Saregama India Ltd, a RP Sanjiv Goenka Group company, has seen good traction with the launch of Carvaan, in less than three years. This portable digital music player has been a clever ploy used by the company to sell “nostalgia” in a way that has led it to explore newer features to embellish the product.
When Carvaan was launched, it was projected more as a product of nostalgia targeting mostly the older generation, but with the subsequent launch of Carvaan Mini, then Go and finally with the GX01 earphones, the brand seems to be changing its focus to the younger generation. Why the transition?
There are over 35 million people in India who are above 35 and that’s a huge market. Also, through our surveys, we found that most of these people preferred to return home after work and switch on the television to unwind. Although they had access to music through their phones, it was too much of a task to swipe through apps, choose one track after the other for hours at the end of the day. That’s where Carvaan came in. It offered convenience over control. You can listen to uninterrupted music by pushing only a single button.
Also, the kind of music that Carvaan has does not specifically cater to “the older generation.” Even now, if you visit restaurants after 10 pm, you will find songs of musical legends such as Kishore Kumar and Mohammad Rafi playing softly in the background. This shows that everybody wants to go back to the music that they have grown up with.
So, wouldn’t you say that by launching earphones you are targeting consumers who are below 35?
I don’t think the youth are still interested in earphones. They have already moved on to wireless airpods and as such we look at the launch of the earphones, as a way to enhance the music listening experience of those above 35. Most earphones in the market are budget products, not designed for listening to music. They are primarily good for answering calls. Carvaan’s GX01 earphones have features such as 14.2 mm sound driver and enhanced bass which can enhance music listening experience.
How did you manage to turn the digital audio player into a brand?
It was a natural progression. Carvaan was good for an in-home experience. But, we had received feedback that users wanted to travel with it but the player was not exactly small enough to be comfortably packed in a suitcase. That’s why we brought in Carvaan Mini, for a good travel experience. We also realised that there was a huge potential for us when it came to enhancing music listening experience for those above 35 and we decided expand Carvaan into a platform that can cater to it and have more products and services lined up for them.
Can we get a sneak-peak into what’s next in store?
We will be launching another product in 10 days.