MUMBAI: The usage of ringtones on mobiles has peaked significantly in recent times. Riding on this wave, Saregama India Ltd has launched an innovative proposition that allows mobile users to download songs and also save them as ringtones on their handsets.

The system is available on card called Mobitunes, at music stores in six Indian metros. The system is currently in the test phase and will be officially launched by September end. The Mobitune cards can be used across all service providers making it a consumer friendly value add in the telecom sector.

Saregama India Ltd is the custodian of over 300,000 songs facilitates this service through this wide choice of music to all music lovers.

Commenting on this new initiative, Saregama vice president A&R, publishing and new media Atul Churamani said, “We initiated this concept after a thorough research on the consumers’ usage pattern. We realised that ringtones are considered only a youth thing. Middle – age people and housewives weren’t even aware of the availability of the variety of ringtones. The Mobitune Cards have greater choice in content and provides complete choice on formats and have sharing options. We are trying to emphasise on the fact that your ringtone talks about your personality and we are providing diverse set of users the vast availability in the industry.”

The Saregama Mobitune card is available for Rs 25 and in future will be available as a free insertion in all Saregama audio CDs as well. The company has collaborated with mobile2win for their backend services.