Mumbai: In a shift mirroring a long-established trend in Western markets, a growing number of Indian composers and singers are launching their own music labels, signalling that music is increasingly being viewed as an asset class by both artists and investors, executives at independent labels, music licensing platforms and industry analysts said.

Most recently, Tamil composer Anirudh Ravichander launched Albuquerque Records, his own music label.

Over the past six to seven years, at least eight prominent artists have set up similar ventures, including Salim Merchant, A R Rahman, Badshah, Armaan Malik, Sanjay Leela Bhansali and Arijit Singh. The move reflects a broader push by artists to retain control over intellectual property and capture a larger share of long-term revenue streams.

“Over the past four to five years, India’s music industry ecosystem has become fairer and more transparent. Singers and composers have realized that music has genuinely become a very valuable asset class which they can monetize in different ways,” explained Gaurav Dagaonkar, co-founder and CEO of Hoopr, a leading platform for music licensing.

A favourable revenue structure involved in functioning as a label is a key reason why artists are launching their own labels.

“It is a great time to be an independent artist. Today, seven out of the top ten songs on audio streaming platform Spotify are non-film songs, which shows the growing importance of independent artists in the music ecosystem. By launching a label, an artist gets the share of labels in royalties. They also own perpetual rights to their creations. This is a much better deal for them,” said Shivansh Jindal, CEO, Merchant Records, a label launched by music composer duo Salim-Sulaiman.

Apart from streaming, publishing, licensing platforms, YouTube and other digital avenues, music labels earn revenues from royalties (from audio streamers as well). The revenue structure of royalty payment is as follows: 50% goes to labels, and the remaining 50% of royalty revenues is equally shared by composers and lyricists. Singers earn revenues from payments either by composers or labels and from concerts. So, when composers or singers launch their own labels, they earn 50% of the royalties earned by labels, in addition to their own share of earnings.

Increasingly, labels fetch attractive valuations in the long run, music licensing players said.

“Today, private equity investors and HNIs are interested in music assets. They want to now invest in intellectual property. And music is good for long-term monetization," shared a CEO of a leading platform for music licensing. "Also, labels, when acquired by private equity investors, can generate 10 to 25 times returns on investments. Emerging labels are good candidates for acquisition by large labels as well,” he added.

“Beyond the acquisition of music IPs, these strategic investors have realized that music assets provide almost consistent revenues from various digital avenues available in the music ecosystem. One must also bear in mind investing in labels can be a way of portfolio diversification for these investors,” he explained.

In launching one’s own label, artists gain creative freedom under their own labels. “A label frees artists from the constraints of film music. They can create music the way they want to. Independent artists also nurture new talent through their labels. So, in a way, they give back to the industry what they have rightfully earned through their labels,” said Aditya Kalia, an independent music business professional.

- On average, singers generally earn between 2 lakhs to 10 lakhs a song

- Singers earn from concerts—a strong revenue source.

- Royalty Revenue Structure: 50%--labels, 25%--composers, 25%--lyricists

- In launching labels, composers gain more than singers as their share goes up to 75% in royalties.

- Singers gain 50% of royalties in launching labels apart from perpetual rights to creations

- Globally, more composers than singers launch labels.

- Film Music fraught with uncertainty as stories do not demand songs and films flop

- Young artists reinvest money earned from concerts and digital avenues to launch labels

Just when fans thought nothing could top the frenzy sparked by Bobby Deol’s Jamal Kudu moment in Animal , Akshaye Khanna walked in – dancing to FA9LA by Flipperachi. The swag, the villainous smile, the unbothered vibe he brings to the track make it clear – this moment belongs to the song.

Little wonder then that FA9LA, produced by DJ Outlaw, is everywhere right now. With 12,854,383 views on YouTube, over 2 billion views on TikTok across videos using the hashtag, and 14 million streams on Spotify till mid-December, it has quietly become one of India’s most consumed songs at the moment. And memes about Akshaye’s hotness quotient or what the singer is trying to say is a big topic on social media – though most fans would admit they don’t understand the lyrics at all.

Bahrain-based rapper Hussam Aseem, aka Flipperachi, tells us that the song was made as a Khaliji/Indian fusion and in Arabic so that a large audience can relate and vibe to it.

