PhonePe to launch its own mobile app store on February 21, Google Play Store in trouble?

PhonePe, owned by Walmart, is gearing up to challenge Google's Play Store with the launch of its own mobile app store called Indus Appstore on February 21. The Indus Appstore aims to provide a competitive edge by charging a zero percent fee on in-app purchases, in stark contrast to the 15-30 percent fees imposed by Google Play Store and Apple App Store.

Indus Appstore will allow developers to list their apps in 12 Indian languages besides English and upload media and videos in these languages. Notable partnerships with companies like Flipkart, ixigo, Domino's Pizza, Snapdeal, JioMart, Bajaj Finserv, Dream11, Nazara Technologies, Gameskraft, and Mobile Premier League (MPL) have already been established.

PhonePe had opened its app marketplace to Android developers about four months ago, and since then, it has been actively onboarding apps and preparing for its consumer launch. The platform plans to provide 24x7 dedicated India-based support, along with dedicated account managers, to address common developer grievances.

Consumers will have various options to access the Indus Appstore, including integration with OEMs like Nokia and Lava, as well as direct download options from the Indus Appstore website. A mobile number-based login system will cater to users without email accounts, promising a localized, contextual, and personalized experience.

This move by PhonePe comes amidst regulatory scrutiny over Google's Play Store practices in India. While Google has made some modifications to its policies in response to criticism, PhonePe sees an opportunity to fill the gap with a homegrown app store tailored to Indian preferences.