iWorld
Mitron TV goes vocal for local with Atmanirbhar Apps
KOLKATA: Homegrown short video app Mitron TV has unveiled a discovery platform called Atmanirbhar Apps on the occasion of National Unity Day. With the launch of Atmanirbhar Apps, Mitron TV wants to urge people to become ‘Vocal for Local’ and to bring the spotlight on Indian apps from various geographies.
The app envisions to strengthen homegrown technology on a grand scale by making it easier for users to identify Indian apps for their various needs. Currently, the platform hosts more than 100 apps across categories like e-governance, utility, agriculture, gaming, entertainment, lifestyle, and e-learning, among others. It plans to bring 500 more by the end of this year to bolster its roster that includes Kifayat, Grocit, Jain Thela, Home Shoppy, YourQuote, Vridhi Stores, Xploree AI Keyboard, mParivahan, and more.
Mitron co-founder & CEO Shivank Agarwal said, “It gives me immense pride and pleasure to bring Atmanirbhar Apps to the Indian users on National Unity Day. After PM Modi’s clarion call in May this year to be Atmanirbhar, and to focus on the creation of a Made in India ecosystem, we felt that it’s highly important to let users discover noteworthy Indian apps that are doing exceptional work to keep India running. This is a small effort by Mitron TV to celebrate self-reliance and promote domestic businesses.”
Mitron co-founder & CTO Anish Khandelwal said, “When we launched the Mitron TV app, we never imagined that users will shower us with so much affection that we will cross 39 million downloads within six months. This validated our belief that Indians have a trust factor towards local apps, which led us to launch Atmanirbhar Apps.’’
Mitron TV has also kicked off the #AtmanirbharPledge campaign to support the visible momentum for #VocalForLocal. The campaign appeals to Indian users to choose domestic substitutes in the app world, and channelize their support for an Atmanirbhar Bharat.
iWorld
Warner Chappell Music launches India ops, Jay Mehta to lead unit
WMG shifts to direct model, unifying publishing and recorded music
MUMBAI: Warner Chappell Music has officially launched direct operations in India, marking a strategic shift by parent Warner Music Group to deepen its presence in one of the world’s fastest-growing music markets.
The move replaces the company’s earlier sub-publishing model with a full-fledged, on-ground operation, aimed at giving Indian songwriters stronger access to global networks, rights management tools, and creative infrastructure.
To lead the push, Jay Mehta has been handed an expanded mandate. Already serving as managing director of Warner Music India, Mehta will now oversee both recorded music and publishing across India and neighbouring South Asian markets, effectively bringing the two sides of the business under one roof.
The unified structure is designed to streamline how artists and songwriters work with the company, offering a more integrated ecosystem that spans compositions, recordings, and global distribution.
Warner Music Group managing director, recorded music and publishing, India and SAARC Jay Mehta said, “India’s songwriters are world-class, constantly redefining genres and pushing creative boundaries. By establishing a direct footprint for Warner Chappell, we’re bridging the gap between local brilliance and global opportunity.”
The timing is no coincidence. According to CISAC, creator collections in India jumped 42 per cent year-on-year to Rs 7 billion in 2024, while IFPI ranks India as the 15th largest recorded music market globally. At the same time, the industry is undergoing a structural shift, with independent and non-film music gaining ground over traditional Bollywood soundtracks.
Warner’s bet is that a direct presence will help it capture this changing dynamic. The company is also offering India-based creators access to its proprietary tools, including AI-powered royalty matching systems and real-time analytics platforms, aimed at improving transparency and earnings visibility.
Warner Chappell Music co-chair and CEO Guy Moot said the move is about shaping a publishing ecosystem that “works for creators and ensures their music is heard, protected, and rewarded everywhere.”
Meanwhile, Warner Music Group CEO Robert Kyncl underlined India’s importance to the company’s global strategy, noting that the new structure creates a “unified powerhouse” for both creators and audiences.
With local studios, global reach, and tighter integration across its business lines, Warner is clearly doubling down on India. And as streaming habits evolve and independent music rises, the company is positioning itself to be not just a participant, but a key architect of the country’s next music chapter.
