Neha Behani co-founded Moojic to transform in-store music experiences by providing licensed, brand-curated audio solutions for retailers, restaurants, cafés, and hospitality businesses across India.
From product manager to entrepreneur, explore Neha Behani’s journey of building Moojic and solving India’s commercial music licensing challenges through technology and innovation.
Written by TFN Research Desk | covering startups, technology, venture capital, and business strategy.
Table of Contents
- Who is Neha Behani?
- Early Life and Education
- Career Before Moojic
- How Moojic Started
- Funding History
- Revenue and Recent Challenges
- Public Recognition
- Moojic vs Competitors
- Investor Perspective
- Founder Timeline
- Key Takeaways
- FAQs
- Sources
Who is Neha Behani?
Neha Behani is the co-founder, COO, and CMO of Moojic, a Mumbai-based startup that builds licensed, brand-curated in-store music and audio experiences for retailers, restaurants, and cafés. She left a stable product management role at Hewlett Packard in Singapore to chase an idea about reinventing the old-fashioned jukebox for the smartphone era. What makes her story distinctive is that she is the first woman in her family to run a business entirely apart from her family’s traditional trade.
Early Life and Education
Behani hails from Kishanganj, a small town in Bihar. She completed her Bachelor’s in Business Management from Mount Carmel College in Bangalore before earning an MBA from the Asian Institute of Management in Manila in 2009, where she met her future co-founder Kumaran Mahendran.
Career Before Moojic
After her MBA, Behani worked as a Product Manager at Hewlett Packard in Singapore. She later moved to a location-based app company, MyCityWay, where she worked under mentor Archana Patchirajan, co-founder of MyCityWay and Hubbl. That mentorship proved pivotal: Behani has said relating to Patchirajan’s own founder journey gave her the courage to eventually start her own venture.
How Moojic Started
Behani and Mahendran quit their jobs in 2011 to launch Adonta Mobility Solutions, initially building a mobile advertising network around the convergence of Social, Local, and Mobile technology. The idea did not work, and neither did a second concept, a digital jukebox service for bars and cafés. While building that jukebox product, the founders realized retailers faced a deeper, less obvious problem: the licensing costs and legal complexity of playing music in-store, combined with a desire to play music that matched their brand identity rather than generic playlists. That insight led to Moojic’s current form as a licensed in-store radio and audio platform, launched around 2013, with an early jukebox feature that let customers request songs from their phones acting as the proof point that hooked early café and restaurant clients.
Funding History
| Round | Year | Amount | Lead Investor(s) |
| Seed round | 2014 | Not publicly disclosed | Angel investors including Rajan Anandan |
| Subsequent rounds | Not publicly disclosed | Not publicly disclosed | Not publicly disclosed |
Moojic has raised a total of $278,000 across three funding rounds from 25 investors, according to Tracxn, a modest sum reflecting its bootstrapped, slow-and-steady growth approach rather than a venture-scale funding trajectory. Former Google India managing director Rajan Anandan is among its known angel backers.
Revenue and Recent Challenges
Tracxn reports Moojic’s annual revenue at approximately ₹3.82 crore as of March 2025, with a lean team of around 16 employees. As a company built on licensing music for commercial spaces, Moojic operates in a category with real barriers: securing music rights across genres and regions, competing against global in-store audio players with far deeper pockets, and convincing small retailers to pay for curated audio rather than default to free streaming apps. The company has expanded its offering over the years to include Moojic TV, a digital signage product for managing screens across multiple retail locations, likely to diversify revenue beyond pure audio licensing.
Public Recognition
Behani has been featured as a voice for women entrepreneurs in Indian technology, including profiles by Women’s eNews and Inventiva. She has spoken about her approach to building a business as a woman founder, noting that visibility as a woman entrepreneur can be turned into a competitive advantage rather than a hindrance.
