The Mobile Marketing Association (MMA) has launched an India Local Council to foster cooperation across the country's mobile value chain.

It has 34 members at launch, including operators, application developers, brands, agencies and other industry stakeholders.

Participating companies include AdMob, BDA Connect, Coca-Cola, Google, Group M, Hungama, Indiagames, Microsoft, mKhoj, mobile2win, Nokia, Reuters, Vodafone, Tata Teleservices, Velti and Yahoo.

The India Local Council will be headed by two elected co-Chairs who will also be a part of the MMA Regional Leadership Committee, the collaborating body across the Asia Pacific region. They will work closely with the Regional Board of Directors to determine strategy and priorities.

Rohit Dadwal, Managing Director of MMA Asia Pacific, said: “The Indian mobile market is growing at a staggering rate. Over 380 million people in the country now own mobile phones representing a significant opportunity for operators. With mobile penetration and adoption reaching a critical mass, it is only natural that the mobile experience is now about enriching content and media with the convenience of converged services.

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"The India Local Council is poised to lead the implementation of guidelines and best practices and to drive awareness and networking initiatives in one of the world’s most vibrant mobile economies.”