Carvaan from Saregama has been a sleeper hit in the country, which has caught the fancy of both young and old. This retro designed device comes built-in with 5,000 tracks, and lets you play music via Bluetooth and USB too.
But Saregama is minting money by selling Carvaan for its sheer audio catalogue which they own. Evergreen musicians like Kishore Kumar, Mohd Rafi and Lata Mangeshkar among others make the list, and appeal to audiences of all ages.
You might think that the 20 somethings would prefer listening to hip tracks from artists like Badshah or Arijit Singh, but, as Saregama and Co have figured out, they want more than just that.
However, having said that, the biggest takers for Carvaan have to be the generation that lived on Kishore saab’s music, or grooved to RD Burman’s tracks. While the company isn’t going to divulge the demographics of its buyers, it’s quite easy to assume that most of 95,000 buyers of the Carvaan belong to the golden era.
Some close friends of mine bought Carvaan for its sheer entertainment value for their dads and grandmas. The shape and size of the device also takes them back to the time when people were oblivious to the iPod or even a Walkman.
Carvaan was first sold on Amazon, and later on, made its way to offline stores as well.
In addition to the tracks, you can even choose between different moods, and even listen to yesteryears popular radio presenter Ameen Sayani’s Geetmala.
Saregama Carvaan was launched in two variants: At Rs 6,490 and Rs 6,990, and they even added Carvaan Mini to the line-up which offered fewer songs, at a price point of Rs 2,490.
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