Moojic vs Competitors
| Brand | Founded | Positioning |
| Moojic | 2013 | Licensed in-store radio and jukebox for Indian retail, cafés, and hospitality |
| Soundtrack Your Brand | 2013 | Global commercial music streaming for businesses, backed by Spotify |
| Mood Media | 1971 | Established global leader in commercial audio and in-store media |
Moojic operates at a fraction of the scale of global players like Mood Media and Soundtrack Your Brand, but it has carved a niche by focusing on Indian retail licensing needs and regional music curation that larger international platforms do not prioritize.
Investor Perspective
Behani’s background in product management and branding, combined with two earlier pivots before landing on Moojic’s current model, shows a founder willing to abandon ideas that were not working rather than force them. Her strength lies in identifying an overlooked, unglamorous problem, music licensing compliance for small retailers, that larger competitors have been slow to address in India specifically. The risk is that Moojic’s total funding and revenue remain modest against well-capitalized global rivals, and licensing-heavy businesses face persistent margin pressure. If Moojic can scale its digital signage and audio bundle across more retail chains, it has room to grow within a niche that remains underserved in India.
Founder Timeline
- Early life — Grows up in Kishanganj, Bihar
- 2009 — Completes MBA at Asian Institute of Management, Manila
- 2009-2011 — Works as Product Manager at Hewlett Packard, Singapore
- 2011 — Quits job to co-found Adonta Mobility Solutions with Kumaran Mahendran
- 2011-2013 — Pivots through two business models before settling on in-store audio
- 2013 — Co-founds Moojic
- 2014 — Raises seed funding including from angel investor Rajan Anandan
- Later years — Launches Moojic TV digital signage product
Key Takeaways
- Persisting through two failed business models before finding the right one shows that founding a company is rarely a single moment of insight.
- Identifying an unglamorous, compliance-driven problem, like music licensing, can be more defensible than chasing a flashier consumer idea.
- Staying capital-light kept Moojic’s team small and focused, though it also limited the pace of scale compared to global competitors.
- Mentorship from an experienced founder can meaningfully shorten the learning curve for first-time entrepreneurs.
FAQs
Who founded Moojic?
Neha Behani and Kumaran Mahendran, around 2013, after two earlier pivots.
How much funding has Moojic raised?
About $278,000 across three rounds, according to Tracxn.
Is Moojic profitable?
Not publicly disclosed; annual revenue was around ₹3.82 crore as of March 2025.
Where did Neha Behani study?
Mount Carmel College, Bangalore, and the Asian Institute of Management, Manila.
What did Behani do before Moojic?
She was a Product Manager at Hewlett Packard in Singapore, then worked at MyCityWay.
Who are Moojic’s investors?
Angel investors including former Google India MD Rajan Anandan.
Who are Moojic’s competitors?
Soundtrack Your Brand, Qsic, and Mood Media.
What makes Moojic different?
Its focus on licensed, brand-aligned in-store audio tailored to Indian retail needs.
Sources
- Inventiva — Neha Behani profile: https://www.inventiva.co.in/stories/neha-behani-the-re-constructor-of-a-common-jukebox-with-moojic/
- YourStory — Moojic founding story and team: https://yourstory.com/2014/04/moojic
- Tracxn — Moojic company profile, funding, and revenue: https://tracxn.com/d/companies/moojic/__O5pMUwDHC04C3SCGBHL16zC-0Cs7Yz_OOdIs6pX_zro
- Women’s eNews — Tech women in India’s startup boom: https://womensenews.org/2015/08/tech-women-in-indias-startup-boom-reach-out/
- I Am An Entrepreneur — Push Play for Moojic interview: https://iamanentrepreneur.in/shepreneurs/push-play-moojic/
- Crunchbase — Moojic company profile: https://www.crunchbase.com/organization/moojic
- iBihar.org — Neha Behani entrepreneur profile: https://ibihar.org/
© The Founder Nation | All rights reserved | Written by TFN Research Desk