“In Bahrain, there is a big Indian community, so we always like to mix cultures with Khaleeji music. We wanted to do something that had tabla. The inspiration was from DJ Outlaw, and then we sat down wanting to make something catchy, and we started working on the chorus. We went ahead with FA9LA. FA9LA is a vibe you say that to the people, ‘I have a vibe’. We made the vibe about dances, everything was done around that, and then it took shape. Cultures can connect with each other through music, and this is living proof that an Arab can reach Bollywood and really curate something that’s trending,” he says.

Flipperachi adds that the song worked because it created a moment. “People have formulas to make a hit, but it is the process of making a scene, a moment – that’s what made people attracted to it and love the track. Akshaye’s moves are quite natural in the song. I’m thinking about redoing my dance (the dance he first did on TikTok when the song went viral) on Akshaye’s moves. Those are some boujee moves, and he went with it. I was told he asked if he could dance, and his entry was supposed to be villainous. The song has some villainous tunes, but it is actually a party song. When the team of Dhurandhar reached out to us, they wanted the track specifically for that scene. I thought people would not understand a word of the song, but it worked. I knew this song was great. We dropped it a year ago, but I didn’t know it would blow up like this in Bollywood,” says the rapper, who blended Arabic rap, hip-hop, and Khaleeji music with Indian influences for the song

When asked how the community in Bahrain reacted to this viral moment, he says, “One of my colleagues in India taught me this and it has the same meaning here – ghar ki murgi daal barabar. It’s like your art has to reach around the globe to be appreciated in your country. I experienced that first-hand.”

“Now everyone in Bahrain is like, ‘Oh, we have this song and this rapper!’ Friends who hadn’t spoken to me for years are reaching out. My mother has Indian and Moroccan staff, and they kept telling her your son is popular in Bollywood now. She asked me, ‘Why are you popular in Bollywood?’ That’s when I knew how far it had travelled. I don’t tell my family such things unless it is big. Sometimes I like watching how far something goes, and when it reaches your family, it’s fun to see.”

With the song continuing to trend, Flipperachi is now looking ahead. “We are in talks of coming to India soon. I would like to collaborate with someone like Badshah and a Punjabi artiste – something new and engaging for the community. I like Badshah, I love his vibe. I’m also looking forward to meeting Akshaye Khanna and probably doing a dance with him. I would love to speak to him,” he says.

Riding high on their growing fan base, aided by digital platforms, music artists are beginning to make their mark in the brand endorsement arena - traditionally dominated by film stars and cricketers.

From live concert appeal to social media dominance, musicians are becoming increasingly sought after by brands aiming to connect with music audiences, particularly young people, experts said.

While actors and cricketers continue to dominate high-value, long-term brand deals, music artists are gradually becoming an integral part of marketing strategies, they said.

According to estimates, top-tier artists such as A R Rahman, Diljit Dosanjh and Badshah are leading this shift, securing deals worth between Rs. 1 crore and Rs. 2 crore per brand association. Emerging talent is also making strides, earning Rs. 50- Rs. 75 lakh per deal, depending on their popularity and musical performance.

Dosanjh, a well-known name in both Bollywood and Punjabi music, was recently signed as the brand ambassador for Levi's. He has also endorsed brands such as Coca-Cola, Fila and Boat. Similarly, rapper and singer Badshah has signed deals with Dyson's OnTrac headphones and automobile marketplace Droom, while Sony India recently brought Karan Aujla on board for its audio products. Music composer AR Rahman has maintained a long-term partnership with Harman and several other brands.

Vikram Mehra, managing director of music company Saregama India - which has also ventured into live events and talent management - said during the company's Q3 earnings call that music artists are beginning to make their presence felt in the advertising world.

"You are finally seeing in this country that music-based artists are also becoming very sought-after brand ambassadors. There was a time that the most coveted brand ambassadors used to come only out of the film industry or cricket. Now you have the likes of Diljit Dosanjh, big music-based artists, who are getting very popular and coveted with the top brands of the country," he added.

Vinit Karnik, managing director for content, entertainment and sports at GroupM, however, believes that music artists still have a long way to go, as brands currently engage them more tactically than actors or cricketers, who are aligned with longer-term strategies.

