"We want to widen our basket as it helps in reducing risks," said Mohan Mahapatra, managing director, Virgin Records (India).

Film music, however, will never be Virgin's mainline activity. "In case of pop, we can provide creative inputs. But the movie market is a bazaar where record companies have no or limited say. We buy the rights and market it," Mahapatra said.

Virgin has signed up seven artistes and is close to striking a deal with a new artiste soon. The record company's strategy is to identify new artistes and promote them. The aim: To have more new artistes and build up an image around them. "We are trying to associate artistes with their voices. Certain artistes are better suited for sad and soulful songs while some may be suited for romantic music. While the image of a new artiste can be built, older artistes comewith a particular identity which can only be refined," said Mahapatra.

Virgin, though, has a mix of established names. The record company successfully launched Subha Mudgal's Ab Ke Sawan, a crossover between classical and pop music. "We projected her as a classical singer who can also be very savvy. The album, promotions and interviews that we ran were in line with that image: Somebody who is Indian in looks but also can connect to the young audiences," said Mahapatra. The result: Ab Ke Sawan has been a success, though Mahapatra would not divulge the figures.

Virgin is launching another album by the month-end: Baba Saigal's Abb Main Vengaboy. The pricing will be lower and the promotions north-centric, Mahapatra said. The company plans to price it between Rs 50-Rs 55 per cassette, below its normal pricing of Rs 65. "Saigal appeals more to the northern audience. And the north is a price sensitive market," said Mahapatra.

Is Virgin looking at the sizeable non-resident Indian (NRI) market? Not at thisstage, said Mahapatra. "There is a market for overseas Indians for film music. Non-film music is yet to find substantial audiences abroad."

Is it the wrong time for "Indipop"? Mahapatra does not think so. There is growth in Indipop, though certain albums have not managed to sell at all.

"It will be wrong to write off this genre of music which is just eight years old. We will see the growth of sub-genres in this category as audiences mature. There will be artistes who will specialise. And we will have pop stars born."