Dhingana unveils ad-free, subscription-based music streaming service on iOS

Social music streaming site Dhingana, run by the US and Pune-based Dhingana Inc, has launched its premium service for the iOS platform. The new service called Dhingana Gold will allow ad-free HD music streaming for iOS subscribers at $1.99 a month. Users can download unlimited songs and listen to those offline.

Dhingana is the latest to join the subscription bandwagon among its peers. Its two key competitors, Gaana.com and Saavn, have already launched their premium services this year, in April and February, respectively. Gaana's premium service is available for $2.99 a month while Saavn's subscription is priced at $3.99 a month. So Dhingana's service seems to be strategically priced at the lowest.

In the subscription model, users can download and sync unlimited songs and these downloads can be synced across up to two devices. Users also get a 15-day free trial of the premium service.

"When conceptualising Gold subscription service, we wanted our customers to enjoy a truly premium experience. It provides an enhanced experience like no other, with an industry-first unlimited download of entire playlists, albums and/or individual songs," said Rohit Bhatia, CEO of Dhingana.

In an earlier interaction with Techcircle.in, Swapnil Shinde, Dhingana's co-founder & COO, indicated that the music streaming company is looking to launch multiple premium services for various platforms. "We will be launching a premium service which will, hopefully, raise the bar in the market and it will come to consumers at a price they will love," he had said. The service has nearly reached 5 million downloads across all platforms, according to Shinde.

Dhingana was founded in 2007 by twin brothers, Snehal and Swapnil Shinde. It raised an undisclosed amount from Inventus Capital Partners and Helion Venture Partners in 2011. In October last year, it further secured $7 million in Series B, led by Lightspeed Venture Partners. Existing investors Inventus and Helion also participated in that round.

(Edited by Sanghamitra Mandal)