MUMBAI: With the gradual decline in physical sales and the evident change in preference towards consumption, it was inevitable for the music services to project encouraging figures signaling their rise and dominance. In the latest example, Indian music streaming service Gaana has just crossed the milestone of 50 million apps download.

In the past two years, Gaana launched several new features including original content in the form of programs featuring the likes of Asha Bhonsle, Shankar Mahadevan, Ashish Vidyarthi and several other influential artists. Lately, its app interface received an upgrade effectively allowing the users to access the content in nine different languages. The four-year-old app recently made impact in the spaces of mobile wallet, social media and improved its accessibility for 2G users.

What also helped Gaana further was airing Radio Mirchi content along with its original content. COO of Gaana, Prashan Agarwal said, “It’s a proud moment for all of us at Gaana, not many home-grown brands have achieved this milestone. As an Industry leader we shall continue to innovate and deliver the best consumer experience to our users. With our focus on regional languages, we shall continue to make efforts in our services, which are available to all the Indian audience across different geographies in India and abroad.”

To celebrate this occasion, Gaana has also launched a promotion where participants can engage with the brand by recording a video while singing its much loved jingle ‘Bas Bajne chahiye gaana’ to win free phones during the celebration period this entire month.

Gaana has more than 35 million registered users, 75% of which are less than 35 years old, 82% prefer to use their mobiles to access their favorite music and 45% of these users are from non-tier 1 cities. Gaana as a brand will continue to focus on the domestic market. With 9 regional languages – brand has already extended its service to millions of Indians who can't read or write English.