PhonePe wants to disrupt Google's stranglehold on Android apps, to launch Indus Appstore

PhonePe is gearing up to unveil its app store on February 21. With this, PhonePe aims to disrupt the dominance of tech giants Apple and Google using its Indus Appstore. The much-anticipated launch event is scheduled to take place in New Delhi and is expected to draw government officials, startup luminaries, and industry executives, according to sources familiar with the matter. The company initially introduced its developer platform for the Android-based app marketplace in September last year. PhonePe announced that the developer platform would be accessible to developers free of charge for the first year, after which a modest annual fee would be levied. What sets the Indus Appstore apart from its formidable rivals is its commitment to not impose platform fees or commissions on developers for in-app payments. Additionally, developers will enjoy the freedom to integrate any payment gateway of their preference within their applications. This move comes amidst growing discontent among Indian entrepreneurs regarding the hefty 30 per cent commission imposed by Google and Apple on in-app purchases, as well as their restrictions on developers’ choice of payment processing systems. According to details available on the Indus Appstore’s website, it will offer innovative features such as video-led app discovery and customized targeted advertisements in various Indian languages, distinguishing itself from global competitors. Moreover, developers will have the opportunity to showcase their apps in over a dozen Indian languages, besides English. With its impending launch, PhonePe’s Indus Appstore is poised to provide a competitive alternative to the existing app distribution platforms, signalling a potential shift in the dynamics of the digital ecosystem in India.