Gentle Bamboo Solutions

Saregama Carvaan: What you can learn from its success


I’m a little late to the party but I finally bought a Saregama Carvaan device last month. (It’s a bluetooth speaker, FM radio, curated playlist with 5000 songs, hard disk, podcast player, etc. all rolled into one device.) It looks like this:

Saregama Carvaan 2.0

It’s a product that was clearly created by paying extreme attention to the behaviours of music lovers. Saregama took the best out of every kind of music consumption habit, and wrapped it all up in a design which is at once nostalgic and chic. It’s the sole product in a category of its own. There is no competition.

To succeed in an extremely saturated market like music needed a product like this. Everyone who has tried anything new in the music world has failed to make any profits. Which is why every product looks the same, and it is usually just a software app.

Carvaan cut through the noise in a world overrun by unlimited streaming music, cheap bandwidth and everyone owning a mobile device. They created an independent music device which doesn’t need internet connectivity to work, and put lots of great songs in it, and created dozens if great playlists.

They targeted a specific demographic: Your parents. It doesn’t matter who you are or how old you are. The device was a gift you give to your parents. That was a masterstroke of marketing genius.

They played to their strengths. They had licenses to tens of thousands of songs. Even if someone copies their product and tactics, the competitor will never have what Saregama had. Original content that is 100% their own that they have built over decades. People can (and have tried) to steal their design and ideas, but people cannot copy the whole package.

You see, the training industry is saturated too. You’re doing the same things that everyone else is doing, and targeting the same people that everyone else is targeting. There’s a lot to learn from the success of Carvaan, and apply to our industry:

1. Create your own distinct identity

2. Define a clear target audience

3. Listen to your customers

4. Play to your strengths

I will go into some more detail about how to apply each of these ideas to your work in a series of mails this entire week.

However, what if you want to learn even more specifically how to go about this in a lot of depth? What if you need some more help to create a clear strategy for 2021? Well, I have just the right thing for you. A workshop which lasts for 3 months, gives you access to not just fortnightly group coaching and ten amazing custom built videos, but also access to our actual business plan for 2021. You know what to do:

Register for Business Growth Roadmap

Building a Carvaan,