PhonePe’s Indus Appstore and Alcatel Announce Strategic OEM Partnership

National, August 4, 2025: Indus Appstore, India’s homegrown Android app marketplace, today announced a strategic OEM partnership with Alcatel, a French consumer technology brand. As part of this long-term partnership, Indus Appstore will come pre-installed as an app store on all Alcatel smartphones in India. By integrating a localized app marketplace, both the brands continue to drive innovation and accessibility for millions of users across the country.

PhonePe’s Indus Appstore has a catalogue of verified mobile apps and games across 45 categories. It supports 12 Indian languages, enables voice search in 10 regional languages, and features a video-led app discovery experience that allows users to preview apps before downloading them. Indus Appstore presents a robust, user-centric alternative to traditional app distribution models allowing users to not just download but also discover apps tailored for every user.

NxtCell India, which holds exclusive brand authorization from TCL to represent and operate the “Alcatel” brand in India and select international markets, is instrumental in driving this collaboration. This partnership reflects NxtCell’s vision to align with the Government of India’s Make in India program by integrating local technology solutions that empower Indian users and developers. Notably, Indus Appstore joined hands with Alcatel shortly after its India launch and will be part of the brand’s journey from the very beginning.

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.”

About Indus Appstore

Indus Appstore is a native Android-based mobile app store, designed to fulfill the localized and cultural needs of Indian consumers. With an extensive array of categories it seeks to provide users a localized, contextual and a personalized experience. Indus Appstore is available in English and 12 Indian languages, which allows users to explore the app store in their preferred language.

For developers, Indus Appstore provides a fair playing field to list, distribute & promote their products in the Indian app ecosystem. It provides a self-publishing platform, localization services, multiple tools to monitor and grow their apps along with a dedicated 24×7 customer support.

For more details contact [email protected]

About Alcatel
Alcatel is a French tech brand established in 1996. Alcatel is a brand independently operated by TCL Communication under a trademark licensing agreement from Nokia. Available in more than 160 countries, Alcatel is committed to democratizing innovation and offering high-quality technology at competitive prices, empowering users to create, share, and inspire their world. NxtCell India (100% Indian-domicile company), holds the brand authorization for brand “Alcatel” for India & other international Markets.

About Nxtcell India

NxtCell India Private Limited is a 100% Indian-domicile company, wholly owned by Indian shareholders. Headquartered in Gurgaon, NxtCell holds exclusive brand authorization from TCL to represent and operate the Alcatel brand in India and select international markets. The company is led by a dynamic leadership team comprising Ansh Rathi, Chief Operating Officer, and Atul Vivek, Chief Business Officer bringing together strategic vision and operational excellence. With a strong focus on innovation, accessibility, and customer-centricity, NxtCell is committed to redefining the consumer technology landscape in India. NxtCell India plans to start smartphone manufacturing within the next 12 to 18 months.