Business of cinema.com web site says the following on this:

Apart from Hindi music, Orissa stands at top in production of album songs, which comprise non-filmy songs with a local flavor. In Orissa album songs are commonly known as devotional songs, and modern songs.

According to Chitralipi Magazine, every year more than 300 albums are being released by Oriya music industry. And more than 75 lakhs audiocassettes and CDs are being sold in Orissa market.

Interestingly, in the Orissa market, non Oriya singers like Sonu Nigam, Mohammad Aziz, Udit Narayan and Babul Supriyo are more popular. Recording of all the cassettes is done in Orissa’s studio and dubbing is done in Mumbai, Kolkatta and Chennai. Having seen the popularity of album songs, the singers have been featuring in the video of their songs.