"Most brands use music artists as influencers or for moment marketing campaigns, with only top-tier artists securing major endorsements. A case in point is Levi's signing Diljit Dosanjh as a brand ambassador," he noted.

Uday Singh Gauri, CEO of Dharma Cornerstone, which manages multiple music artists including Karan Aujla, highlighted the booming live music scene, citing Aujla's sold-out concerts as evidence of growing fan investment in music. This shift has encouraged brands to view musicians as long-term partners rather than just digital influencers.

"Today, brands - those targeting Gen Z - are turning to musicians to convert fandom into sales," he said. "Musicians offer customized brand solutions with multiple touchpoints, making them powerful assets in achieving a brand's marketing objectives."

YouTuber-actor Prajakta Koli is set to marry long-time partner, lawyer Vrishank Khanal today. HT City was the first to report that the wedding would take place in Karjat, Maharashtra, and we have now learnt more details ahead of the nuptials.

A source close to the actor reveals to us that several Bollywood A-listers are expected to attend the ceremony. “Prajakta’s JugJugg Jeeyo (2022) co-star Varun Dhawan, actor Vidya Balan and rappers Badshah and Raftaar, are on the starry guest list,” the insider says.

The source also shares, “Prajakta’s bridal ensemble has been customised by designer Anita Dongre,” adding that the actor will be repurposing her mum’s wedding day saree and jewellery for the festivities.

The couple’s pre-wedding functions kicked off on Sunday with a mehendi ceremony. Pictures from the event showed the bride and groom-to-be shaking a leg with their families; in another picture, Vrishank could be seen planting a kiss on Prajakta’s cheek.

The couple, who reportedly met through a mutual friend, have been dating for years and got engaged in September 2023.

Singer Yo Yo Honey Singh kicked off his Millionaire India Tour on Saturday in Mumbai, and the event became a talking point for more reasons than one. Several videos and pictures of Honey performing amid cheers from a massive crowd have emerged on social media platforms. But, what has made news is him taking a dig, reportedly at fellow rappers Badshah and Raftaar.

A clip shows Honey as saying, “Kayi log kehte hain ki wo mere bhai hain. Kayi log kehte hain ki mera comeback nahi ho raha. Aur phir kehte hain woh mere gaane likhte the. Aur phir kehte hain ki wo meri takdeer likh denge.”

“Toh uspe ek sher sunaoon? Video banao, usko tag karna. Pichle saal meri taqdeer ne kaiyon ke guroor hain tode. Aur tujhe comeback karna padega....,” he continues, asking the audience to complete his sentence.

Honey and Badshah were part of the rap group Mafia Mundeer, alongside Ikka, Lil Golu, and Raftaar. After a public fallout led to their split, they have traded jabs at each other, both on social media and in interviews.

While many celebrities have slammed YouTubers Samay Raina and Ranveer Allahbadia over some jokes cracked during a recent episode of India’s Got Latent that have been met with swift legal action, others have come out in support of them.

As controversy over the remarks made on the show refuses to die, another celebrity has weighed in on it. None other than singer-rapper Badshah can be seen giving a shoutout to Samay during a concert in a video that has surfaced online.

The singer recently performed at Parul University in Vadodara, Gujarat. Towards the end of his show, while thanking the audience, the 39-year-old took a moment to show his support for Samay by chanting, “Free Samay Raina,” drawing loud cheers from the audience.

An X account that goes by the username @HipHop_Premi shared a clip of the incident, drawing mixed reactions. While one user wrote, “Hats off to this man,” another one commented, “Isiliye Badshah ko koi seriously nahi leta.” Another one pointed out, “Free Samay Raina? Par abhi tak jail toh nahi hui hai.”

For the unversed, Badshah previously appeared as a guest on India’s Got Latent. The two have also collaborated on the music video Baawe (2024), which featured rapper Raftaar.

Notably, Raftaar also reacted to the controversy some days ago, writing in an Instagram Story, “People often enjoy seeing successful individuals fail.”

Drake and Kendrick Lamar may have just started, but it seems that after years of friction, Badshah is ready to end his feud with fellow rapper Yo Yo Honey Singh. In a surprising move, he seemingly took the first step to end their long-standing tiff, during GraFest 2024, held in Dehradun (Uttarakhand) recently.

