PhonePe has rebranded Indus Appstore to PhonePe Appstore. The marketplace is now accessible on over 200 million devices as the firm broadens its operations into digital goods commerce. Unveiled on October 28, 2026, the rebranding bolsters the Bengaluru-based enterprise’s ongoing strategy to merge app discovery with payment solutions.
While keeping its existing selection of apps and games, the platform is introducing gift cards, digital top-ups, and category-specific deals.
Alongside the rebrand, PhonePe is rolling out phonepeappstore.com, giving users the ability to browse and buy digital items via mobile or desktop browsers. This web store eliminates the requirement to download a standalone marketplace application just to browse and purchase supported goods.
By leveraging its payments infrastructure, PhonePe seeks to streamline digital transactions and generate additional revenue streams for developers.
A Wider Reach Across India
PhonePe Appstore reports that its footprint spans over 200 million devices, a reach largely achieved through collaborations with smartphone brands. This metric reflects the overall device footprint rather than monthly active users or completed transactions. Leading adoption rates nationwide are found in Uttar Pradesh, Maharashtra, Bihar, Karnataka, and Telangana.
The app catalogue features prominent titles like ChatGPT, Duolingo, ShareChat, and Sony LIV, alongside games such as Honor of Kings and Hitwicket. Leading gaming genres on the platform include social, action, and simulation titles. This expanded marketplace is designed to construct a more comprehensive digital commerce ecosystem atop its current distribution network.
Developers Get More Monetization Options
According to PhonePe, the new branding aligns its established brand recognition and payment network more closely with app creators. Priya Narasimhan, chief business officer at PhonePe Appstore, emphasized the introduction of fresh revenue avenues that extend beyond mere app discovery.
“Developers can look beyond simple app discovery and unlock new ways to earn, including ads, gift cards, and top-ups,” Narasimhan said.
The organization intends to roll out digital top-ups for in-game currency, character skins, dating app boosts, and various technology services. Gaming top-ups are slated to launch first, establishing an additional purchasing channel inside the marketplace.
Ultimately, the rebrand transforms PhonePe Appstore into much more than a traditional app distribution hub. By uniting discovery, payments, and digital merchandise, PhonePe aims to secure a more significant position within India’s digital economy.
Also Read: Google Wallet’s Next Travel Feature: QR Payments Through Alipay
