Recently, on a busy morning, Saregama India’s managing director Vikram Mehra took time off his busy schedule, to display a new blue gadget that resembles a transistor radio.
It is in fact a radio set but with a difference. Called Carvaan, the device houses 5,000 pre-loaded Hindi retro songs, both film and non-film, and can be operated like a regular radio. There are options for artistes and mood, besides one for archives of the famous Binaca Geetmala, hosted by Ameen Sayani several years ago. Besides these, the Carvaan comes equipped with a USB drive, bluetooth and FM radio. Though it has in-built speakers, you can plug in the device to an external set for amplified sound. “An added advantage is that during the warranty period, the servicing for repairs will be done at home,” offers Mehra. “Purchasers will be given details based on their cities.”
According to Mehra, there is currently a huge demand for retro music. “Though our focus is on film songs from the 50s to the 70s, our cut-off point is the 1990s,” he says. “We also have some ghazals, spiritual and classical instrumental pieces which are likely to appeal to listeners.”
A listener can choose music based on moods (happy, sad and romantic), categories or artists (singers, directors and lyricists). There are no announcements and the music titles appear onscreen. “Efforts have been made to ensure there is no overlapping of songs,” says Mehra. “A huge team from Saregama worked on the selection.”
According to research conducted, many listeners preferred selections of S.D. Burman, R.D. Burman, Naushad Ali, Lata Mangeshkar, Kishore Kumar and Mohammed Rafi. “Since we have many of their songs in our catalogue, we began by shortlisting what we could use,” explains Mehra adding that it can be the perfect gift for those who like retro music and also for people to give it to their parents and grandparents. “Then we chose other songs that people would like in their collections.”
To keep up with times, Saregama India has tried to stay relevant to its huge music catalogue going. Two years ago, they came out with a classical music app, which was followed by a devotional music app. A year ago they launched music cards featuring select artistes whose songs could be played in the form of a pen drive. “With 5,000 songs on Carvaan, listeners can tune into their favourite songs all day,” says Mehra.
The initial response has been encouraging. Mumbai-based musician Akash Suvarna says it's a fascinating product. “Besides my favourites, I also get to hear songs which I haven't heard before.” Music lover Vidya Heble is not entirely convinced. “On its own, it's a trendy and an innovative product,” she says. “However, some moods have been mixed up. I find ‘ Roop Tera Mastana ’ and ‘ Zara Halle Halle Chalo ’ in sad (section) and ‘ Yun Hasraton Ke Daagh ’ in the happy selection.” Another customer, Sandeep Krishna is happy such a product has been launched but has reservations. “When I checked the music director category, I was surprised Madan Mohan didn’t get a separate listing,” he says. “And that Hemant Kumar and Geeta Dutt have been clubbed together, and there are much fewer songs of theirs compared to others.” Hopefully, Saregama India will be able to sort out the glitches soon enough.
Carvaan is priced at Rs 5,990 , see www.saregama.com for details