In a viral video, he could be seen halting his performance midway and saying, “There was a phase in my life where I held this grudge, and now, I want to call it quits and leave that grudge behind — and that’s Honey Singh. I was unhappy because of some misunderstandings but then I realized when we were together, jodne waale bahut kam thay, todne waale bahut thay. Today I just want to let everyone know I’ve left that phase behind and I wish him all the best.”

It all started first in 2009 when the duo parted ways from the hip-hop group Mafia Mundeer. Since then, tension has simmered, with barbs exchanged in music and on social media.

Badshah has become the first Indian rapper to headline one of the world’s biggest music fests, Untold. Taking the stage at the Dubai edition of the festival, titled Untold Dubai Festival, Badshah made 75,000 music lovers groove to his hits Proper Patola, Kar Gayi Chull, Wakhra Swag, She Move It Like, Saturday Saturday, Jugnu and Kala Chashma.

In an exclusive chat, he says, “It was surreal and definitely a defining moment for me. It has set a precedent for the magical things that are yet to unfold for me this year. To see over 70,000 people singing your words back to you! There’s nothing more intoxicating than that.”

Badshah’s act preceded world-leading DJs Hardwell and Tiësto. The event also saw musicians Armin van Buuren, Ellie Goulding, PSY and Major Lazer take the stage. Badshah adds, “I thoroughly enjoyed performing alongside some major music legends and the crowd was extremely warm and reciprocal.”

The rapper paid a tribute to late musician Sidhu Moose Wala and also waved and kissed the Indian flag. He says, “Every time I set a new benchmark for myself, I feel like I’m doing it for my country and my community. I feel proud to have done this for India. Our country is making milestones in every department, so why not music?”

Badshah adds, “My dream is to show the world that India has a burgeoning hip-hop community and we are headliner material. I feel the responsibility to carry the legacy of Indian hip-hop music forward and make it relevant to a global audience. We need more Indian artistes headlining fests globally and it shouldn’t be restricted to just one genre.”

Badshah is no stranger to topping music charts across the world with his hit tracks. Songs such as Genda Phool, Abhi Toh Party Shuru Hui Hai (Khoobsurat, 2014) and Kala Chashma (Baar Baar Dekho, 2016) have more than 900 million views each on YouTube. However, views aren’t the benchmark of success for the singer-rapper.

“Numbers are very misleading. There are a lot of my songs that have huge numbers, but I don’t enjoy performing them! I made them only for the numbers,” shares Badshah. The 37-year-old continues, “As artistes, you go through different phases. At one point, you are running after the numbers; at another, you are running after fame; and then there is the audience. But, views are meant for momentary pleasure. Jaise ek nayi gaadi lene ka 15 minutes ka maza hai; momentary hai.”

Therefore, he believes in not falling for the numbers game. “Aap khud ko jitna door rakh sakte ho kisi bhi influence se, utna hi maza aayega. When you reach a specific number, ek aur bada number hamesha taiyaar baitha hai. Usey bhi chase karte hain because human beings are competitive [by nature].”

When he’s told that not many musicians would admit to making songs for the sake of views, Badshah laughs and says, “Our industry is f****d if they (musicians) are not honest.”

The Gone Girl hitmaker goes on to reveal the songs he made for numbers’ sake: “A lot of the remakes I did [are a part of the list]. I really enjoyed The Humma Song (Ok Jaanu, 2017), as I had a vision for it. I always thought, ki main yeh gaana aise karunga. A lot of people don’t know that I even programmed the track with Tanishk (Bagchi, composer). Some songs I did because woh trend chal raha tha, paisa aa raha tha, numbers aa rahe thhe.”

It wouldn’t be wrong to say that hip-hop is among the most celebrated genres in India today. Being one of the pioneers of the music form in the country, Badshah feels there should be more gender parity in it.

Talking about the male-dominated hip-hop space, the rapper shares, “I am proud of the progression and inclusivity that are being witnessed within the hip-hop industry. We need to get rid of the ‘boys’ club’ tag. Men and women [artistes] should get the same kind of respect. I’m happy to see women advocating for themselves today. This generation is more courageous, and they know exactly what they want and how they can get it.”

While a lot of hip-hop numbers objectify women, the rapper doesn’t subscribe to that. “I don’t approve of music that glorifies objectification of women... my music comes from a place of responsibility and respect.”

