SAMARYA CREATION LAUNCHES AUMORA MUSIC India's First Creator Economy Company Enters Music with Legendary Lyricist SAMEER ANJAAN

An artist-first label built for the next generation of Indian music, across every genre, from every corner of the country Mumbai (Maharashtra) [India], April 11:India's creator economy just got its most credible entry into music. Samarya Creation, the country's first company to simultaneously operate a multi-IP content production house, a creator economy platform, and an esports gaming infrastructure under one roof, today announced the formal launch of Aumora Music, an independent, artist-first music label with Guinness World Record-holding lyricist Sameer Anjaan as its founding partner. The announcement was made at a press conference at The Club, Andheri West, Mumbai, attended by Samarya Creation's leadership - Managing Director Manoj Agarwal, Chairman Sunil Goenka, Vice Chairman Narendra Ruia, and Joint Managing Director Vikas Agarwal - alongside composers and artists from across the industry. Aumora Music enters Indian music at a defining moment. Streaming algorithms dictate what gets made. Production assembly lines have replaced craft. New voices struggle to find homes that believe in them long enough to let them grow. Aumora's answer is deliberate and structural, a label built on philosophy before commerce, co-creation before control, and an absolute conviction that a song must mean something before it can mean anything to an audience. Already live with 19 tracks across 150+ platforms, including Spotify, Apple Music, JioSaavn, and YouTube Music and with over 150 original compositions ready for release spanning Bollywood, devotional, folk, children's music, rap, and contemporary pop, Aumora Music steps formally into the spotlight with its first marquee artist, its founding creative engine, and a roadmap that runs to 2032. Its global distribution and rights management is powered by Phonographic Digital Limited (PDL), one of India's foremost collective rights management organisations, backed by 1,300+ labels and 46,000+ rights owners worldwide, ensuring every track is protected, every stream is counted, and every artist is paid. SAMEER ANJAAN: THE ARCHITECT BECOMES THE BUILDER Over four decades, Sameer Anjaan has written more than 4,000 songs across 640+ Hindi films, a body of work recognised by the Guinness World Records as the most prolific lyrical output in the history of world cinema. From the era-defining Aashiqui (1990) album, whose cassette sales exceeded 20 million copies, to chart-toppers spanning five generations of Bollywood listeners, his words have been the emotional spine of Indian popular music. He is a three-time Filmfare Award winner, a recipient of the Shaheed Bhagat Singh Award, and the son of legendary poet-lyricist Anjaan, a lineage that places him at the very centre of Hindi songwriting's most storied tradition. At Aumora Music, Sameer Anjaan is not a brand ambassador or a figurehead brought in to lend credibility to someone else's vision. He is the founding partner, actively building the institution he has always believed Indian music needed: one where the lyricist is not an afterthought to the beat, where emerging artists are mentored rather than extracted from, and where the song - its meaning, its craft, its reason to exist - comes before everything else. "I have written over 4,000 songs. I have seen what lasts and what is forgotten the morning after release. Aumora Music is not about adding to that number. It is about building a home for artists who have something real to say, a place where music is made to last, not just to trend. Indian music has enough volume. What it needs is depth. This is the label I have been waiting to build." - Sameer Anjaan, Founder, Aumora Music A LABEL BUILT ON PHILOSOPHY AND A NEW CREATIVE ENGINE At the heart of Aumora Music's creative architecture are its composers Neil Gandhi and Niraj Vishwakarma, two individuals whose journeys are as unconventional as the music they make. Neil trained as an MBBS doctor before walking away from medicine to pursue music full-time, bringing with him a discipline and rigour that shapes every composition he touches. Niraj made the transition from computer science, fusing the precision of a technical mind with a musical sensibility rooted equally in Mumbai's energy and Uttar Pradesh's melodic inheritance. Drawing inspiration from A.R. Rahman, Hans Zimmer, and Coldplay, their work sits at the intersection of Indian melodic tradition and international production standards. Individually, they represent stories of courage over convention. Together, they are the sonic backbone of a label asking Indian music to be more than it currently allows itself to be and their presence alongside Sameer Anjaan is Aumora's creative thesis made flesh: that the most interesting music in India will come from people who were never supposed to make it. INDIA'S FIRST: THE SAMARYA CREATION DIFFERENCE Aumora Music is not a standalone label competing on a crowded playing field. It is one of six verticals