14/10/2015 6:52 PM IST | Updated 15/07/2016 8:25 AM IST

Micromax Invests In Gaana To Tap Online Music Business

MANPREET ROMANA via Getty Images
TO GO WITH India-technology-telecom, FOCUS by Penny Macrae Advertising for Micromax mobile is seen outside a shop selling handsets in New Delhi on September 15, 2010. During this year's IPL cricket tournament in India, mobile phone manufacturers used the hugely popular extravaganza to blitz viewers with an array of sponsorship deals and advertising. But rather than seeing the familiar big international brands, cricket fans were bombarded by nimble home-grown handset makers who saw the opportunity to reach consumers nationwide, particularly in rural areas. AFP PHOTO/Manpreet ROMANA (Photo credit should read MANPREET ROMANA/AFP/Getty Images)

India's No 2 handset vendor Micromax has invested in Gaana, India's top music broadcast and streaming service, to foster online music broadcast services in the country. The terms of the deal were not disclosed but under the partnership, Gaana will be available on all Micromax smartphones, allowing users a trial period to download unlimited content from Gaana for free.

Gaana is India's largest music broadcast service with 20 million active users and over 30 million downloads.

In a statement, Satyan Gajwani, CEO of Times Internet, said that Gaana "is becoming a household brand for music, and in partnership with Micromax, we will strengthen our footprint, helping us reach our goal of 100 million Indian users, listening to millions of songs via Gaana."

Rahul Sharma, co-founder, Micromax Informatics Ltd, said that the device maker has been integrating best in class services to our smartphones and are trying to build an ecosystem of connected devices in a connected world. India is a music loving country and youth are hooked on music for at least 2-3 hours a day through their smartphones".

After a trial period, users can continue with Gaana+ or use Gaana to access over 10 million songs with advertisement-supported streaming.

Disclaimer: Gaana.com is part of the Times of India Group, which also publishes HuffPost India

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