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Brands

Indus Appstore Rebrands As PhonePe Appstore, Adds Gift Cards And Top-Ups

Ad Tribe! Bureau2 min read
A smartphone and a wrapped gift box as halftone cutouts on purple, for the PhonePe Appstore digital goods marketplace

PhonePe has rebranded Indus Appstore as PhonePe Appstore and turned it into a single marketplace for India's digital goods, selling apps, games, gift cards and top-ups. The store now reaches more than 200 million devices. PhonePe announced the change on 28 October.

  • New name: PhonePe Appstore, formerly Indus Appstore
  • Reach: More than 200 million devices, through phone maker partnerships
  • Products: Apps, games, gift cards and top-ups
  • New web store: phonepeappstore.com, with no app download needed

What PhonePe Appstore Sells

The store combines apps and games with gift cards and top-ups, paid for through PhonePe's payments infrastructure, with offers across categories. Next in line are digital top-ups such as in-game currency and skins, dating app boosts and tech top-ups, with gaming top-ups rolling out first.

A new web store at phonepeappstore.com works on desktop and mobile browsers without downloading the app.

What It Means For Developers

PhonePe is pitching the store to developers as a way to distribute and earn beyond app discovery, with ads, gift cards and top-ups as additional revenue routes. Apps on the store include ChatGPT, Duolingo, ShareChat and Sony LIV, and games include Honor of Kings and Hitwicket. Social, action and simulation games are among the leading categories.

"Rebranding Indus Appstore to PhonePe Appstore is a major milestone in our journey and brings in the trust and reach of the PhonePe brand. Developers can look beyond simple app discovery and unlock new ways to earn, including ads, gift cards, and top-ups," said Priya Narasimhan, chief business officer, PhonePe Appstore.

Where Users Are

Uttar Pradesh, Maharashtra, Bihar, Karnataka and Telangana are the top five states by adoption. The store's reach has been built largely through pre-installation deals with phone makers, including Xiaomi, Alcatel and Motorola. Putting the PhonePe name on it ties the store to one of India's most widely used payments apps, which matters when the store is asking people to buy digital goods inside it.

Details are in PhonePe's announcement.

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#app marketing#phonepe#rebrand
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