Samarya Creation unveiled its music label Aumora Music at a grand launch event in Mumbai—an evening that went far beyond a conventional announcement, emerging as a celebration of resilience, talent, and transformative journeys. At the heart of the event was an inspiring story of a young man who once worked as a delivery rider for Zomato and is now stepping into the world of music with the rare opportunity to collaborate with Guinness World Record-holding lyricist Sameer Anjaan. His journey symbolised the very ethos of the label—where passion meets opportunity, and dreams find a voice.
Positioned as an artist-first platform, Aumora Music aims to nurture authenticity over algorithm-driven trends. With over four decades of experience and more than 4,000 songs across 640 films, Sameer Anjaan brings not only legacy but vision as the founding force behind the label. Currently live across 150+ platforms with 19 tracks, the label already has over 150 original compositions lined up, spanning Bollywood, devotional, folk, rap, children’s music, and contemporary pop.
Driving the creative engine are musicians Neil Gandhi and Niraj Vishwakarma—both unconventional entrants to the industry, transitioning from medicine and computer science respectively. Together, they envision a space that not only provides exposure but also mentorship and long-term artistic development.
Speaking at the event, Manoj Agarwal, Managing Director of Samarya Creation, emphasised that the initiative is about reshaping the ecosystem to prioritise artists and meaningful storytelling. Conversations around technology also found space, with discussions on the evolving role of AI in music creation, balanced by the belief that true emotion remains inherently human.
The evening concluded with a vibrant live showcase, reflecting the label’s diversity and creative depth. With an ambitious roadmap extending to 2032—including global tours and hundreds of original releases—Aumora Music stands poised to redefine how music is created, discovered, and experienced, while inspiring countless others to transform aspiration into reality.
