The Genesis of Indo House

The story of Indo House began in 2021, when Kunal Merchant and Kahani connected in New York City. Neither anticipated they would soon become the standard-bearers for a completely new genre. Officially launched in February 2022, Indo Warehouse quickly evolved from intimate underground events to performances on international stages, championing what they’ve dubbed “Indo House” – a vibrant blend of electronic music authentically infused with South Asian culture.

<p>Kahani, who transitioned from a career in technology, recognized a significant void in representation within the electronic music landscape. “I sensed a gap in South Asian representation in electronic music,” he explains. An initial spark of inspiration, conceived during a trip to Mexico, rapidly transformed into a consuming passion. After a series of showcases in New York, he reached out to Merchant, already an established DJ and musical experimenter.</p>

<p>Merchant initially approached the idea with skepticism. However, his perspective shifted dramatically upon witnessing the electrifying energy of live traditional vocals seamlessly integrated with house music – and the enthusiastic response from audiences in major U.S. cities. “I was like, wow, this is different,” Merchant recalls. “I questioned – how are all these people on the dance floor loving this in the U.S.?”</p>

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  <figcaption>Indo Warehouse. (Savoir Faire!)</figcaption>
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<h2>Defining a New Genre</h2>
<p>For both Merchant and Kahani, Indo House represents a distinct and innovative genre. It’s electronic music that draws heavily from the percussion, vocals, and instruments of South Asia, while remaining firmly rooted in the traditions of global electronic culture. While house music serves as a foundational element, their ambition is for Indo House to establish itself as a category in its own right, avoiding misclassification as Afro House or other existing genres.</p>

<p>“It’s difficult for artists and confusing for fans,” Kahani emphasizes. “Part of our mission is to make Indo House an official category – because it’s important for both the artist and the consumer.”</p>

<p>To achieve this, the duo has been actively lobbying with platforms like Beatport and major Digital Service Providers (DSPs), simultaneously showcasing their sound worldwide. They operate their own record label, curate a Spotify playlist boasting over 20,000 followers, and host a monthly show on SiriusXM’s Diplo’s Revolution channel. They’ve also presented their vision on industry stages, including the International Music Summit Ibiza.</p>

<div style="background-color:#fffbe6; border-left:5px solid #ffc107; padding:15px; margin:20px 0;"><strong>Pro Tip:</strong> When creating a new genre, consistent branding and clear communication are crucial. Indo Warehouse’s dedication to defining and promoting “Indo House” is a prime example of effective genre-building.</div>

<h2>Breakthrough Moments and Global Expansion</h2>
<p>A pivotal moment arrived at Coachella 2023. Performing on the Gobi stage with a 40-person ensemble of dancers, dhol players, and visual artists, Indo Warehouse brought South Asian culture to the forefront. “It took four to five months to build the set – from stage design to custom clothes made in India,” Kahani explains. “We wanted to show our culture belongs on the main stage, not behind the decks.”</p>

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<p>The performance proved to be a resounding success, generating viral clips that spread globally. Shortly after, dance music icon Damian Lazarus signed Indo Warehouse to his Crosstown Rebels label and invited them to perform at his Day Zero festival in Tulum, Mexico. Even Pete Tong, the renowned voice of dance music on BBC Radio 1, requested a submission of their music.</p>

<p>This momentum carried into a packed touring schedule this year. In Singapore, Indo Warehouse delivered two performances during the Formula 1 Grand Prix: a DJ set at the pit lane and a full cultural showcase the following night. “Most artists only get a small slot at an event like F1, but the fact that they had us slotted for two different sets was amazing,” says Merchant.</p>

<p>Back in New York, they are preparing for their performance at the All That Glitters Diwali Ball on October 11th, a celebration of South Asian creativity coinciding with the festival of lights. “Being home for Diwali is special,” Kunal says. “It’s where we get to celebrate with our community and bring our sound to people we admire and respect.”</p>

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  <figcaption>Indo Warehouse. (Yuliya Skya)</figcaption>
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<h2>The Rising Tide of South Asian Music</h2>
<p>Indo Warehouse’s ascent coincides with a broader surge in the popularity of South Asian music worldwide, with artists like <a href="https://ca.billboard.com/music/diljit-dosanjh-interview-cover-story" target="_blank" rel="noreferrer noopener">Diljit Dosanjh</a> and Karan Aujla achieving international recognition. While collaborations with established artists are on their radar, Indo Warehouse prioritizes authenticity over hype. “The artist has to want to enter our world too,” says Merchant. “We’d rather build the sound first and then find the right voice for it.”</p>

<p>Kahani expresses a desire to collaborate with Shahzaman Fateh Ali Khan, son of the legendary Rahat Fateh Ali Khan, whose voice he believes carries on the legacy of Nusrat Fateh Ali Khan. Merchant also admires Raja Kumari, stating, “She feels like a house diva to me. I’d love to sit in the studio with her.”</p>

<p>Canada has emerged as a particularly receptive market for Indo House. As a hub for Punjabi music and the location of record-breaking stadium concerts by <a href="https://ca.billboard.com/music/punjabi-music" target="_blank" rel="noreferrer noopener">Diljit Dosanjh</a>, artists like Karan Aujla and AP Dhillon, the country provides a fertile ground for their sound. “Canada’s been incredible — the audience is open, mature and willing to let us take them on a journey,” says Merchant.</p>

<p>Their performance in Mumbai, India, at the Dome was a landmark moment, resonating with audiences who connected with the fusion of South Asian sounds and global electronic rhythms. Looking ahead, they are working on new releases, collaborating in the studio for the first time, and preparing to return to India later this year with fresh material.</p>

<p>What role do you think genre boundaries play in the evolution of music? And how important is cultural representation in the electronic music scene?</p>

<p>For Merchant and Kahani, the mission remains clear: Indo House is a global movement in the making. “We know we can’t do it alone,” says Kahani. “We need more producers, songwriters and artists joining in. That’s how it will tip.”</p>

Frequently Asked Questions About Indo House