Dhingana Logo IdentityMusic streaming platform Dhingana has launched its paid subscription model on iOS offering ad-free service called Dhingana Gold for $1.99 (~ Rs 120) per month. Besides this, it has also revamped its website providing much cleaner look.

With the revamped website, the app has removed all social clutter indicating who is playing which song and other social features. It also seems to be more focussed on the recently launched curated Radio stations feature and has brought in a permanent player at the bottom of the page.

Besides this, the revamped site now features top songs, featured albums, top playlists and song suggestions to users. It also offers quick access to the radio functionality and allows users to head over to any specific language of their preference through a drop down menu.

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Dhingana Gold: Dhingana’s Gold service comes right after it had introduced video ads on iOS platform in May 2013. At that time we had questioned why the company had rolled out video ads. However, it does make sense now that Dhingana has rolled out its ad-free service. The video ads have the potential to drive users to subscribe to its ad-free paid subscription service.

One can activate the ad-free version from settings, however, Dhingana is currently offering a 15 day free trial. Dhingana Gold service offers music play without any ads (audio or visual ads), ability to download unlimited songs, albums or playlists and play them offline, music up to 320kbps quality, ability to sync two devices and generate song playlist by analyzing downloads.

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We were not able to test the the synchronization between two devices, however, we believe that it’s possible only between two iOS devices currently, since the Dhingana Gold is not available on other smartphone platforms.

After using the app for couple of minutes, we found that Dhingana’s app UI is the most user friendly UI in the music streaming app market in India. One can add the song to their playing list, like it, or download the song within a click. It also provides meta data of a song such as Album, singer, music, cast, lyricist, and likes it has received.

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Pricing and payment: The Dhingana Gold account is available for $1.99 per month and is on auto renewal. One can purchase the subscription through their iTunes account. Note that, iTunes only accepts credit cards as of now.

Dhingana’s ad-free paid subscription service seems to be the cheapest among music streaming apps available in the Indian market. Dhingana competitor Saavn offers ad-free service Saavn Pro for Rs 220 per month, while Gaana* offers its paid subscription service for Rs 170 per month. Dhingana currently offers a web app, a mobile web app and native apps for iOS, Android, BlackBerry, Symbian and Windows 8.

Dhingana’s competitor Hungama offers a monthly subscription service at Rs 99 (through operator billing) and Rs 110 (through Google Wallet), although that only allows unlimited ad-free streaming of full length songs and videos. It also offer various plans to purchase and download songs including a single download (Rs 10 per song), value pack (4 items for Rs 20) and value pack (10 items for Rs 50).

Other players: India has several music streaming sites, including Times Internet’s* Gaana.com,  Saavn*. Rediff recently shut its online streaming service Songbuzz. A few online radio sites have also cropped up – including Radiowalla, Planet Radio City, and Radio OneHungama also allows music streaming and more recently has launched its own music streaming app. Online retailer Infibeam had launched music download services, and iTunes recently launched the iTunes store in India.

*Disclosure: Times Internet are advertisers with MediaNama