A recent study by AC Nielsen states that there are over 150 million smartphones in India. Nearly two-thirds of users are under 25 years; users spend an average of 169 minutes on their cell phones every day and nearly a quarter download 18.5 apps and games on an average every month. Therefore, when Chiki Sarkar (erstwhile publisher at Penguin Random House India) announced that her new venture Juggernaut will develop and market cellphone books (and an app), it set the industry buzzing. According to Sarkar, “India has more people in their 20s than any other country in the world.