PhonePe’s Indus Appstore and Alcatel Announce Strategic OEM Partnership to Strengthen India’s Digital Ecosystem
Varahimedia.com, online news,August 7th, 2025: PhonePe’s Indus Appstore, India’s homegrown Android app marketplace, has entered a strategic OEM partnership with Alcatel, the Frenc
Varahimedia.com, online news,August 7th, 2025: PhonePe’s Indus Appstore, India’s homegrown Android app marketplace, has entered a strategic OEM partnership with Alcatel, the French consumer technology brand, to integrate its app store into all upcoming Alcatel smartphones sold in India. The move marks a significant milestone in advancing localized digital experiences for Indian users.
With support for 12 Indian languages, voice search in 10 regional languages, and a video-led app discovery interface, Indus Appstore offers an intuitive and highly localized alternative to traditional global app stores. Its catalog spans over 45 categories of verified mobile apps and games, enabling personalized app discovery for diverse user segments.
The collaboration is facilitated by NxtCell India, which holds exclusive brand authorization from TCL to represent and operate the Alcatel brand in India and select international markets. This partnership aligns with the Government of India’s ‘Make in India’ initiative, supporting local innovation and developer ecosystems.
“We’re thrilled to partner with Alcatel at the early stages of their journey in India,” said Priya M Narasimhan, Chief Business Officer, Indus Appstore. “This collaboration enables Alcatel users to experience a truly localized app marketplace while giving developers greater reach and visibility.”
Atul Vivek, Chief Business Officer, NxtCell India, added, “Our partnership with Indus Appstore allows us to deliver a differentiated digital experience tailored for Indian preferences. With this strategic alliance, we reaffirm our commitment to innovation and customer-centric technology.”
This OEM partnership marks a key step in expanding the footprint of Indian digital platforms and offering smartphone users in India greater choice, personalization, and local relevance from the moment they power on their devices.
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