Kolkata|20th December 2025:
India-Asha Next Gen, the youth-driven sister label of renowned music house ASHA AUDIO, is celebrating the success of the powerful independent release “Thakumar Jhuli”, a collaboration by Howrah Locaal x Bhit that has struck a chord with listeners for its raw storytelling, emotional depth & cultural authenticity.
Founded earlier this year, Asha Next Gen was launched with a clear mission—to champion emerging and independent artists who represent originality, honesty, and rooted musical expression. While the label’s initial releases have received steady appreciation, “Thakumar Jhuli” has emerged as a landmark project, gaining strong traction across digital platforms & social media.
To mark the achievement, Asha Next Gen is hosting an exclusive success celebration in Kolkata, bringing together the artists, collaborators, industry professionals, and supporters who contributed to the journey of the song. The event aims to highlight the growing influence of India’s independent music movement and the power of grassroots creativity.
Artist Build From The Ground Up:
Howrah Locaal—comprising Cheetah Jeet and Adi—along with Bhit, have steadily built their reputation through years of community-driven efforts. From organizing local cyphers across Howrah and Kolkata to performing at over 40 live shows, the collective has established itself as a strong voice representing the streets and lived realities of their surroundings.
Their journey has seen them share stages with prominent artists such as Lakkhichara, Snigdhajit Bhowmick & Annanya Chakraborty, while also earning recognition from major names in the Indian hip-hop scene. Recent acknowledgment from Ikka, Dino James, Gully Gang, and even DIVINE’s official fan page—driven largely by viral Instagram reels—has further amplified their reach.
Impact of ‘Thakumar Jhuli’
The release of “Thakumar Jhuli” marked a defining moment for the artists and the label alike. The track crossed 100,000 views within just 15 days, followed by a swift rise to 200,000+ views in the subsequent week, cementing its place as one of the most impactful independent releases in the regional hip-hop space this year.
Blending cultural nostalgia with contemporary hip-hop sensibilities, the song successfully bridges the gap between the streets and the mainstream industry—an achievement that reflects both the artists’ authenticity and the label’s vision.
The success of “Thakumar Jhuli” reinforces Asha Next Gen’s commitment to nurturing real stories, lived experiences, and culturally rooted voices, further positioning the label as a significant platform for India’s next generation of independent artists.
