Uber ties up with Spotify-like streaming service Gaana in India

Uber rides in Mumbai are about to get a lot more entertaining. Passengers can now listen to songs on the Spotify-like Indian music streaming app Gaana by connecting their phones to the cab's speakers during their Uber trips in the city.

The pilot project is being launched in Mumbai and may be extended to other Indian cities in the future. It is along the lines of Uber's tie-up with Spotify in the US, but unlike that partnership there will be no app integration between Uber and Gaana.

Customers on all Uber cabs, including Uber Black, Uber Go, Uber WiFi and Uber SUV, will be able to listen to songs of their choice by connecting to the speakers through a cable or Bluetooth. Riders will also get a two-month premium Gaana+ connection as part of the project.

One of the most popular streaming services in India, the Gaana app claims to have 42 million downloads, and a library of over 10 million songs in 22 languages. Gaana's parent company Times Internet also entered into a strategic partnership for Uber's expansion in India and invested Rs 1.5 billion ($24 million) in the company.

“The time which is spent in the car plays a crucial role in enhancing the rider’s Uber experience," Uber Mumbai General Manager Shailesh Sawlani said. "We look at different ways to engage with riders to ensure they have a great holistic experience.”

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