Suruchi Shrivastava has been promoted by Saregama India to the role of General Manager (GM), recognising her contributions to the content monetisation strategy and digital music business of the company. In her career, the promotion marks an important milestone as she continues to oversee many important functions that support the growing presence of Saregama across streaming, digital content and OTT platforms.

According to an update that has been shared on her LinkedIn profile, Shrivastava will continue leading critical business areas, including licensing, publishing, label acquisition, music monetisation for video OTT platforms and distribution. These responsibilities place her at the centre of efforts of Saregama to maximise the commercial value of its extensive music catalogue while strengthening relationships with content partners and digital platforms.

Over the years, Shrivastava has played a significant role in developing monetisation strategies for the catalogue of Saregama across multiple digital services. Her work has involved expanding publishing initiatives, negotiating licensing agreements, driving distribution strategies and managing label partnerships that help the company reach wider audiences while creating new opportunities for revenue.

The appointment has come at a time when growth for the music business in India is driven by consumption on online streaming platforms, short video platforms, and music streaming platforms.

Her nomination as General Manager signifies Saregama India's ongoing investment in leadership talent. This appointment highlights the company's efforts to expand its digital platform.