Saregama Carvaan


Saregama Carvaan

How often do you find Baby Boomers saying that songs of their generation had a quality? And how often do you find them struggling with the complicated apps fearing a press of a button will unleash something they don’t understand?


While every other brand was busy catering to the needs of millennials and centennials, Saregama, India's oldest music label owned by RPSG, came up with Carvaan.




Designed for 40+ age group non-tech-savvy music lovers, Carvaan is a product that is simple and convenient to use. The transistor radio shape gives it a contemporary look and feel.


Around half of India’s population consists of millennials and as per a report by Morgan Stanley, 70% of household income is contributed by them.


Saregama understood this and positioned Carvaan as a gift that the young can give to their parents and grandparents on occasions such as Diwali.


In a market of 25 million, Carvaan penetrated 1.3 million in the first 18 months of its release.


Saregama not only leveraged its existing vast library of music but also touched upon a segment that was ignored largely and at the end managed to revive its fortune.



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