Can an Indian artist find success outside the Bollywood machinery while staying true to their sound?
According to Anuv Jain, it is not only possible but can yield something beautiful.
The singer-songwriter’s soft vocals have accumulated hundreds of millions of views on YouTube, a remarkable achievement for an independent artist in India’s competitive music landscape.
BBC Newsbeat met Jain as he prepared for the final European shows of his debut world tour, seeking insight into his deliberate pace and hopeful outlook.
“It’s not about the numbers,” Jain says backstage ahead of his sold-out performance at London’s Roundhouse.
Yet the numbers do tell a story.
Hailing from Ludhiana in India’s Punjab region, Jain began singing as a teenager.
His tracks have since amassed hundreds of millions of views on YouTube, driven by emotional storylines centered on relationships and heartbreak.
Jain primarily sings in Hindi, with his compositions often exploring deep emotions such as love and longing.
Fans say his music feels like a personal soundtrack to their lives.
His accessible style has attracted 3.9 million Instagram followers and over 20 million monthly Spotify listeners.
According to Jain, the secret to his success is straightforward.
When writing, he imagines how a listener might feel hearing the song while driving, running, or sitting alone at night.
“I just try to make a good song — something I’d want to hear myself, and something my mom, sister, and wife would enjoy,” he says.
“For some reason, our musical taste is gentle enough that when we release it, millions of people are eager to consume it.”
Jain has built a substantial fanbase without Bollywood’s backing, an industry that has traditionally dominated Indian music with opportunities and significant funding.
He is among a growing number of independent musicians offering an alternative to the rollicking film scores and dramatic ballads synonymous with India’s movie industry.
Jain describes artists like him as existing in an “alternate space.”
“We release music ourselves and hope for the best,” he says.
Tracks like “Jo Tum Mere Ho” and “Afsos” — a collaboration with AP Dhillon — both reached number one on the Asian Music Charts, though Jain insists there is no formula to his success.
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