"Hybrid Experiences Unlock New Opportunities"-Sheetal Birla General Manager Live Your City

As the demand for curated live entertainment surges across India, Live Your City, a global leader in immersive cultural experiences, is setting its sights on rapid expansion in the country. Spearheading this ambitious growth is Sheetal Birla, General Manager for India live your city whose extensive expertise in AI-driven business strategy and brand building is expected to redefine the landscape of premium live events.

In an exclusive interview, Birla shares her vision for the brand’s expansion and the strategies that will shape the future of entertainment in India.

Expanding in a Diverse Market

India’s cultural diversity presents both immense opportunities and unique challenges for experiential entertainment. Addressing this, Birla emphasizes the importance of a balanced approach,”Our vision is to seamlessly blend global excellence with local authenticity. While Candlelight Concerts will be a core offering, we are also curating bespoke experiences that celebrate India’s rich musical and cultural heritage. Regional music, folk performances, and innovative fusion formats will play a crucial role in our expansion strategy.”

Navigating logistical and infrastructure challenges is also a priority. “Securing premium venues, optimizing ticketing accessibility, and educating audiences about high-quality immersive experiences will be key. We are committed to collaborating with local partners to ensure seamless execution.”

Technology as a Game-Changer

With a strong background in AI and data analytics, Birla sees technology as a driving force in Live Your City’s success. “Technology is no longer a support function; it is a core enabler of transformation. AI and data analytics will help us personalize experiences, predict audience preferences, and optimize engagement,” she explains. “We are also exploring AR and digital enhancements to elevate the immersive nature of our events.”

By leveraging real-time consumer insights, the company aims to tailor events that resonate deeply with local audiences. “From dynamic pricing models to personalized content recommendations, our goal is to create seamless and data-driven entertainment experiences.”

Building a Strong Brand Identity

India’s entertainment sector is fiercely competitive, with both global giants and homegrown brands vying for consumer attention. When asked about Live Your City's unique positioning, Birla highlights exclusivity and authenticity. “We are not just organizing events; we are crafting unforgettable cultural moments. Our focus is on creating premium, one-of-a-kind experiences that blend artistry, ambiance, and storytelling,” she says.

Additionally, she stresses the importance of brand affinity. “We want audiences to connect emotionally with our experiences. Through engaging digital content, social media storytelling, and interactive campaigns, we aim to build a loyal community that eagerly anticipates our next event.”

Collaborating with Local Talent

A cornerstone of Live Your City’s India strategy is partnering with local artists and cultural influencers. “Collaboration is key to ensuring authenticity. We are working closely with Indian musicians, folk artists, and performance storytellers to craft experiences that feel both fresh and deeply rooted in tradition,” Birla shares.

Heritage venues and unconventional spaces will also play a pivotal role. “Imagine attending a classical concert in a centuries-old haveli or an immersive storytelling session in a historic theater—our goal is to transform iconic locations into dynamic cultural hubs.”

Sustainable Growth and Monetization

The monetization of live entertainment in India requires innovative strategies, and Birla is confident in Live Your City’s approach. “We are focused on creating scalable yet premium experiences. Dynamic pricing, membership models, and exclusive VIP experiences will help us cater to a wide range of consumers,” she explains. “Additionally, strategic brand partnerships and sponsorships will be integral in driving revenue while maintaining accessibility.”

Live Your City also aims to explore digital extensions of its events. “We see opportunities in hybrid models where physical experiences are complemented by digital content, allowing audiences to engage with our offerings beyond the event itself.”

Redefining Live Entertainment in India

With a blend of technology, culture, and innovation, Live Your City is poised to redefine India’s live entertainment sector. “We are here to create magic—unforgettable moments that resonate with people long after the curtains close,” Birla concludes.

Under her leadership, Live Your City’s expansion promises to not only introduce global formats to India but also reimagine them through a uniquely Indian lens. As the country’s experience economy continues to evolve, all eyes are on how this dynamic brand will shape the future of live entertainment.