Mumbai: Saregama, India’s oldest and most storied music label, has announced a major strategic acquisition that strengthens its presence in the regional music landscape. The company has acquired the music catalogue of NAV Records Pvt. Ltd., a dominant player in the Haryanvi music space, in a move that consolidates its leadership across all major Indian languages.
The acquisition includes over 6,500 tracks spanning genres such as Haryanvi, Punjabi, Ghazals, Devotional, and Indie Pop. The deal also brings under Saregama’s fold NAV’s highly popular YouTube assets — including NAV Haryanvi and Nupur Audio — which together boast a combined subscriber base of more than 24 million.
Among the most popular tracks in the catalogue are:
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Coco Cola – 900+ million views
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Parvati Boli Shakar Se – 500+ million views
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Loot Liya – 400+ million views
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Dabya Ni Karde – 140+ million views
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Gunehgar – 140+ million views
This acquisition fills a crucial gap in Saregama’s regional music portfolio, making it the undisputed leader across every major Indian language. Notably, Haryanvi was the only significant language segment where the company had not yet established dominance.
Looking ahead, Saregama and NAV Records plan to collaborate on the creation of fresh Haryanvi and Punjabi content, tapping into the rapidly growing demand for regional and folk-inspired music across streaming platforms and social media.
“Saregama remains committed to building high-value entertainment IP across languages and genres. This acquisition not only expands our catalogue but also deepens our digital reach and regional influence,” the company said in a statement.
