A LinkedIn post from PhonePe highlights the company’s focus on building digital products tailored to the Indian market, emphasizing India’s global lead in app downloads and its diverse user base. The post centers on Indus Appstore, described as a homegrown app marketplace intended to better reflect local languages, needs, and developer requirements.
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According to the post, Indus Appstore is presented as part of an effort to create a more open and developer-friendly ecosystem in India, with Chief Business Officer Priya Narasimhan discussing the country’s app economy trajectory in a feature with The Economic Times. For investors, the initiative suggests PhonePe is positioning itself to capture value in the app distribution layer, potentially diversifying revenue beyond payments and strengthening its competitive stance against dominant global app stores in India’s fast-growing digital economy.