Micromax founder Rahul Sharma launched YU, a new Smartphone company with a phone called Yureka at ₹ 8,999. Yureka, the first phone from the new brand, runs the Android-based modified CyanogenMod operating system which is exclusive to it in India. In November 2014, Micromax partnered with Cyanogen Inc. to provide Cyanogen-based smartphones in India, under the brand name YU. As of 10 April 2016, Micromax announced a strategic partnership with digital payments company TranServ and major global payments technology Visa to offer the next generation of payment solutions in India. Micromax and the telecom major Reliance Jio has bagged a ₹1,500 crore order from the Chhattisgarh government to distribute 50 lakh smartphones to women and students in the state. Under the project, 45 lakh smartphones are being given to women and the remaining will be distributed to college students in the state. The project was given through a tender process. The beneficiaries will receive 1GB 4G data, 100 minutes voice calls and 100 SMS per month for six months, following which they will be offered tariff plans that are most affordable and competitively priced. Actors Akshay Kumar and Twinkle Khanna were the first celebrities to endorse Micromax Mobiles. Hugh Jackman was the brand ambassador of Micromax and appeared in a commercial in 2013 for its first flagship smartphone, the Canvas Turbo A250, and for the Canvas 4 and Canvas Sliver 5 thereafter. In July 2013, actor Chitrangada Singh posed for the Canvas 4 smartphone in New Delhi. Vighnesh Pande endorsed Micromax Canvas Unite 4 line of smartphones in 2017. Micromax recognised as an emerging company of the Year by V&D 100 Awards. In 2017, Rahul Sharma, was conferred the Transformational Business Leader of the Year. In March 2013, Ericsson sued Micromax for infringement of Ericsson's eight patents registered in India that were essential to the 2G and 3G standards. The Delhi High Court ordered Micromax to pay royalty amounts to Ericsson based on the percentages of the net selling prices of the devices incorporating 2G and 3G standards. Around the time that Ericsson filed its patent infringement suit, Micromax filed a concurrent complaint with the Competition Commission of India (CCI), alleging that Ericsson had abused its allegedly dominant position by imposing exorbitant royalties for the use of its SEPs, thus violating the Competition Act 2002.