PhonePe Partners Xiaomi to Launch Indus Appstore in India

PhonePe's Indus Appstore has announced a multi-year partnership with Xiaomi India to replace the existing GetApps platform with its app marketplace on all new Xiaomi smartphones in India. This collaboration aims to enhance app discovery and accessibility, catering specifically to Indian users with support for 12 languages and a video-led app discovery system. The Indus Appstore, which launched in February 2024, is designed to provide a culturally relevant ecosystem, challenging the dominance of the Google Play Store. Xiaomi executives highlighted the importance of a locally driven app marketplace to support the growing Indian digital ecosystem, emphasizing their commitment to 'Make for India' innovations. The partnership not only seeks to enrich user experiences but also to provide developers with greater opportunities to reach a wider audience. Overall, this strategic move is poised to reshape the mobile app landscape in India.