Saregama India Ltd: India’s premier music publishing label

(vigneshb) #21


I was referring to this table below from FY17 AR.


The remuneration to Viram (Rs.5.3 crores) is way over the ceiling of Rs.1.78 crores. However, in the most recent annual report FY18 I note that they have retrieved this money back. I haven’t really worked out how/why. But there is a note on the FY18 AR.


Vikram is the jockey here so I am ok if he gets his legitimate due. He is a fantastic choice for an organisation which needs to monetize/market its irreplaceable assets. He is not getting ESOP but stock appreciation rights in cash. He is the same guy who launched a new car Tata Indica and launched TataSky from scratch. Now he has launched an entirely new product i.e. Caravaan. A new category out of nowhere which could clock 200cr of EBIT within 2 yrs of launch.

BTW, I just checked out their latest version of Carvaan which can be operated through an APP selling for 7300/piece. Good margin kicker for sure and selling well as far as I could gather.

Disc: Invested


this one continues to innovate.

(chikspat) #24

I follow this stock, seems like management is walking the talk. As in previous concalls they said, they will launch new variants around festival season, diwali and christmas. Partnership with HK give an edge, for sure.

Disc: Holding from higher levels


good set of numbers



(nitinver) #26

it is surprising that for a successful retail product the company has reported negative cash flow in 18’ and 17’.Growth should not be expense of business efficiency.It will be great if anyone has any idea for current year cash flows.


The success is quite recent and the retail products they launched over the last two years required quite a bit of inventory build up and restocking at dealer levels. This is not out of ordinary when you launch a new product. They had working capital jump in both these years along with longer payment cycle for their TV/movie content. It should even out in fy19 and expect strong surplus in fy20 onwards.

(Vivek Gautam) #28

Saregama has come out with great results n seems to be the company to closely track. valn seems ok on fwd basis and bet is on hotselling Carvaan n dynamic ceo Mr Vikram Mehra and IP in form of songs and also OTT.

PPT Q2 FY19.pdf (2.5 MB)
Transcripts_Saregama_Q4_FY18.pdf (254.4 KB)
Transcripts-Saregama-Q1-FY-19.pdf (260.4 KB)
disc invested

(Vivek Gautam) #29

(Vivek Gautam) #30

(Vivek Gautam) #31

(Vivek Gautam) #32

The latent demand for old songs has not only made Carvaan on …

Read more at:


(Vivek Gautam) #34

another possible positive development for Saregama

(Vivek Gautam) #35

The Saregama Carvaan is 55-year-old Archana Singh’s primary music listening device. She listens to bhajans in the morning and evergreen melodies of the 60s and 70s while having her evening tea. Last Diwali her children gifted it to her and her husband. And over the past year, Carvaan has become her prized possession. What’s more, Singh’s friends who have experienced Carvaan at her home have also bought the portable music player.

Scepticism was rife 16 months ago when legacy music licencing company Saregama (erstwhile HMV) announced the launch of its digital music player that resembled an old fashioned radio. Who would pay to buy a device that stores 5,000 songs when everything is freely available on sites like YouTube, most wondered. But people like Archana Singh and her friends are testimony to the consumer insight that drove Saregama to rethink how people listen to music. People wanted a device that is convenient to use.

Positioned for people in the 40-plus age bracket, Carvaan delivers a lean-back listening experience in a world where people need to proactively create playlists of their liking and decide what song they want to listen to next.

The scepticism about a product like Carvaan stems from people, and sometimes even marketers, getting stuck inside an echo chamber of people just like them. The success of Saregama Carvaan teaches marketers to never lose touch of the needs of the end consumer.

Vikram Mehra, Managing Director of Saregama Carvaan, says, “As marketers we start thinking that the whole of India or the world is like us. It need not be so. There are a large number of people in this country who still want things that are comfortable.” He says that marketers must not lose touch with what the end consumer wants.

Calling Saregama Carvaan unique and unconventional, brand guru Saurabh Uboweja said, “This is a simple product that is packaged around a need that was not serviced.” At a time when all marketers are chasing the millennials, “Carvaan targeted a market that is largely ignored by brands,” Uboweja pointed out.

Mehra said he was surprised to learn that people thought that Saregama was not sharing its huge library of music even though all the songs from the Saregama stable were available on all leading streaming platforms and YouTube for free.

Consumer research also revealed that the fear of technology gets stronger among people as they age. In addition to the 40+ demographic from non-metro cities and towns, Saregama spoke to people in the 65+ age group in Mumbai to learn their sentiments. They asked this group of people what they feared the most; the response the company was expecting was “dying.” Instead, this urban group said what it feared the most was “being dependent on children.”

Armed with this consumer insight, the company set out with a clear vision to create a product for people who grew up listening to iconic singers like Lata Mangeshkar, Asha Bhonsle, Kishore Kumar, Mukesh, and Mohd. Rafi. Positioning typically defines the target audience for a product. “It is also important to know who we are not positioned for,” says Mehra. He and his team is not targeting this product for a 21-year-old and they are clear about it.

The Saregama team designed Carvaan to have a familiar user interface that triggers nostalgia. In the early version of the Carvaan, the buttons were activated on touch. “People got back saying with touch they were not sure of having pressed the button. So in the later models we introduced mechanical buttons,” explains Mehra. Nostalgia-inspired products like Paper Boat’s drinks have been making a comeback in a huge way. Tapping into the nostalgia element through design and the selection of music has been a winning strategy for Carvaan and helped the product gain entry into the living rooms of people.

The latest version of the product is also large in size because of the feedback that some perceived the product to be fragile. Mehra lifts the metallic Carvaan Gold to prove that it is light, though the appearance of the product makes it look robust.

All the attributes of the Saregama Carvaan, including its creative communication that positions it as a gift that youngsters can give their parents and grandparents have hit the right notes. The product has sold one million units since its launch and contributes to nearly half of Saregama’s music revenue. The company has just scratched the surface of its potential market size - 25 million homes.

Mehra could not be more proud of the product and what it stands for. “Biggest feather in our cap is that we not just created a new product but a new category and new concept that too from a brand that is not into retail.” As per Saregama’s internal studies, Carvaan is played for around 7.5 hours on average every day in a home where there is at least one person above the age of 60.

Mehra says that Carvaan will see many further iterations as feedback flows back into the company. He reiterates that the core insight that made Carvaan a success will always inform every stage of development.

“Carvaan is not just giving music but memories connected to music along with the convenience of listening to music,” he says.


(Vivek Gautam) #36

(phreak) #37

This is the data I gathered from Amazon for Carvaan. The number of reviews could give an idea of how much the topline can grow for this segment very roughly. Rupee depreciation during the quarter may play spoilsport with the margins though.


(vijay18) #38

have the management in any of the concalls clarified on the issues of rising Receivables and negative OCF .

Trade recivable increasing -
Fy 17 - 55.59 crs
Fy 18 - 78.1 crs
Sept 18 - 115.56 crs

profits -
Fy 17- 10 crs
Fy 18 - 31 crs

Why Operational cash flow are negative in-spite of profits ?? -
Fy 17 (- 8 crs )
Fy 18 (- 22 crs )
If any one have insight on above issues please share .

(phreak) #39

Results on the 25th.

I was just wondering today if the promise made in the last concall was going to be kept.

(Vivek Gautam) #40

whats your take on latest saregama results both y on y and q on q ?