Spotify launches in India to tap the country's fast-growing music streaming segment

The music streaming platforms said it will offer local and international music with multi-language recommendations.

Spotify has announced it is officially available in India as it seeks to tap into Indian music fans’ personal tastes.

The music streaming platforms said it will offer local and international music with multi-language recommendations as many Indians speak several local languages like Hindi, Punjabi, Tamil, and Telugu.

In addition, it will have specially curated playlists made for India and movie playlist featuring the best music from the country’s popular Bollywood, Tollywood, Kollywood, and Punjabi actors.

“As Spotify grows, our goal is to bring millions of artists and billions of fans together from every country and background,” says Daniel Ek, the founder and chief executive of Spotify.

“India has an incredibly rich music culture, and to best serve this market, we’re launching a custom-built experience. Not only will Spotify bring Indian artists to the world, we will also bring the world’s music to fans across India. We have been working towards this goal for quite some time, and I am thrilled with today’s launch.”

Spotify is entering the crowded Indian music streaming market at a time when a report by Deloitte claims that such services in India will garner close to 273 million subscribers by 2020. That means it will compete against the likes of the popular local players like JioSaavn and Gaana, as well as other international players like Amazon and Apple.

The Drum previously spoke with Prashan Agarwal, the chief executive officer of Gaana about how the platform market itself to stand out in the crowded market.

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