Mumbai: Rediff.com India Limited (www.rediff.com; NASDAQ: REDF) and Yahoo! India (www.yahoo.co.in), have entered into a strategic alliance to jointly promote online shopping and mobile content across both portals.

While Rediff.com will power the Yahoo! India shopping channel, the agreement will allow Yahoo! India to showcase its prime content like ring-tones, polyphonic tunes, wallpapers and java games on the Rediff website. Rediff.com provides an exhaustive range of online shopping at the Rediff Marketplace.

Yahoo! India has established itself as the country's pioneering and leading Internet portal. Y! India Mobile currently reaches out to over fifteen million mobile subscribers through leading cellular operators in India including Airtel, Hutch, Orange, Idea, RPG, Escotel, Oasis and Spice Telecom.

Through the agreement Y! India Mobile will now offer an additional range of value added mobile services to rediff.com users across the country through the use of the shortcode 8243.