Bengaluru-based fintech giant PhonePe announced today the rebranding of its indigenous app marketplace, Indus Appstore, to the PhonePe Appstore. This strategic shift, effective October 28, 2026, also marks a significant milestone: the platform now operates on over 200 million devices across India.
From App Discovery to Digital Goods Hub
The rebranding signifies PhonePe's ambition to evolve its platform beyond mere app and game discovery. The newly christened PhonePe Appstore aims to become a comprehensive marketplace for a wide array of digital goods and services. This expansion includes offerings like gift cards and digital top-ups, with plans to introduce in-game currencies, dating-app boosts, and technology-related top-ups, starting with gaming.
To facilitate this broader reach, PhonePe is also launching phonepeappstore.com, a dedicated web store. This will allow consumers to browse and purchase digital products directly through desktop and mobile browsers, removing the need to download a separate application. The platform will leverage PhonePe’s robust payments infrastructure to simplify transactions and enhance the user experience.
Driving Growth and Developer Monetization
The PhonePe Appstore's rapid adoption, reaching over 200 million devices, has been largely driven by strategic partnerships with original equipment manufacturers (OEMs). Uttar Pradesh, Maharashtra, Bihar, Karnataka, and Telangana are currently leading states in terms of platform adoption.
Priya Narasimhan, Chief Business Officer at the PhonePe Appstore, emphasized the strategic importance of the rebranding. “Developers can look beyond simple app discovery and unlock new ways to earn—including ads, gift cards, and top-ups,” Narasimhan stated. She highlighted that the move brings the trusted PhonePe brand to the app store, offering developers enhanced distribution channels, integrated payment solutions, advertising opportunities, and valuable business insights designed to improve margins and foster growth.
The platform’s current catalogue includes popular applications such as ChatGPT, Duolingo, ShareChat, and Sony LIV, alongside games like Honor of Kings and Hitwicket. Social, action, and simulation games are among the leading categories driving engagement on the platform.
Future Outlook: A Unified Digital Lifestyle Destination
With this rebranding and expanded functionality, PhonePe is positioning its Appstore as a central hub for India's digital lifestyle spending. By combining app and game discovery with payments-led commerce for various digital products, PhonePe aims to create a unified and seamless experience for its vast user base, further solidifying its presence in the competitive digital ecosystem.