PhonePe Launches Indus Appstore to Compete with Google for Android Developers

PhonePe has recently introduced the Indus Appstore developer platform, aiming to attract Android app developers by offering them the advantage of no platform fee or commission for in-app payments. This strategic move by the digital payments company is a direct challenge to Google’s dominance in the app marketplace, as they establish their own Indian app store.

Akash Dongre, the founder of Indus Appstore, decried the fact that app developers are forced to cooperate with only one app store – Google Play Store – to distribute their apps, and vowed that the new offering will be a credible, more local and better app-equipped alternative. discovery and consumer engagement.

The Indus Appstore Developer platform comes with some sweeteners – its app listings are free for the first year, after which a nominal annual fee is charged. In addition, Indus Appstore does not charge developers any platform fee or commission for in-app payments.

Developers are free to integrate any payment gateway of their choice into their own applications. These apps will be listed on the soon-to-be-launched ‘Made-in-India’ Indus Appstore, offering a localized experience in 12 languages tailored for Indian audiences. This means that users can explore the app store in their preferred language.

“PhonePe today announced the launch of the Indus Appstore developer platform… Indus Appstore invites all Android app developers to register and upload their apps using the self-service development platform www.indusappstore.com,” according to the release.

The Appstore also has a “Launch Pad” that allows new developers to add their apps and give them better exposure and search optimization.

Dongre pointed out that India will have more than one billion smartphone users by 2026, which presents a huge opportunity to build a new-age localized Android app store.

“Despite the consumer market being so large, app developers have always had to work with only one app store – the Google Play store – to distribute their apps. Indus Appstore hopes to provide app developers with a credible alternative to the Google Playstore – one that is more localized and offers better app discovery and consumer engagement,” Dongre said.

Indus Appstore aims to provide developers with an alternative distribution channel for the Indian Android market. It helps them acquire high-quality users to discover multilingual apps.

For start-ups and new app launches, the Indus Appstore has its own destination called Launch Pad, which provides these new apps with better visibility and search optimization.

It also offers several developer tools and features that address the challenges most Android developers face, including a 24/7 customer support team based in India, the ability to list their apps in 12 Indian languages in addition to English, and the ability to increase brand awareness through engaging videos.

“Indus Appstore is a native Android-based mobile app store designed to meet the local and cultural needs of Indian consumers. With a wide range of categories, it aims to provide users with a local, contextual and personalized experience,” the release said.

For developers, Indus Appstore promises a “fair and level playing field” to list, share and promote their products in the Indian app ecosystem. It offers a self-publishing platform, localization services, multiple tools for app monitoring and growth, and dedicated 24×7 customer support.

The latest move comes at a time when Google and Apple’s app stores have retreated from restrictive practices, opaque processes and charging steep premiums for in-app purchases.

In the midst of growing unrest, small developers and innovators are demanding regulatory measures to make the business models of app stores competitive and break the dominance of BigTech.