PhonePe rebrands Indus Appstore and expands digital marketplace

PhonePe has rebranded its Indus Appstore as the PhonePe Appstore, transitioning the platform from a pure app-discovery service into a broader digital goods marketplace. The platform now allows users to purchase digital gift cards and vouchers across various sectors, including shopping, travel, gaming, health, fitness, food, and lifestyle. Participating brands include Steam, Uber, Blinkit, Roblox, BigBasket, Cleartrip, Ikea, and District.

The expansion is supported by PhonePe’s existing payments infrastructure and includes the launch of a webstore, phonepeappstore.com, to allow desktop and mobile browser access. Future updates are expected to include digital top-ups for in-game currencies and dating app boosts.

Originally launched in February 2024 as an Indian alternative to the Google Play Store, the marketplace is currently pre-installed on over 200 million devices through partnerships with manufacturers such as Xiaomi India, Motorola, and Alcatel. The platform supports English and 12 Indian languages.