PaRa Music launches AI-powered music venture, targets 40,000-song catalogue

MUMBAI: In a music industry increasingly fascinated by artificial intelligence, PaRa Music is striking a different note. The newly launched venture describes itself as India’s first AI-powered music company where the AI does not create the music.

Founded by Rashna Pochkhanawala and backed by a consortium of angel and institutional investors led by Apollo Growth Capital, the company plans to build a catalogue of 40,000 songs over the next four years across film and non-film music in Hindi and regional languages.

Rather than using artificial intelligence to compose songs, PaRa Music’s proprietary platform, PaRaMeter™, is designed to analyse audience behaviour, listening patterns and market trends. The company says the technology will help identify emerging demand, guide investment decisions and optimise distribution and monetisation strategies while leaving the creative process entirely in the hands of artists, composers and songwriters.

According to industry estimates cited by the company, India’s music market is projected to reach Rs 7,500 crore by 2028, driven by rising streaming consumption and growing demand for regional-language content. Despite this growth, discovery and monetisation remain major challenges for many creators, particularly those operating outside mainstream film music.

“India has one of the world’s richest and most diverse music ecosystems, yet much of its potential remains untapped,” said PaRa Music founder Rashna Pochkhanawala. She added that the company aims to combine technology, data and strategic investment in music intellectual property to help Indian music reach wider audiences globally and create long-term value for creators.

Backing the venture, Apollo Growth Capital said India’s music economy is entering a period of rapid expansion, with music IP emerging as an increasingly attractive asset class. The investor believes PaRa Music is well positioned to capture this opportunity by combining proven industry expertise with AI-driven intelligence and a scalable monetisation model.

The company’s strategy centres on building music catalogues, strengthening distribution networks and creating diversified revenue streams for artists and rights holders. It also plans to collaborate with central and state governments on music-led cultural and creative economy initiatives.

As global investors increasingly view music rights and catalogues as long-term assets, PaRa Music is betting that data-driven decision-making can unlock greater commercial potential for Indian music. By pairing human creativity with AI-powered intelligence rather than AI-generated content, the company hopes to carve out a distinctive place in India’s fast-growing music ecosystem.