A new app is trying to get India to read more by being the Netflix of books.

India has the second-largest and one of the fastest-growing smartphone markets in the world. Yet, few of its 220 million smartphone users are avid book readers. A startup called Juggernaut is trying to get India to read more with its new e-books app.

Juggernaut is launching its app with 100 book titles, priced as low as Rs 10 (15 cents) and up to Rs 150 ($2.25). Among these, a set of serialised erotic short stories by popular Canadian-Indian star Sunny Leone has generated the most buzz. The list of authors also includes Booker Prize winner Arundhati Roy, historian William Dalrymple and American businessman Rajat Gupta.

"The first premise is, if we bring the world of books into the same space as your phone, will you be more likely to read?" Juggernaut co-founder and former Penguin Random House India editor-in-chief, Chiki Sarkar told Mashable. "What if the price and length became much more accessible?"

The e-books have been adapted for reading on smartphones, with a focus on short reads and serialised stories. This means that most commissioned books are less than 25,000 words in length. The reading design is clean, classic and easy on the eye. There is an emphasis on genres that are the most popular and commercially-successful in India, such as romance, sex, crime, self-help and fantasy, non-fiction, and books for young adults and teens.

While Juggernaut's most obvious parallel is with Amazon, the founders say they're much closer in spirit to Netflix. Co-founder Durga Raghunath says they looked at Netflix's easy user experience, exciting mix of partners and original content, and the way they've matched their users to genres "in a genius way." Like Netflix, its app intuitively suggests books for readers based on their past preferences and will eventually have time-bound subscriptions.

Juggernaut has also organised e-books into a range of mood-based collections, such as bathroom reads, night reads, and long-commute reads, inspired by Raghunath's former employer, food portal Zomato.

"Amazon has everything, but it's not a phone experience and not social," Sarkar says. "It doesn't allow readers to talk to their writers. It's design isn't conducive to browsing to enjoying jackets and it's not a publisher."

Not only does Juggernaut hope to transform the way people read, but also how they write. It will try to build a community of readers and writers, by letting users ask questions and attend author events. By June, it will allow aspiring writers to publish their e-books and send them a contract if they get a certain number of downloads. These writers will also get editorial feedback, workshops and early book copies.

So can the smartphone become a mobile library? "There is a young Indian demographic who are enormous consumers of smartphones," Sarkar adds. "It seemed natural to want to create a company that both physical publishing and had a very innovate digital platform."

In the end, Juggernaut says it will focus on the "Indian experience," and draw upon Hindi readers and writers. By the second half of 2016, it will also introduce e-books in regional languages to reach out to even more young Indian smartphone users.

Juggernaut is available on Android, and will launch on iOS next week.