PhonePe rebrands Indus Appstore, expands into digital lifestyle commerce
Indian fintech company PhonePe has renamed its Android marketplace to PhonePe Appstore, adding digital goods and web-based access to its offerings.
PhonePe has renamed its Android app marketplace from Indus Appstore to PhonePe Appstore, signaling a shift toward a broader digital commerce platform. The service now offers digital goods, including gift cards and account top-ups, alongside its existing library of apps and games. The company has also introduced a browser-based storefront to complement its mobile application.
For app developers, PhonePe is positioning the store as an alternative channel for distribution and monetization. The platform now provides tools for integrated payments, advertising, and product analytics. While Chief Business Officer Priya Narasimhan stated that these features are intended to improve margins for developers, the company has not disclosed specific commission rates, revenue-sharing models, or how its fee structure compares to larger competitors.
Since its launch in early 2024, the store has relied heavily on partnerships with original equipment manufacturers to pre-install the software on devices. Although PhonePe claims the store is available on 200 million devices, it has not released figures on active users, download volumes, or monthly engagement metrics. The transition follows PhonePe's acquisition of Indus OS in 2022 as part of its effort to compete with dominant global app marketplaces.