Saregama’s Carvaan

3 min readJun 23, 2020

WHY SAREGAMA’S CARVAAN BECAME A SUCCESS IN THE AGE OF GAANA AND SAAVN?

Saregama’s Carvaan is a portable music devise which consists of a collection of 5000 songs which cover 50 years of Hindi Cinema Music, which are classified on the basis of artists and moods.

Saregama’s Carvaan became a hit in the age of Gaana, Saavn and YouTube because of the following reasons-

SAMPLING

When sampling of the product was done, the younger employees suggested of adding more technology to it. But the product’s focus was not the younger generation but the age group above 40. And if the people of this age group wanted some addition to the technology then they wouldn’t have any problem in downloading and streaming songs from Gaana, Saavn and YouTube.

80% of the product was right before its introduction in the market, so it was good to go.

1) Age Factor

The target audience of the product was the age group above 40 which actually covers 1/3rd of the Indian population. Most of the people from this age group and not interested in spending time to search their favorite music online on various apps provided, hence Carvaan was brought into market for good reasons.

2) Product Variant

There are multiple variants of carvaan. For example, songs in different languages like Hindi, Telugu, Punjabi, Tamil, Bengali, Marathi etc. Overall, it consists songs in 14 languages.

3) Demographic Region

The demographic region carvaan focused on was India only because all of the songs were in Indian languages.

THE 3 WHYS’S OF MARKETING

1) Why This

Carvaan was brought into market because it has resemblance of a radio and we all know that radio has only become a car accessory. The time when our parents were in their teens, they didn’t have smart phones, but radios to enjoy music.

Also, when it comes to gifting something to our parents or grandparents we run out of ideas. So here was carvaan providing solution to this problem.

2) Why Now

When saregama carvaan was launched in May 2017, the purchasing power of people was very high. Therefore, it was the best time to put the product in the market in order to increase the demand.

3) Why Here

It was launched in India only as it consists of songs of Indian language including Hindi, Tamil, Bengali etc

SAREGAMA CARVAAN is not restricted to the people above the age of 40 only but it has also the feature of Bluetooth installed in it by which anyone can play the songs of their choice at any time.

People of any age group who begin to learn music mostly start it with classical and the 50 years of Hindi Cinema Music include a huge number of classical songs.

Therefore, this product which is kind of old school, is a great success in market even after so many devices and technologies are introduced everyday.

THIS IS HOW SAREGAMA’S CARVAAN BECAME A SUCCESS IN THE AGE OF GAANA AND SAAVN!