Believe India has launched Mahra Tora, an imprint dedicated to Haryanvi music.
According to the company, the imprint “marks a significant step in Believe’s commitment to regional music in India” and will provide “strategic, marketing and financial support to local talent, while ensuring they retain full creative control over their careers.”
The label is set to launch with eight artists from the Haryanvi music scene: Kabira, Ajay Bhagta, Kaka WRLD, GP Ji, Hashtag Pandit, Amit Saini Rohtakiya, Amit Dhull, and Renuka Panwar
Mahra Tora is the latest imprint from Believe aimed at developing regional and independent music scenes worldwide, following launches of hip-hop-focused imprints in Thailand (bYOND), Italy (MAST), and France (Avant-Garde, AllPoints, and Morning Glory).
Vivek Raina, Managing Director, Believe India, said: “Haryanvi music has seen a meteoric rise in popularity, resonating with audiences beyond its regional roots.
“With ‘Mahra Tora,’ we aim to provide a strong platform for Haryanvi artists, ensuring they have the right tools to reach wider audiences and build sustainable careers.”
“With ‘Mahra Tora,’ we aim to provide a strong platform for Haryanvi artists, ensuring they have the right tools to reach wider audiences and build sustainable careers.”
VIVEK RAINA, BELIEVE INDIA
Shilpa Sharda, Head of Artist Services, Believe India, added: “The energy and authenticity of Haryanvi music is unparalleled. ‘Mahra Tora’ is our way of investing in this vibrant scene, empowering artists with the best-in-class support to scale new heights in the industry.”
“Mahra Tora’ is our way of investing in this vibrant scene, empowering artists with the best-in-class support to scale new heights in the industry.”
SHILPA SHARDA, BELIEVE INDIA
The latest launch marks Believe’s continued expansion in India.
The company expanded its positioning in the market via the acquisition of Venus Music in 2019 (renamed Ishtar in 2021), claimed to be one of the largest catalogs of original Bollywood soundtracks in Hindi.
In 2021, Believe acquired a controlling stake in India-based Think Music, an independent company for original soundtracks in Tamil language.
In January 2024, Believe acquired what it described as a “Punjabi powerhouse” catalog from India-based White Hill Music, whose roster Believe has reportedly been supporting with digitalization and artist services since 2017.Music Business Worldwide
