{"id":234131,"date":"2025-06-17T11:54:07","date_gmt":"2025-06-17T10:54:07","guid":{"rendered":"https:\/\/www.musicbusinessworldwide.com\/?p=234131"},"modified":"2025-06-17T11:54:07","modified_gmt":"2025-06-17T10:54:07","slug":"believe-india-launches-mahra-tora-an-imprint-dedicated-to-regional-haryanvi-music","status":"publish","type":"post","link":"https:\/\/www.musicbusinessworldwide.com\/believe-india-launches-mahra-tora-an-imprint-dedicated-to-regional-haryanvi-music\/","title":{"rendered":"Believe India launches Mahra Tora, an imprint dedicated to regional Haryanvi music"},"content":{"rendered":"

Believe India has launched Mahra Tora, an imprint dedicated to <\/strong>Haryanvi music.<\/p>\n

According to the company, the imprint “marks a significant step in Believe\u2019s commitment to regional music in India” and will provide “strategic, marketing and financial support to local talent, while ensuring they retain full creative control over their careers.”<\/p>\n

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The label is set to launch with eight artists from the Haryanvi music scene: Kabira, Ajay Bhagta, Kaka WRLD, GP Ji, Hashtag Pandit, Amit Saini Rohtakiya, Amit Dhull, and Renuka Panwar<\/strong><\/p>\n

Mahra Tora is the latest imprint from Believe aimed at developing regional and independent music scenes worldwide, following launches of hip-hop-focused imprints in Thailand<\/strong> (bYOND<\/strong>), Italy<\/strong> (MAST<\/strong>), and France<\/strong> (Avant-Garde, AllPoints, <\/strong>and Morning Glory<\/strong>).<\/p>\n

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Vivek Raina<\/strong>, Managing Director, Believe India, said: “Haryanvi music has seen a meteoric rise in popularity, resonating with audiences beyond its regional roots.<\/p>\n

“With \u2018Mahra Tora,\u2019 we aim to provide a strong platform for Haryanvi artists, ensuring they have the right tools to reach wider audiences and build sustainable careers.”<\/p>\n

“With \u2018Mahra Tora,\u2019 we aim to provide a strong platform for Haryanvi artists, ensuring they have the right tools to reach wider audiences and build sustainable careers.”<\/p>\n

VIVEK RAINA, BELIEVE INDIA<\/span><\/p><\/blockquote>\n

Shilpa Sharda<\/strong>, Head of Artist Services, Believe India, added: \u201cThe energy and authenticity of Haryanvi music is unparalleled. \u2018Mahra Tora\u2019 is our way of investing in this vibrant scene, empowering artists with the best-in-class support to scale new heights in the industry.\u201d<\/p>\n

“Mahra Tora\u2019 is our way of investing in this vibrant scene, empowering artists with the best-in-class support to scale new heights in the industry.\u201d<\/p>\n

SHILPA SHARDA, BELIEVE INDIA<\/span><\/p><\/blockquote>\n

The latest launch marks Believe’s continued expansion in India.<\/p>\n

The company expanded its positioning in the market via the acquisition of\u00a0Venus Music\u00a0<\/a><\/strong>in 2019 (renamed Ishtar<\/strong> in 2021), claimed to be one of the largest catalogs of original Bollywood soundtracks in Hindi.<\/p>\n

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In 2021, Believe acquired a controlling stake in India-based Think Music<\/strong><\/a>, an independent company for original soundtracks in Tamil language.<\/p>\n

In January 2024, Believe acquired what it described as a\u00a0\u201cPunjabi powerhouse\u201d catalog from India-based White Hill Music<\/a>,\u00a0<\/strong>whose roster Believe has reportedly been supporting with digitalization and artist services since 2017.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mahra Tora will provide ‘strategic, marketing and financial support to local talent, said Believe<\/p>\n","protected":false},"author":6911,"featured_media":192194,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-234131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/234131","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/users\/6911"}],"replies":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/comments?post=234131"}],"version-history":[{"count":0,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/posts\/234131\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media\/192194"}],"wp:attachment":[{"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/media?parent=234131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/categories?post=234131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.musicbusinessworldwide.com\/wp-json\/wp\/v2\/tags?post=234131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}