Radio Mirchi, the number one radio brand in India, is now in the UAE. Launched in India in 2001 by parent company Entertainment Network (India) Limited, Radio Mirchi currently operates in 32 cities across India. Through an association with Abu Dhabi Media, the Radio Mirchi brand launched in the UAE in February, 2012. Radio Mirchi targets 24-35 year-old affluent, youthful Asians from the South Asian subcontinent and is the only Asian station in the UAE with dedicated frequencies for Abu Dhabi (97.3 FM), Dubai (88.8FM), and Al Ain(95.6 FM),. Broadcast in both Hindi and English, Radio Mirchi is well known for its upbeat style featuring localized content, the hottest music and unrivalled access to Bollywood.