Indian video-on-demand company ALTBalaji has entered into a partnership with Amazon Pay, according to a statement by Nachiket Pantvaidya, CEO of ALTBalaji and Group COO Balaji Telefilms. As a result, Best Media Info reports, ALTBalaji “customers can now experience a one-click purchase using Amazon Pay and avail of a flat 50% cashback of up to Rs 150 on paying for their ALTBalaji subscription.”

Pantvaidya lauded the partnership as an important step toward future growth and customer satisfaction, as well as general convenience:

“This partnership helps us cater to audiences who prefer the Amazon ecosystem and payment options, which is considered as the most trusted gateway for digital audiences across the country.

“Through this partnership, ALTBalaji’s library of homegrown, original premium content will now be even more accessible to a wider and newer set of audiences.

“The association will further help us extend our reach, while allowing Amazon Pay to offer their customers the entire catalogue of ALTBalaji’s premium content at an extremely competitive price point.”

Likewise, Manesh Mahatme, Director of Amazon Pay India, asserted that the association will create a more customer-friendly interface.

“Integration of Amazon Pay on ALT Balaji gives consumers a safe and seamless payment choice,” he said. “I am certain that this partnership will enhance the overall consumer experience on the platform and will encourage more subscribers to enjoy a friction-free checkout.”

For example, customers will now have access to “one-click” payments that make for an easier and faster transaction process. “Additionally,” Best Media Info reports, “through Amazon Pay, customers can receive refunds faster and also view the details of balance transactions using an online statement.”

Founded in 2015, ALTBalaji is available by subscription only. It offers customers a wide variety of content and genres including drama, comedy, thriller, crime, mystery and romance.