The vinyl record industry is seeing a cautious revival in India, driven by nostalgia, passion, and a growing interest among younger generations. While challenges persist, enthusiasts and new manufacturers are fostering a resurgence in this retro medium.
"I feel like a child in a toy store," says Saji Pillai, who has never tired of the magic of making a vinyl record: engraving the mold, pressing the disc, and hearing the crackle of the first note under the needle.
In recent years, this seasoned professional in the music industry imported records from Europe for his own label or for film studios. To focus on Indian artists — and, incidentally, reduce taxes — he decided to open his own manufacturing plant in Mumbai (west India), a symbol of the slow revival of this eminently "retro" product in India.
"When I started working in this field, vinyl was at the end of its life," recalls Saji Pillai. "The spark reignited after COVID, and interest has solidified over the past two years. I figured there was an opportunity here."
Today, the vinyl wave is global.
Its sales now surpass those of CDs and DVDs — once expected to make vinyl obsolete — in the United States, the United Kingdom, and Brazil. For instance, over 41 million vinyl records were sold in the U.S. in 2022, compared to 33 million CDs. Global stars like Taylor Swift, Billie Eilish, and Harry Styles now release their albums in this format.
While the vinyl comeback hasn’t reached the same level of popularity in India, the market is "slowly progressing," observes Saji Pillai. Across the country, passionate and dedicated record store owners are reopening shops.
"Ceremonial"
"When I started, those selling records treated it like selling potatoes or onions," explains Jude D’Souza, owner of the Revolver Club. "For me, music has always been my thing."
Customers, both nostalgic vinyl enthusiasts and new converts from Generation Z — born between the mid-1990s and 2010 — flock to his store.
Like many young people, 26-year-old Sachin Bhatt grew up listening to music on an MP3 player or online. Yet recently, he has fallen in love with vinyl and its "ceremonial" experience.
"You go to the racks, carefully pull out a record sleeve, and treat it with care. When you listen, you notice the details—it’s a ritual," he explains.
"Vinyl records create a personal, tangible connection with the music you love," says Bhatt passionately. "I know many young people who own vinyl records without even having a turntable."
"Listening to music on my AirPods doesn’t feel convincing anymore," adds Mihir Shah, 23. "Holding the record and hearing its superior sound is a totally different experience. With vinyl, there’s a respect for music."
Mihir admits, however, that his newfound passion comes at a cost. "My father, a big fan, paid for my first turntable."
"A Question of Price"
While India, the world’s most populous country, has a vast audience for music, the market remains constrained by the limited purchasing power of a large portion of its population.
According to accounting giant EY, the music publishing market in India generated only $100 million in revenue in 2023.
Setting up a basic vinyl system — turntable, amplifier, speakers, and a collection of ten records — can cost between 50,000 and 100,000 rupees (€550 to €1,100), roughly half the average monthly salary in India.
In a small street shop in South Mumbai, 62-year-old Abdul Razzak sells up to 400 secondhand records a month, priced between 550 and 2,500 rupees (€6 to €28) each.
He, too, is thrilled about vinyl’s "resurgence in popularity." Yet when asked about the future of vinyl in India, he says it will depend primarily on affordability. "People will only buy them if they’re not too expensive," he predicts.
Even if growth remains modest, it’s enough to satisfy Saji Pillai.
"We have a production capacity of over 30,000 records per month," says the head of the new plant. "And we’re organized in a way that allows us to easily triple that capacity."
With AFP
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