How PhonePe’s Indus Appstore is helping app developers move beyond high commissions and reach the next Digital Bharat

India is a mobile-first country in the truest sense.

From metros to small towns, smartphones have become the primary gateway to the internet for more than 700 million people, used for hours every day.

The numbers are staggering. India now accounts for nearly 25% of global app downloads, with 25-30 billion installs each year.

But behind this growth lies a contradiction.

While users multiplied, many Indian developers struggled. Complex policies, high commissions, and platforms built for global audiences often left little room for local realities.

That gap is what Indus Appstore is trying to fill.

Backed by PhonePe, Indus Appstore is a Made-for-India app store built for a diverse, multilingual country. It is designed to support Indian developers with fair-market policies, a developer-first approach, and an alternate horizontal app store that offers a more sustainable path to growth.

The Developer's Advantage: Build, Reach, and Grow

Indus Appstore offers its developers a strategic three-pronged approach to scale their apps:

1. A Financial Edge and Growth Tools:

• No listing fees: Unlike others, Indus offers a level playing field by charging 0% listing fees for the first year and the flexibility to use any billing system. 
• User analytics: The Indus Growth Studio provides tools for effective user acquisition, including seamless content sourcing, managed publishing, targeted campaigns, and deep video analytics. Developers can also leverage real-time analytics to track key app statistics and monitor competitor trends for a sharp competitive edge. 

2. Deep Localisation & Reach: India’s true potential lies beyond English-speaking users. Here are the key localisation features that give developers a competitive advantage:

• Local language discovery: Indus supports app discovery in 12 Indian languages, allowing developers to reach a user base where over 40% are already browsing in a regional language. 
• Voice search: Users can leverage the multilingual voice search feature, powered by machine learning that understands intent, to explore apps. 
• Media rich discovery: 50%+ app installs on the Indus Appstore today are discovery led. Developers can capture the user’s attention before download, by uploading rich content, including videos, in multiple languages. 

3. Streamlined User Journey for Higher Conversions: Indus simplifies the user experience, which directly benefits a developer’s conversion rates:

• No mandatory login: Indus Appstore offers users the opportunity to access and explore the app store without having to login, with the option to login with their phone number. This easy user onboarding process addresses the challenge that only about 30% of the Indian population aged over 15 can send or receive emails. 
• User trust & safety: The platform offers a No Bloatware experience and a verified badge for apps after a rigorous 7-step verification process, building trust and safety with users. 
• Personalised recommendations: The app store makes personalised suggestions based on the user’s interests and behaviour, as well as ranks trending apps and games, allowing users to discover relevant apps. It also comes with a dedicated gaming section with exclusive assets like spotlight, game previews, and personalised recommendations. 

The 100-Million Userbase Potential

Indus Appstore recently announced that it crossed 100 million devices, establishing the Made-in-India app store as a true global challenger.

The app store’s Top 50 apps saw downloads jump 146X since the beginning of the year. This velocity not only translates to a large user base, but also an actively growing one where discovery is still fresh and competition isn't saturated. 

The operational infrastructure has also scaled alongside user growth. Developers can publish their app faster, push updates, fix bugs, and respond to user feedback efficiently.

In a market where user preferences shift quickly and competition is fierce, this agility translates directly to competitive advantage.

This year, the scale-up, paired with a 35%+ improvement in Click-Through Rate (CTR), confirms strong momentum and user engagement.

Here’s what developers at notable companies say about Indus Appstore:

Domino’s: "We’re delighted to be part of the Indus Developer Community! Our journey with Indus Appstore has been outstanding. The platform’s innovative app discovery experience and seamless multi-language support have truly been game changers — enabling us to reach and engage a diverse user base like never before. We’re excited about the road ahead and look forward to growing together with Indus Appstore." Vivek Anand, Senior Manager, Digital Marketing, Domino’s.

redBus: "We’re excited to be a part of Indus Appstore, a platform built with a fresh vision that truly focuses on Indian users and developers. Our onboarding experience was seamless and the support from the Indus team has been exceptional at every step. We’re looking forward to growing together and reaching even more users across India." Umesh Saha, Digital Marketing Manager, redBus.

Zoho: "We are incredibly excited to explore the immense potential of the Indus Appstore. The Indus Appstore team has been very supportive throughout. Getting our apps on board was quick and easy. We're eager to make a difference for our users in this growing ecosystem." Pravin Arokyaraj Suresh, Director of Strategic Partnerships, Zoho.