The collaboration was facilitated by Music is Nirvana, a leading content aggregator of South Asian music and movies in the US.

As part of its joint venture with Cinsay, Music Is Nirvana will bring on board more South Asian talent to create music portals and merchandising opportunities.

'The time has come for a huge explosion of Bollywood entertainment and merchandise to hit the US, thanks to the success of films like 'Slumdog Millionaire,' and stars like Sonu already have tremendous fan bases throughout the world,' Matthew Papish, president and chief executive Officer of Cinsay

'We are pleased to be working with Sonu to help bring his talent and passion to existing fans, as well as an entirely new audience through Cinsay's hugly popular enterprise software platform 'content-to-commerce' and vast digital network,' he said.

'We are very committed to promoting South Asian talent on various platforms across America. With our partnership with Cinsay, we are very excited to promote Sonu's merchandise and content and plan to sign on more leading artists,' said Nick Rajsakha, CEO of Music Is Nivana,