Xiaomi Partners with PhonePe for Indus Appstore
PhonePe’s Indus Appstore has entered a multi-year partnership with Xiaomi India. Announced on Thursday, this collaboration will see the Indus Appstore pre-installed on all Xiaomi devices in India, replacing the company’s existing GetApps marketplace. This change will apply to all current and future Xiaomi, Redmi, and Poco devices, marking a pivotal shift in the app distribution strategy for the Chinese tech giant.
Xiaomi India to Pre-Install Indus Appstore in All Devices
PhonePe’s announcement highlights its commitment to creating a localized digital ecosystem tailored for Indian consumers. The integration of the Indus Appstore into Xiaomi devices signifies a strategic pivot, as the company opts to phase out its in-house app store, GetApps. While the announcement did not disclose any financial details regarding the partnership, it emphasizes the potential benefits for both companies. Sudhin Mathur, Chief Operating Officer at Xiaomi India, expressed enthusiasm about the collaboration, stating, “By integrating Indus Appstore with our ecosystem, we aim to offer users a seamless and enriched app discovery experience, while also supporting Indian developers in reaching a wider audience.” This partnership is expected to enhance the app experience for users and provide a platform for local developers to thrive.
Indus Appstore: A Local Alternative
Launched in February 2024, the Indus Appstore serves as an Indian alternative to the Google Play Store, featuring around 200,000 apps at its inception. The platform is designed to cater to a diverse audience, supporting 12 Indian languages and enabling regional language speakers to navigate and discover apps easily. Additionally, it incorporates voice command functionality in 10 Indian languages, making it accessible to a broader user base. PhonePe has also introduced a video-led app discovery system within the Indus Appstore, allowing users to view trailers of apps before downloading them. This innovative approach aims to enhance user engagement and streamline the app selection process, setting the Indus Appstore apart from its competitors.
Future of GetApps Team and Indus Services App
Despite the transition to the Indus Appstore, reports indicate that the GetApps team will continue to operate under the new title of “Indus Services App.” This team will be responsible for the installation and updates of Xiaomi’s first-party applications, ensuring a smooth transition for users accustomed to the previous app store. The partnership between PhonePe and Xiaomi India marks a significant milestone in the evolution of app distribution in India. As both companies work together to foster a more localized digital ecosystem, the Indus Appstore is poised to become a key player in the Indian app marketplace, supporting both users and developers alike.
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