Mirchi expands to Middle East

01 Apr,2021

By Our Staff

Mirchi has announced the launch of its radio platform and solutions in the UAE and Qatar. In line with its aim to expand its international presence and cater to the Hindi music and entertainment demand, the company brings its content and RJs to the niche consumer set in these markets.

Having established its stronghold in Dubai for over eight years, it is re-entering the market through a partnership with Suno FM – rebranding it to Mirchi 102.4 FM. Launching through a partnership with One FM, Mirchi will be known as Mirchione 89.6 FM in Qatar

Said Prashant Panday, MD and CEO of Mirchi: “The international radio industry is vast with immense potential, especially in the Middle East. This region houses a significant number of Indians and Southeast Asians – more than 50% of the population, who seek Hindi music and entertainment. While Dubai was a market where we enjoyed the pole position for years. Qatar, however, is a new market, with only one private station that addresses this demand. In the coming months, we also plan on entering Bahrain. Thus, leveraging our expertise, talent and extensive content library, we are excited to expand our reach in these three markets and look forward to entertaining our discerning consumers with some hot music and shows.”

Added Kish Bandopadhyay, Mirchi’s partner in UAE, Director of Dolphin recording Studio LLC:  “We are absolutely delighted to announce our partnership with Mirchi, India’s premier music and entertainment brand, which is a sure trendsetter for innovation and excellence in the commercial radio space. We have no doubt that this strong alliance with Dolphin Studios, the oldest commercial radio broadcasters in the Gulf, will deliver a product that represents the best and most enjoyable listening experience.

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