{"id":2082457,"date":"2025-10-10T19:20:18","date_gmt":"2025-10-10T19:20:18","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2082457"},"modified":"2025-10-10T19:20:18","modified_gmt":"2025-10-10T19:20:18","slug":"inside-indo-warehouses-mission-to-turn-the-indo-house-genre-into-a-global-movement","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/inside-indo-warehouses-mission-to-turn-the-indo-house-genre-into-a-global-movement\/","title":{"rendered":"Inside Indo Warehouse\u2019s Mission to Turn the Indo House Genre Into a Global Movement"},"content":{"rendered":"<p><\/p>\n<div data-article-body=\"true\">\n<p class=\"mb-4 text-lg md:leading-8 break-words\">When Kunal Merchant and Kahani crossed paths in New York in 2021, neither imagined they would soon be carrying the flag for a brand-new genre of music. Indo Warehouse, officially launched in February 2022, has since grown from underground test events to global stages, pushing what they call Indo House \u2014 electronic music mixed authentically with South Asian culture.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cWe both loved music all our lives, but never thought we\u2019d be pursuing it the way we are today,\u201d Kahani recalls.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\"><strong>More from Billboard<\/strong><\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">He had left a career in tech during the pandemic to chase a creative calling, sensing a gap in South Asian representation in electronic music. An idea sparked on a beach in Mexico quickly became an obsession. After a series of New York showcases, he reached out to Merchant, who was already DJing and experimenting in music.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Though he was skeptical at first, Merchant says everything changed when he saw live traditional vocals mixed with house records \u2014 and the way people moved to it in big American cities.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cI was like wow, this is different,\u201d he says. \u201cI questioned \u2014 how are all these people on the dance floor loving this in the U.S.?\u201d<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">That moment planted the seed. By 2022, Indo Warehouse was born.<\/p>\n<figure class=\"relative mb-4\">\n<div class=\"relative\"><button aria-label=\"View larger image\" class=\"group absolute bottom-3 right-3 size-10 md:size-[50px] lg:inset-0 lg:size-full lg:bg-transparent\" data-ylk=\"elm:expand;itc:1;sec:image-lightbox;slk:lightbox-open;\"><span class=\"absolute bottom-0 right-0 rounded-full bg-white p-3 opacity-100 shadow-elevation-3 transition-opacity duration-300 group-hover:block group-hover:opacity-100 md:p-[17px] lg:bottom-6 lg:right-6 lg:bg-white\/90 lg:p-5 lg:opacity-0 lg:shadow-none\"><svg viewbox=\"0 0 22 22\" aria-hidden=\"true\" class=\"size-4 lg:size-6\" width=\"22\" height=\"22\"><path d=\"M12.372.92c0-.506.41-.916.915-.916L21 0l-.004 7.712a.917.917 0 0 1-1.832 0V3.183l-6.827 6.828-1.349-1.348 6.828-6.828h-4.529a.915.915 0 0 1-.915-.915M1.835 17.816l6.828-6.828 1.349 1.349-6.829 6.827h4.529a.915.915 0 0 1 0 1.831L0 21l.004-7.713a.916.916 0 0 1 1.831 0z\"\/><\/svg><\/span><\/button><dialog aria-label=\"Modal Dialog\" aria-modal=\"true\" class=\"fixed inset-0 z-4 size-full max-h-none max-w-none bg-white hidden\"\/><\/div><figcaption class=\"relative text-sm mt-1 pr-2.5\">\n<p>Indo Warehouse<\/p>\n<\/figcaption><\/figure>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">For both, Indo House is an entirely new genre. It\u2019s electronic music that pulls from percussion, vocals and instruments across South Asia while staying rooted in the traditions of global electronic culture. While house remains their anchor, they want Indo House to be a category in its own right, rather than being mislabeled on platforms as Afro House or another established genre.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cIt\u2019s difficult for artists and confusing for fans,\u201d says Kahani. \u201cPart of our mission is to make Indo House an official category \u2014 because it\u2019s important for both the artist and the consumer.\u201d<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">The duo have been lobbying with Beatport and major DSPs while simultaneously showcasing the sound around the world. They operate their own record label, curate a 20,000-follower Spotify playlist and host a monthly show on the SiriusXM channel Diplo\u2019s Revolution. They\u2019ve taken the message to industry stages, speaking at the International Music Summit Ibiza.