An American company is set to launch a low-cost dual band (900/1800 MHz) GSM cell phone targeted for the Indian market.

Hop-on.com Inc. Wednesday announced its phone would be available for $36 in quantities of at least 10,000 units.

"Hop-on's Model 1813 is a candy-bar style phone that includes such features as SMS messaging, 50 phone book entries, 15 ring tones, four games and a rechargeable lithium ion battery," the company said.

"Customers can also customise the phone by downloading their own ring tones or pictures."

Dan Gannon, Hop-on's CEO, said: "India is the second most populated country in the world with over one billion people. Our market research indicates that less than 20 percent of India's population currently uses cell phones so this represents a tremendous growth opportunity for the wireless industry.

"However, as an emerging market, one of the keys to being successful is the ability to provide low-cost handsets. With this price point of only $36 for our Model 1813, we believe this is the least expensive GSM phone in the market and we look forward to working with our business channel partners in India to capitalise on this market opportunity."

Hop-on develops and markets wireless phones, accessories and wireless surveillance systems. Its product line includes next generation CDMA2000 handsets designed by its Dallas research and development team and GSM/GPRS handsets.

The firm targets its phones to both emerging market carriers and other domestic carriers and resellers needing an entry-level phone. It also makes the world's first disposable cell phone.