Dhingana launches subscription based music streaming channel

Walking on the footsteps of Google Music and Spotify, Dhingana - a streaming music service in India, with one of the largest online collection of Bollywood and other Indian music has launched its own subscription based music service today – Dhingana Gold.

The service is only available for iOS platform at the  moment, for its users to subscribe at a cost of $1.99 a month. In addition to the advertisements, which is one of the monetization sources for Dhingana, the newly introduced subscription based service will help the platform to generate more revenue.

Starting from just $1.99 a month, its premium gold subscription service allows users to enjoy premium features like download and offline sync unlimited songs, access to music in HD quality, ad-free experience and ability to sync downloads across up to two devices.

“When conceptualizing Gold subscription service, we wanted our customers to enjoy a truly premium experience. We believe Gold does just that. It provides an enhanced experience like no other with an industry first unlimited download of entire playlists, albums and/or individual songs.” added Rohit Bhatia, CEO of Dhingana.

Launched in 2007, Dhingana has a wide user base in India as well as in other international countries, with its offices located in Pune, India and Sunnyvale, California.

The company had also raised $7 million in Series B funding last October from a number of investors including Lightspeed Venture Partners, Helion Venture Partners and Inventus Capital Partners.

In India, Dhingana is closely competing with Saavn and Gaana (backed by Times Internet). Where the three provide a similar service, they hold most of the Indian online music streaming market. But who manages to acquire a larger part of the market, will completely depend on the services they provide in terms of experience, usability and price factor.