This is what we found on Wikipedia regarding the Ganavya:

"World music" is an English phrase for styles of music from non-English speaking countries, including quasi-traditional, intercultural, and traditional music. World music's broad nature and elasticity as a musical category pose obstacles to a universal definition, but its ethic of interest in the culturally exotic is encapsulated in Roots magazine's description of the genre as "local music from out there".

Music that does not follow "North American or British pop and folk traditions" was given the term "world music" by music industries in Europe and North America. The term was popularized in the 1980s as a marketing category for non-Western traditional music. It has grown to include subgenres such as ethnic fusion (Clannad, Ry Cooder, Enya, etc.) and worldbeat.