His leadership has not only helped Spotify find its footing in one of the world’s most complex markets but has also redefined how Indians discover, value, and share music.
Birthdays often serve as a pause ,a moment to take stock of the journeys behind us and the possibilities that lie ahead. For Amarjit Singh Batra, Managing Director of Spotify India and General Manager for SAMEA, this pause feels particularly meaningful. His leadership has not only helped Spotify find its footing in one of the world’s most complex markets but has also redefined how Indians discover, value, and share music.
Redefining the Sound of Strategy
When Amarjit took the reins in April 2018, Spotify entered India with both promise and uncertainty. In a country dominated by film music and free consumption, could people be convinced to pay for streaming? Under his vision, the answer was yes. By localising playlists, embracing regional languages, and designing uniquely Indian innovations like “Premium Mini” and sachet-sized subscription plans, he transformed music streaming from a luxury into an everyday habit. Today, more listeners willingly pay for music , a quiet but historic shift in behaviour.
An Advocate for India’s Own Voices
Perhaps Amarjit’s most lasting legacy lies in his commitment to India’s non-film music movement. For him, independent artists were never an afterthought. He has consistently championed their growth through initiatives like Spotify for Artists, while ensuring regional sounds ,from Punjabi pop to Tamil indie , find space on global stages. As a result, Indian playlists today aren’t just background soundtracks; they’ve become cultural markers that travel far beyond our borders.
Under his watch, Spotify has crossed milestones in subscribers, podcasts, and advertising. Yet Amarjit is the first to admit the work is far from over. The challenges of monetisation, audience education, and staying ahead of Gen Z trends remain. But his optimism is unwavering. He envisions I-Pop , Indian pop music ,breaking out as a global phenomenon, powered by creativity, technology, and a generation of fearless artists ready to be heard.
A Note of Gratitude on His Birthday
On this special day, it feels right to acknowledge Amarjit Singh Batra’s role as more than an executive. He is a listener, a believer, and a builder. His steady hand has allowed artists to dream bigger, and audiences to listen deeper.
Happy Birthday, Amarjit. May the year ahead bring even bolder experiments, louder voices, and richer soundscapes. May your journey continue to shape not just how India listens, but how the world hears India.