India’s live entertainment industry is entering a decisive phase. Large-scale concerts are no longer outliers, but cultural and economic events shaping policy, tourism, talent development and city planning. A shift accelerated when Coldplay’s Ahmedabad concerts generated an estimated ₹641 crore in economic impact, a moment that amplified the value of touring culture to policymakers and audiences alike.
For BookMyShow Live, this momentum has translated into a structured, long-term public-private partnership approach designed to scale live entertainment infrastructure across India.
“We’ve recently signed Memorandums of Understanding (MoUs) with Assam Tourism, Telangana Tourism, Gujarat Tourism and Delhi Tourism, so far,” says Naman Pugalia, Chief Business Officer, Live Entertainment, BookMyShow. “Together with state governments these MoUs will facilitate the entry of more national and international acts, strengthen infrastructure, drive skill development and uplift the local ecosystem.”
The ambition is clear: establish frameworks that make India both a reliable tour destination and a year-round cultural marketplace.
A Single-Window System for Global-Standard Concerts
The company is working with states to streamline permits and reduce friction that historically discouraged large-format productions.
“Through these partnerships, we aim to create dedicated PPP Facilitation Units, enable fast-track permits that simplify collaboration between private organisers and state authorities and ease of doing business. The vision is to establish a Single-Window Clearance portal and foster better inter-departmental coordination ensuring that organising a global-standard concert in India is as seamless as it is globally.”
This aligns with policy signals from the central government, as Pugalia notes. “We are deeply grateful to the Honourable Prime Minister, Shri Narendra Modi, for recognising and encouraging state governments to unlock the concert economy.”
The CIDCO Arena: A Purpose-Built Cultural Landmark
One of the most anticipated outcomes of this strategy is BookMyShow Live’s collaboration with CIDCO in Maharashtra to build a dedicated concert venue in Mumbai.
“At the moment, large-scale shows are held in stadiums meant for sport, which often creates logistical conflicts especially during cricket season. The need for purpose-built, plug-and-play venues has never been more pressing.”
The planned arena is intended to redefine Mumbai’s position as a global performance destination and complement upgrades being explored in other states.
“We are also working closely with multiple state governments on infrastructure upgrades and the development of viable, world-class live entertainment venues to support this next wave of growth across the country.”
Why Telangana, Assam, Delhi & Gujarat
In moving beyond legacy hubs like Mumbai and Delhi, BookMyShow Live is betting on rising cultural centres.
“By partnering with these State Governments, our aim is to decentralise India’s live entertainment ecosystem bringing world-class experiences beyond traditional metros and tapping into the cultural and economic potential of emerging regions.”
Hyderabad, Pugalia notes, is “a vibrant city and very close to other major cities in the south, with excellent connectivity, state-of-the-art infrastructure and a high-tech landscape at par with global cities.”
Assam, meanwhile, is positioned as India’s cultural gateway to the Northeast, “a region with a vibrant yet underrepresented creative ecosystem and stunning natural venues.”
Similarly, Ahmedabad has already demonstrated its readiness as a global concert city, with its seamless handling of major international events including Coldplay’s Music Of The Spheres World Tour at the Narendra Modi stadium, and Delhi continues to unlock itself as the cultural capital of India, with its rich artistic heritage, diverse audiences, evolving venue landscape and strategic importance as the nation’s political and cultural centre, making it an essential pillar in shaping India’s live entertainment future.
It exemplifies what’s possible when government bodies, city authorities and private players unite behind a shared vision to deliver a truly world-class, global-standard experience for audiences.
From Seasonal Calendar to Year-Round Marketplace
India’s live market has traditionally peaked October to January, constrained by monsoons and infrastructure gaps. That cycle is shifting.
“What we’re witnessing now is a remarkable shift. The outdoor events season has now extended through May over the past two years, with the monsoon months seeing a rise in other formats, predominantly indoor experiences.”
State partnerships have been pivotal, enabling faster permissions and expanding venue capacity across cities.
“When the right policy frameworks and infrastructure are in place, the ecosystem becomes more resilient and accessible, ensuring that festivals and concerts thrive year-round rather than in short, seasonal bursts.”
Cultural Capital as Core ROI
For BookMyShow Live, growth metrics extend beyond ticket sales into city identity and economic spillover.
“For us, ROI is about cultural capital. The biggest return on investment lies in growing the industry itself, building the cultural infrastructure and momentum that benefits everyone across the ecosystem.”
The ripple effect, says Pugalia, is both measurable and symbolic. “The sense of civic pride, community participation and emergence of local talent all add to a city’s cultural identity. That’s the ultimate return.”
Data-Driven Cultural Planning
Technology is shaping decisions from venue mapping to city-level cultural strategy.
“Every insight from audience behaviour and ticketing patterns to shifting demographics helps us plan smarter.”
Beyond artist bookings and pricing decisions, data is influencing public policy.
“The same data is helping governments understand the broader economic ripple effect of live entertainment from tourism and local employment to the growth of small businesses around event hubs.”
Toward 2030: India’s Live Infrastructure Playbook
BookMyShow sees a decade of structural transformation.
“Looking ahead to 2030, we envision India’s live entertainment landscape as one that’s inclusive, globally competitive and deeply integrated into the country’s economic and cultural fabric.”
The message to stakeholders is direct.
“View entertainment as an essential pillar of cultural and economic development. Live experiences are powerful catalysts driving tourism, youth engagement, urban identity and sustained economic growth.”
Setting a Precedent for Public-Private Collaboration
Pugalia believes the model can scale across sectors.
“What we’re building is not just a project, it’s a precedent. This model serves as a blueprint open in spirit and adaptable in design to replicate across states, sectors and formats.”
From single-window systems to dedicated event zones, BookMyShow Live’s strategy reflects a maturing creative economy where policy, capital and culture converge.
“This is still the beginning, but the momentum is real. Together, we are laying the foundation for a world-class, scalable live entertainment ecosystem for India.”
