India's live-events market to hit Rs 19,500 cr by 2028 as brands chase experiential spend
Organised live events, now Rs 13,000 cr, are projected at Rs 19,500 cr by 2028. Nykaa, RuPay, H&M, Diageo and BookMyShow are anchoring concerts, festivals and comedy tours to capture middle-class discretionary wallets, with Coldplay (Rs 641 cr) and Diljit (Rs 943 cr) tours setting new benchmarks.
India's organised live-events market, valued at Rs 13,000 crore, is projected to hit Rs 19,500 crore by 2028. Brands like Nykaa, RuPay, H&M, Diageo and BookMyShow are leveraging concerts, festivals and comedy tours as experiential marketing platforms targeting middle-class discretionary spend.
Why this matters
BookMyShow sits at the centre of India's live-events surge, following Coldplay's Rs 641 cr Ahmedabad ancillary impact and the broader Rs 13,000 cr market emerging as brands' next offline battleground.
Footfall signals holding steady with 69 signals in the last 90 days.
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