Analysis · Commerce & Consumer Brands

Indus Appstore launches with zero fees and local features

By Startup Enthusiast · 6 January 2026

What they do

Indus Appstore is a new platform by PhonePe targeting Indian developers and multilingual users

The store offers zero listing fees for the first year and supports 12 Indian languages

It has crossed 100 million devices and partners like Domino's use its growth tools

Indus Appstore launched as a made-for-India app store backed by PhonePe.
The platform targets Indian developers and multilingual users across the country.
Listing fees are set at zero percent for the first year of operation.
Developers have flexibility to use any billing system they prefer on the store.
The Indus Growth Studio tool helps developers acquire users through analytics.
Real-time statistics and competitor trends are available to help businesses grow.
The store supports localization in 12 different Indian languages for wider reach.
Multilingual voice search uses machine learning to understand user intent better.

The app store provides rich media uploads including multi-language videos for apps.
Onboarding allows optional login with a phone number option available for users.
A seven-step verification process grants a verified badge to eligible developers.
Personalized recommendations are generated based on user interests and behavior patterns.
A dedicated gaming section offers exclusive assets, spotlights, and previews for games.
The platform promises a no bloatware experience for all installed applications.
Click-through rates improved by more than 35% using their tools.
Downloads of top 50 apps jumped 146 times since the start of the year.