Micromax has invested in Gaana, the music streaming service backed by Times Internet. Micromax has decided to embark upon a strategic partnership with Gaana.com that will also see a closer integration of the former’s devices with the latter’s apps and services.
The decision to invest in Gaana — A part of the Times Internet, which in turn is a part of India’s largest media group, The Times of India Group — comes as Gaana has seen an increase in the number of subscribers, as awareness and internet seep into the very centers of the music loving Indian household.
Satyan Gajwani, CEO, Times Internet remarked on the partnership, stating 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.
The service currently has 20 million active users.
Rahul Sharma, co-founder, Micromax Informatics Ltd seemed similarly caught up in the enthusiasm and stressed upon the need to “build a connected ecosystem of devices in a connected world”. While talking about the investment in Gaana, he said,
India is a music loving country and youth are hooked on music for at least 2-3 hours a day through their smartphones.
Gaana’s rapidly expanding base, and Micromax’s ambition of becoming a global smartphone brand makes the music streaming service an obvious next choice for India’s largest smartphone company’s recent drive of integrating services directly into its smartphones by reaching agreements with service providers.
While the terms of the deal have not been completely laid out on the table, new Micromax smartphone users will receive free trials to Gaana+, which would enable them to download unlimited songs with zero advertising for a limited period of time. Users can then opt for either the paid, ad-free version of the service or enjoy the over 10 million strong songs collection with advertisement-supported streaming.