How is PhonePe's Indus Appstore's functions different from Google Play Store

PhonePe's Indus Appstore, with its emphasis on regional language support and promotion of Indian apps, is strategically positioning itself to challenge Google's stronghold over the Indian app ecosystem by focusing on catering to local preferences and needs.

Last month, fintech powerhouse PhonePe made a bold move by introducing the Indus Appstore, a homegrown alternative set to disrupt Google's dominance in the Indian app ecosystem.

Featuring an impressive array of over 200,000 apps spanning 45 categories, Indus has swiftly emerged as a significant contender, garnering attention with its impressive debut. Here’s the comprehensive rundown.

Indus is proving to be a lucrative proposition for developers, primarily due to a couple of compelling factors. Firstly, it's offering a more favorable arrangement on app store commissions. In contrast to Google's practice of levying a fee on in-app transactions, Indus is allowing developers to utilize third-party payment gateways without any charges for an entire year, making it an enticing option for app creators.

A significant aspect contributing to Indus's appeal is its emphasis on localization. The App Store is prominently characterized by its support for 12 regional languages and its evident prioritization of Indian apps on its homepage. Users, particularly short-form video enthusiasts, will appreciate the Instagram-inspired app discovery feature, allowing seamless browsing through a carousel of apps and games for download. Moreover, akin to WhatsApp, signing in requires only your mobile number, enhancing convenience and accessibility.

Arguably the most pivotal aspect is Indus's assertion that it's currently in negotiations to secure preloading as the default app store on smartphones manufactured by major brands. This potential integration would significantly expand its reach and accessibility, solidifying its position as a formidable contender in the app ecosystem.

Indus's launch timing appears exceptionally opportune as it coincides with escalating discontent among Indian developers over Google's policies and commissions. Just this month, reports surfaced of 10 Indian app developers allegedly defying Play Store policies, prompting Google to issue a press release warning that their apps could face removal from its platform. This climate of dissatisfaction underscores the relevance and potential success of Indus as a viable alternative for Indian developers seeking greater autonomy and fairness in the app marketplace.