Well-known bhajan singer Anup Jalota and Kavi Narayan Agarwal have launched a music company called Shabd 'n Sur to promote amateur singers.

"There are many talented singers who aspire to make a career in singing, but can't fulfil their dreams because of various reasons. We will be producing albums for those talented singers, " Agarwal, who is known for his devotional poetry, told reporters here.

"In spite of having enormous talent, people opt for other profession to support their family. The company will provide a platform to those individuals with talent as the sole criterion, " he added.

Agarwal, who has been producing devotional albums from last 15 years, said Shabd 'n Sur will take the support of NA Classical Audio Cassettes Co to promote the album of new singers.

NA Music has produced albums of renowned artistes like Pandit Bhimsen Joshi, Hari Prasad Chaurasia, Jagjit Singh, Pankaj Udhas, Kishori Amonkar among others.

"We plan to give away free CDs of the new artistes with every CD of the established singers. We will use the popularity of these renowned artistes to promote the album of the new singers, " said Agarwal.

Agarwal's devotional songs have been sung by renowned classical vocalists like Bhimsen Joshi and Pt. Jasraj. He has also penned lyrics for Jalota.

"We are not doing it for any professional gain. It is a service to those talented artistes living in India and abroad who could not fulfil their dreams because life did not give them the opportunity, " said Jalota, who sang hit bhajans like "Aisi laagi lagan", "Rang de chunariya" and "Jag me sundar hai do naam" among others.

Jalota also said that they would organise a music competition Oct 18 where 10 singers will perform live before the audience. He will judge the competition along with Jagjit Singh, Anuradha Paudwal, Durga Jasraj and Udit Narayan.

"The first three winners will get a cash prize and a chance to record their songs under our banner Shabd 'n Sur, " Jalota said.