Indus Appstore, the Android app marketplace owned by fintech behemoth PhonePe, has managed to hit a record 10 crore devices. It said that his success was driven by the app store’s localised feature, which allows users to discover other apps in over 12 Indian languages.

“40% of users navigate the app store in a regional language, with Hindi, Marathi, Tamil, and Gujarati being the most popular languages. The app store has a significant presence in states like Uttar Pradesh, Bihar, and Maharashtra, with states like Karnataka and Telangana following close behind as key user hubs,” the company said in a statement.

The company also said that the primary driver behind the app store’s success is the Gen Z users, which comprises 33% of the user base. “And when combined with Gen-Y, aged 27-44, accounts for nearly 93.5 % of users under the age of 45. The core Indus Appstore user is a 28- to 44-year-old male in a Tier 3 location. 70.6 % of users are from Tier 3 regions, demonstrating strong rural and small‑city penetration,” the company said.

Indus Appstore hosts several categories of apps on its store, with social media apps being the most popular, followed by apps in categories like communication, entertainment, and finance.  

Priya M Narasimhan, Chief Business Officer, Indus Appstore said, “It’s a proud moment for all of us to cross the 10-crore milestone, and it is an important step in our journey of building a horizontal app store for India. We will continue to offer our users a seamless, safe, and rich app selection experience that makes Indus Appstore not only a destination for apps, but a platform where users can discover apps that are right for them. We will also continue to support the developer ecosystem by offering a level-playing field that allows them to distribute and reach the right users with features built for the Indian regional and cultural context.”