Indus Appstore partners with Xiaomi India to pre-install app marketplace on devices, challenging Google Play Store.

Walmart-owned Indus Appstore has announced a multi-year alliance with Xiaomi India to pre-install its mobile app marketplace on devices sold in the country.

Xiaomi smartphones in India will also replace its app marketplace GetApps with Indus Appstore on existing devices.

Speaking about the partnership, Priya M Narasimhan, Chief Business Officer, Indus Appstore said, “Our partnership with Xiaomi India marks a significant milestone towards our goal of building a horizontal app store for mobile users and developers. By combining Xiaomi India’s reach with our localised app discovery platform, we’re creating opportunities for developers while delivering a seamless, culturally-relevant experience to users. This partnership is just the beginning of our vision to transform how India discovers and experiences mobile apps.”

This comes at a time when PhonePe is looking to list in the Indian markets. The Indus Appstore is looking to challenge Google Play Store and this strategic partnership with Xiaomi is a push to drive adoption.

Locally driven app marketplace

Sudhin Mathur, Chief Operating Officer, Xiaomi India, commented on the development, stating, “As India’s digital ecosystem continues to grow, the demand for a locally driven app marketplace has never been more critical. At Xiaomi India, we have always championed ‘Make for India’ innovations, and this partnership with Indus Appstore is a strategic step in that direction. 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 reflects both brands’ unwavering commitment to fostering a robust and inclusive digital ecosystem in India, empowering users and developers alike.”

PhonePe launched Indus Appstore in February 2024 with zero per cent fee on in-app purchases. The app marketplace also allows developers to list their apps in 12 Indian languages apart from English as well as upload media and videos to their app listings in these languages.

In November, the company rolled out a new version of its app marketplace, featuring richer visuals and user interface tweaks. Among other features, the app marketplace also offers a video-led app discovery system and voice-enabled search. It provides a self-publishing platform, localisation services, and multiple tools to monitor and grow their apps along with dedicated 24×7 customer support. Indus Appstore offers over 5 lakh mobile apps and games across 45 categories.