Indus OS has surpassed Apple's iOS system as the second most popular operating system in India. Designed and built in India, Indus OS now only falls behind Android. The big selling point of the system is that whilst iOS only delivers its content in an extremely limited number of languages spoken in India, Indus is available in 12 different languages, covering 90% of the population. It is based around the Android system but tweaked to deliver content that makes it more accessible to the complicated Indian market. It also contains software allowing consumers to pay for apps and other services with their phone bills, instead of needing a bank account and email address. Rakesh Deshmukh, co-founder and chief executive of Indus OS, said that the aim was to “create a product specifically for the Indian consumer”.