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CD Baby Expands Into India

Just shy of a week since announcing a partnership with China's Tencent, indie distributor CD Baby is setting its sights on another emerging music market: India.

Just shy of a week since announcing a partnership with China’s Tencent, indie distributor CD Baby is setting its sights on another international music market: India.

CD Baby has hired Indian music professional Ritnika Nayan to serve as its first representative in the world’s second-most populous country. Nayan — who wrote Indie 101: The Ultimate Guide to the Independent Music Industry in India; managed India’s SulaFest music festival; and owns her own music company, Music Gets Me High — will represent CD Baby in India along with its sister companies as director of market development.

In addition, established entertainment lawyer Priyanka Khimani will advise the CD Baby team on Indian legal matters.


“India has some of the richest music cultures in the world and artists are eagerly looking for opportunities to share their creativity with audiences around the globe,” shared CD Baby vp of international development Heli Del Moral. “We encourage artists to stay independent and to access our world-class promotion tools to help them propel their music careers. Education is a top priority for CD Baby. Our mission in India is to simplify the process for artists and composers, and to give them the practical steps and information they need to successfully market and sell their music.”

According to IFPI’s 2019 Global Market report, India is the 15th biggest market in the world for recorded music. Back in April, the Indian Music Industry — the country’s main record label trade organization — announced a “Vision 2022” plan to bring India into the top 10 of that ranking, including launching the country’s first official music chart.


“CD Baby is for the artists and it helps artists take control of their music, not just through digital releases, but also through education,” Nayan said. “I feel truly blessed to be able to help the indie scene in India through CD Baby, this is exactly what our country needs right now.”  

Over the last 16 months, CD Baby has expanded into Canada, Columbia, Southeast Asia, and the U.K. The company now has 19 representatives operating in 25 countries around the world.

“India is a huge, vibrant market and presents a great opportunity for CD Baby,” said Tracy Maddux, CEO of CD Baby’s parent company, AVL Digital. “We believe that Priyanka and Ritnika are the right people to help us grow and learn about what artists and labels need in this diverse, intensely creative country. This is a very exciting expansion for us that marks our commitment and belief in the future of the indie music market in India.”

Ritnika Nayan
Ritnika Nayan Dhruv Kalra