India's vinyl revival finds its groove

Melting plastic pellets into chunky discs then squashed flat, a worker presses records in what claims to be the first vinyl plant to open in India in decades.

Warm music with a nostalgic crackle fills the room -- a Bollywood tune from a popular Hindi movie.

The revival of retro records among Indian music fans mirrors a global trend that has seen vinyl sales explode from the United States to Britain and Brazil.

Founder and chief executive officer at Samanvii Digimedia Art and Solutions Saji Pillai, listens to a freshly manufactured vinyl record at a pressing plant in Navi Mumbai, September 21, 2024.AFP

Pillai, 58, entered the music industry as "vinyl was just going out".

He spent the last few years importing records from Europe for his music label clients.

But he took the decision to open his own plant -- cutting import taxes and shipping times -- to focus on Indian artists and market tastes from Bollywood to indie pop after recording "growing interest".

Retailers including Walmart have embraced the retro format, and megastars including Taylor Swift, Billie Eilish and Harry Styles have sent pressing plants around the world into overdrive.

A freshly pressed vinyl record is tested for quality at the Samanvii Digimedia Art and Solutions plant in Mumbai.AFP

In India, the scale of revival is far smaller -- in part due to lower household incomes -- but younger fans are now joining in the trend.

Pillai admitted the industry was still "challenging" but said the market was "slowly growing".

Vynyl record systems do not come cheap.

A decent turntable, sound system and 10 records cost fans 50,000-100,000 rupees ($600-$1,180), the lower end of which is more than double the average monthly salary.

But for those who can afford it, the old system offers a new experience.

"You hear new details, you make new mental observations... There is a ritual to it."

Vinyl records create a "personal, tangible connection to the music we love", Bhatt added.

An employee arranges vinyl records at Samanvii Digimedia Art and Solutions pressing plant in Navi Mumbai, September 21, 2024.AFP

"I know a lot of young kids who have vinyl, even if they don't have a player. It's a way for them to show their love for the music.

"Vinyl is a "completely different" experience than "shoving his AirPods" into his ears and going for a run, said 23-year-old Mihir Shah, with a collection of around 50 records.

"It makes me feel present," he said.

Catering to these fans is a group of record stores, complementing the old records on sale in alleyway shops and flea markets.

Royal Music Collection store owner Abdul Razzak, arranges vinyl records at his shop in Mumbai, October 18, 2024.AFP

"There's been a huge resurgence," said Jude De Souza, 36, who runs the Mumbai record store The Revolver Club, saying the growing interest dovetailed with the wider availability of audio gear and records.

Founder and chief executive officer of the audio store and cafe The Revolver Club Jude De Souza, places a vinyl record on a turntable in Mumbai, October 2, 2024.AFP

Listening sessions organized by the store bring in more than 100 fans.

Despite the growth in popularity, India's vinyl sales remain a drop in the global ocean.

While the world's most populous country has one of the biggest bases of music listeners, with local songs racking up big views on YouTube and music streaming platforms, its publishing industry is small by global revenue standards.

Music publishing revenues hit about $100 million in the 2023 fiscal year -- far smaller than Western markets -- according to accountancy giant EY.

That is partly due to the lower spending power of its fans, coupled with runaway piracy.

Royal Music Collection store owner Abdul Razzak, searches for a vinyl record from his collection, for a customer at his shop in Mumbai, October 18, 2024.AFP

He sells records for 550-2,500 rupees ($6.50-$30), and believes new vinyl pressed in India will prove popular if it is priced within that bracket.

Founder and chief executive officer at Samanvii Digimedia Art and Solutions Saji Pillai, listens to a freshly manufactured vinyl record at a pressing plant in Navi Mumbai, September 21, 2024.AFP

For Pillai and his small factory, it provides an opportunity.

He could -- if demand was there -- "easily" triple the factory's monthly production capacity of more than 30,000, something he hopes will come.

"Even though people love digital, the touch feel is not there," Pillai said.

"Here there's ownership, there's love for it, there's romance, there's love, there's life."