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Inside Indo Warehouse's Mission to Turn the Indo House Genre Into a Global Movement
He had left a career in tech during the pandemic to chase a creative calling, sensing a gap in South Asian representation in electronic music. An idea sparked on a beach in Mexico quickly became an obsession. After a series of New York showcases, he reached out to Merchant, who was already DJing and experimenting in music.
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Though he was skeptical at first, Merchant says everything changed when he saw live traditional vocals mixed with house records — and the way people moved to it in big American cities.
“I was like wow, this is different,” he says. “I questioned — how are all these people on the dance floor loving this in the U.S.?”
That moment planted the seed. By 2022, Indo Warehouse was born.
Indo WarehouseSavoir Faire
For both, Indo House is an entirely new genre. It’s electronic music that pulls from percussion, vocals and instruments across South Asia while staying rooted in the traditions of global electronic culture. While house remains their anchor, they want Indo House to be a category in its own right, rather than being mislabeled on platforms as Afro House or another established genre.
“It’s difficult for artists and confusing for fans,” says Kahani. “Part of our mission is to make Indo House an official category — because it’s important for both the artist and the consumer.”
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The duo have been lobbying with Beatport and major DSPs while simultaneously showcasing the sound around the world. They operate their own record label, curate a 20,000-follower Spotify playlist and host a monthly show on the SiriusXM channel Diplo’s Revolution. They’ve taken the message to industry stages, speaking at the International Music Summit Ibiza.
But there was one unquestioned breakout moment: Coachella 2023. Performing on the Gobi stage with a 40-person team of dancers, dhol players and visual artists, they put South Asian culture front and centre.
“It took four to five months to build the set — from stage design to custom clothes made in India,” says Kahani. “We wanted to show our culture belongs on the main stage, not behind the decks.”
The gamble paid off. Viral clips spread worldwide, and soon after, dance music legend Damian Lazarus signed Indo Warehouse to the Crosstown Rebels electronic record label and booked them for his Day Zero festival in Tulum, Mexico. Music legend Pete Tong, BBC Radio 1’s voice of dance music, even asked them to submit their music.
That momentum carried into this year’s packed touring calendar. In Singapore, Indo Warehouse delivered two performances during the Formula 1 Grand Prix: a DJ set at the pit ahead of the race and a full cultural showcase with dancers and dhol players 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.
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Back home in New York, they are preparing for their upcoming performance at the All That Glitters Diwali Ball on Oct. 11, a gathering of South Asian creatives that coincides 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.”
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Indo WarehouseYulia Skya
The rise of Indo Warehouse has come at the right moment. South Asian music is surging worldwide, with artists like Diljit Dosanjh and Karan Aujla making international breakthroughs. While big-name collaborations are on their radar, Indo Warehouse are intent on prioritizing 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.”
For Kahani, a dream collaboration would be with Rahat Fateh Ali Khan’s son Shahzaman Fateh Ali Khan, whose voice he describes as carrying Nusrat’s legacy. Raja Kumari is another artist they admire. “She feels like a house diva to me. I’d love to sit in the studio with her,” says Merchant.
Indo Warehouse are especially catching on within Canada. It’s where Dosanjh recently set records with stadium concerts, and it’s the home to artists like Karan Aujla and AP Dhillon, and a global hub for Punjabi music.
“Canada’s been incredible — the audience is open, mature and willing to let us take them on a journey,” says Merchant.
Toronto, they say, is one of their strongest markets. They’ve also toured Vancouver, Calgary and Montreal, with plans to return soon.
In India, their Dome Mumbai show was a milestone, with audiences connecting to the fusion of South Asian sounds and global electronic rhythms. Looking ahead, they are working on a new set of releases, building music together in the studio rather than separately for the first time. They're also preparing to return to their roots in India at the end of the year with new material.
For Merchant and Kahani, the mission remains clear: Indo House is a global movement in the making.
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“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.”
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