PhonePe has renamed Indus Appstore as PhonePe Appstore, which is now available on more than 200 million devices as the company expands into digital goods commerce. Announced on October 28, 2026, the rebrand strengthens the Bengaluru-based company’s push to connect app discovery with payments.
The platform will retain its apps and games while adding gift cards, digital top-ups and category-based offers.
PhonePe is also launching phonepeappstore.com, allowing users to browse and purchase digital products through desktop or mobile browsers. The web store removes the need to download a separate marketplace app for browsing and buying supported products.
PhonePe aims to use its payments infrastructure to simplify digital purchases and create more earning opportunities for developers.
PhonePe Appstore reports a presence on more than 200 million devices, largely through partnerships with smartphone manufacturers. This figure represents its device footprint, not monthly active users or completed purchases. Uttar Pradesh, Maharashtra, Bihar, Karnataka and Telangana lead adoption across the country.
The catalogue includes apps such as ChatGPT, Duolingo, ShareChat and Sony LIV, alongside games including Honor of Kings and Hitwicket. Social, action and simulation titles rank among its leading gaming categories. The expanded marketplace aims to build a broader digital commerce business on this existing distribution network.
PhonePe says the rebrand brings its brand recognition and payments ecosystem closer to app developers. Priya Narasimhan, chief business officer at PhonePe Appstore, highlighted new revenue opportunities beyond 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 company plans to introduce digital top-ups for in-game currencies, character skins, dating app boosts and technology services. Gaming top-ups are expected to arrive first, creating another purchase channel within the marketplace.
The rebrand positions PhonePe Appstore as more than an app distribution platform. By combining discovery, payments and digital products, PhonePe is seeking a larger role in India’s digital spending market.
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