Eros Now has tied-up with Sachin Tendulkar-backed startup Smartron, to provide its entertainment services to the smartphone customers. Eros Now will be the exclusive digital OTT service provider for entertainment content on all Smartron devices.

As part of the association, Eros Now will provide its repository of movies, TV shows, music, originals, and regional content across multiple languages to all Smartron customers. Eros Now will leverage from Smartron's extensive marketing campaigns and packaging to promote the partnership.