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Carvaan: The Genius of SaReGaMa

 The Indian music industry shifts trends every two decades or so. While the '50s, '60s and '70s were about meaningful lyrics and the '80s to '90s emphasized on melodious tunes and dance-able tracks with lesser emphasis on lyrics, the last decade and a half has been about captivating groovy music with the introduction of pop, rap, remix and Punjabi along with some '90s-styled music. This regular shift in the popular music means that different age-groups of the Indian population consume and evaluate music differently. Their choices of and response to different genres, artistes or tunes differ significantly enough that it is sensible to view these groups as separate target segments.

Consumers of music in India can be grouped into three distinct categories
  1. Gen X and older: Individuals born before the '80s
    • The 'Golden-era' of Bollywood music ('50s, '60s and '70s) was their bread and butter in terms of the popular music of their generation
    • Accumulated wealth means they have a high spending capacity
  2. Gen Y: Individuals born in the '80s and '90s
    • Young adults who grew up listening to the favorites of their parents (Gen X) or grandparents (older than Gen X) - I am one of them!
    • Income for the last few years means they have an average-to-high spending capacity
  3. Gen Z: Individuals born in the new millennium
    • Young kids who have never experienced the previous musical eras of the '50s to the '90s
    • No income means they do not have much spending capacity currently
 It is a universal feeling among the Gen Y and the Gen X and older individuals that the music from the Golden-era is art at a different level to what the incumbent industry is producing. There is a feeling of nostalgia and musical treat when one listens to the great hits of that era. As they like to say, "Nothing compares to the Golden-era".

 SaReGaMa is the oldest music label of India and the biggest player in the country's music industry. While working on a strategy to bring the 'younger crowd' (read Gen Y and Gen Z) closer to brand SaReGaMa, the company discovered a crucial insight about the state of consumption of music in India through its various surveys. It was found that the 'older crowd' (Gen X and older) complain about the complexity of today's technology-based means of delivering music to consumers. They are unable to access and enjoy the evergreen retro hits that they love to listen to. This huge gap in accessibility and usability of the popular music sparked an idea that would change the course the legendary SaReGaMa company would take. Thus, the 'Carvaan' was conceived.

 The following is an analysis of the product entry strategy behind Carvaan and its implications on the brand of SaReGaMa


Note: This is not being used for commercial purposes and all applicable and required licenses and rights are NOT owned by me.
Note: Photos from Google Images
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