aircel_mydalaAircel has tied-up with Info Edge backed deals service MyDala to launch ‘Aircel Joys’. Through this deal, it claims to offer up to 90% discount on various products exclusively for Aircel customers. MyDala claims to have over 100,000 deals spanning 152 cities as of now  in categories such as entertainment, lifestyle, shopping, hospitality and personal care among others.

It has similar tie-ups with telcos like Vodafone, Idea Cellular and Tata Docomo and in May 2013, Info Edge CFO Ambarish Raghuvanshi had said that these telco partnerships accounted for a significant revenue growth in the company. It had 6 million users on Vodafone alone in April 2013.

To use the service, Aircel subscribers will need to dial *121*787# and then browse through the menu to select the deals. However, subscribers will need to buy coupons to purchase these deals: the pay per coupon option which would range from Re 1 to Rs 49; you can pay for two deals by buying the Rs 5 coupon and you get unlimited deals pack for Rs 30/month.

Launched in November 2009, Mydala has raised around Rs 28 crore investment from Info Edge and angel investors like Ajay Relan and Jayanta Basu of CX Partners until now. It had raised Rs 18 crore (around $3.7 million) from Info Edge in October 2011, Rs 9 crore ($2 million) from Info Edge in April 2011 and $250,000 angel funding from Ajay Relan and Jayanta Basu in November 2010. Last year, it had stated plans to expand operations to 250 cities, although the service is currently available only in 152 cities. The company’s founder and CEO Anisha Singh, had also claimed that MyDala broke even in April 2013.

MyDala currently offers coupons across various categories like restaurants, health & beauty and travel. It also has a product section through which it offers product deals across various categories like electronics, books, mobile phones, lifestyle, apparel, and appliances among others. However, do note that the company doesn’t hold any inventory of these products and acts more like a deals marketplace.

Competition: MyDala competes against GroupOn and Times Internet’s TimesDeal. While MyDala has tied-up with telcos to scale its growth, GroupOn India tied-up with LINE messenger to provide daily deals through an official account ‘Groupon Freebies’ on the messaging service.