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Business
Spotify ramps up focus on regional Indian music, says MD Amarjit Singh Batra
✍️ Business Standard
🗓 03 Oct 2026, 02:33 AM
👁 11
Spotify’s managing director Amarjit Singh Batra announced a strategic push to expand regional music offerings across India, aiming to tap the country’s diverse linguistic market.
Spotify India’s managing director Amarjit Singh Batra told Business Standard that the streaming platform is intensifying its investment in regional music content. He said the company plans to broaden its catalogue of songs in languages such as Tamil, Telugu, Marathi, Punjabi and others, reflecting the country’s linguistic diversity.
Batra highlighted that regional listeners represent a growing share of streaming hours, and that Spotify wants to provide curated playlists, localized recommendations and promotional support for emerging artists from these markets. The move is part of a broader effort to deepen user engagement beyond the dominant Hindi‑English segment.
The streaming giant has already begun rolling out new regional playlists and partnering with local record labels. Batra indicated that these initiatives will be complemented by marketing campaigns tailored to each linguistic region, aiming to attract both existing and new subscribers.
Industry observers view Spotify’s regional push as a response to intense competition from domestic platforms that have long leveraged local music. By strengthening its regional portfolio, Spotify hopes to solidify its position in India’s fast‑growing music streaming landscape.
Batra highlighted that regional listeners represent a growing share of streaming hours, and that Spotify wants to provide curated playlists, localized recommendations and promotional support for emerging artists from these markets. The move is part of a broader effort to deepen user engagement beyond the dominant Hindi‑English segment.
The streaming giant has already begun rolling out new regional playlists and partnering with local record labels. Batra indicated that these initiatives will be complemented by marketing campaigns tailored to each linguistic region, aiming to attract both existing and new subscribers.
Industry observers view Spotify’s regional push as a response to intense competition from domestic platforms that have long leveraged local music. By strengthening its regional portfolio, Spotify hopes to solidify its position in India’s fast‑growing music streaming landscape.