Bharti Airtel on 16 August 2013 stated that it launched 1 rupee entertainment store which will allow users to download services such as music, games, videos and photos for one rupee. Virtual 1 rupees Entertainment Store offers a wide range of exciting mobile content (including music, videos, games and photos) and Internet browsing offers all at 1 rupee only.
The store is compatible with over 5500 mobile devices including feature phones. Airtel has recently launched a video service for 1 rupee.
The company explained that with such initiatives it continues to leverage the affordable 1 rupee tag to simplify data services for its customers and encourage the mobile internet experience among first-time users across India.