Expecting to reach out to 500 million users, the Mxit, South Africa's largest mobile social network, on Tuesday launched its mobile instant messenger application in India. With this the company has forayed into Indian app market which is witnessing a fierce competition.

Lauding India as the world’s largest feature phone market in the world Sam Rufus Nallaraj, CEO of Mxit India Pvt Ltd, said that Mxit enables users to avail services on feature phones which otherwise are available only on smartphones.

He said the Mxit would emerge as a major player in the country where 700 million out of 900 million mobile users have feature phones. "Our service turns even a normal phone into a smartphone," he said.

The service is currently available in English and Hindi will also available in 10 different Indian languages including Telugu in six months.

Available on Java, Nokia, iOS, Android, Blackberry and Window Phone operating systems, it allows over 300 characters as compared to 140 characters in a SMS.

The app can also leverage the power of the cloud to give some smartphone like features for its users. For instance, students will be able to use the app like a scientific calculator or periodic table with all the computing being done at the backend and not on the phone.

The company has roped in South African cricket legend and former India coach Gary Kirsten as brand ambassador.

The app can be download on popular apps stores, or directly from mixt.com/in or by texting MXIT to 57333.