Mirchi, a music and entertainment company, has announced that it has expanded its presence in the USA with the launch of its operations in the Bay Area, California. In line with its vision to expand its global footprint and cater to the South Asian diaspora across markets, Mirchi aims to introduce its Radio, Digital and Live Events solutions to the city.
With South Asians accounting for nearly half of the Bay Area’s total population, there is a demand for Hindi music and Bollywood content. Mirchi will bring Bollywood content as well as local updates relevant to the target audience to meet the needs of this pool of consumers, informed an official statement.
In the USA, Mirchi is already present in markets like New York and New Jersey. The Bay Area offering will bring content like the ‘Mirchi Top 20 Countdown’, ‘Club Mirchi’, ‘What Women Want’ with Kareena Kapoor Khan, ‘Bhatt Naturally’ with Mahesh Bhatt and Pooja Bhatt, ‘The Karan Johar Show’ along with other elements like ‘MirchiMurga’ with RJ Naved and ‘Purani Jeans’ with RJ Sayema.
Prashant Panday, MD & CEO, Mirchi, said, “After expanding our footprint in UAE, Qatar, Bahrain and New Jersey, we are excited to enter the dynamic market of the Bay Area. We look forward to bringing the best of Mirchi for the South Asian and Indian diaspora across these markets.”
“The global entertainment market holds immense potential and North America, especially The Bay Area, is a market with a lot of demand for Hindi music and Bollywood content. Thus, leveraging Mirchi’s brand equity, strengths, and unparalleled content library, we look forward to catering to this demand and engaging with our target audience,” added Manoj Mathan, Head of International Markets, Mirchi.
