MUMBAI: Music label Saregama has partnered with independent distribution company Believe Digital. The deal came into effect at the end of January 2014.

Confirming the deal to Radioandmusic.com, Saregama India SVP Adarsh Gupta said, "Believe Digital is one of the most credible aggregators globally for B2B store. They are a well know company and we had been in talks with them for a year before the deal was struck."

Believe Digital will manage most of Saregama catalogue in the international market. Earlier, Saavn was handling the responsibility. On asked why the shift to a new aggregator, Gupta said, "There are very good reasons to change. I cannot reveal much on it or compare both." In the last interview with Radioandmusic.com, Gupta explained the association is intended to be right on top in terms of merchandising and major international stores especially iTunes, Spotify and Pandora and all the international stores that exist internationally.

This three year deal is part of Saregama's aggressive plan to strengthen digitally.

Founded in 2005, Believe Digital has opened over 20 offices worldwide in Latin America, Asia, Europe and US. They plan to expand in the coming future in various countries. Its distribution network includes digital music stores and streaming services such as iTunes, Amazon, Spotify, Google Music and Deezer.

Saregama is home to many yesteryear Bollywood tracks. The voices of legendary singers Lata Mangeshkar, Asha Bhosle, Mohammed Rafi and Kishore Kumar form part of their catalogue. The label has now expanded into other branches of entertainment – it is involved in publishing, television software and digital content. Saregama currently has 11 channels on Youtube catering to various genres of music and for their movies content.