Imagine buying a smartphone which seems like a completely new phone every month. This is something that an Indian startup has done for smartphone users, as they have promised to add one new feature every month.

The startup CREO has launched its first phone called CREO Mark 1, which runs on Fuel OS, a customised version of Android, and will come with a Retriever App that will help locate the handset if it's lost. The new features will be added as software updates that the firm will push on air, Times Of India reported.

The software updates added by the company will keep the phone functioning like a new one, and the idea developed after suggestions from a community of users.

In a market where pricing, design and hardware are areas of competition between brands, this move comes as a refreshing experience.