But industry leaders warn that without streamlined regulations and coordinated national and state policies, the sector may lose momentum. Organisers continue to grapple with delayed approvals due to multiple bodies like municipal corporation and police department, overlapping taxes like GST that are as high as 28%, and entertainment tax, and poor infrastructure-making events difficult and often unviable to host.
The industry has called on the central government to rationalise GST, pointing to the 2018 reduction in movie ticket GST from 28% to 18% as a precedent. Numerous petitions have also been sent to state governments requesting single-window clearance to ease the conduct of events.
Ashish Hemrajani, co-founder & CEO of BookMyShow, said states like Maharashtra, Assam, Delhi, and Meghalaya are taking steps to promote live events, but a central policy is essential.
He also noted that the issues related to the industry will take centre stage at the World Audio Visual & Entertainment Summit in Mumbai from May 1-4, where stakeholders will discuss issues related to live events along with policy makers. “While the PM and some CMs support it, we need a formal national and state-level policy that enables ease of business, safety, sanitation, and logistics. States should compete for live events like they do for manufacturing,” he said.
Rapid Growth
He noted that the concert economy could contribute Rs 500–1,000 crore per large event and is growing at an 18–19% CAGR. “We estimate it could reach $1.2 to $2 billion in economic impact within 3–4 years. Coldplay’s Ahmedabad event alone added Rs 641 crore to Gujarat’s economy despite logistical challenges.”
According to a joint study by BookMyShow and EY, the Coldplay concert attracted 222,000 fans from over 500 cities across all states and union territories. During the event, Ahmedabad airport saw 138,000 travellers, with 47,000 arrivals on the first concert day, while the metro system hit record passenger numbers.
Rajan Navani, CEO of JetSynthesys, said the industry is at an inflection point, where global ambition meets local creativity, and demand for world-class experiences is being driven by both international acts and strong homegrown talent.
“As the government looks to invest in India’s broader creative economy, including through initiatives like the proposed $1 billion creator fund, there’s an opportunity to build the infrastructure and institutional support needed to scale these experiences sustainably,” he noted.
He believes that a forward-looking policy framework, co-created by government and industry stakeholders, can help set the foundation—encouraging innovation, enabling IP development, and expanding access for new voices across cities and formats. “With the right support and ease of organising live events, India isn’t just hosting global acts—it’s poised to become a global hub for live experiences that are culturally rooted, tech-enabled, and creatively bold.”
Raghav Anand, Partner and Leader – Digital, Media and Convergence at EY-Parthenon, said India’s organised live events segment is expected to reach over Rs 20,200 crore by 2027 driven by rising incomes, favourable youth demographics, improved digital ticketing platforms, and enhanced infrastructure in key cities.
Policy Support
With supportive government policies, the sector can continue scaling rapidly—offering experiences far beyond traditional entertainment, he added.
“The momentum from the highest levels of government is evident, with Prime Minister Modi voicing support for the concert economy, and ministries such as Urban Development, Culture, and Tourism allocating dedicated resources to its growth. But to truly scale, we need a consolidated national policy focused on live events, along with city-level reforms like streamlined single-window clearances and better public-private partnerships for infrastructure development,” he added.
Despite rising demand, Hemrajani pointed out the lack of dedicated venues. “We don’t have a single proper auditorium except Nita Mukesh Ambani Cultural Centre, even though 26 cities have populations over 4 million. Meanwhile, our stadiums are lying underutilised,” he said, advocating a public-private model to make better use of existing venues.
Anand pointed out that cities like Ahmedabad and Mumbai have made significant progress in event facilitation. Other cities should follow suit by adopting practices such as centralised permitting and building mid-sized venues for 10,000–50,000 people. The ripple effect on local economies—from transport to hospitality—is substantial, he noted.
