Streaming Service Guvera Launches in India

Mumbai, India 2014.
Peter Adams/Getty Images

Mumbai, India.

Australia-based music streaming service Guvera has officially launched in India. The free, ad-supported mobile app, with its library of over 12 million tracks, is now available for Android and iOS devices in the world's second-most populous country, which does not have access to Spotify.

Guvera launched in 2010 as a no-frills MP3 download site, but later evolved into a playlist-driven streaming service offering both free, ad-supported streaming and, for its paying customers, ad-free listening. It has licensing agreements with UMG, EMI, Orchard and INgrooves, among others, and the service is quickly expanding. In the past year, Guvera has launched in Indonesia, Hong Kong, Malaysia, the Philippines and Singapore.

Guvara joins a Spotify-less streaming market in India that also includes Gaana, Saavn, Wynk and Hungama.

On Thursday, Nov. 6, the company held a launch event in Mumbai that was attended by founder Claes Loberg, International manager Ananya Amin and popular Indian singer Kavita Seth, according to multiple reports and social media.

"We are both proud and excited to be the first-of-its-kind international music streaming offering to enter India; a market that is truly diverse in terms of its taste for music," Loberg said on the eve of the launch. "Guvera provides its users with an unmatched user-friendly experience. We plan to provide our Indian users with the best expert-curated local and international content -- all they have to do is hit the 'play' button."

In March, Guvera signed a worldwide partnership deal with Lenovo that will pre-install the Guvera app on Lenovo mobile devices. In June, Guvera announced a partnership with 7digital ahead of its launch in India and the Middle East. 7digital provides the cloud-based streaming solution for services by Samsung, BlackBerry and others.