Interview/ Kumar Taurani, managing director, Tips Industries
Q/ How do you see the rise in the popularity of devotional music?
A/ Devotional music has always been an integral part of India’s musical landscape, but we are witnessing an unprecedented surge in its popularity. From the golden era of Anup Jalota’s bhajans to today’s digital platforms, spiritual music has consistently resonated with Indian audiences. What has changed are the visibility and accessibility through social media and dedicated spiritual channels.
The impact of popular culture on spiritual tourism is particularly noteworthy. For instance, after the broadcast of Radha Krishna on television, we saw a tremendous increase in visitors to Vrindavan. Similarly, the inauguration of the Ram Temple in Ayodhya has created a new wave of spiritual awakening. India’s inherent spirituality, combined with events like the Kumbh Mela, continues to drive both the music industry and religious tourism.
Q/ What have you figured out from your research and market insights on this trend? Has this been observed across religions or is it specific to Hindu devotional music?
A/ While Hindu devotional music is experiencing a significant growth, we are seeing strong engagement across different faiths. Sikh devotional music has maintained its strong presence, and we have ventured into Islamic spiritual music with Tips Ibadat channel. However, the response to Hindu devotional content has been particularly high in recent years.
Q/ How has the youth, say music listeners in their 20s, 30s and 40s, taken to this?
A/ We have observed interesting generational differences in consumption patterns. The core audience for traditional devotional content tends to be the 40-plus age group, who engage with full-length bhajans and pravachans. The younger demographic (20s and 30s) interacts differently, primarily through short-form content on platforms like Instagram and Snapchat. While they may not listen to extended devotional content, they stay connected through brief, engaging clips.
Q/ Have social media and influencers contributed in any way?
A/ While social media has significantly increased visibility and awareness of devotional content, we have noticed that this exposure does not necessarily translate into full-length content consumption or streaming. The platform serves more as an introduction and awareness tool than a primary consumption medium.
Q/ What to you foresee for this category?
A/ Based on current trends and growing spiritual awareness across India, I believe the category will experience exponential growth. The combination of traditional spiritual values and modern distribution platforms creates a unique opportunity for expansion in this space.