Desi Hits, a company that delivers online entertainment in South Asia featuring celebrity interviews, music videos, podcasts and blogs, said it has raised $5 million in its second round of financing, from Draper Fisher Jurvetson, Trident Capital and D.E. Shaw Group.

The two-year-old company is based in San Francisco, but targets the South Asian (India) or “Desi” youth culture, and says it has more than 10 million hits per month.

“In one short year we have also seen the West’s interest in South Asia skyrocket,” said the company’s CEO Anjula Acharia-Bath in a press release. “We are opening doors to Western acts that want to enter the huge Indian market in an authentic way.”
The company recently featured a podcast with rap superstar 50 Cent prior to his concert in Mumbai.