PhonePe has rebranded its homegrown app marketplace, Indus Appstore, as PhonePe Appstore, as it looks to expand beyond app discovery into a broader marketplace for digital goods and services.
The platform is now available on over 200 million devices, driven by partnerships with original equipment manufacturers (OEMs). Uttar Pradesh, Maharashtra, Bihar, Karnataka and Telangana are its top five states by adoption.
Its catalogue includes apps such as ChatGPT, Duolingo, ShareChat and Sony LIV, along with games such as Honor of Kings and Hitwicket. Social, action and simulation games are among its leading gaming categories.
Alongside apps and games, PhonePe Appstore is expanding its offerings to include gift cards and top-ups across categories. The company plans to leverage PhonePe’s payment infrastructure to facilitate the discovery and purchase of digital products, while providing developers with additional distribution and monetisation opportunities.
“Rebranding Indus Appstore to PhonePe Appstore is a major milestone in our journey and brings in the trust and reach of the PhonePe brand,” said Priya Narasimhan, chief business officer, PhonePe Appstore. She added that developers would be able to explore additional revenue streams, including advertising, gift cards and top-ups.
The company has also launched phonepeappstore.com, a webstore that allows consumers to discover and purchase digital goods through desktop and mobile browsers without downloading a dedicated app.
PhonePe Appstore is also preparing to introduce digital top-ups, enabling users to purchase in-game currencies, such as coins and skins, as well as dating app boosts and other digital services. Gaming top-ups are expected to be the first category to roll out.
With the rebranding and expansion of its catalogue, PhonePe is positioning the platform as a broader digital marketplace for consumers and developers in India.
