Aditya Music stepped into the South Indian music market in the late 1990's. Today, it has become the king of Tollywood, creating a niche for itself in the Telugu music industry. The company has now plans to venture into other South Indian markets. Till 1996, Aditya Music was primarily into distributing and marketing the music of other labels for the entire state of AP. Later they acquired their own audio rights to distribute solely. They also started a plant in 2000, to manufacture audio cassettes. Today AM has a catalogue of over 2000 titles and has acquired labels like Shiva Musicals, Leo, Maruti Music, Echo, Pyramid Audio. Presently, AM controls about 80-90 per cent of the Telugu market which is ultimately a huge part with about 150 films releasing in a year. Further biggies like Adnan, Vishal-Shekhar, AR Rahman, Shankar Mahadevan etc… from Bollywood music industry are now making in to Telugu music bolstering as a stronghold. AM recently had some big releases like Venkatesh's 'Chintakayala' Ravi' composed by Vishal-Shekhar, V Samudra's 'Mallepuvvu' composed by Illayraja. And the recent biggest hit for AM is the 'Jalsa' audio. It may not be a surprise if mentioned that the music released through AM, for any new entrant in Tollywood, is a sure way to make it big in music. AM reduced the prices of CDs considerably to Rs.40/- even before five years ago when other players in market were selling them for Rs.200/-. This strategy helped them to stabilize their volumes in spite of the prevailing piracy. The quality of the audio rendered by Aditya Music has been drawing attraction among the customers to opt for this label. The three retail chain outlets located in the twin cities titled 'Sangeet Sagar' are sister concerns of Aditya Music, housing songs from different labels. Future plans prevail for Sangeet Sagar to come up with few more outlets in AP. Managing Director Umesh Gupta was amongst the founder members of the IMI and consequently Aditya Music has been a part of PPL and IPRS for a long time.
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