Saregama is the oldest music company in India. It was established in 1901 and has its headquarters in Kolkata. Initially, it began as the Indian arm of the British Gramophone Company. The first-ever song was recorded by Gauhar Jaan in 1902 under the iconic "His Master's Voice" (HMV) trademark. In 1985-86, the company was bought by RPG Group. This was a change. Some of the important statistics of Saregama are as follows:
During the mid 2010s, Saregama had already captured the attention of the audience. Certain app distractions like Gaana, Saavn, and YouTube were also becoming increasingly popular at that time. Rather than focusing on millennial attention, the turning point of Saregama came from a contrarian digital-era insight: people over 40, especially in the 55- 70 range. This age group has been largely abandoned by music technology. These people had grown up on radio and cassette players but now are left with no reliable option.
The customer insight was really important. It helped make Carvaan in 2017. Carvaan consisted of both Hindi and Bengali songs and came in a very handy size that would fit perfectly in everyone’s grip. People who work at Saregama listed the preferences of people by tracking them on platforms like YouTube, Saavn, and Gaana.
Eventually, the user (a parent or grandparent) and the buyer (their millennial children) were treated as two separate segments. Carvaan stepped in and marketed it almost differently with taglines like “the best gift for Mummy-Papa,” which brings back nostalgia and love. Such efficient strategies are also provided by Iwebnext, a top web development company in Kolkata .
Rather than depending purely on traditional retail, Saregama partnered extensively with Amazon. Soon, the Carvaan became a hit with millennial buyers. The company did something cool with emotional storytelling in their advertisements and even had a radio show, with the famous broadcaster Ameen Sayani.
People started saying things about it. The word of mouth became positive slowly, and 400,000 units were sold when it first came out. Saregama focused mainly on the positive word of mouth rather than spending a lot of money on ads. They wanted people to recommend it naturally without being forced to do so. Saregama did something smart with word of mouth, and it worked out very well.
Saregama also offers products that include Carvaan Mini, Carvaan Gold, Carvaan Go, Carvaan Kidz, Carvaan Bhakti, and Carvaan Karaoke. The company has been able to reach an audience beyond the language barrier. The products have also helped Saregama reach people over 40 years old.
Saregama also makes content and works with influencers. In 2023, they bought Pocket Aces Pictures, the company that is behind FilterCopy and Dice Media. This deal helped Saregama reach people who use the internet a lot. Now Saregama works with influencers more easily and conveniently. Saregama also buys music catalogs and labels to get songs. For example, they bought NAV Records in 2025. NAV Records has 6,500 songs in Haryanvi, Punjabi, and other genres. This deal helped them get songs in areas where they did not have many before.
One of the most noticeable aspects that drew attention was Artist management (Saregama Talent), which had a strategic stake in Sanjay Leela Bhansali's production house. It scaled from a negligible contributor to a major revenue line within a span of one year. This proves how aggressively the company has been layering new monetization channels onto its content assets. Such efficient strategies can be achieved with the help of Iwebnext, the top and most trusted digital marketing company in Kolkata.
With the launch of Carvaan, Saregama achieved some remarkable results that fostered its growth in the audio sector. Given below are the results achieved by Saregama:
Revenue Growth Of Saregama
The one important lesson that emerging brands can take from Saregama Carvaan is that a company’s growth not only depends on company size or the age of its assets, but also on observation and positioning. Startups or new companies often assume that they must run behind the target or the most contested market segment to succeed. However, Saregama did just the opposite. It identified a real, specific, underserved need that looks unfashionable and built a focused, well-designed solution surrounding it. This is the exact reason why you should focus on hiring the best digital marketing company in Kolkata.
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