India's PhonePe partners with Xiaomi India to integrate Indus Appstore on smartphones

Indus Appstore, an Android app marketplace developed by PhonePe, has entered into a multi-year agreement with Xiaomi India.

As part of the partnership, Xiaomi will integrate PhonePe's Indus Appstore on all new Xiaomi smartphones in India and replace Xiaomi’s GetApps through a software update on existing devices. The development is part of a broader goal to create a more localized digital infrastructure in India.

Building a localized mobile experience

The collaboration highlights the shared vision of Indus Appstore and Xiaomi India to promote an ecosystem that caters to the needs of local users.

Indus Appstore Chief Business Officer Priya M. Narasimhan said the partnership is an important milestone in creating what she calls “a horizontal app store for Indian mobile users and developers.” She believes joining forces with Xiaomi will open new opportunities for Indian developers to reach a wider audience while giving users a platform that resonates with local culture and language.

Xiaomi India Chief Operating Officer Sudhin Mathur said the demand for a homegrown app marketplace has never been greater. He calls this partnership a “strategic step” in supporting Indian developers and offering users an improved app discovery experience.

He added that as India’s digital landscape expands, the need for indigenous innovation becomes more critical, and working with Indus Appstore reflects Xiaomi’s long-standing commitment to “Make for India” solutions.

Focused on enriching the user experience 

The company said the new app store aims to offer an experience that meets the linguistic and cultural needs of Indian smartphone users. According to Indus Appstore, users will be able to discover apps in 12 Indian languages.

The store will offer a video-first approach to app previews and voice-enabled search in 10 Indian languages, reducing the need for specialized keyboards. It will also provide access to more than 500,000 apps and games across 45 categories, promising a large selection for different interests and needs.

For developers, Indus Appstore offers a self-publishing platform, localization services and a suite of tools to track app performance.

The company also emphasizes its 24x7 customer support, which it believes will help both established and emerging developers succeed in the Indian app market. Financial details of the agreement have not been made public.