Radio Mirchi, South Asia’s leading private FM brand, has expanded its footprint in the US with the launch of its stations in two new cities — Cleveland and Columbus — in Ohio. It will also launch stations in Atlanta in Georgia and St. Louis in Missouri in the next few days, top officials said. Targeted at the South Asian diaspora, the 24-hour stations play a combination of Bollywood music, infotainment, and comedy.

“We are very excited to expand our network in the US with these new stations,” said Prashant Panday, managing director at Entertainment Network India Ltd (ENIL), which owns Radio Mirchi.

The Radio Mirchi brand and content in US is licensed to Arohi Media. “Our vision is to bring the South Asian communities together by providing them with a common platform of news, talk and Bollywood music and we could not think of a better way to do this than this partnership with Mirchi,” said Ravi Cherukuri, CEO at Arohi Media.

Arohi Media has aggressive plans to ramp up the Mirchi brand in the US by expanding to more than 15 cities by December 2019, including Raleigh-Durham in North Carolina, Baltimore in Maryland, and Philadelphia in Pennsylvania. Mirchi can also be heard in the tristate area of New York, New Jersey, and Connecticut.
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