Some of the biggest Indian streaming services have been enduring tough times recently, but there’s some interesting activity happening around niche players in that country. Baahi is one example.

It’s a music streaming service that launched in 2020 in the Assam region of India, focusing on regional music (and subsequently podcasts too). News site Guwahati Plus reported on the latest developments for Baahi, which has more than 80,000 users and a catalogue of more than 12k tracks. It has just launched a paid subscription tier.

The service is the work of a startup called Xomoy, which has so far signed licensing deals with more than 100 labels, and has won praise at several startup contests in recent times.

80,000 users may be small, but it’s a community to work with in a country where regional music has been growing rapidly on a variety of streaming services.

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Stuart Dredge

Music Ally's Head of Insight

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