Salaam NRI, America
Saavn partners Vin Bhat, Paramdeep Singh and Neal Shenoy, all Americans of Indian descent, formed their company in 2006. The letters in the firm's name are an acronym for South Asian audiovisual network.
In Step
Saavn has enjoyed a burst in business on the heels of the Oscar-nominated film, Slumdog Millionaire, above. Though they only control the distribution of one Mumbai-produced song from the film, its soundtrack has been a great conduit for new customers. "Slumdog's soundtrack has elevated the entire Bollywood genre and brought us a new customer base wanting to explore similar music," says co-founder Bhat.
"Chandni Chowk to China"
The 2009 action musical is Warner Bros.' first Bollywood release. Saavn distributes the film's soundtrack.
Star
Shahrukh Khan, right, with Deepika Padukone, in Om Shanti Om, is one of Bollywood's top stars, famous for his onscreen charm and off-screen work ethic. The 2007 film is one of Bollywood's most popular recent releases and one of many starring Khan that Saavn distributes outside India.
Snoop
In 2008 rap star Snoop Dogg created a song for the Bollywood movie Singh Is Kinng, further "helping put the film and its music on the map in the U.S.," according to Bhat.
Action
A 16th century battle is recreated in Jodhaa Akbar, directed by the Oscar-nominated Ashutosh Gowarikar. Last year Saavn posted revenues in the low seven figures — five times its 2007 numbers — with the largest spurt coming from its music enterprise.
Face Off
Shahrukh Khan plays a mustachioed everyman in Rab Ne Bana Di Jodi. The wealth and education level of South Asian consumers in the U.S. make them a desirable target.
Score
One of a new crop of Bollywood stars, John Abraham stars in 2007's Dhan Dhana Dhan Goal. Saavn is counting on the further popularity of Bollywood and its music to help its business grow.
New Directions
Irrfan Khan stars in Billu Barber, a 2009 release which demonstrates Bollywood's move towards a kind of independent cinema, where so-called "character actors" like Kahn play leads, while matinee idols like Shahrukh Khan make guest appearances to keep films marketable. Irrfan Khan has also forged a career for himself in Hollywood, where he has appeared in films like The Namesake, The Darjeeling Limited, A Mighty Heart, and Slumdog Millionaire.
Live, All the Time
Because of Saavn, Bollywood fans can now access ringtones and wallpapers to personalize their wireless phones. According to company co-founder Shenoy, "future media collaborations will inject Bollywood further into the mainstream. And when fans want to experience the real Bollywood genre, they'll come to us."
