India, with 1.3 billion people, presents a huge opportunity for mobile phone industry players to target the country's untapped population and enroll people in their respective mobile ecosystems. The challenge is that most of the users are extremely price-conscious and on the low end of the spectrum. However, this hasn't deterred market players from launching various initiatives to target these consumers. The Indian mobile phone market has been the breeding ground for many initiatives, such as the Android One and Android Go from Google and some disruptive steps taken by telcos, such as Reliance Jio. "The new wave of Indian consumers more accustomed to consuming content on a mobile device is looking for a solution that is easy on the pocket but also offers a smooth experience," says Kiranjeet Kaur, senior research manager on client devices, IDC Asia/Pacific.