But what about some of his tracks that have such lyrics too? “I do take certain lyrical liberties for entertainment, as eventually, art is about freedom,” responds the rapper, who recently released a single, Gone Girl, to mark hip-hop’s golden anniversary.

The 37-year-old believes that social media is an important tool for artistes today in terms of being recognized or putting their work out there. However, as a word of caution, he adds, “Remember to not let social media consume you and assume that it is the end game. If you’re able to consistently put your best foot forward each time, you don’t have to worry about discovery; you will get discovered.”

Badshah is excited about his new role as a mentor to young musicians from Mumbai’s Dharavi slum. “It’s been my long-pending goal to associate with the hip-hop talent in Dharavi,” says the rapper, adding that it was always his dream to become a mentor. “Mentorship comes very naturally to me, perhaps because I never had a mentor when I started off. It’s a spiritually uplifting process,” he adds.

The musician met the artistes in Dharavi for the first time recently. Talking about the interaction, the 37-year-old says, “I felt like I was in a studio, jamming with budding artistes who were eager to just learn. You’d be surprised with the kind of talent they possess. Some of them are OGs, waiting to be discovered. It’s a good thing that today we have multiple platforms and reality shows for artistes to showcase their talent and not be dependent on labels and management for their big break. I look forward to training them in all areas possible that may extend beyond the art of music making, because if you want to succeed in today’s time, you need to hustle in more ways than one.”

Sharing how he plans to go about training them, Badshah adds, “I have always believed that promising talent comes from the most unexpected places. I will be spending time with these under-resourced talents over the next two years to hone their skills and give them the right platform to produce and publish their music.”

Rapper Badshah on Monday issued an apology after a section of people raised objections to the lyrics of his recent song, Sanak.

He shared a note on Instagram that read: “It has been brought to my attention that one of my recent releases, Sanak, sadly seems to have hurt the sentiments of some people. I would never willingly or unknowingly cause offence to anyone’s sentiments. I bring my artistic creations and musical compositions to you, my fans, with the utmost sincerity and passion.”

A senior priest at Mahakaleshwar Temple in Ujjain (Madhya Pradesh) slammed Badshah for using the name of Lord Shiva (Bholenath) along with obscene words in the song. The priest, Mahesh, urged him to remove the mention of God and apologize. He further batted for an FIR to be lodged against the musician.

In light of the backlash, Badshah has decided to change some parts of the song. “I have taken proactive measures to change some parts of the song and actioned the replacement with this new version on all digital platforms to further avoid hurting anyone. The replacement process takes a few days before the changes will reflect on all platforms, I request everyone to be patient during this period. I humbly offer my sincerest apologies to those whom I may have unknowingly hurt. My fans remain my bedrock, and I shall always hold them in the highest esteem and with boundless affection,” he wrote.

The song, which released a month ago, has amassed over 22 million views so far.

Rapper Badshah is reportedly all set to tie the knot with his longtime actor-girlfriend Isha Rikhi this month. According to sources, the couple is planning to take their relationship to the next level with a “gurdwara wedding in north India”. 

The Nawabzaade (2018) actor was recently spotted in Mumbai, presumably for wedding shopping, but “only a select few friends are said to be aware of the upcoming wedding”, the source mentions. 

An employee from a music label, who has worked with the rapper in the past, has also confirmed the buzz. 

When contacted, Rikhi maintained a “no comments” stance, while the Jugnu hitmaker could not be reached for a comment. 

The Voodoo singer was previously married to Jasmine Masih, with whom he has a daughter, Jessemy Grace Masih Singh, born in 2017. The couple separated in 2020 for unknown reasons.

Rumours of Badshah and Rikhi being a couple hit the internet last year. But, the two have maintained silence about their relationship ever since. 

Palash Sen recently dropped a new single called Kesariya Baalma, and to everyone’s surprise, the singer revealed on Instagram that the track was recorded 17 years ago. Ask what made him release it after all these years, and he shares: “Somehow, all our albums at the time were performing so well, I couldn’t find the right spot for Kesariya... Every song has an appropriate time to be heard.”

