Warner Music India has announced the launch of a “language-agnostic” label called Maati, which MD Jay Mehta says, will “aim to provide a national platform for Indian folk music, its purest forms and its artists”.

Maati is the newest category in which Warner is building a presence, and as such further indicates that the major’s strategy in India – much like that of Mehta’s former workplace Sony Music – is to cover as many genres, styles and regions as possible.

In addition to releasing pop singles in Hindi and English, Warner has also forayed into Bollywood, Punjabi, Bhojpuri and Haryanvi music through distribution deals and strategic partnerships with the likes of Tips Music, Ziiki Media, Sky Digital and Global Music Junction.

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