New Delhi, Aug. 4 -- Audio streaming business continues to struggle in India, as most platforms offer similar music catalogues, lacking in novelty or innovation and failing to drive subscriptions.

Amid a sea of soundalike tracks, Amazon Music is striking a new chord to soar above the noise. It is following a three-pronged approach to stay more relevant than the others. It is offering a completely ad-free experience that doesn't charge customers separately and is part of the Amazon Prime bundle along with video and shopping, a top company official said.

It is also producing a range of exclusive podcasts and video content with artistes in addition to songs. And finally, it aims to benefit from the Amazon consumer tech ecosystem, including...