Saregama prepares a path for its Carvaan as it steps beyond big cities

What has encouraged the company to move to a higher gear is the potential of the Indian market

The first task has been accomplished: When Saregama introduced Carvaan in end 2017, the recording industry, hit by rampant music piracy and falling music sales, was going through a terrible time. Music cards and paid online downloads were still very small and couldn’t do much to lift the mood. In came Carvaan, an easy-to-operate alternative, and the prerecorded music boxes started flying off the shelves. Last December, Carvaan sales breached the 1 million mark and the company has been aggressively adding new retail touch points since then.

But now comes the more difficult part: Keeping the momentum going by improving the