For several decades, India’s popular music industry revolved around film soundtracks, solo playback stars, and independent singer‑songwriters. But over the past three years, something distinctly different has been taking shape in the mainstream music scene. After the rising popularity of bands like Parikrama, Pentagram, Agnee, and Indian Ocean, Indian pop—or “I‑pop”—has now evolved into a carefully developed ecosystem with global‑facing branding strategies.