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">But there was one unquestioned breakout moment: Coachella 2023. Performing on the Gobi stage with a 40-person team of dancers, dhol players and visual artists, they put South Asian culture front and centre.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cIt took four to five months to build the set \u2014 from stage design to custom clothes made in India,\u201d says Kahani. \u201cWe wanted to show our culture belongs on the main stage, not behind the decks.\u201d<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">The gamble paid off. Viral clips spread worldwide, and soon after, dance music legend Damian Lazarus signed Indo Warehouse to the Crosstown Rebels electronic record label and booked them for his Day Zero festival in Tulum, Mexico. Music legend Pete Tong, BBC Radio 1\u2019s voice of dance music, even asked them to submit their music.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">That momentum carried into this year\u2019s packed touring calendar. In Singapore, Indo Warehouse delivered two performances during the Formula 1 Grand Prix: a DJ set at the pit ahead of the race and a full cultural showcase with dancers and dhol players the following night. \u201cMost artists only get a small slot at an event like F1, but the fact that they had us slotted for two different sets was amazing,\u201d says Merchant.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Back home in New York, they are preparing for their upcoming performance at the All That Glitters Diwali Ball on Oct. 11, a gathering of South Asian creatives that coincides with the festival of lights.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cBeing home for Diwali is special,\u201d Kunal says. \u201cIt\u2019s where we get to celebrate with our community and bring our sound to people we admire and respect.\u201d<\/p>\n<figure class=\"relative mb-4\">\n<div class=\"relative\"><img alt=\"Indo Warehouse\" loading=\"lazy\" width=\"960\" height=\"960\" decoding=\"async\" data-nimg=\"1\" class=\"rounded-lg\" style=\"color:transparent\" src=\"https:\/\/s.yimg.com\/ny\/api\/res\/1.2\/S2mjggV0oWjce.JwMfjWKQ--\/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTk2MDtjZj13ZWJw\/https:\/\/media.zenfs.com\/en\/billboard_547\/c7d983025ffb5e92e5d839431bf7d2f6\"\/><button aria-label=\"View larger image\" class=\"group absolute bottom-3 right-3 size-10 md:size-[50px] lg:inset-0 lg:size-full lg:bg-transparent\" data-ylk=\"elm:expand;itc:1;sec:image-lightbox;slk:lightbox-open;\"><span class=\"absolute bottom-0 right-0 rounded-full bg-white p-3 opacity-100 shadow-elevation-3 transition-opacity duration-300 group-hover:block group-hover:opacity-100 md:p-[17px] lg:bottom-6 lg:right-6 lg:bg-white\/90 lg:p-5 lg:opacity-0 lg:shadow-none\"><svg viewbox=\"0 0 22 22\" aria-hidden=\"true\" class=\"size-4 lg:size-6\" width=\"22\" height=\"22\"><path d=\"M12.372.92c0-.506.41-.916.915-.916L21 0l-.004 7.712a.917.917 0 0 1-1.832 0V3.183l-6.827 6.828-1.349-1.348 6.828-6.828h-4.529a.915.915 0 0 1-.915-.915M1.835 17.816l6.828-6.828 1.349 1.349-6.829 6.827h4.529a.915.915 0 0 1 0 1.831L0 21l.004-7.713a.916.916 0 0 1 1.831 0z\"\/><\/svg><\/span><\/button><dialog aria-label=\"Modal Dialog\" aria-modal=\"true\" class=\"fixed inset-0 z-4 size-full max-h-none max-w-none bg-white hidden\"\/><\/div><figcaption class=\"relative text-sm mt-1 pr-2.5\">\n<p>Indo Warehouse<\/p>\n<\/figcaption><\/figure>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">The rise of Indo Warehouse has come at the right moment. South Asian music is surging worldwide, with artists like Diljit Dosanjh and Karan Aujla making international breakthroughs. While big-name collaborations are on their radar, Indo Warehouse are intent on prioritizing authenticity over hype.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cThe artist has to want to enter our world too,\u201d says Merchant. \u201cWe\u2019d rather build the sound first and then find the right voice for it.\u201d<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">For Kahani, a dream collaboration would be with Rahat Fateh Ali Khan\u2019s son Shahzaman Fateh Ali Khan, whose voice he describes as carrying Nusrat\u2019s legacy. Raja Kumari is another artist they admire. \u201cShe feels like a house diva to me. I\u2019d love to sit in the studio with her,\u201d says Merchant.