NEW DELHI: Low-profile Celkon Mobiles and Intex Technologies are hoping to vault into a higher league by becoming the next set of Indian smartphone vendors to tie up with Google for the search giant’s low-cost smartphone initiative Android One , which is aimed at emerging markets , starting with the South Asian nation.Hyderabad-based Celkon Mobiles has become the fourth Indian vendor to sign a pact with Google for the Android One initiative, after Micromax Karbonn Mobiles and Spice , while Delhi-based Intex is hoping to seal a deal soon. Taiwanese device company HTC , which is now focusing on emerging markets for growth, is also in talks with Google for a similar tie-up, president of global sales and chief financial officer Chia-Lin Chang told ET. Google didn’t reply to ET’s emailed queries.Late last month, Google senior vice president Sundar Pichai had announced partnerships with Indian smartphone makers Micromax, Karbonn and Spice for the Android One initiative. Under the programme, Indian handset makers will get hardware reference models to create high-quality phones priced below $100 (around Rs 6,000). These devices will run on a standardised version of Android, allowing faster updates.While Micromax, Karbonn and Spice will be the first to launch smartphones under the initiative, devices from companies such as Celkon and Intex will follow.Celkon executive director Murali Retineni told ET that the company has tied up with Google for Android One and is preparing to launch devices as part of the project around Diwali (October) this year.“With Android One, we are planning to introduce devices that are 20-30% cheaper than earlier products,” he said.Intex, which is in talks with Google to join the Android One programme, is hoping to build its brand image in the highly competitive Indian market.“We are in talks with Google for the Android One initiative. In 15-20 days, I would be able to give more information on the same,” said Sanjay Kumar Kalirona, business head, mobile, Intex Technologies.The company has already tied up with Firefox web browser maker Mozilla to introduce what could possibly be the world's cheapest smartphones in a few months costing below or around Rs 2,000.Both handset vendors don’t have a prominent presence in the highly competitive Indian smartphone market led by Samsung and followed by local handset makers Micromax, Karbonn and Lava. Global companies such as Nokia, Sony, Apple and BlackBerry as well a plethora of Chinese vendors including Gionee, Oppo and soon-to-enter Xiaomi have a higher profile among consumers.Intex, a computer peripherals maker that entered the mobile phone segment, and Celkon have been plying their trade mainly in the high-volume, low-cost handset market, which has given them sixth and seventh position in terms of market share , according to Gfk, but not much brand recall.According to estimates, more than 500 million people use non-smartphone devices in India, and as prices of the latter decline more people will migrate to the category, one which Google, helped by its tie-ups, is eyeing.By joining Google’s initiative, Indian smartphone players are looking to get brand recognition at the local and global level. Micromax and Karbonn have already ventured into some global markets, while others are aspiring to do the same.“It’s essentially a win-win partnership for both Google and Indian smartphone players. Google branding their devices under a special project means much more credibility. It’s much more of a stamp of approval from the maker of the OS itself,” said Jayanth Kolla, co-founder and partner at telecom research firm Convergence Catalyst.From Google’s point of view, India will be the fastest-growing smartphone market, since both China and the US are saturated. In India, the addressable market for smartphones is significant compared with other countries, with smartphone penetration currently just over 10%.Kolla added that Google via the Android One initiative would also seek to ensure that its mobile and messaging services are implemented correctly and all the features of the platform are optimally used.Also, the initiative will expand Android’s market share further, besides driving more users to Google's own products and services. Nearly 90% of Indian smartphones run on Google’s Android OS, while most of the rest run on the Windows Phone OS, which has been steadily expanding its reach.