PaRa Music has officially launched in India, positioning itself as a music IP company that combines artist-led creation with AI-powered market intelligence to guide catalogue development and monetisation.
Founded by music entrepreneur Rashna Pochkhanawala, the company says it plans to build a catalogue of 40,000 songs over the next four years, spanning film and non-film music across Hindi and multiple regional languages. The venture is backed by a consortium of angel and institutional investors led by Apollo Growth Capital.
The launch comes at a time when India’s music industry continues to expand, driven by streaming growth and increasing consumption across regional languages. While listening audiences have broadened significantly over the past decade, discoverability and long-term monetisation remain ongoing challenges for many creators and rights holders, particularly outside the mainstream film music ecosystem.
PaRa Music says its strategy centres on identifying audience demand through data and using those insights to inform investment, release planning and distribution decisions. At the core of the model is PaRaMeter™, the company’s proprietary music intelligence platform, which analyses listening trends and audience behaviour across markets.
According to the company, the technology is designed to support business and catalogue decisions rather than generate music itself, with creative development remaining in the hands of artists, composers and songwriters.
The company enters a market where music rights and intellectual property are increasingly attracting investor interest globally. As streaming revenues continue to grow and catalogue ownership becomes a larger part of the music business, companies are exploring new ways to identify commercially viable repertoire and maximise the value of music assets over time.
PaRa Music’s approach combines catalogue acquisition and creation with distribution and rights monetisation, aiming to build a long-term music IP business focused on both domestic and international audiences.
Commenting on the launch, founder Rashna Pochkhanawala said the company was created to help original Indian music reach wider audiences while using technology and data to uncover growth opportunities across genres and languages.
Investors backing the venture described India’s music economy as being at an inflection point, citing growing interest in music rights as an investable asset class and the increasing role of technology in shaping how music is discovered and monetised.
