Bullu and Mitali Ghosh in Ranchi on Wednesday. Picture by Hardeep Singh

Nagpuri music is no longer a hinterland hobby. It is hearing big-ticket success, loud and clear, thanks to the musical husband-wife duo of Mitali and Bullu Ghosh.

Mitali, who recently hit the headlines for Kolaveri Di’s Nagpuri version Kaale moke khis lage, is, with her composer-producer husband Bullu and a clutch of tribal singers, making musical waves in India and abroad.

Their two latest albums — Hawan Hawan Mein and Kunwari Nanadi with eight songs in each — are raking in unprecedented sales figures. While the first sold 20,000 copies, the second sold 50,000 and is still going strong.

As Bullu said: “It’s the fusion of traditional rural folk music with contemporary techno beats and urban lyrics that make our albums so popular with tribal and non-tribal youths everywhere. It’s a heartening resurgence for the vibrant Nagpuri music.”

One of the songs, “Chhalke gagaria bhijey achriya” from Kunwari Nanadi is one of the most popular rural mobile ringtones. Humming a close second is “Dile lagi gael” from Hawan Hawan Mein.

The Ghosh couple said they received calls from Dubai, Pakistan, Sri Lanka, Nepal, Bangladesh, as well as from places in India as diverse as Andaman and Nicobar, Sikkim, Assam, Guwahati, Chennai, Kerala, Bangalore and Shimla.

The trick is perhaps a layering of voices and sounds. If the background instrumentation is a fusion of the folk and the urban, the vocals also frequently simulate this duality. For instance, Mitali teams up with Nagpuri folk singer Sarita Devi.

“Her earthy traditional voice and my polished rendition complement each other perfectly,” she smiled.

Bullu added that the scope of their success was really “unexpected”.

“From rural to overseas listeners, we have managed to erase boundaries with our Nagpuri music. And the singers of the hinterland are also making themselves heard, thanks to our albums,” he said.

He revealed that they were currently working on two untitled albums.

“Nagpuri music did not get its due for a long time because of lack of quality production and promotion. We worked hard to make our albums a cut above in substance and style. We don’t get support from the state to promote Nagpuri albums. Financial aspects need due consideration. But we’re trying our best,” Bullu added.

Fortunately, the world is tuning in.