PhonePe, owned by Walmart, has launched the Indus Appstore, a homegrown Android app store aiming to rival Google Play Store in India. The move comes amidst tensions between Google and Indian startups. The Indus Appstore boasts zero percent fees on in-app purchases, a stark contrast to Google's 15-30 percent charges. With partnerships with Nokia and Lava, PhonePe aims to streamline adoption. Developers can list apps in 12 Indian languages and enjoy various monetization options. This strategic launch aligns with regulatory scrutiny over Google's Play Store policies.