Indian singer-songwriter Anuv Jain is proving that artists can build successful careers outside the country’s powerful Bollywood music industry while staying true to their own sound.
Known for his soft vocals and emotionally driven songs, Jain has amassed hundreds of millions of views on YouTube and millions of listeners on streaming platforms.
The artist, who hails from Ludhiana in Punjab, began singing as a teenager and has built a large following through songs that explore love, heartbreak and longing, primarily in Hindi.
Jain now has about 3.9 million followers on Instagram and more than 20 million monthly listeners on Spotify.
Speaking to BBC Newsbeat ahead of a sold-out performance at London’s Roundhouse, Jain said he focuses on creating music that feels genuine rather than chasing numbers.
He said he imagines how listeners might experience his songs while driving, exercising or spending time alone, adding that he tries to create music that he and his family would also enjoy.
Jain has developed his career independently, without the backing of Bollywood, which has traditionally played a major role in India's music industry.
He is part of a growing group of independent Indian musicians creating music outside the traditional film soundtrack system.
Jain describes independent artists as operating in an “alternate space”, where they release their own music and see how audiences respond.
Two of his songs, Jo Tum Mere Ho and Afsos, a collaboration with AP Dhillon, have reached number one on the Asian Music Charts.
Despite his growing popularity, Jain has remained selective about his releases. Until recently, he had generally released only one song a year.
That approach may now change, with the singer revealing that several new songs have already been completed and could be released soon.
Jain says finishing a project is important to him and that he does not like leaving musical projects incomplete.
His simple songwriting style has also helped some of his songs, including Arz Kiya Hai, gain widespread attention on social media platforms such as TikTok and Instagram.
While Jain is open to collaborating with major international artists, he says maintaining his identity and storytelling remains important.
He believes collaborations should not compromise the message or character of his music simply because a bigger name is involved.
One artist he could see himself working with is former One Direction member Zayn Malik, who has achieved success in both Western and Asian music markets.
Jain says Malik’s style could complement his own music, adding that perhaps “the universe” could make a collaboration happen.
For now, Jain says he is focused on taking his time, completing his music and continuing to build his career on his own terms.