Indus Appstore, India’s homegrown Android app marketplace developed by PhonePe, has achieved a major milestone by reaching 10 crore devices. This success is largely driven by its localized features that allow users to discover and download apps in 12 Indian languages along with English. A significant portion of users—40%—prefer navigating the app store in their regional language, with Hindi, Marathi, Tamil, and Gujarati being the most widely used. The platform has witnessed strong adoption in states like Uttar Pradesh, Bihar, and Maharashtra, with growing traction in Karnataka and Telangana.
Its user base is primarily young, with Gen-Z and Gen-Y together comprising over 93% of the total, highlighting the appeal among users under 45. The majority of its users—over 70%—are based in Tier 3 towns and rural areas, indicating deep penetration into Bharat.
Social Media apps are the most downloaded category, followed by Communication, Entertainment, and Finance. The app store emphasizes a personalized experience through features like voice and video-based discovery and supports developers with free listings, local customer support, and flexible billing options. Priya M Narasimhan, Chief Business Officer at Indus Appstore, noted that this milestone reflects the platform’s commitment to creating a seamless and secure app discovery experience tailored for Indian users.