The fast-growing digitisation, buoyed by the present Covid situation, has been the key driver for surge in content consumption in recent months. This trend is expected to continue in the longer time-frame as well. In this changing scenario, Saregama India, India’s oldest music label owned by RP-Sanjiv Goenka group of companies, has aligned its content strategy quite well to ride on this digital wave. During 2020-21, while the revenue was down by about 15% to, say, Rs 435 crore, the company’s net profit surged by over 160% to Rs 113 crore plus. The company, formerly known as The Gramophone Company of India, which owns the largest music archives in India (one of the biggest in the world), has consistently increased the monetisation of its IP (music, films, TV serials) over the last 13 quarters or so. Saregama, which has also expanded into other branches of entertainment – publishing, film production and digital content – has seen its music licensing revenue in 2020-21 going up by 20%. Digitisation and low cost of data in India remains the primary growth drivers of content consumption. This is further fuelled by the increase in smart phones, the rising popularity of OTT and social media apps.