But, given how much has changed in music and audience’s tastes over the years, especially with the advent of social media, would he still choose to not associate with a record label? He says, “I feel a musician loses his creative freedom with a record label. We have a set way of doing things. If I go to a label, they’ll of course tell me what kind of music to make as per the latest trends; paisa daal ke views badhate raho [and I don’t agree with that]. I should be an example for all independent musicians.”

As someone who has also refused to compose music for Bollywood films, does Sen have any plans to work in the industry? He says, “I will be very happy to go [to Bollywood], but the conditions must be mine.” He also clarifies that he isn’t opposed to the idea of collaborating with other artistes: “I would love to team up with rappers like Raftaar, King, EPR or Badshah. But, I will do it when both artistes’ genres meet halfway and neither party has to compromise.”

Amid the Kala Chashma row wherein singer Amar Arshi has called out rapper Badshah for taking credit for the song that has gone viral on Instagram, singer Jubin Nautiyal has urged artistes to be careful with their paperwork before giving away any song’s rights. “Problems happen when your paperwork is not correct and people get into disputes claiming isne mera gaana le liya,” he says.

The Raataan Lambiyan (Shershaah, 2021) singer adds, “If you have read the agreement properly and know what kind of commitments you are getting into, you can always claim your dues later. We are not living under a rock; we are part of this world.” That being said, he refrains from commenting further on the feud: “All I can say is other artistes should learn their lesson from this episode.”

He believes that artistes, particularly in India, trust people too easily in the early stages of their careers, which leads to problems. “When a new artiste tries to make a career in this industry, all they want is their song to be released. They trust other people easily, so don’t pay much attention to paperwork. But when the song becomes a hit and starts generating money, they turn around to get credit for the success. But how can you make that claim if your paperwork isn’t up to scratch?” he wonders. Here, the 33-year-old expects artistes to understand “the value of their music in times like these, where every second of their work holds immense monetary value”.

Nautiyal notes that the music industry has undergone a drastic change in the past few years: “Today, all artistes receive royalties for their work, demonstrating how our industry has evolved into a business and it should be treated as such.”

Popular party anthem Kala Chashma (Baar Baar Dekho; 2016) has been trending on social media, with numerous reels being shared by internet users, including many celebs. Singer Amar Arshi, who released the original version of the song in 1991, has called out rapper Badshah — who composed and sang the film version — for hogging all the credit for its success. “He never mentioned my name in any interview and took all the credit that was meant to be shared with me,” says Arshi.

He adds, “After the [film version of the] song released, I got congratulatory calls from many people in the industry, but the fame eventually wore off for me in a few days, while Badshah continued to enjoy it.”

The Punjabi singer, who recently expressed disappointment over “not getting any monetary benefits” despite the song’s virality, now tells us that he will “claim the royalties and will find a way to get all the credit” that he deserves.

Ask if he ever tried to talk about the “injustice” and the singer tells us, “Initially, when I saw the video of the song on TV, there was no mention of me. So, I contacted Angel Records (the music label that backed the original version of the song) and they pulled a few strings and the changes were eventually made. But after a few days, things went back to square one. They didn’t promote me at all.”

The 36-year-old says he also gave a few interviews and spoke about the credit issue, but people around him suggested that he should be happy that his song “was released on such a significant level”.

We tried contacting Badshah, but he remained unavailable for a comment.

Actor Raveena Tandon is not one to believe that two women in showbiz can’t be friends. In fact, she has more than two, and is therefore quick to dispel this infamous misconception. Sharing her own experience, she tells us that when her film, KGF - Chapter 2, released, many of her contemporaries called her up. “It was so sweet. My colleagues Shilpa (Shetty Kundra, actor) and Badshah (rapper) called me. Nagarjuna (actor) called me after so many years. I spoke to him after 22 years,” Tandon says, adding, that actor Madhuri Dixit Nene praised her, too.

Veteran actor Sharmila Tagore also messaged her when Aranyak released. “When people make the effort to call and compliment you, it’s a different high,” she shares.

Tandon also recalls the past decades when female rivalries in the film industry were said to be even fiercer. While she states that she used to get along with everyone in those days, she adds that it’s not necessary to be friends with everyone. “Actors I have worked with have been friends for so long. [But] it’s not necessary to get along with everyone. You come to know who is happy for you and who is not. Those who are (happy for you) remain with you,” she elaborates.

