Universal Music Group has taken a strategic plunge into Bollywood by acquiring a 30% stake in Excel Entertainment, the production house co‑founded by Farhan Akhtar and Ritesh Sidhwani. The deal values Excel at Rs 2,400 crores (around USD $267 million) and was confirmed on January 5. It marks a major tie‑up between a global music giant and one of India’s most respected content studios.
What the deal covers
This is more than a simple equity investment. Under the agreement:
- Universal Music India (UMI) becomes a major minority shareholder in Excel.
- UMG will hold global distribution rights for all future original soundtracks created for projects owned or controlled by Excel.
- A dedicated Excel music label will be launched, with worldwide distribution handled by Universal Music.
- Universal Music Publishing Group will act as the exclusive music publishing partner for Excel’s content.
- Devraj Sanyal, Chairman and CEO of Universal Music India & South Asia, will take a seat on Excel’s board, while the founders maintain creative control.
Statements from both sides
“The Indian film scene presents a hugely exciting opportunity for music and the music‑led entertainment business, and Excel is the perfect partner for us to work with going forward,” said Devraj Sanyal, highlighting the scale of the opportunity for music in films and digital content.
Farhan Akhtar and Ritesh Sidhwani added, “India’s entertainment landscape continues to grow from strength to strength, and this is the perfect moment to build meaningful global collaborations… We’re excited to partner with UMG in what we believe will be a truly creative and transformative alliance.”
Vishal Ramchandani, CEO of Excel Entertainment, described the deal as a major step in evolving Excel into a global creative studio and expanding the reach of Indian stories and talent.
Why this matters for Bollywood music and creators
- Global distribution: With UMG handling worldwide distribution and publishing, film soundtracks and original music from Excel projects are likely to reach new international audiences faster.
- Dedicated label and publishing support: A dedicated Excel label and exclusive publishing tie‑up can create better monetisation, sync opportunities, and longer shelf life for Indian film music.
- Opportunities for artists: Composers, singers and songwriters working on Excel projects could gain wider exposure and access to UMG’s global networks and resources.
- Stronger music‑led strategy: The tie‑up signals a shift toward music as a central pillar in storytelling and distribution strategies for Indian content houses.
Excel’s track record — what they bring
Founded in 1999, Excel Entertainment has produced a string of critically acclaimed and commercially successful films and streaming series. Highlights include:
- Dil Chahta Hai
- Zindagi Na Milegi Dobara
- Gully Boy
- Inside Edge (digital)
- Mirzapur (digital)
The studio’s mix of cinema and streaming hits makes it a strong partner for a music company looking to deepen its foothold in India’s booming entertainment market.
What to expect next
In practical terms, expect future Excel films and series to come with soundtracks that are marketed and distributed on a much larger scale internationally. The partnership also opens doors to cross‑border collaborations, sync deals for international media, and potentially more music‑first projects aimed at global audiences.
For the industry, the deal underlines a growing trend: global music and media companies investing in Indian content studios to tap local creativity while scaling Indian IP worldwide. For audiences, it means more polished music releases, better discoverability of Indian songs, and wider reach for the stories Excel chooses to tell.
Bottom line
This alliance between Universal Music Group and Excel Entertainment is a strategic move that blends Bollywood storytelling with global music muscle. With a dedicated label, exclusive publishing and worldwide distribution, the partnership is set to amplify Indian film music and help take culturally rooted stories to a broader audience.