Believe Launches Label Imprint ‘Mahra Tora’ In India

Believe has launched the Mahra Tora label imprint in India, which will focus on growing the Haryanvi music scene.

The imprint:

• Mahra Tora translates to “my swag.”

• The label will bring strategic, marketing and financial support to local talent from the state of Haryana, while seeking to expand their international fanbase.

• Eight of Haryana’s “most promising and established” acts have been signed: Kabira, Ajay Bhagta, Kaka WRLD, GP Ji, Hashtag Pandit, Amit Saini Rohtakiya, Amit Dhull and Renuka Panwar.

A global perspective:

• As per Music Week, the announcement of Mahra Tora follows Believe’s launch of hip-hop focused imprints in Thailand, Italy and France as part of its mission to expand its footprint globally, particularly among regional and independent music scenes.

• Other companies to recently expand their operations into India include Reservoir, which purchased Musicraft Entertainment in May, signifying its first catalog deal in the country; while earlier this month Sony Music and The Hello Group launched THG India.

What they said:

• Believe India artist-services head Shilpa Sharda: “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.”