With Ranveer delivering the successful Gully Boy and popularising rap/hip-hop through his breakthrough label IncInk, India is seeing this genre as the new fad in brands and films. For generations, Bollywood superstars have been known to create trends. Through Ranveer Singh's Gully Boy, hip-hop and rap became a massive success in India. From youngsters to grown-ups alike, everyone's grooving to the tunes of rap.

Taking ahead the success of Gully Boy, Ranveer Singh launched his own label that encourages and nurtures the youth aspiring to be rappers. Speaking about the rap culture, Ranveer's representative shared a quote by him that reads: "The time of Hindustani rap/hip hop has come and this is the much-needed explosion in the music scene of India. These are exciting times for original music in India and rap/hip-hop is a huge refresher. Hindustani Rap/hip hop is no longer an underground music scene. It has become the language of the youth and it is the biggest thing happening in Indian culture today."