Hybe India has initiated a nationwide talent search to form a new localized girl group, targeting uncontracted candidates born between 2005 and 2011. The strategic pivot toward a female ensemble is grounded in mixed-methods market research conducted in partnership with Nielsen. This methodology combined a nationwide quantitative study of teenage and twenty-something audiences with targeted qualitative assessments across six major Indian cities. Candidates will be evaluated across multiple performance metrics, including vocals, rap, and dance, with hybrid auditions operating across ten cities through July.
By applying K-pop’s rigorous A&R and development methodologies to the Indian market, Hybe is testing the scalability of its localization strategy outside of traditional East Asian and Western strongholds. If successful, this data-backed venture could significantly disrupt India’s domestic music ecosystem by establishing a new pipeline for pop idol commercialization.
Curated by MusicResearch.com from Music Ally. Read the full article at: Hybe is looking to launch India’s next girl group
