India’s Music Market Opens Opportunities for Finnish Creators

India is one of the fastest-growing and fastest-digitalizing music markets globally, characterized by affordable data, mass smartphone adoption, and strong linguistic diversity. The key takeaway for Finnish creators and companies is structural: without a clearly defined focus, the opportunity dissipates.  

The analysis is based on a webinar organized by Music Finland on February 23, 2026, in collaboration with Teosto, Europe-Asia Roundtable Sessions (EARS). A concrete entry pathway was introduced through the EARS x India songwriting camp in Turku in April 2026, with the open call launching on the same day as the webinar. 

Languages Structure the Market 

In India, languages function as market segments. Hindi, Tamil, Telugu, Bengali, and Marathi each represent distinct production cultures, media infrastructures, and commercial ecosystems. The scale is operationally significant: more than 1,000 radio stations, over 15,000 concerts annually, approximately 20,000 original releases per year, and 1,450 music-related television programs. More than 750 million phones are equipped for music consumption, and listeners consume music on average over 20 hours per week. For exporters, this requires selecting a specific language and regional market rather than targeting “all of India,” and building partnerships, distribution, and marketing accordingly. 

Production Models and Rights Infrastructure 

Film music continues to dominate, with each film releasing multiple music videos that serve both narrative and marketing functions, while non-film pop has expanded rapidly. The production logic differs: film music typically involves multiple writers working under a music director in a fast, feedback-driven process aligned with the film’s dramaturgy, whereas non-film pop emphasizes long-term artist branding and sustained collaboration.  

From a copyright perspective, The Indian Performing Right Society Limited (IPRS) licenses works, collects performance and mechanical royalties, and distributes income to composers, lyricists, and publishers, managing approximately 2.2 million domestic works. Market entry requires defined language focus, local partnerships, a clear video strategy, and structured rights management prior to release. 

What Does This Mean for Finnish artists and companies 

India is not a single market but a constellation of markets under one national framework. It rewards those who define their audience precisely, localize their content authentically, and build partnerships systematically. Entering the market requires selecting a language and segment, crafting a focused pitch package, developing a video strategy, and ensuring that intellectual property structures are clearly defined before release. 

The window to India is open. The question is no longer whether the market is compelling, but who is prepared to approach it with focus, cultural sensitivity, and long-term commitment. 

India – Finland Song Writing Camp Opens New Collaboration  

The EARS x India songwriting camp in Turku in April 2026 provides a hands-on platform for building connections and initiating co-writing collaborations with Indian music professionals. Applications for Finnish participants open on February 23, 2026. Successful partnerships in this market are rarely formed at a distance; they grow through sustained interaction, shared creative processes, and trust cultivated in person. 

The EARS x India writing call is now open. Finnish writers are encouraged to apply and be part of this cross-cultural exchange. You can find all the details and submit your application here. 

As part of the camp, the FusionLabs project, in collaboration with EARS, Song Asia, West Finland Film Commission, Music Finland, Teosto, and LUME – Luovat Web3 project, will host the final event under the theme “Cross-IP and International Collaboration” on April 23 from 14:00 to 16:00. The event will be streamed online, and the full programme will be published in March on Creve’s website.  

Watch the India Music Market webinar expert talks here: 

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Watch the music videos presented by Sushil Chhugani here: 

• Dhurandhar – Title Track | Ranveer Singh, Shashwat Sachdev, Hanumankind, Jasmine Sandlas,Aditya Dhar
• Fa9la | Official Flim Version | Rehman Dakait | Ranveer Singh | Dhurandhar Full Song | 2026
• Saiyaara Title Song | Ahaan Panday, Aneet Padda | Tanishk Bagchi, Faheem A, Arslan N | Irshad Kamil
• BOYFRIEND(MUSIC VIDEO) KARAN AUJLA| SUNANDA | IKKY | Latest Punjabi Songs 2025

Get in touch with experts in the Indian music market:  

• Anna Reponen, Export Manager, Music Finland, anna.reponen@musicfinland.fi
• Rumpa Banerjee, Head of Marketing, Communications and Member Relations / IPRS, rumpa.banerjee@iprs.org
• Rafael Pereira, Managing Partner / Tinnuts, Executive Trustee / Indian Music Exchanger, rafael@tinnuts.in
• Siddharth Naithani, Senior Advisor – ICT, South Asia / Business Finland, sid.naithani@gov.fi
• Sushil Chhugani, Director / Stubborn Company, Director / Indian International Music Week,  sushil@stubborncompany.in 

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The FusionLabs project develops collaboration in the content industries and international business expertise from 2025 to 2028. Free online meetings and coaching sessions are currently underway. Read more and join in.