PhonePe’s Indus Appstore to come pre-installed on Alcatel smartphones in India

Digital payments and financial services company, PhonePe’s Indus Appstore has partnered with French consumer electronics brand Alcatel to expand its presence in the Indian smartphone market. Under a strategic OEM agreement, the homegrown Android app marketplace will come pre-installed on all Alcatel smartphones sold in India, marking a push by both companies to offer a localised digital experience to Indian users.

The partnership is being facilitated by NxtCell India, which holds the exclusive rights to represent and operate the Alcatel brand in India and select international markets on behalf of China’s TCL, Alcatel’s parent company. The move is aligned with NxtCell’s efforts to integrate more India-focused solutions in its smartphone offerings as it prepares to relaunch the Alcatel brand in the country.

The Indus Appstore, developed by PhonePe, is positioned as an alternative to global app distribution platforms. It currently features apps and games across 45 categories, with support for 12 Indian languages and voice search in 10 regional languages. Its video-led discovery interface also allows users to preview apps before downloading them, which could aid first-time smartphone users or those in non-English speaking regions.

With the inclusion of Indus Appstore as a default app store on Alcatel devices, both companies aim to improve access to regionally relevant content and applications. The collaboration also offers app developers an additional distribution channel, particularly those creating products for vernacular and non-metro audiences.

The companies confirmed that the Indus Appstore would be available on Alcatel devices from the outset of the brand’s India relaunch, positioning it as a core part of the phone’s software experience. The timing of the partnership suggests a deliberate push to differentiate Alcatel smartphones in a competitive market where most Android phones ship with preloaded access to the Google Play Store.

“This collaboration enables Alcatel users to discover and experience apps through a homegrown platform that delivers true localisation and personalisation. This partnership also expands Indus Appstore's reach while providing developers and marketers opportunities to showcase their apps and connect with more users across India,” said Priya M Narasimhan, Chief Business Officer, Indus Appstore, in a statement.

While PhonePe gains further traction for its app marketplace amid its broader digital ecosystem ambitions, NxtCell is hoping to use software partnerships to build a stronger brand identity for Alcatel in India.

“As we prepare to reintroduce Alcatel smartphones to the Indian market, our focus is on creating meaningful differentiation through localised innovation. Partnering with PhonePe’s Indus Appstore allows us to deliver a digital experience tailored to Indian preferences right from the first boot. They have been an integral part of our journey since the beginning, and we look forward to a long-term partnership,” said Atul Vivek, Chief Business Officer, NxtCell India, in a statement.