Believe has launched Mahra Tora, a dedicated imprint aimed at fostering the growing Haryanvi music scene in India.
The independent music giant said it “marks a significant step in Believe’s commitment to regional music in India, bringing strategic, marketing and financial support to local talent, while ensuring they retain full creative control over their careers”.
The label has already completed the signing of eight key artists in the Haryanvi scene, including Kabira, Ajay Bhagta, Kaka Wrld, GP Ji, Hashtag Pandit, Amit Saini Rohtakiya, Amit Dhull and Renuka Panwar.
“This marks a powerful step forward in building a genre-defining roster, for these artists to expand their reach locally and internationally,” added the statement. “The imprint will leverage Believe’s extensive digital expertise and long-term partnerships with key platforms to fuel the growth of Haryanvi music in the digital era.”
It follows the launch of hip-hop-focused imprints in Thailand, Italy and France, as part of the company’s mission to develop regional and independent music scenes worldwide.
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.”
Shilpa Sharda, director 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.”
