India's creator economy just got its most credible historic entry into vocal music. Samarya Creation, the country's first company to simultaneously operate a multi-IP content production house, a creator economy platform, and an e-sports gaming infrastructure under one roof, today announced the formal launch of Aumora Music, an independent, artist-first music label with full proactive support from veteran yet evergreen legendary-lyricist Sameer Anjaan ( "Nazar ke saamne, Jigar ke paas" ) as its founding partner. The announcement was made at The Club, Andheri West, Mumbai, attended by Samarya Creation's leadership - M.D. Manoj Agarwal, Chairman Sunil Goenka, Vice Chairman Narendra Ruia, and Joint M.D.Vikas Agarwal - alongside prominent composers and artistes from across the industry.

Over four decades, Sameer Anjaan ( real name Shitala Pandey ) has written more than 4,000 songs across 640 plus Hindi films, ( "Ghunghat Ki Aadd Sey Dilbar" ), a body of phenomenal creative work recognized by the Guinness World Records as the most prolific lyrical output in the history of world cinema. From the era-defining super-hit lyrical Aashiqui (1990) album, whose cassette sales exceeded 20 million copies, to chart-toppers spanning five generations of Bollywood listeners, his words have been the emotional spine of Indian popular music. Sameer is a three-times Filmfare Award winner, a recipient of the Shaheed Bhagat Singh Award, and the son of legendary poet-lyricist Anjaan, a lineage that places him at the very centre of Hindi song-writing's most revered tradition.

Says Sameer Anjaan, "I have written over 4,000 songs ( like "Kuch Kuch Hota Hai") most of them with lyrical emotional stories with timeless recall value. I have seen what lasts for decades and what is forgotten the nest morning after release. Aumora Music is not about adding to that number. It is about building a home platform with creative-innovative-freedom for talented new artists who have something real organic authentic to say and sing,. A place where music is made to last for decades,, not just to trend. Indian music has enough volume. What it needs is depth. This is the dynamic label I have always been waiting to build. We are confident that Bollywood producers-directors will want to buy our original melodious lyrical songs. Artificial Intelligence ( A-I ) generated lyrics and tunes are not a threat for us !. Because these AI generated songs-lyrics have a body, but they do not have organic heart-felt emotions and they do not have a soul ! " insists Sameer who staunchly believes in "Artistic Intelligence" (A-I)!

Aumora Music enters Indian music at a re-defining moment. Streaming algorithms dictate what gets made. Production assembly lines have replaced craft. New voices struggle frantically to find platforms and mentors that believe in them long enough to let them grow. Aumora's answer is deliberate and structural, a label built on philosophy before commerce, co-creation before control, and an absolute conviction that a song must mean something before it can mean anything to an audience. Already live with 19 tracks across 150+ platforms, including Spotify, Apple Music, JioSaavn, and YouTube Music and with over 150 original compositions ready for release spanning Bollywood, devotional, folk, children's music, rap, and contemporary pop, Aumora Music steps formally into the spotlight with its first marquee artist, its founding creative engine, and a roadmap that runs to 2032. Its global distribution and rights management is powered by Phonographic Digital Limited (PDL), one of India's foremost collective rights management organisations, backed by 1,300+ labels and 46,000+ rights owners worldwide, ensuring every track is protected, every stream is counted, and every artist is paid.

At the heart of Aumora Music's creative architecture are its amazing brilliant composers Neil Gandhi and Niraj Vishwakarma, two individuals whose journeys are as innovative as the music they make.

Aumora Music is not a standalone label competing on a crowded playing field. It is one of six verticals within Samarya Creation, India's first company to combine a multi-IP content production house, a creator economy platform, and an esports gaming café infrastructure under a single strategic vision.
Where independent labels depend entirely on third-party platforms for discovery and promotion, Aumora Music artists plug directly into a cross-platform ecosystem spanning YouTube, Instagram, podcast syndication, branded content series, and live events. Samarya Creation's active properties - Curtain Call (hosted by Aahana Kumra), Sameer Ka Safarnama ( hosted by Sameer Anjaan), Money Ki Baat Alpa Ke Saath, Katha Mantra ( by celeb-actor-author Mahesh Thakur) and ArenaX (an esports gaming café network. For Aumora Music's artistes, that means they do not have to build audiences from zero. The audiences already exist. The music becomes the soundtrack of an entire creator universe.

"Samarya Creation was built on a single belief: that India deserves a content company built for creators, not on them. Aumora Music is that belief applied to music. Having Sameer Anjaan lead this label is not just an honour - it is the guarantee that what we make will have a soul. . We are here to change what Indian music is allowed to be. And we are only just beginning.", assures Manoj Agarwal, Managing Director, Samarya Creation

Aumora Music's first marquee signing says everything about what the label stands for. common-man Ajay ( a former Zomato food-delivery rider), known by his artist name Jaexellejay, is a passionate rapper, composer, and lyricist ( catalogue of 22 songs) who writes every word he performs and produces every track he releases.

The co-creation model is Aumora's standing invitation to emerging talent across every one of these genres. The label does not want finished products delivered to a brief. It wants artists in the room - writing, composing, collaborating, and shaping the label's sound from day one. Whether you write folk songs from a village in Maharashtra or rap in Hindi about a city that has not yet made space for you, the infrastructure exists, the mentorship exists, the distribution exists. What Aumora offers is not just a deal. It is a genuine creative home.

THE AUMORA MUSIC ROADMAP: 2026-2032 Aumora Music is conceived as a long-term institution, not a launch moment. Its roadmap through 2032 is built across three pillars.Music Publishing & Licensing forms the commercial foundation. The label targets a catalogue of 500+ originals by 2028, Live Performances & Aumora Live IP takes the label from streaming to stage. A branded independent concert format will tour eight Indian metro cities, with festival circuit ambitions including NH7, Artist Development & Co-Creation is the discovery-proprietary platform pillar that defines what kind of label Aumora truly is. An in-house hi-tech studio open to independent musicians. Structured mentorship connecting emerging artists with established composers!

Swar-samrat Anup Jalota said, " This is a much-needed commendable new musical talent booster initiative by Sameer.. Because most new singer-artistes have to wait indefinitely until their songs get a proper music-platform.. Due to frustration of rejection, their fire of passion becomes cold and bitter If things work out mutually, I may also record and shoot my devotional songs-videos with Sameer backed by Aumora, Music", signs off Anup-jee.