Spotlight on GMI Artists Featured on Merchant Records
Written by Shivansh Jindal
CEO, Merchant Records
Edited by Sohaib Durrani
We’re excited to partner with Global Music Institute to give their artists a space to share their original music. GMI has built a strong community of musicians and educators who are shaping the next generation of artists, and we want to help bring their creativity to a wider audience. This collaboration is about more than just exposure—it’s about giving emerging artists the right platform to take their music beyond the classroom and into the industry.
About Merchant Records
Merchant Records is built on a simple vision—to create a space where artists can thrive and their music can reach the world. Our mission is to support both emerging and established musicians by providing them with the right resources, guidance, and platform to grow.
We focus on more than just releasing music. From refining an artist’s sound to ensuring their work reaches the right audience, we take a hands-on approach to every step of the process. Whether it’s production, distribution, marketing, or creative direction, we work closely with artists to bring their vision to life while helping them navigate the industry.
At the core of what we do is a belief in artistic integrity and long-term growth. We’re not just about putting out songs—we’re about building careers, fostering creativity, and making sure every artist has the opportunity to leave a lasting impact.
Meet the Founders
Founded with the vision of nurturing talent, Merchant Records is backed by Salim–Sulaiman, one of India’s most celebrated composer duos. Their decades of experience in shaping the music industry and mentoring artists laid the foundation for the label’s artist-first approach. Leading the label is Shivansh Jindal, a singer-songwriter and entrepreneur (ex-Bain Private Equity) who blends his creative instincts with a sharp business mindset, ensuring that artists get the right platform to grow.
Featured GMI Artists
Anirudh Varma
A contemporary pianist, composer, producer, and performance studies scholar based in New Delhi, Anirudh is the creative force behind The Anirudh Varma Collective, a collaborative ensemble that reimagines Indian classical music through diversity and inclusion. His repertoire uniquely blends Indian Classical, Western Classical, and Contemporary Music.
Anirudh’s discography includes his debut EP Melancholic Rhapsody (2016), the critically acclaimed albums Perspectives (2018), Homecoming (2022), which featured over 150 artists from India, the USA, and Canada, and his latest release, Sabr (2025). He has performed at prestigious events like the Jaipur Literature Festival, Mahindra Kabira Festival, and HCL Concerts.
His projects include composing for the Conference of the Birds (a global participatory art project with Yuva Ekta Foundation and British Council) and creating the background score for the Birsa Munda Museum (Government of Jharkhand). Anirudh’s innovative work has also attracted academic research from institutions like UCLA and Sri Lanka’s University of the Visual & Performing Arts.
Ujwal Nagar
A Hindustani classical vocalist based in Delhi, Ujwal began his musical journey under the guidance of his mother, Guru Urmila Nagar, and later received intensive training from Lt. Ustad Bashir Ahmad Khan of Sikar. He continues to learn from Pandit Sriram Umdekar and Pandit Somnath Mardur, further enriching his craft.
An All India Radio Graded Artist and recipient of the Central Government Scholarship for Hindustani classical music, Ujwal holds a Doctorate in the field and has performed at prestigious events like the HCL Concert Series, Jaipur Literature Festival, and Subah-e-Banaras.
In addition to his solo performances, Ujwal’s collaborative work shines on renowned platforms such as MTV Coke Studio and MTV Unplugged. His ongoing work with the group, Advaita, has garnered acclaim from classical and world music enthusiasts alike.
“It has been an absolute pleasure collaborating with incredibly talented artists like Anirudh Varma and Ujwal Nagar, whose deep-rooted artistry beautifully bridges tradition and contemporary expression. Through Merchant Records, we’ve had the opportunity to showcase their unique musical journeys, Anirudh’s innovative fusion of Indian and Western classical influences and Ujwal’s soulful renditions that push the boundaries of Hindustani classical music. Their passion and dedication to their craft continue to inspire, and we look forward to supporting more such boundary-defying music.”
— Salim-Sulaiman
Shruti Mishra (Songwriting Summer Camp Alum)
CEO’s Insights
Working with GMI artists has been an inspiring experience. Each collaboration brings a fresh perspective, blending raw talent with a deep understanding of music. What makes this partnership special is the creative synergy—GMI nurtures musicians who are not just technically skilled but also have a unique artistic voice. At Merchant Records, we focus on amplifying that voice, ensuring that their original music gets the recognition it deserves.
The creative process has been organic, with every artist bringing something distinct to the table. Whether it’s refining a song’s production, exploring new sounds, or shaping a release strategy, it’s been incredible to see their growth from students to professionals.
At the heart of every meaningful music release is a story worth hearing, and collaborations like this one between GMI and Merchant Records make sure those stories don’t go untold. By creating a bridge between learning and industry, this partnership empowers artists to take their first real steps into the professional world with intention, integrity, and support.
Whether it’s faculty members with years of experience, or a summer camp alum finding their sound, these artists represent the evolving face of independent music in India. Their work reflects both deep-rooted traditions and new creative frontiers, and we’re proud to see them thrive on a platform that understands and uplifts that balance.
So if you haven’t already, take a moment to explore the tracks by Anirudh Varma, Ujwal Nagar, and Shruti Mishra. Follow them on their journeys, share their music, and keep your ears open—because this is just the beginning.