Expanding global footprint, Mirchi forays into Middle East

Expanding global footprint, Mirchi forays into Middle East
© Provided by The Times of India
Mirchi, India’s leading city-centric music and entertainment brand, increased its footprint in the Gulf region by re-entering the UAE market in March after a short hiatus of around nine months. The move came close on the heels of the Entertainment Network India Limited (ENIL)- owned brand launching its radio station in Qatar.
Mirchi was launched in Bahrain on May 9, with the aim of expanding its international presence and catering to the entertainment and music demand of the South Asian and Indian diaspora.
With Indians and South Asians comprising more than half of the UAE population, the Middle East is a significant and strategic market for the brand. Having established its stronghold in Dubai for over eight years, Mirchi re-entered the market through a partnership with Dolphin Recording Studio, with their old brand Suno FM now completely overhauled to become Mirchi 102.4FM.

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