Local smartphone brands including Micromax, Celkon, Swipe and Karbonn have adopted Indus OS
Indus OS - a mobile phone operating system built in India - has become the country's second-most popular smartphone platform, surpassing Apple's iOS.
Google's Android rules the roost by powering nine out of 10 smartphones sold in India.
And Mumbai-based Indus OS has been quietly making rapid inroads by plugging that gap.
Now, it's not exactly a new operating system built from scratch, but the developers have tweaked the Android platform to meet the unique demands and culture of India.
"We wanted to create a product specifically for the Indian consumer," Rakesh Deshmukh, co-founder and chief executive of Indus OS, tells the BBC.