It might seem like paying money for nothing. But, according to Mr Mohit Gundecha, Head, India Operations and Director Business Development, mig33, a mobile social networking platform, it sold over 40 million virtual gifts in 2010, and a substantial number were bought by Indian users.

�India is among our top five markets,� said Mr Chris Chandler, Vice-President, Business Development, mig33. Sales of virtual gifts in India more than doubled in 2010, claims the company. However, the fastest growth in virtual gifting for the company comes from Nepal, Tanzania and Bangladesh, which grew by well over 200 per cent.

Of course, in value terms, the gifts cost negligible amounts - 69 per cent of the users in India, according to a survey the company did, bought gifts that cost less than Rs 15.