Sony Music India

Mumbai, where Sony Music India is based. Photo Credit: Hardik Joshi

The Hello Group (THG) and Sony Music are once again broadening their partnership – this time with an eye on India, where they’ve officially launched THG India.

LA-based THG and Sony Music India revealed that newly minted unit today, three years and change after the former announced a Sony Music Publishing JV. Apparently, Hello Group has quietly been pursuing growth in India in the interim – including by claiming an A&R win with a “crossover hit” featuring local talent as well as The Chainsmokers.

Meanwhile, Sony Music – like not just its fellow majors, but Believe, Reservoir, and several others – has been spearheading India-focused expansion initiatives. In March 2025, to name one recent example, Sony Music Publishing extended its admin deal with TIPS Music.

At the intersection of all these points, THG India is poised to zero in on publishing, artist management, and global touring alike in the market, the involved parties indicated in more words.

In a statement, Hello Group founder and CEO Taylor Jones, whose company moved to hire a Mumbai-based executive assistant about four months back, emphasized plans “to amplify India’s voices like never before.”

And in remarks of his own, Sony Music India MD Vinit Thakkar touted THG India “as a critical bridge” for the Indian music market, which is beginning to prioritize paid listening. (The shift hasn’t been without growing pains, and by some estimates, it’ll take quite a while yet to translate into healthy revenue results for the industry.)

“This is a great moment for the Indian music industry and its vibrant creative community,” added the former Universal Music India COO Thakkar. “THG India marks our first international collaboration of this scale right here in India, and it serves as a critical bridge.

“By combining THG’s strength in global live touring and their international network with our deep local expertise, we are strategically empowering Indian artists with the resources, seasoned management, and global network essential to truly accelerate their careers and resonate on the international stage,” he concluded.

Regarding some of Sony Music’s other India buildout efforts, 2023 saw the major’s AWAL subsidiary set sail in the nation of 1.4 billion. And this past March, AWAL added (or more specifically re-added; the exec had previously spent the better part of a decade with Sony Music) Amazon India’s Aniket Parpillewar as head of India and South Asia.