Chinese smartphone manufacturer Xiaomi has announced a significant shift in its approach to app distribution in India. As part of a new multi-year agreement with the Indian fintech company PhonePe, Xiaomi’s Android smartphones sold in India will now feature the Indus Appstore, replacing the previously preinstalled GetApps.
Strategic Partnership and Market Impact
This collaboration aligns with Xiaomi’s ongoing commitment to localize its offerings and enhance the user experience for Indian consumers. While Google’s Play Store will remain a staple on Xiaomi devices, the introduction of the Indus Appstore marks a pivotal moment in the competitive landscape of app marketplaces in India.
PhonePe has been actively positioning itself as a formidable contender against established players like Google, aiming to capture a share of the burgeoning Indian app market. The Indus Appstore distinguishes itself by promising zero fees for developers on in-app purchases, a strategy designed to attract a diverse range of applications. With support for 12 Indian languages and a video-led discovery feed, the app store boasts an impressive catalog of over 500,000 apps across various categories.
Despite the potential advantages, alternative app stores often face challenges in gaining traction among users, primarily due to the need to build trust and encourage the adoption of yet another platform. By preinstalling the Indus Appstore on new Xiaomi smartphones, PhonePe is strategically addressing one of these hurdles, although it remains to be seen how this will translate into user engagement and developer support.
While specifics regarding the rollout timeline and availability for existing devices have yet to be disclosed, Xiaomi India’s COO, Sudhin Mathur, emphasized the importance of this initiative. “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,” Mathur stated.
