India’s live-events economy surges 44% to ₹13,600 crore in 2025: Report

India’s organised live-events economy expanded 44% year-on-year to around ₹13,600 crore in 2025, driven by rising consumer spending, high-value tourism and growing demand for concerts, sports and other experiential events, according to a new report by KPMG-EEMA. 

The report, citing EEMA President Deepak Choudhary, said the sector has evolved from a fragmented execution-support segment into a key component of India’s creative “Orange Economy”. Unlike digital platforms driven by algorithms, live events offer an emotional and experiential connect that cannot be replicated online. 

Every ₹1 spent on events generates up to ₹2.03 in economic activity 

The report estimates that every ₹1 directly spent on an event generates between ₹1.46 and ₹2.03 of economic activity across connected sectors, including retail, technology and micro, small and medium enterprises (MSMEs). 

The sector is also emerging as a significant driver of tourism. Outstation visitors account for nearly 75% of total event spending, while corporate MICE (meetings, incentives, conferences and exhibitions) delegates tend to stay longer and spend two to three times more per day than leisure tourists. 

The report highlighted the economic impact of Coldplay’s Ahmedabad concert as an example of the sector’s wider spillover benefits. The tour generated an estimated ₹641 crore in total economic impact, with attendees spending ₹585 on local hospitality for every ₹100 spent on tickets. 

Large-format live events are also generating significant temporary employment. Each such event can create between 2,000 and 5,000 contract and gig jobs across logistics, security, production and related services. 

Private equity steps up bets on live entertainment 

The rapid expansion of the sector has also attracted institutional capital. The report points to KKR’s investment in BookMyShow, Blackstone’s investments in the Indian Premier League and CVC’s exit from the Gujarat Titans, which generated a reported 350% return over four years, as indicators of growing investor interest in the broader entertainment and sports ecosystem. 

Consumer spending, particularly among younger audiences, is another major growth driver. The report cites Travis Scott’s Delhi concert, where nearly 100,000 tickets were sold out, translating into around ₹100 crore in ticket spending. 

The growth is also spreading beyond India’s major metros. Outstation travel among event attendees from Tier-2 cities stands at 74.2%, compared with 45.7% among attendees from Tier-1 metros, indicating increasing demand for experiential entertainment in smaller cities. 

Consumers willing to pay premium for sustainable events 

Sustainability is emerging as another potential growth area. Around 70% of event visitors surveyed said they were willing to pay a 5–10% premium to attend certified environmentally sustainable events. 

Technology is also reshaping the economics of event management. Artificial intelligence tools for content creation, logistics and personalisation have become the most widely adopted technology among Indian event organisers, with 44.8% reporting adoption. 

The report has called for policy measures to support the sector’s expansion, including single-window regulatory clearances for events and formal social protection mechanisms for the large contract and gig workforce that supports the industry.