Oakter for Carvaan

SaReGaMa Music Bar

Saregama is India’s oldest music label, youngest film studio and a multi-language TV content producer. Erstwhile HMV, the company is the largest global owner of sound recording and publishing copyrights of Indian music across 14 different languages.

It also sells unique music devices under its brand Saregama Carvaan, and produces movies through Yoodlee Films which are available on a variety of platforms including theatre, satellite and VOD.

Oakter is an up-and-coming ODM credited with the supply of millions of point-of-sale devices enabling UPI transactions for the PayTM brand.

According to TOI, the Sound Bar was the fastest selling home audio gadget in 2021, beating out more complex music systems. By the end of the year, it had firmly established itself as the go to music accessory for Indian homes.

The space was contested hotly by MNCs such as Sony and Bose as well as white labeled distribution led brands such as Zebronics.

SaReGaMa Carvaan knew they had to make an entry into this market or risk being left behind.

Sound Bars have become a game changer in the home audio entertainment space. Their sleek form factor allows them to be placed right below the LED TVs without visually cluttering up the room. SaReGaMa Carvaan spotted an opportunity to enter the space with a product that could be manufactured locally, be more consumer than tech and tasked Oakter to develop a device that would fit the bill. The device would have to be mass manufactured, reflect music and a premium look, yet remain affordable, the brief which Oakter in turn passed on to us.

Oakter signed up with Bang Design knowing our ability to work like an in-house team, rolling with the changes that could come in the program at any stage. A partner who knew how to engineer products for manufacturing at scale.

Project Insights

As a Sound Bar, the product should,

Look Good in the Living Room

The Sound Bar is placed usually below the TV screen on the console in living rooms. As such the product occupies pride of place and its build quality should be top class. This meant engineering it for a CMF that’s easy to manufacture, yet distinct from other gadgets in the category.

Engineer for Different Processes

The Sound Bar is made from extruded PVC and comes with tolerances natural to the process. These had to be matched with those of the end caps to ensure even shut lines all round, something critical to visual quality of the product. Added to this the main extrusion had to be engineered for secondary machining processes necessary for mounting speakers and other electrical hardware.

Make it Affordable

We value engineered the product to minimize the number of operations and consumables required per unit to drive the costs down. Sandwiching electrical between plastics is just one of the ways we drove the costs down to make the product affordable.

No fuss mounting

The product can be wall mounted by any workman. The user drills holes into the wall and fastens the guide rail against it. The device is then slid sideways on the rail and is held in place with a single fastener.

Rolling with the Requirements

We engineered the product moving rapidly from the ID concept through DVT, PVT stages to enable Oakter to start supply under aggressive timelines. Oakter’s Sound Bar was launched with success by SaReGaMaPa Carvaan in time for the festival sales.

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