Universal Music Group (UMG) is strengthening its presence in India through a series of new partnerships and label initiatives aimed at tapping into the country’s rapidly growing music and entertainment market.
The global music company has recently expanded its footprint by forming strategic alliances with Indian film studios and launching new music labels that connect Bollywood soundtracks, pop artists, and independent creators with global audiences.
A Major Deal With Excel Entertainment
One of the most significant recent developments came in January 2026, when Universal Music India announced it had acquired a 30 percent minority stake in Mumbai-based film and digital studio Excel Entertainment. The deal valued the company at approximately ₹2,400 crore (around $260–$267 million).
Excel Entertainment, founded by Farhan Akhtar and Ritesh Sidhwani, has produced numerous influential Bollywood films and series including Dil Chahta Hai, Zindagi Na Milegi Dobara, and Gully Boy.
Under the agreement, Universal Music will obtain global distribution rights for the original soundtracks of upcoming Excel films and shows, while also collaborating with the studio to launch a new dedicated music label for these projects.
The partnership also places Devraj Sanyal, Chairman and CEO of Universal Music India & South Asia, on Excel Entertainment’s board, signaling a deeper integration between the two companies’ music and film operations.
Industry analysts say the move reflects Universal’s long-term strategy to integrate music with film and digital storytelling in India.
Earlier Launch of the “Mad For Mussic” Label
The Excel deal follows another recent partnership that expanded Universal Music India’s involvement in the country’s soundtrack business.
In August 2025, the company joined forces with Maddock Films, the studio behind hit films such as Stree and Bhediya, to launch a new music label called “Mad For Mussic.”
Under this collaboration, Universal Music India acts as the global strategic partner for the label, handling international distribution and working on soundtrack releases tied to upcoming films.
The label marks Universal Music India’s renewed push into film music, one of the most commercially important segments of the Indian music market.
Part of a Larger Expansion Strategy
Universal Music’s recent deals in India are part of a broader strategy to invest in one of the fastest-growing music markets in the world.
India currently ranks as the 15th largest recorded music market globally, but industry forecasts suggest it has significant growth potential due to its massive smartphone user base and rapidly expanding streaming audience.
The company has been steadily building partnerships across the country’s entertainment ecosystem. Previous initiatives include a collaboration with talent agency REPRESENT and the launch of new labels tied to specific artists and genres.
These partnerships allow Universal to combine its global distribution network with local creative ecosystems in film, pop music, and hip-hop.
Why India Is a Key Market for Global Labels
India’s music industry is undergoing a major transformation driven by streaming platforms and the rise of independent artists. As digital consumption grows, global music companies are increasingly investing in local partnerships to capture new audiences.
Film soundtracks remain particularly important. In India, music tied to movies often dominates streaming charts and cultural conversations, making film studios valuable partners for global record labels.
By collaborating with studios such as Excel Entertainment and Maddock Films, Universal Music can integrate soundtrack releases directly into its international distribution system.
Opportunities for Artists in the Ecosystem
For artists, the expansion of global labels into India creates new pathways to reach international audiences. Film soundtracks, pop releases, and independent projects can now be distributed worldwide through global music networks.
At the same time, independent distribution platforms continue to play an important role for emerging musicians outside the major label system. Companies such as TuneCore, Believe India, Songdew, Madverse, and Ziddi help artists release music across streaming platforms while retaining ownership and creative control.
Together, major label investments and independent distribution networks are shaping a more complex and competitive Indian music ecosystem.
As global companies deepen their partnerships in the country, India is increasingly becoming a strategic hub for the next phase of the international music industry.
