MUMBAI: India’s music has long been celebrated for its depth, diversity, legendary artists, and melodies that have touched hearts across generations. From the golden era of playback singing to soundtracks that defined pop culture, music has always been central to India’s cultural identity. Now, in 2025, the country’s music landscape is evolving with a sound that is more varied, authentic, and globally resonant than ever before.
Fuelled by increasing digital access, a surge in regional content, and growing global interest, India’s music industry is seeing a surge both creatively and commercially. A recent EY report projects the media and entertainment sector to grow from INR 2.3 trillion in 2024 to INR 3.1 trillion by 2027, with music playing a key role in this expansion.
At the recent WAVES 2025 Summit in Mumbai, Hon’ble Prime Minister Narendra Modi shared this sentiment, stating, “Create in India, Create for the World.” He urged India’s storytellers and creators to seize this moment one where Indian content is no longer seen as local but as an exportable cultural force. As international artists increasingly perform in India and global streaming platforms deepen their investments in live streaming, the country is fast becoming a vibrant cultural hub.
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But perhaps the most compelling shift is happening closer to home — in the growing love for regional music. As local tracks dominate playlists and audiences lean into language-rooted identity, a quieter revolution is underway. Platforms like Gaana the ‘Made in India’ music OTT platform, are at the heart of this transformation. According to internal data, regional language streaming (excluding Hindi and English) has grown by 96%, with South Indian languages like Tamil, Telugu, and Kannada seeing a phenomenal 112% spike in the past 12 months.
From the summit, PM Modi’s statement, “Bharat ka gaana bhi, vishva ki pehchan banega,” was a call for Indian music to take its place on the global stage. Gaana’s in-house team quickly harnessed the momentum, turning this inspiring message into a creative campaign under the banner #BharatKaGaana. In just hours, the campaign spread across platforms, seamlessly capturing the spirit of the moment and connecting the message with its audience.
This wasn’t just a reactive effort; it reflected a shift in how India’s music scene is being perceived as a cultural force that transcends borders. From curated playlists like Top Bhakti to vernacular-driven initiatives like Mass Appeal, Gaana is showcasing India’s spiritual and regional diversity with scale and authenticity. And it’s not just the familiar sounds of Punjabi beats, Bhojpuri folk, and Haryanvi anthems; these regional genres are now gaining widespread appeal, resonating with listeners across states, screens, and cultures.
