In a significant development for India’s digital ecosystem, PhonePe’s Indus Appstore has announced a strategic OEM partnership with Alcatel, the French consumer technology brand. Under this long-term agreement, the Indus Appstore will come pre-installed on all upcoming Alcatel smartphones sold in India, positioning itself as a key player in the localized app distribution space.
The collaboration reflects both brands’ shared commitment to enhancing accessibility and digital inclusion across India. By offering a homegrown alternative to traditional app stores, the Indus Appstore is expected to provide millions of users with a regionalized, user-first app discovery experience.
With a catalogue spanning 45 categories, the Indus Appstore supports 12 Indian languages, offers voice search in 10 regional languages, and features video-led previews—allowing users to watch an app in action before downloading. These features underscore Indus Appstore’s vision of a more intuitive and personalized mobile experience, especially for first-time internet users and those in tier 2 and 3 cities.
The partnership has been driven by NxtCell India, which exclusively represents the Alcatel brand in India and select international markets under a licensing agreement with TCL. NxtCell’s collaboration with Indus aligns with the Government of India’s ‘Make in India’ initiative, underscoring a commitment to promote local technology solutions and empower both Indian developers and end-users.
The timing of this partnership is strategic, coming shortly after the official launch of the Indus Appstore, and will embed the marketplace into Alcatel’s ecosystem from day one, giving the appstore an edge in expanding its footprint rapidly.
Speaking about the partnership, Priya M Narasimhan, Chief Business Officer, Indus Appstore said, “We’re thrilled to partner with Alcatel at the early stages of their journey in India. This collaboration enables Alcatel users to discover and experience apps through a homegrown platform that delivers true localization and personalization. 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.”
Commenting on the association, Atul Vivek, Chief Business Officer, NxtCell India, said, “As we prepare to reintroduce Alcatel smartphones to the Indian market, our focus is on creating meaningful differentiation through localized 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. This association reaffirms our commitment to enabling innovation and reliability for our consumers.”
