PopIndia, Reservoir Media, Inc.’s (Nasdaq: RSVR) newly launched subsidiary based in Mumbai, India, today announced the acquisition of publishing and master rights to the entire Musicraft Entertainment catalog. This marks the Company’s first catalog deal in India.

Established in 1980, Musicraft represents a unique niche within the Indian music landscape. Referred to as “Indie Bollywood,” the music features production styles similar to Bollywood soundtracks while remaining independent of any specific film. The music also spans genres, including Qawwali songs, a form of devotional singing originating in 13th century Delhi, widely popular across South Asia especially in India, Pakistan, Bangladesh, and Afghanistan. Musicraft’s catalog features music by artists including Ashok Zakhmi, a renowned Qawwali singer with a career spanning over four decades, who has toured across India. Zakhmi’s most popular song, “Mast Jawani Teri Mujhko Pagal Kar Gayi Re” feat. Tina Parveen, has garnered over 305 million views on YouTube. PopIndia is taking over the Musicraft YouTube channel with over 3 million subscribers. Other artists whose music comprises Musicraft’s catalog include Gyasuddin Warsi, Majid Shola, M. Aaga Fankar, Usman Taj, Kausar Sabri, Anwar Jani, Afsar Azad, and Yusuf Azad.

Aparna Shah, Director of Musicraft’s parent company, Tanatan Talkies Music Pvt Ltd, commented, “Over the years, we have proudly built a catalog that represents the diverse music and listeners of India. We are excited to be partnering with PopIndia to help amplify these songs and bring them to an even broader audience.”

“This marks a major step forward for PopIndia — our first full catalog acquisition, covering over a thousand recordings that span decades of Indian music,” added Reservoir Executive Vice President of International and Emerging Markets Spek. “What drew us to Musicraft was the quality and historical range of the repertoire, from commercial pop music to genres like Qawwali that reflect the subcontinent’s deep musical roots. Our strategy in India is focused on long-term value creation, and that starts with investing in catalogs that matter — culturally and commercially. We see a growing global appetite for Indian music, and this deal positions us well to meet that demand with credible, well-curated content.”