The singer and her team have launched a formal strategy to spread her brand in the booming Bollywood-crazed India market.
The team has tapped the founders of Desi Hits, a New York-based media company that produces and distributes entertainment content targeted at South Asians all over the world, to help build her brand, particularly in India but also in the large South Asian diaspora.
'The reason I'm going to India now is because I can,' Gaga told the World Street Journal in an exclusive interview. 'I didn't have the money or the resources before to travel and bring all of my things with me and reach an entire new territory of fans,' she said.
The push into India is part of the massive marketing and social-media machine the Gaga team has created around the release of her third album, Born This Way.
'She's expanding her base. In the last album cycle we toured a lot of places in the world, but there were still some territories that we weren't able to go and spend time and really work. India was one of those places,' said Troy Carter, the star's manager.
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