Tata Teleservices (TTSL) and retail giant Future Group on Saturday launched a mobile telephony service under the brand name T24.

The alliance launched their service in Andhra Pradesh (AP) to be followed by countrywide launch within two months.

"The service offers innovative and first of its kind value proposition to telecom customers in the country - shop more, talk more and talk more and shop more," said TTSL MD Anil Sardana while launching the service along with Future Group CEO Kishore Biyani.

"Customers will get shopping benefits for talking, and talk time benefits each time they shop," said Biyani.

The services will be offered on a pay-per-second model. Subscribers will also be offered

free talk time for every purchase above Rs.500 made at Future Group shopping outlets.

The service will be offered through Future Group’s Pantaloons, Big Bazar, Central, Brand Factory, EZone, Home Town and Aadhar.

 "We had the first post-paid mobile service in 1995 and the first pre-paid in 1998. This is India''s first 'unpaid' mobile service," said Tata's Sardana. "This is the country's first mobile connection that makes talking virtually free," said Biyani.