This service comes loaded with exciting applications, pricing details, download and browsing instructions in Hindi.

According to a Tata Indicom press release, the rationale behind the adopting the Hindi language for this medium is simple: 66 per cent of all Indians speak Hindi, while less than 5 per cent understand English.

Recognising this, Tata Teleservices has decided to increasingly embrace Hindi to facilitate and drive the adoption of data services amongst the sizeable non-English speaking population in the country.

According to Pankaj Sethi, president of value-added services at Tata Teleservices, the company is confident of the fact that its customers will cherish the unique offering, and that the initiative will further widen the reach of data services to a new segment hitherto unexposed to the various value-added services owing to language barrier.

He added that the Hindi language interface will go a long way in catapulting data usage and application download pattern in India to the next level.

Tata Zone- Hindi will provide customers access to fun and entertainment through applications like Cricket, Faith and Prayers, Bollywood and Hollywood movies, News, Astrology, Funzone, and Games. The entertainment-packed zone also features an impressive and latest collection of ringtones and wallpapers.

Activating the Hindi catalogue is easy. Customers will merely have to select Hindi as their preferred language in their phone settings, and launch the Hindi catalogue on Tata Zone.

They can choose to switch back to English on Tata Zone by changing Hindi to English in the same manner. The service is currently available on Tata Indicom handsets such as Nokia 1325, Huawei 2900, Huawei 2801, among others.