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Saregama Taps Regional Pulse with NAV Records Haryanvi Music Alliance

Updated: July 17, 2025 16:28

Image Source : Telegraph India
Saregama India Ltd has inked a strategic partnership with NAV Records to expand its footprint in the fastgrowing Haryanvi music segment. The move reflects Saregama’s continued push into regional content, aligning with rising demand across Tier 2 and Tier 3 markets.
 
Key Highlights:
  • The deal grants Saregama access to NAV Records’ Haryanvi catalogue, including trending folk and contemporary tracks.
  • NAV Records, known for its strong digital presence and grassroots artist network, will benefit from Saregama’s distribution muscle and legacy brand value.
Strategic Significance:
  • Haryanvi music has seen a surge in popularity on platforms like YouTube and Instagram, driven by youth engagement and viral dance formats.
  • Saregama aims to leverage this momentum to diversify its content portfolio and deepen regional monetization.
Market Outlook:
With regional music consumption growing at over 20% annually, the partnership positions both players to capture a larger share of vernacular streaming audiences.
 
Sources: Economic Times, Business Standard, Saregama Exchange Filings, NAV Records Press Brief.

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