In a major move that signals the growing power and promise of regional Indian music, Believe India has officially launched Mahra Tora, a new imprint dedicated exclusively to Haryanvi-language music. The move comes under the company’s Artist Services division and is aimed at bolstering the careers of Haryanvi artists by providing them with global-standard digital, marketing, and financial support.
The name “Mahra Tora”, which translates to “My Swag”, captures the essence of Haryanvi culture—proud, rooted, and unapologetically authentic. With this imprint, Believe is not just tapping into a rapidly growing regional genre; it’s also committing to giving Haryanvi music and its creators a sustainable, long-term ecosystem for growth.
A Star-Studded Launch
Mahra Tora launches with an impressive lineup of eight marquee artists from the Haryanvi music landscape, including:
- Renuka Panwar, the chart-topping sensation whose tracks “52 Gaj Ka Daman” and “Chatak Matak” have each crossed over a billion views on YouTube.
- Ajay Bhagta
- Kabira
- Amit Saini Rohtakiya
- Kaka WRLD
- Hashtag Pandit, known for devotional music
- GP JI
- Amit Dhull
This diverse roster reflects a blend of mainstream popularity, genre variety, and grassroots fan bases. Renuka Panwar alone brings massive digital clout, having reached staggering milestones that rival national and international pop stars. Others, like Hashtag Pandit, offer a deep dive into culturally rich and spiritual soundscapes.
Haryanvi Music’s Digital Surge
Like much of India’s regional music scene, Haryanvi music found its first massive audience on YouTube, thanks to its visual appeal, catchy rhythms, and cultural storytelling. But what’s notable now is its steady rise on audio streaming platforms.
For example:
- “Yadav Brand 2” by Sunny Yaduvanshi
- “Kaleshi Chori” by DG Immortals
- “Russian Bandana” by Dhanda Nyoliwala
These tracks have not only captured local fans but have also crossed into Spotify India’s Top 10 national charts, a significant feat for regional language songs. Even more impressively, artist Masoom Sharma recently had ten songs simultaneously on Spotify India’s Top 200 Songs chart.
Such cross-platform performance suggests that Haryanvi music is no longer confined to its local demographic it’s gaining ground in urban metros, among the diaspora, and across genre lines like hip-hop and electronic.
Mahra Tora’s Mission: Amplifying Regional Talent with Global Tools
With Mahra Tora, Believe India is laying down infrastructure that ensures artists don’t just “go viral” they build sustainable music careers. That includes:
- Strategic marketing support
- Financial backing
- Access to long-term digital platform partnerships
- Creative independence for the artists
Vivek Raina, Managing Director of Believe India, underscored this mission by saying:
“Haryanvi music has seen a meteoric rise in popularity, resonating with audiences beyond its regional roots. With ‘Mahra Tora,’ we aim to provide a strong platform for Haryanvi artists, ensuring they have the right tools to reach wider audiences and build sustainable careers.”
Meanwhile, Shilpa Sharda, Head of Artist Services at Believe India, emphasized the authenticity of the genre:
“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.”
The message is clear Mahra Tora isn’t just a label; it’s a catalyst for elevating a music culture that’s already buzzing at the grassroots and is now poised to expand both locally and internationally.
Believe’s Regional Footprint: A Proven Strategy
The launch of Mahra Tora is part of Believe’s larger strategy to empower regional and independent music ecosystems worldwide. The company has already introduced similar imprints in:
- Thailand with bYOND (Hip-Hop)
- Italy with MAST
- France with Avant-Garde, AllPoints, and Morning Glory
These initiatives reflect a localized-yet-global strategy: support cultural specificity while equipping artists with tools to grow on international platforms.
In India, Believe has steadily increased its market share and cultural relevance over the last few years. Major moves include:
- The acquisition of Venus Music in 2019, later renamed Ishtar in 2021. This gave Believe access to one of the largest catalogs of original Bollywood soundtracks in Hindi.
- In 2021, Believe also acquired Think Music, a Chennai-based independent label with deep roots in Tamil film music.
- Most recently, in January 2024, Believe acquired a “Punjabi powerhouse” catalog from White Hill Music, a label it had already been supporting digitally since 2017.
These acquisitions and new imprints demonstrate that Believe isn’t just distributing music it’s actively shaping India’s diverse musical future.
The Haryanvi Wave: More Than Just Regional Pop
What makes Mahra Tora especially exciting is the timing. Haryanvi music isn’t just experiencing a phase it’s part of a larger cultural shift.
From hip-hop crews in Rohtak to devotional tracks in rural areas, the genre is expanding its sound, its language, and its appeal. Its earthy lyricism, dance-ready beats, and powerful narratives are now being remixed, exported, and celebrated across demographics.
With artists like Dhanda Nyoliwala collaborating with mainstream names and tracks entering global-style music videos, the once-niche genre is stepping confidently into the mainstream of Indian pop culture.
Mahra Tora’s strategic push will only accelerate this evolution, opening doors to collaborations, tours, branded content, and possibly even crossovers with Bollywood or global pop.
Looking Ahead: Mahra Tora as a Cultural Movement
Beyond the technicalities of digital marketing and platform deals, Mahra Tora represents something bigger a validation of cultural pride.
By placing Haryanvi music under the spotlight and giving artists a seat at the global table, Believe is making a statement: regional doesn’t mean small, and local isn’t less global.
It’s a reminder that India’s music future isn’t written just in Hindi, Punjabi, or English but in every language, accent, and rhythm that speaks to its billion-plus people.
And with Mahra Tora, “swag” just went global.
In Conclusion
Mahra Tora is not just another music label it’s a movement for representation, recognition, and reinvention. As part of Believe India’s continued investment in regional voices, it will empower a new generation of Haryanvi artists to reach wider audiences, monetize effectively, and shape the future of Indian pop.
And as Haryanvi beats echo from Rewari to Rotterdam, Mahra Tora may just be the sound of India’s next big cultural export.
