"In today's day, it's only about film music and people assume that that's all that sells. But we shouldn't give anyone a chance to say that there is no market for non-film music in India," said the composer.
"There is no market because non-film music is not good. So I think we should come together and come out with something really good, market it well, market it the way you would a big film. If you do, definitely people want to listen to good songs," added the 44-year-old.
Shankar was speaking at the launch of the album - "Love Is In The Air" - featuring Babul Supriyo, Javed Ali, Alka Yagnik, Shaan and Neha Bhasin.
After rendering beautiful music for "Zindagi Na Milegi Dobara", "Patiala House" and "Don 2: The King is Back" in 2011, Shankar is currently composing for Kamal Haasan's "Vishwaroopam" and Manoj Bajpai-starrer "Chittagong".