"At Saregama, anthropology trumps technology": Vikram Mehra on Carvaan's journey from Classics to Kids to Karaoke Share Via: The MD of Saregama dives deep into his Carvaan's expansion and how it is based on consumer behaviour. A transistor radio-like device has been bought more than two million times in India. For a country that lacks in hardware innovations, Saregama's Carvaan is an island of excellence in the ocean of mediocrity. Vikram Mehra, MD, Saregama, which is largely a music label, has earlier worked with direct-to-home distribution service Tata Sky and as a broadcaster with Star India. Mehra had commissioned a consumer research in 2015. Along with advertising agency The Womb, Saregama conceptualised Carvaan based on insights.