Believe Bets Big On India As It Eyes Top 5 Global Music Market Status

Vivek Raina has reaffirmed India’s strategic importance for Believe, calling the country the company’s “No.1 priority market in APAC” and predicting that India is rapidly moving toward becoming one of the world’s top five music markets.

In a recent LinkedIn post, Raina highlighted India’s uniquely localised music consumption patterns, noting that nearly 78% of streams in the country are dedicated to domestic artists. According to him, this strong preference for homegrown music has fuelled the rapid rise of regional genres and independent artists across the country.

Raina pointed to the explosive growth of Punjabi music and Believe’s increasing investment in regional ecosystems, including the launch of Mahra Tora, its Haryanvi-focused imprint, as well as the strengthening of Think Indie in South India. He stated that the company is actively positioning itself at the forefront of regional artist development in the country.

The executive also revealed the scale of Believe’s India operations, sharing that the company now works with more than 300 local music industry experts and has generated close to 1.9 trillion streams over the last decade. He added that Believe continues to play a major role in driving the growth of India’s indie music movement while also expanding its footprint in the original soundtrack (OST) segment.

Raina described Believe’s “hyper-local” strategy as a core pillar of the company’s global success over the past 20 years, adding that the same approach is now shaping its expansion into the United States market.

The post accompanied a feature chronicling Believe’s evolution from a startup into a global music powerhouse, while underlining India’s growing influence in the international music business landscape.