Mahindra Group, known for supporting cultural and artistic initiatives, has launched a new musical IP – Roots at Mahindra University. The inter-collegiate festival is designed to place young voices at the center of cultural transformation, connecting traditional art forms with contemporary audiences.
Debuting at Mahindra University in Hyderabad, the festival will serve as a bridge between roots music and today’s generation. India’s cultural heritage is diverse, with unique art forms emerging every 50–100 km. However, many of these traditions are at risk of fading away. To understand how students feel about this, the university conducted a survey. The results revealed that nearly 75% of students believe losing Indian music traditions would personally affect them, while 60% feel responsible for preserving and redefining cultural heritage.
Roots at Mahindra University aims to respond to this sentiment by blending traditional music with contemporary sounds and digital platforms. The festival is student-led, offering performances in folk, classical, and other art forms. It not only seeks to preserve traditions but also make them relevant for future generations.
Dr. Yajulu Medury, Vice Chancellor of Mahindra University, said, “The University has always upheld its principles of inculcating creative spirit and a forward-thinking approach among students. To further this cause, Roots at Mahindra University presents a great opportunity for students to take the baton of lost arts forward. This festival is for the students, and by the students! It is not just preserving the past; it’s also making it relevant for future generations to come. Through various aspects of creating a memorable festival, Roots is preparing students for future leadership and other roles in the cultural sector.”
The festival will take place across the university’s expansive campus, with installations, décor, local pop-ups, and performances from Indian artists across genres. The Curtain Raiser, held on August 20, 2025, gave audiences a glimpse into what lies ahead, featuring homegrown acts that celebrated India’s musical diversity.
More than just an entertainment platform, Roots seeks to become a movement for cultural sustainability, encouraging Gen Z and millennials to actively carry forward and transform India’s artistic legacy.
