Exclusive Interview: Saurav Maithani on Music, Culture, and Viral Fame

Music has the power to transcend boundaries, and few artists embody this as beautifully as Saurav Maithani. A celebrated Garhwali singer and musician, Maithani has carved a niche for himself with his heartfelt compositions, blending traditional folk with modern sensibilities. From his viral hit "Ladik bwari" to devotional tracks like "Nanu Padhanu," his music resonates deeply with listeners.

In this exclusive interview, Saurav Maithani opens up about his musical journey, the inspiration behind his songs, and how social media has transformed his career.

1. What inspired you to pursue a career in music, and how did your journey begin?

"Music has always been my passion—it’s not just a career but a way of life for me," Saurav begins with a warm smile. "Since childhood, I was drawn to melodies, and my gurus played a huge role in shaping that love into something more. For me, music is more than sound; it’s an emotion, a way to express what words alone cannot."

His journey wasn’t just about learning notes but understanding the soul behind them. Growing up in Uttarakhand, the echoes of folk tunes and devotional hymns became the foundation of his artistry.

2. Your recent song "Ladi Kunwari" has gained immense popularity on Instagram. What was the inspiration behind this track?

"This song is very close to my heart," he shares. "I wanted to capture the essence of Uttarakhand—its beauty, culture, and the spirit of its people. 'Ladi Kunwari' is a tribute to our traditions, the simplicity of village life, and the grace of our women. I’m humbled that so many people have connected with it."

The track’s enchanting melody and nostalgic lyrics struck a chord, making it an instant favorite among fans of regional music.

3. How do you feel about the overwhelming response to "Ladi Kunwari" from listeners and social media users?

"It feels surreal," he admits. "When you create something, you hope people will like it, but the love this song has received is beyond my expectations. Every share, comment, and message from listeners is a blessing. It’s a dream come true, and I’m deeply grateful."

The song’s organic reach on Instagram and YouTube has introduced his music to an even wider audience, proving that language is no barrier when emotions are universal.

4. Can you share any memorable moments from the making of this viral song?

"The recording session was magical," he recalls. "My team and I poured our hearts into it. There was this moment when we all just knew—this is special. Seeing it come to life and then watching people embrace it so warmly has been incredible."

He also mentions how fans from different regions have sent him videos singing along, dancing, and even recreating the song—a testament to its widespread appeal.

5. What do you think sets your music apart and resonates with your audience?

"Authenticity," he says without hesitation. "I don’t just sing; I feel every word, every note. My music comes from my experiences, my roots, and my emotions. I think people recognize that honesty—it’s why they connect with my songs on such a personal level."

Whether it’s a devotional track or a folk melody, Saurav’s ability to weave raw emotion into his music makes it relatable, regardless of language.

6. How has social media, especially Instagram, impacted your music career?

"Social media has been a game-changer," he acknowledges. "Earlier, reaching listeners beyond my region was challenging. Now, platforms like Instagram and YouTube allow me to share my music globally. I can interact with fans directly, see their reactions, and even get instant feedback. It’s empowering."

He credits his growing fanbase to the digital space, where his songs find new listeners every day.

7. Could you tell us about your creative process when writing and composing songs?

"It’s organic," he explains. "Sometimes a melody comes to me first; other times, it’s a line or an emotion I want to express. I draw inspiration from everyday life—nature, relationships, even old folk tales. The key is to stay true to the feeling behind the song."

He often collaborates with local musicians to preserve the authenticity of Garhwali and Kumaoni sounds while giving them a contemporary touch.

8. Who are some of your musical influences, and how have they shaped your style?

"My biggest influences are the traditional folk artists of Uttarakhand," he says. "Their music carries the soul of our mountains. My gurus taught me the importance of preserving these roots while experimenting with new sounds. I try to blend the old and the new—honoring tradition while keeping it fresh."

9. Any upcoming projects or collaborations that fans can look forward to?

"Absolutely!" he says excitedly. "I’m working on new singles and even a few collaborations. I can’t reveal too much yet, but I promise it’s worth the wait. My fans’ support keeps me motivated to create more."

10. Finally, what message do you hope your music conveys to listeners?

"I want my music to bring people together," he reflects. "Whether it’s joy, nostalgia, or devotion, I hope my songs touch hearts and remind listeners of the beauty in simplicity. Music is a universal language—it heals, inspires, and connects us all."