On Monday, short video platform Triller announced a new strategic partnership with JioSaavn, a music streaming platform owned by Reliance Industries Limited owned by Mukesh Ambani, India’s richest man. Triller, also a short video platform, is from the United States and has similar functions to TikTok’s overseas version.
The collaboration will enable JioSaavn to embed Triller video into the front end and center. JioSaavn’s streamer will include a prominent button to “Make a Triller Video” on the main screen of the platform. The largest music platform in India, JioSaavn has accumulated more than 300 million users in India, according to a statement from Triller. JioSaavn has partnerships with more than 900 record labels, including Universal, SONY and Warner Music.
India was once TikTok’s largest international market, with more than 200 million users in India before it was banned at the end of June. According to Indian media, Bytedance held talks with Reliance Industries in mid-August about its potential investment in TikTok’s Indian operations.
Triller said the partnership would be the “first of many announcements” between the two companies. In India, Triller is up against other TikTok rivals such as Facebook’s Instagram Reels, and Chingari.