Why India Is Becoming A Key Market For Global Music Majors

India’s transformation into a priority market for global music companies is no longer a future bet,it is a present reality. The country’s rapid evolution into a high-growth, culturally influential music hub is reshaping how international labels allocate capital, talent, and long-term strategy.

This growing significance is underscored, in part, by the continued global recognition of industry leaders such as Devraj Sanyal, who has been featured for six consecutive years on Billboard’s Global Power Players list. While the accolade reflects individual leadership, it is equally a marker of India’s rising weight in the global music economy.

India Moves to the Centre of Global Music Strategy

Over the past decade, India has shifted from being an under-monetised, volume-driven market to one of the most closely watched territories for future growth. With a young, digital-first population, increasing streaming penetration, and the globalisation of regional sounds, the country is now central to expansion plans for multinational music companies.

Global leadership teams are aligning more closely with India than ever before,backing the market with sustained investments, localised strategies, and long-term infrastructure building. This shift is also changing the narrative: India is no longer seen as an “emerging” outpost, but as a potential cornerstone of the next phase of global music growth.

Beyond Labels: Building a Full-Stack Music Ecosystem

A key driver behind this momentum is the industry’s move beyond traditional label functions. Companies are increasingly building full-spectrum music ecosystems that go far beyond recorded music,spanning publishing, artist management, live experiences, brand partnerships, merchandising, and fan engagement.

Under Sanyal’s leadership, Universal Music Group’s India operations have embraced this shift early. The strategy reflects a broader reimagination of what a music company looks like in 2026: one that is IP-led, fandom-driven, and deeply integrated across multiple revenue streams.

This diversification is particularly critical in India, where monetisation models are still maturing. By expanding into adjacent verticals, companies are not only unlocking new revenue pools but also building more sustainable, artist-first businesses.

Universal Music India’s Strategy Sets the Tone

Within this landscape, Universal Music India has emerged as a case study for how global majors can localise effectively while maintaining scale. The company has focused on long-term investments,building specialised teams, strengthening regional pipelines, and prioritising artist development across languages and genres.

Equally important is the emphasis on fandom and IP creation. Rather than chasing short-term hits, the strategy centres on cultivating durable artist brands and communities,an approach increasingly seen as essential in a fragmented digital ecosystem.

Industry observers note that this model is now influencing how other markets are being approached, positioning India not just as a growth engine, but as a blueprint for future-facing music businesses.

Recognition Reflects a Larger Shift

Sanyal’s repeated appearance on Billboard’s global list is, therefore, less about individual milestones and more about a broader industry recalibration. It reflects how leadership emerging from India is now shaping global conversations around music, monetisation, and market development.

As international labels continue to deepen their presence and competition intensifies, India’s role is expected to expand even further,both as a revenue driver and as a cultural exporter.

In that context, the spotlight on Indian executives is likely to grow, mirroring the country’s own ascent in the global music hierarchy.