Mahindra Group has been a leader in preserving the cultural heritage of India, supporting numerous artistic endeavors. Following its role in some of the most renowned musical movements in India, it is now launching a new musical initiative with Roots at Mahindra University. This inter-collegiate festival will place young voices at the forefront of cultural change. Debuting at Mahindra University in Hyderabad, the festival aims to connect traditional roots music with the younger generation, highlighting unique and forgotten art forms for modern audiences. India’s rich multicultural heritage tells diverse stories every 50 to 100 kilometers, with each area showcasing vibrant art forms and expressions that risk being overlooked.
A survey conducted among students at the university revealed that nearly 75% feel a personal connection to the preservation of Indian musical traditions, while 60% believe it is their duty to maintain and creatively reinterpret this cultural heritage for future generations. Roots at Mahindra University seeks to channel this passion by not only preserving these traditions but also by innovatively blending them with contemporary sounds and digital platforms. This reflects the eagerness of Gen Z to honor their cultural roots while also shaping a dynamic future that aligns with global standards. The festival, organized by students for students, will bring music traditions to life, sharing deep narratives through folk music, classical music, and other immersive art forms.
Moreover, this initiative signifies Mahindra’s evolving support from traditional sponsorship to fostering a platform for young individuals. It motivates them to become proactive participants in safeguarding and promoting India’s musical heritage, rather than passive observers. Through inter-collegiate collaboration, Roots is establishing an ecosystem for students to connect with India’s rich musical legacy, ensuring these art forms remain vibrant and relevant. The festival will take place across various areas of the expansive, state-of-the-art Mahindra University campus. With thoughtfully designed, large-scale installations, beautiful décor, and local pop-ups, the campus will transform into a cultural hub for these overlooked art forms to express themselves anew.
This will be complemented by performances from Indian artists across various musical genres, promising to captivate attendees and take them on a sonic journey. Discussing this youth-led cultural initiative, Dr. Yajulu Medury, Vice Chancellor of Mahindra University, stated, “The University has consistently promoted creativity and a progressive mindset among students. Roots at Mahindra University offers a significant opportunity for students to advance lost arts. This festival is designed for the students, by the students! It aims not only to preserve the past but also to make it relevant for future generations.
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Through the festival’s various elements, Roots is equipping students for future leadership and roles in the cultural sector.” The Curtain Raiser event occurred on August 20, 2025, at Mahindra University’s auditorium, providing a preview of Roots’ vision and essence. It featured a selection of local artists, showcasing the diversity and richness of Indian musical traditions, setting the stage for the main event that merges tradition with innovation, incorporating culture, folk music, performing arts, and other art forms from across the nation. These traditions will be presented to Gen Z and millennial audiences through engaging storytelling and moving melodies of folk and classical music.
Roots aims to do more than entertain; it will serve as a catalyst for cultural sustainability, championed by the same generation, to carry forward and evolve India’s artistic legacy.