“India Ranks 7th Globally In Event Ticket Revenue, Leading Developing Markets"-Aman Kumar Co-Founder White India

Aman Kumar is the Co-Founder of White Fox India, a trailblazing company in the events, entertainment, and F&B industries. Since starting his career in 2010, Aman has played a pivotal role in conceptualizing innovative experiences, including the MRF Challenge, India's F3 racing series, and The Grub Fest in 2014, the nation's largest food festival.

White Fox India also made its mark in the music industry by organizing the historic Justin Bieber Purpose Tour in Mumbai in 2017. Recently, kumar has ventured into the global F&B space, launching two standout restaurants in London: Lokhandwala, serving Imperial Indian Tapas, and Xier, helmed by celebrity chef Carlo Scotto. With ambitious plans to expand his portfolio of concept restaurants in both India and the UK, Aman continues to redefine experiences across industries.

In an exclusive conversation with Loudest.in, kumar shares insights as a young entrepreneur on the growth of the live entertainment industry and the evolving future of the hospitality business.Here are edited excerpts:

Q1.How do you perceive the growth of India’s live entertainment sector over the last decade, and what have been the key milestones in this evolution?

India's live entertainment sector has experienced remarkable growth over the past decade, transforming from a niche market into a significant economic contributor. While precise revenue figures are still being determined, the expansion is evident in the proliferation of large-scale music festivals across Tier 2 and 3 cities, attracting diverse demographics. These festivals showcase a blend of international and local talent, raising the overall quality and prestige of the Indian live entertainment landscape. The increased willingness of international artists to tour India further reflects the market's viability. The sector is also evolving beyond traditional formats, embracing immersive and interactive experiences that prioritize audience engagement. This shift towards "experiential entertainment" caters to a more discerning audience seeking unique events.

The incorporation of cutting-edge technology, from advanced sound systems to digital ticketing, enhances event quality and audience satisfaction, encouraging repeat attendance. The market's substantial growth is projected to reach ?143 billion by 2026, with a 17.6% CAGR. Music concerts are a primary driver, with 16,700 events anticipated by 2025. This expansion is propelled by rising disposable incomes, urbanization, digital penetration, government support for local culture, the impact of social media, and the convenience of online ticketing.

The expansion into Tier-II cities and the development of premium venues attracting international acts further contribute to this positive trend. This growth is mirrored in the explosive increase in ticket revenue, with sports events showing a 28% CAGR and music events a staggering 112% CAGR from 2021 to 2024. Globally, India ranks 7th in total event ticket revenue and is the only developing country after China to be in the top 10 list. This clearly demonstrates the vibrant and rapidly expanding nature of India's live events industry.

Q2.Having produced tours for global superstars like Justin Bieber and Tiesto, how do you balance the expectations of international artists with the preferences of Indian audiences?

Balancing the demands of international artists with the preferences of Indian audiences requires a nuanced approach that blends global standards with local sensibilities. We achieve this through meticulous planning and close collaboration with artists. We work with them to create setlists that include a mix of their biggest hits and songs likely to resonate with Indian audiences, often incorporating local musical influences or adapting existing songs to incorporate Indian instruments or rhythms.

The stage design, lighting, and overall production are tailored to suit the specific venue and audience expectations in India, taking into account cultural norms and sensitivities. We ensure the overall event respects Indian cultural norms and traditions, minimizing potential conflicts or misunderstandings; this often involves working with local cultural consultants. We frequently collaborate with local Indian creative folk and talent to leverage local expertise and ensure seamless execution. This local expertise is vital for understanding and meeting the specific needs and preferences of the Indian market.

Q3.Your hospitality ventures have redefined experiential dining. How do you see the convergence of hospitality and live entertainment shaping the future of audience engagement in India?

The convergence of hospitality and live entertainment is reshaping the landscape of audience engagement in India, creating immersive, multi-sensory experiences that go far beyond a simple meal or performance. Restaurants are incorporating live music, theatrical performances, or other forms of entertainment into their offerings, creating a unique and memorable dining experience. Restaurants and hospitality venues are partnering with event organizers to create unique culinary experiences tied to specific events or festivals, extending the entertainment beyond the traditional performance setting.

Technology is enhancing the dining experience, for example by integrating interactive elements into the menu or using augmented reality to create unique visual effects. The high-end hospitality sector is combining luxurious dining with exclusive live entertainment events to cater to a more discerning clientele, offering premium, bespoke experiences.

Q4.As a young entrepreneur, what innovative strategies or technologies have you employed to differentiate your projects and stay ahead in the competitive entertainment landscape?

Staying ahead in the competitive entertainment landscape demands constant innovation and a commitment to collaboration.

Our success stems from actively forging partnerships with global artists, technical talent and technology companies to create unique and engaging events that leverage the strengths of each collaborator. These partnerships allow us to tap into a wider network of expertise and resources. We leverage data analytics to better understand audience preferences, optimize marketing campaigns, and personalize the customer experience.

This data-driven approach helps us create events that genuinely resonate with our target audience. We explore new technologies such as augmented reality (AR) and virtual reality (VR) to create interactive and immersive events that go beyond traditional formats. This is crucial for staying ahead in a rapidly evolving digital landscape. We also incorporate sustainable practices into our events wherever possible, responding to growing consumer demand for eco-conscious entertainment. This is a key differentiator and demonstrates our commitment to environmental responsibility.

Q5.What are the biggest challenges and opportunities you foresee for India’s live entertainment industry in the next five years, and how do you plan to contribute to its growth?

The Indian live entertainment industry is poised for significant growth over the next five years, but several challenges and opportunities exist. Significant untapped potential exists in smaller cities and towns, requiring investment in infrastructure and localized event programming.

Utilizing technology to enhance audience engagement, improve ticketing systems, and offer unique interactive experiences will be crucial. Building stronger collaborations between international and local artists, technology providers, and hospitality businesses is essential for growth. Adopting sustainable event management practices will attract environmentally conscious audiences and investors

However, a lack of suitable venues in certain areas presents a major hurdle, as does navigating complex licensing and permitting processes. Investing in talent development and training is crucial to sustaining long-term growth. My focus will be on creating immersive, technology-driven events that combine high-quality entertainment with sustainable practices. By fostering collaborative partnerships and investing in talent development, I aim to contribute significantly to the ongoing growth and evolution of the Indian live entertainment sector