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Indo Warehouse are especially catching on within Canada. It\u2019s where Dosanjh recently\u00a0<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/ca.billboard.com\/music\/diljit-dosanjh-interview-cover-story\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:set records with stadium concerts;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">set records with stadium concerts<\/a>, and it\u2019s the home to artists like Karan Aujla and AP Dhillon, and a\u00a0<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/ca.billboard.com\/music\/punjabi-music\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:global hub for Punjabi music;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">global hub for Punjabi music<\/a>.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cCanada\u2019s been incredible \u2014 the audience is open, mature and willing to let us take them on a journey,\u201d says Merchant.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Toronto, they say, is one of their strongest markets. They\u2019ve also toured Vancouver, Calgary and Montreal, with plans to return soon.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">In India, their Dome Mumbai show was a milestone, with audiences connecting to the fusion of South Asian sounds and global electronic rhythms. Looking ahead, they are working on a new set of releases, building music together in the studio rather than separately for the first time. They\u2019re also preparing to return to their roots in India at the end of the year with new material.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">For Merchant and Kahani, the mission remains clear: Indo House is a global movement in the making.<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">\u201cWe know we can\u2019t do it alone,\u201d says Kahani. \u201cWe need more producers, songwriters and artists joining in. That\u2019s how it will tip.\u201d<\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\"><em>This article was originally published by <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/ca.billboard.com\/music\/indo-warehouse-interview\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:Billboard Canada;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">Billboard Canada<\/a>.<\/em><\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\"><strong>Best of Billboard<\/strong><\/p>\n<p class=\"mb-4 text-lg md:leading-8 break-words\">Sign up for <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/cloud.email.billboard.com\/signup\/\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:Billboard's Newsletter;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">Billboard&#8217;s Newsletter<\/a>. For the latest news, follow us on <a rel=\"nofollow\" target=\"_blank\" href=\"http:\/\/bit.ly\/31XsHSx\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:Facebook;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">Facebook<\/a>, <a rel=\"nofollow\" target=\"_blank\" href=\"http:\/\/bit.ly\/2TkcoeG\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:Twitter;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">Twitter<\/a>, and <a rel=\"nofollow\" target=\"_blank\" href=\"http:\/\/bit.ly\/2TntOHq\" rel=\"nofollow noopener\" target=\"_blank\" data-ylk=\"slk:Instagram;elm:context_link;itc:0;sec:content-canvas\" class=\"link \">Instagram<\/a>.<\/p>\n<\/div>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source www.yahoo.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When Kunal Merchant and Kahani crossed paths in New York in 2021, neither imagined they would soon be carrying the flag for a brand-new genre of music. Indo Warehouse, officially launched in February 2022, has since grown from underground test events to global stages, pushing what they call Indo House \u2014 electronic music mixed authentically [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2049309,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[23934,391659,391656,391657,391658],"class_list":["post-2082457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment","tag-electronic-music","tag-global-electronic","tag-indo-house","tag-south-asian","tag-south-asian-culture"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2025\/09\/Mariah-Carey-Pop-Up-Channel-Is-Launching-on-SiriusXM-Just-in.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2082457","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2082457"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2082457\/revisions"}],"predecessor-version":[{"id":2082458,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2082457\/revisions\/2082458"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2049309"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2082457"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2082457"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2082457"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}