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PhonePe's Indus Appstore launches AI-powered voice search feature in 10 Indian languages

Sumit Vishwakarma
New Update
PhonePe Indus Appstore

UPI payments giant PhonePe's Indus Appstore has unveiled a new AI-powered voice search feature, enhancing the user experience by allowing searches in 10 Indian languages, including Hindi, Bengali, Kannada, Tamil, and Telugu, in addition to English. 

The feature aims to make app discovery more accessible and personalized for users across different linguistic backgrounds.

Enhancing user accessibility and engagement

The voice search feature is designed to appeal to a diverse user base. It supports searches for apps and games in the user's native language.


Akash Dongre, Co-founder and CPO of Indus Appstore emphasized the feature's inclusivity, stating, "The new Voice Search feature is our effort towards creating an inclusive and accessible app store."

He noted that 82% of smartphone users utilize voice-activated technology, with the integration of Indian languages significantly driving tech adoption across all age groups.

Operating on advanced AI and ML algorithms 

PhonePe said the feature operates on advanced artificial intelligence and machine learning algorithms that accurately recognize various accents and speech patterns.

This ensures that the search results are relevant and precise, addressing the unique needs and preferences of each user. The technology particularly aims to overcome challenges faced in text-based searches in regional languages, which often require special keyboards and can be complex.

Strategic expansion and developer support

Indus Appstore, which was launched in February as a competitor to Google Play Store, offers a platform for developers to list their apps in 12 Indian languages and provides them with tools to promote and manage their apps effectively.

Unlike its competitors, Indus Appstore does not charge a fee for in-app purchases, planning instead to introduce its own in-app billing and catalogue solutions. PhonePe claims that the marketplace has already crossed over two lakh apps and one million installs since its launch.

Expanding offerings to over five lakh apps

Indus Appstore aims to expand its offerings to over five lakh apps by the end of the year and is targeting pre-installation on 250-300 million devices by the end of 2024.

The company has also formed partnerships with device manufacturers like Nokia and Lava to pre-install the app store on their devices, further enhancing its accessibility and reach within the Indian market.