Reliance Mobile which is aggressively expanding its VAS bouquet off late is set to introduce a range of Devotional services on its R-World VAS platform. Reliance says it expects to achieve leadership in VAS through such kind of innovative offerings and also tap a new segment.

Reliance says that its market intelligence shows that after Bollywood-based content, it is devotional content that finds maximum flavor among the mobile subscribers. The demand for devotional content is visible more in Tier-II and Tier-III cities. While the current demand for devotional services is only 10 % of the over 7000 songs and videos sold every day in the country, the demand is on the rise.

The operator estimates the market for such services to be around Rs 600 crore and is aiming for Rs 60 crore revenues from the devotional VAS.

The services are available for access on the voice portal 51234406 and R-World.  Bhajans, Mantras & Stutis, Chalisa, Aartis, Ramayan, Geeta, Bhajan, Mukhwak, Nineam, Gurbani, Gur Ittihas, Rehat Maryada, Sikh Traditions & Institutions, Gospels, Prayers, Novenas, Holy Rosary, Psalms, Holy songs etc. will be offered through the services. Ringtones, Videos, Wallpapers, Prayers, Animations, Themes will also be offered as devotional content.

The company also plans to come up with special devotional zones and services with immediate plan to launch such content for the upcoming Dusshera, Durga, Asthami and Diwali festivals.

Reliance plans to offer such services under a monthly rental of Rs 30.