05 May 2017 16:54 IST

Saregama rolling out portable music device

Aimed at catering to those not comfortable with apps, downloading music

RP Sanjiv Goenka-owned music production house Saregama India is moving ahead with its tech innovations to keep itself relevant with the changing times.

After introducing popular music cards and streaming apps, Saregama now wants to woo the music-loving but tech-challenged consumers with its newest offering — Saregama Carvaan.

A radio-cum-music player with in-built stereo speakers and pre-loaded with 5,000 evergreen Hindi songs, Carvaan is similar to transistors of yore with a jog dial, which gives consumers an option to choose music of their choice.

“Music is connected to nostalgia. Our research indicated that while young consumers have various options for finding music of their choice, older consumers are restricted either due to lack of tech-knowledge or poor music discovery on various apps. Saregama Carvaan is for such consumers who love music but find it tedious to download music,” Vikram Mehra, MD, Saregama India, told BusinessLine.

From RD Burman hits to Jagjit Singh’s velvety numbers, Carvaan has curated music from the 1960s to the 1980s in digitised format, he said.

Mehra said that with its latest offering the company is also targeting the gifting industry. He said the company will start retailing Carvaan at both big and small retail chains. Priced at ₹5,990, Carvaan can also be plugged to a USB drive and allows streaming songs from one’s phone to Carvaan via Bluetooth. Asked if the company is also looking to launch Carvaan in other Indian languages, Mehra said the company is considering such a move.

Saregama has a music repertoire across several genres and languages. Its library has over one lakh tracks.