Indian start-ups plan to build their own app store to reduce their reliance on Google.

Google, the company with the largest number of Internet users in India, accounts for 99 percent of india’s smartphone market,media TechCrunch reported. But google, the world’s second-largest internet market, faced a strange challenge: dozens of Top Indian entrepreneurs. Dozens of top Indian start-ups are trying to form alliances and consider launching an app store to reduce their reliance on Google, five people familiar with the matter told the media.

Indian start-ups plan to build their own app store to reduce their reliance on Google.

Entrepreneurs on the list include prominent individuals such as Shekhar Sharma, co-founder and CEO of Paytm, India’s most valuable start-up, Deep Kalra of travel ticketing company MakeMyTrip, and executives from Policy Bazaar, Sharechat and many others.

Now, a growing number of Indian founders are expressing deep concern about Google’s “monopoly” in India and discussing the unfairness and insanity of implementing the Play Store guidelines in India.

Starting next year, developers launching apps on the Google Play Store will have to give up to 30 percent of the app-related payments to Google, the company said on Tuesday.

Dozens of executives from almost every top Indian start-up and company attended a conference call on Tuesday to discuss their future direction, according to people familiar with the matter who asked not to be named. Those who attended the conference call agreed that Google’s 30 percent requirement was difficult to meet.

Vishal Gondal, founder of fitness start-up GOQii, confirmed their negotiations to TechCrunch and said an alternative app store would go a long way towards helping India’s application ecosystem.

In recent months, several of India’s biggest start-ups have also expressed disappointment with some existing industry bodies. Some say these institutions have failed to commit to nurturing local ecosystems.