Mumbai: Gamified video and entertainment ecosystem Mazaalo has announced its strategic partnership with Jio. Through this partnership, Mzaalo’s content catalogue and rewards ecosystem will be available on Jio’s low-cost phones and will be freely accessible for millions of rural Indians most of whom are first-time internet users.

Mzaalo app will be native in the JioStore for all JioPhones powered by KaiOS. 150 million+ low-cost Jio phone users will have access to the app’s library of 12,000+ content pieces including Bollywood films, regional cinema, original series, and music videos. They will also have an opportunity to earn rewards across 600+ brand partners, said the statement.

“As internet penetration grows deeper across India, there is a growing demand for quality online video streaming content," said Mzaalo COO Vikram Tanna. "The collaboration with Jio enables us to expand our digital footprint and democratise digital entertainment for the Indian hinterland.”

The Indian hinterland - the remote parts of the country comprise about 65 per cent of India’s population, nearly 900 million people. While mobile services have reached this population, it is not as widespread as it is in urban cities. This partnership between Mzaalo and Jio will provide a new opportunity for those who do not have access to the mobile phone economy.

In addition to this partnership, Mzaalo has also been chosen to join the Jio Developers Build for Bharat Growth Pad Program. As a member, Mzaalo and its community will receive special program benefits like first market access program, year-round technical support from Jio, an exclusive community of leaders for mentorship within Jio's rich leadership ecosystem, JioAds credits, tools and services, training on Jio Developer Tools, and more.