Australian music streaming service Guvera has launched in India, with a library of over 12 million tracks including Bollywood music.

Guvera is free and supported by advertisements, though users can also opt for the ad-free premium plan which cost Rs 199 per month. The company has tied-up with a number of music labels and content aggregators in the country, including Sony Music, Hungama.com (T-Series & Speed Records), Universal, Saregama, Eros International, Times Music, Believe, Orchard, TuneCore, CDBaby and INGrooves. Some of the advertisers already onboard include Nikon, Croma and Godrej.

The service can be accessed on the web or through its Android and iOS mobile apps. Users can listen to curated playlists or create their own playlists. Guvera also allows users to create playlists based on mood, genre of music and personalities among others through the #Play service.

There’s also a social angle to Guvera. Users can sync their Facebook accounts with Guvera and then invite friends to join the service, or follow friends & celebrities already using the service. They can also share and follow playlists created by others.

The company had partnered digital music and radio service 7digital to use its music catalogue and technology platform to help Guvera’s expansion in India and the Middle East, in June this year. Guvera has been increasingly focusing on Asian markets with launches in Indonesia, Hong Kong, Malaysia, the Philippines and Singapore over the past year.

Earlier this year, Guvera had also tied-up with Lenovo to have its Android app pre-installed in Lenovo tablets and smartphones. In Australia, Guvera crossed the 800,000 registered members mark in May this year, and had earlier claimed that active users engaged with the service in excess of 70 minutes per day. Strangely, a Business Standard report says that Guvera already has 300,000 users in India.

Competition: Times Internet’s music streaming service Gaana.com and Steadview Capital-backed Saavn.com both offer users ad-free premium plans, Gaana Plus and Saavn Lite & Saavn Pro respectively. Also, Saavn had signed licensing agreements with EMI and Warner Music to add 8 lakh international tracks to its catalogue, in August this year.