On 18 December (2012), Lataji launches her own label at a suburban luxury hotel in Mumbai.
The function would be attended by the who’s who of the entertainment and business world including Neeta Ambani , Pandit Jasraj and Hridaynath Mangeshkar.
Speaking on her decision to launch a music label so late in her career Lataji laughed, “I’ve been toying with the idea for a very long time. But somehow I never got down to doing it, maybe because I was too busy recording and singing to really bother with marketing my music.”