She further says, “There might be rivalry (between actors), but it’s good, healthy rivalry. There’s no harm in it. It has always brought out the best in each one of us. Madhuri, Neelam (Kothari), I love them so much. God forbid, if anything happens to them, I know I am going to be there for them.”

Who follows it: Malaika Arora, Badshah, Urvashi Rautela, Virat Kohli

‘It’s a fad’ is the consensus! While Radhika Karle is quick to add that for individuals with an acidic constituency, black or alkaline water can be beneficial, “because you don’t want the body to be acidic,” she highlights that regular water “is all you need”.

Munmun Ganeriwal doesn’t find merit in claims that the stomach needs to be neutralised by such measures. “Our bodies need acids. Our stomach naturally produces acids for digestion, and our body is not foolish. You need acids to digest proteins. It also sterilises the food. By constantly consuming alkaline foods, we are neutralising a natural mechanism of the body. This can lead to sibo [small intestinal bacterial overgrowth] because the food starts fermenting.”

Ganeriwal adds that “marketing gimmicks” such as these sway people away from making small and beneficial lifestyle changes to their routine, and encourages them to take “short-cuts” instead.

Touted to be a healthier alternative to regular water, black water, its sellers claim, has over 70 minerals, and improves digestion, aids in metabolism, lowers acidity and boosts immunity. They also claim that it has anti-ageing benefits.

Who follows it: Jacqueline Fernandez, Milind Soman

Both Ganeriwal and Karle state that while chia seeds have gained attention, Indians will benefit from consuming indigenous varieties like sabja (basil) seeds instead. “Unlike chia seeds, sabja keeps the body cool, and the stomach flat. We are better off sticking to the food that is local,” says Ganeriwal, adding that Indian preparations also facilitate better utilisation of its nutrients. 

“The way we incorporate native seeds into our diet is also traditional. We put sabja seeds in dahi or laddoos. Our preparations don’t get publicity because they are not Instagramable. But they are a good source of protein, fibre, and antioxidants,” she says, adding that she adds the seeds to Rakul Preet Singh’s diet when the actor shoots in hot weather conditions. “On other occasions, she will consume halim seeds.” 

Karle adds that other seeds like sunflower seeds “are good a source of fat, and help in absorption of fat soluble vitamins”. Halid or watercress seeds, she says, are a good source of iron and electrolytes.

Who follows it: John Abraham, Sonam K Ahuja, Alia Bhatt

Karle suggests that the focus on vegan diets stems from knowledge that dairy products are no longer organic. “The dairy available today has so many hormones, and has undergone a lot of genetic modification. It is hence getting [negative] publicity, and for the right reason. But, we have places in India where milk that has not been modified, is available. Cow’s milk has protein and simple sugar. If, like the actors of Bollywood, you too have a fitness routine that is intense, your body requires such proteins and sugars. However, the concept of veganism arises due to the lack of natural or organic sources of food,” she adds. 

Who follows it: Arshad Warsi, Tanmay Bhat

Ganeriwal isn’t in favour of the “healthy” iterations that carbohydrate-rich foods have been getting. “People talk about high-protein pizzas, and what not. What is the problem in eating a normal pizza, once in a while?” she asks, asserting that she would never promote the notion of a no-carb diet.

“Even when I worked with Taapsee Pannu for Rashmi Rocket, I never put her on a high-protein and low-carb diet. Carbohydrates are foods for the microbes in our body. If they are left without food, they will search for other sources and eat away at our own bodies. That can lead to complications. There is no scientific reason to skip carbohydrates,” she says, quick to add that she promotes the consumption of millets, and legumes, and not refined carbohydrates.

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Ganeriwal says a gluten-free diet would be beneficial only if taken to for a short term. “People cut down wheat and search for gluten-free cakes and breads. But these gluten-free counterparts have more ultra-processed ingredients than [a food item] containing gluten. In the absence of gluten, other binding materials, like potato starch and other modified starches, need to be added to the foods. They do more harm than good. People assume that if they spend more money on [expensive gluten-free products], they are working towards improving their health. But that’s not the case.”

She adds that it is due to the absence of other carbohydrate sources like jowar and bajra in international markets that the concept of a gluten-free diet gained prominence there. “But, in India, they are available. Both of them are naturally gluten-free. We should consume millets.”