Putumayo music at gift and book shops

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In an apparent move to boost sales in India, Putumayo World Music, the international music label, in alliance with Times Music is targeting retail stores that include gift and book shops, and high-end retail outlets.

“Asian market is growing and, therefore, we need to try new ways of marketing ourselves. Our strategy is to tie up with outlets whose target customer will not be overwhelmed by a number of labels, and, in turn, will be in a frame of mind to experiment,” Michael Karus, co-founder, Putumayo World Music, said in a statement.

This move by the company is in sync with its mode of operations in the United States, where it has tied up with 3,000 independent retailers.

“In the United States, over 50 per cent of our sales come from non-traditional music stores. We’re still learning and are willing to invest time and money in understanding ways to penetrate the Indian market,” Karus added.

The New York-based Putumayo, in partnership with Times Music, entered India three years ago.

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