Warner Music India and Ultra Music sign global distribution partnership

Warner Music India has entered an exclusive worldwide distribution partnership with Ultra Music, one of India most established music labels. The agreement gives Warner Music India responsibility for distributing Ultra catalogue of more than fourteen thousand tracks, spanning Hindi film soundtracks and a wide range of regional, folk and devotional music.

Under the deal, Warner Music India will handle both the existing Ultra catalogue and future releases for the duration of the agreement. The objective is to use Warner global distribution network to expand the reach of Ultra rich repertoire on streaming platforms and digital services across markets.

Ultra catalogue includes classic Bollywood scores, regional hits and devotional tracks that already have strong diaspora appeal but have not always been surfaced effectively in global playlists and recommendations. The partnership aims to correct that by combining local depth with international scale.

Sushilkumar Agrawal, chief executive at Ultra Music, said the collaboration marks an important step in strengthening the label distribution and reach. By pairing Warner Music global infrastructure with Ultra catalogue, he expects to deliver quality Indian music to audiences across platforms in a more coordinated way.

Jay Mehta, managing director for Warner Music India and SAARC, described Ultra as holding one of the industry most significant catalogues across genres. He said the exclusive arrangement will allow Warner to take Ultra iconic repertoire and new releases to wider audiences while also reinforcing Warner own Bollywood and regional offering.

The partnership underscores Warner Music strategy of investing in Indian music as a global export rather than a purely domestic category. By leaning into film, regional and devotional segments that have historically travelled through informal channels, the company is betting on long tail discovery and nostalgia driven streaming.

The alliance also sends a signal to artists and rights holders that independent catalogues can benefit from structured international distribution without losing their local identity. For listeners, the collaboration should translate into better availability, improved curation and more consistent audio quality for classic and contemporary Indian tracks.

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