Most popular regional languages on the app store are Hindi, Marathi, Tamil and Gujarati

Gen Z and Gen Y make up 93.5% of the app store’s userbase

Bangalore, September 15, 2025: Indus Appstore, India’s Android app marketplace, announced today that it has hit the 10-crore device mark. The app store’s localised feature, allowing users to discover apps in 12 Indian languages along with English, is one of the key factors to its success. 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.

India’s young population is a key driver of Indus Appstore’s success. Gen-Z, aged 18-27, comprises 33.7% 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.

Indus Appstore hosts several app categories, with Social Media apps being the most popular nation-wide, followed by Communication, Entertainment, and Finance apps.

Celebrating the milestone, 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.”

All data and user insights presented are based on an analysis of Indus Appstore’s lifetime user base.

About Indus Appstore:

Indus Appstore is a secure, Made-for-India Android app store by PhonePe, designed to meet the localized and cultural needs of Indian users. It provides users a contextual and personalized experience, allowing them to discover and download apps in their preferred language. Available in English and 12 Indian languages, the app store features voice, vernacular, and video-based discovery, making it a truly secure app store built for Bharat.

For developers, Indus Appstore offers reach to millions of users, free listing, multi-lingual storefront, actionable analytics, local & fast customer support and flexibility to choose any third-party payment gateway without any restrictions for their in-app billing needs.

For more details contact: [email protected]