NEW YORK: After Reliance, and scores of other smaller telecom service providers, Tata Group's VSNL has now launched Trueroots, an international calling service targeted at the South Asian American market.

The launch was celebrated at an exclusive New York City community event at the Pierre Hotel Aug 16, where more than 150 South Asian community leaders, influential business executives and media, were addressed by senior executives from the Tata Group and VSNL and entertained by a musical performance from international composer and artist Karsh Kale. Videsh Sanchar Nigam Limited (VSNL), a member of the $29 billion

Tata Group, is a leading global communications company offering next-generation voice, data and value-added services to enterprises, carriers and retail consumers. Officially available in the US beginning Aug 21, the new Trueroots International Calling Service offers superior voice quality and easy to access connectivity across the globe, without hidden fees or extra charges and without the need for a physical calling card.

Trueroots provides highly competitive rates to South Asian countries including India, Bangladesh, Pakistan and Sri Lanka supported by a 24/7 customer service organization. Calls are carried on VSNL's extensive global fiber optic network, one of the world's largest global submarine cable infrastructures, providing unsurpassed quality and capacity and ensuring clear and error free connectivity. "As a truly international company, VSNL understands the need to stay true to your roots and keep in touch with the people in your life that mean the most - family and friends," said Sandeep Mathur, Head of Corporate Affairs for VSNL.

"Our goal was to create an international calling service that is truly unique in the industry, delivering on the promises of crystal clear quality, uninterrupted calling and cost effective connectivity without hidden fees." Mathur continued, "As a member of the Tata Group, one of India's largest and most respected business conglomerates, VSNL shares the culture of strict adherence to business ethics and a strong commitment to corporate social responsibility and community.

Built upon this philosophy, VSNL's Trueroots calling service will enable members of the South Asian community living in the United States to feel confident about their international calling experience and know that they can connect with their home countries and pay only for the minutes they use at economical rates. We are pleased that we can support the rapidly growing US South Asian community with a service that lives up to the quality standards they expect and deserve, and that helps make it easier for them to stay close to their close ones across the world."

The Trueroots service offers advanced features including a prepaid recharge option, which allows a calling account to be recharged. Other features include instant recognition of calling line ID for PIN-less dialing from up to 5 registered phone numbers, the ability to make up to three follow-on calls without having to redial the access number, speed dial capabilities for up to 5 frequently dialed numbers, and last number redial. "With the goal of fostering communication and helping to unite the South Asian community across the world, trueroots is a truly innovative service," said David Good, Chief Representative, North America for the Tata Group.

As part of the service, trueroots account holders will soon have access to exclusive voice services, special offers and incentive discounts through the website. One of these services, to be released this coming fall, will offer entry to a leading entertainment media hub, which will allow customers to gain access to premium content such as full length movies, including Bollywood, TV series, sports coverage, video games, music downloads, and karaoke, with much more to be added on an ongoing basis. As part of the US consumer launch, trueroots participated as a major sponsor of the New York City India Day Parade on August 19th, offering a variety of entertainment including the music of the Brooklyn Qawwali Party Band, a 14-piece jazz/world music band inspired by recordings of the late great Sufi singer Nusrat Fateh Ali Khan.