On Friday, SARVA, a yoga-based wellness startup (1), announced that it had raised an undisclosed amount in funding from the Cutting Edge Group. It is an international full-service provider of music for the film, advertising, and television.
This funding would add over 20,000 minutes of music and meditation content to SARVA’s catalog. It will fast-forward the brand’s efforts to become a holistic yoga and mindfulness content hub.
With this partnership, the entire catalog of content from Myndstream is adjoining to the SARVA platform. It is the record label of the music financier and service provider Cutting Edge Group.
It provides SARVA access in Myndstream’s library of mindfulness music to support ongoing development efforts for premium content. Myndstream will also help design and handle music primacies as per global standards across the SARVA platform.
In the past, SARVA also raised money from celebrities, including Jennifer Lopez, Mark Mastrov, Malaika Arora, Shikar Dhawan, Shahid, and Mira Kapoor, among others. Also, the most recent funding round came from US-based VC Fund Mantra Capital. The existing investors, Patni Family Office and Fireside Ventures, also participated in this round.
People from SARVA Shared their Thoughts Regarding this Partnership
Founder and CEO of SARVA, Sarvesh Shashi said music is a massive part of SARVA’s story and philosophy. He further added that it is also deeply ingrained in our roots and Indian culture. It’s something all of us relate to like yoga; it is holistic and impacts our physical, emotional, and mental health.
He also said the present state of the world accentuates high stress and anxiety. So, they hope their music-driven meditation and mindfulness gives people an avenue to turn for relaxation and better sleep.
Janhavi Saraf, Head of Content at SARVA, said that there is hardly anyone who can say that music hasn’t impacted their life. She also added that they are glad to have the opportunity to associate with a name that recognizes this potential of this power.
Author: Rucha Joshi
Source : https://timesnext.com/sarva-raises-partnership-fund-from-cutting-edge-group/
Date : 2020-08-29T11:50:08.000Z