New Delhi: Spotify has now officially launched in India today with some cool India-specific features.

Just for India, Spotify users who do not pay for a subscription can play any song on demand on mobile. There are also Bollywood-inspired playlists. Though the brand initially slated a launch last year but face licensing issues. While Spotify enjoys quite a huge popularity in the West, it is entering an already crowded musical streaming space in India.  

That’s because Spotify is up against local player Gaana, which already has more than 80 million users, Saavn and Wynk, as well as the Google, Apple, and Amazon. But it looks like the streaming service has arrived with full guns blazing, the company also inked a global content deal with T-Series last month.

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"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, but we’ll also bring the world’s music to fans across India. Spotify’s music family just got a whole lot bigger," says Spotify founder and CEO Daniel Ek. The company website also listed the exclusive features of Spotify-desi version. Check them out:

Multi-language music recommendations: Many Indians speak several local languages, so Spotify’s music recommendation engine can now be tuned to Hindi, Punjabi, Tamil, and Telugu. Indian users can select their preferred language(s) to receive tailored Daily Mix, Home, Radio, and Search results and recommendations.

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Spotify Free with full control: For the first time on Spotify Free, smartphone users can play every song on demand.

Playlists made for India: Our new playlists, expertly curated and regularly updated by our team of Indian music experts, include Indiestan, Rap 91, Namaste Love, Punjabi101, and Bollywood Butter, as well as Top Hits in Hindi, Tamil, Telugu, and Punjabi. These sit alongside our celebrated international playlists, including mint, RapCaviar, ¡Viva Latino!, and the This is… artist compilations. Add billions of creator and fan-built playlists to the mix, and Spotify has a playlist for any mood or moment.

Spotify goes to the movies: Introducing Starring…, a series of playlists featuring the best music from the most popular Bollywood, Tollywood, Kollywood, and Punjabi actors. Spotify’s recommendations will also include songs from India’s favorite movies and actors.

City playlists: Find out what’s hot in each city, with new algorithmic playlists tracking what’s trending in Mumbai, Delhi, Bangaluru, and Chennai.