appstore Developer Platform, brought to fruition by PhonePe, is poised to redefine the Android app development landscape in India. With its user-friendly approach, developer-friendly policies, and commitment to localization and quality, it presents a formidable challenge to existing players. As India's smartphone market continues to grow, the Indus Appstore offers a compelling alternative that could reshape the way developers and consumers interact with Android apps. 

This is a significant step forward in promoting innovation and inclusivity in the Indian app ecosystem, offering developers and users alike a promising new frontier to explore. The journey is just beginning, but the potential for positive change is boundless.