India’s third largest operator Idea Cellular reportedly announced the launch of its 4G network across five states in the south of the country.

Idea follows larger rivals Bharti Airtel and Vodafone, which both launched 4G in the country earlier this year. It was widely expected that the newest upstart in the market, Reliance Jio, would also beat Idea to 4G, before it delayed its long-awaited roll-out until next year.

In the first phase of launch, Idea’s 4G services will be available across 75 towns in the south, covering the states of Tamil Nadu, Andhra Pradesh, Karnataka, Kerala and Telangana, according to Economic Times, with the goal to reach every town and city in the regions by March next year.

By June, the company estimates it will be able to reach 750 cities, covering more than 50 per cent of the telecoms market, as well as 60 per cent of its gross revenue, reports Reuters.

Idea emerged as the country’s biggest spender in March’s 4G auction, paying close to INR303 billion ($4.57 billion) for spectrum. It initially said in September it planned to roll out 4G services early next year in 10 regions.

Market leader Airtel has aggressively pushed 4G across the country so far, and said in June it wants to extend the service, currently available in 45 cities and towns, to 296 urban areas.

Vodafone India, the country’s second largest operator, rolled out its first 4G service in Kerala, with plans to push it out across the country.

Meanwhile India’s fourth largest player Reliance Communications earlier this week announced talks with smaller rival Aircel over a merger intended to boost its presence in the competitive market.