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PhonePe's new app store to Challenge Google's Hold on Indian Android Market

PhonePe's New Android App Store Set to Provide Premier Experience to Millions of Users in India

26 April 2023

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Kunal Tyagi

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  • To compete with Google Play Store, PhonePe plans to open its own Android app store in India.

  • The app store will provide hyper-localized services, tailored consumer targeting, and premium ads. It will also support 12 different languages and provide live chat assistance around-the-clock.

  • With over 450 million registered users in India, PhonePe wants to be active on all Android Manufacturers within the first few months of introduction.

To compete with Google Play Store, the Indian fintech business PhonePe plans to open its own Android app store in India. The brand-new app store will provide hyper-localized services and is anticipated to help developers get top customers by using multilingual solutions. Moreover, it will provide high-quality adverts and targeted client targeting. An internal corporate document states that the app store would offer 12 languages and live chat help around the clock.


The app store provider IndusOS, which worked with smartphone manufacturers to deliver its services to clients, was bought by PhonePe before the debut. PhonePe has acknowledged that it is in talks with Indian smartphone manufacturers about providing an exclusive app store. The business currently competes against Google in the Unified Payments Interface (UPI) sector in India, but with its entry into the app store industry, it will now challenge Google in a different area. The action appears opportune in light of the Competition Commission of India's recent approval of the creation and launch of other developers' app stores on Google Play by the Indian antitrust authority.


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PhonePe views this as a chance to develop a competing app store that is more linguistically, geographically, and user interest-focused. Millions of customers are expected to have a first-rate experience from PhonePe's future app store, which will include bespoke targeting and high-quality adverts. During the first few months of introduction, the business hopes to be live on all Android OEMs and is already in conversations with other OEMs. Given that PhonePe already has more than 450 million Indian users who have registered, it would seem appropriate for the company to create a rival app at this time.


The most valued Indian fintech firm, PhonePe, which fiercely rivals Google Pay in India, has expanded outside of the payments industry. The business just introduced Pincode, a new hyper-local app that joined the Indian e-commerce sector. With over 450 million registered users, PhonePe has a sizable user base that presents the potential to develop an alternative app store with a stronger focus on language, discovery, and customer interests. It is obvious that PhonePe has long believed that users are hesitant to download several programs to their phones, and that is why one of its main goals has been to create an app store.


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