Deputy General Manager – Music Monetisation Video OTT, Publishing and Business Development, Saregama
Suruchi Shrivastava is a seasoned media and music industry professional with over 16 years of experience spanning marketing, content monetisation, and strategic partnerships.
In her current role as Deputy General Manager at Saregama India Ltd., Suruchi leads multiple business verticals including music monetisation (Video OTT), licensing, publishing, catalogue acquisition, artist distribution, and rights enforcement. She works closely with leading broadcasters, digital platforms, production houses, short-form video platforms, and international sub-publishers to unlock value from both legacy catalogues and new music assets.
Prior to Saregama, Suruchi Shrivastava was associated with Tata Play, where she worked on various marketing initiatives aimed at driving subscription growth and increasing platform revenues. Her role involved conceptualising and executing targeted campaigns to improve customer retention and monetisation across the subscriber lifecycle.
Early Career & Media
Before transitioning into the music business, Suruchi built a strong foundation in marketing and consumer strategy. She conceptualised, planned, and executed integrated campaigns for brands such as Tata Play and Zero B, covering marquee sporting events, film premieres, content launches, and product promotions. This phase of her career helped her develop a deep understanding of consumer behaviour, content-led growth, and brand storytelling.
About the Current Company
Saregama India Ltd., part of the RPSG Group, is India’s leading Entertainment IP company with a legacy dating back to 1902. Saregama’s business spans across three core segments: Content Creation (music, films, TV/digital series, and short-format content), Live Events (Music, Comedy, and Experiential properties), and Artiste Management (Music and Influencers). With an expansive library of 180,000 songs, 70+ films, 55+ digital series, and 10,000+ hours of TV content, Saregama continues to reinforce its stature as a leading powerhouse in the entertainment sector.
Saregama boasts a robust digital presence with over 550 million subscribers and followers across YouTube, Instagram, and Facebook. Through its acquisition of Pocket Aces—known for FilterCopy, Dice Media and an impressive roaster of 260+ influencers—Saregama broadened its digital presence by pairing its music library with Pocket Aces’ content and distribution strengths to better reach digital-native audiences.
Saregama’s strong capabilities in content creation and distribution, supported by external drivers such as rising subscription trends, position the company for continued growth. By leveraging AI and data-driven insights, Saregama is building a future-ready entertainment ecosystem geared for sustainable, long-term leadership.
Suruchi’s work is driven by a focus on identifying unconventional and untapped pathways for music monetisation. From decoding and leveraging platform algorithms to redefining licensing structures for diverse usage models, her initiatives have contributed meaningfully to revenue growth and business scalability. Suruchi Shrivastava actively integrates data, AI, and automation into operational workflows to improve ROI, reduce friction, and enable efficient scaling.
Impact & Vision
Looking ahead, Suruchi Shrivastava vision is to build monetisation frameworks that align with evolving consumption patterns and platform dynamics.
