Co-Founder & Chief Business Officer, EYP Creations Pvt. Ltd.
Biography & Career Highlights
Mayuri Gupta is the Co-Founder and Chief Business Officer of EYP Creations Pvt. Ltd., a pioneering entertainment company redefining the landscape of Indian music, talent management, and brand partnerships. With her creative vision and business acumen, Mayuri has been instrumental in shaping EYP’s identity as a cultural powerhouse that bridges the worlds of music, brands, and digital storytelling.
Early Vision & Foundation
Mayuri’s entrepreneurial spirit took root during her college years when her desire to be self-employed inspired her to co-found EYP Creations alongside Nikhil Dwivedi and Ankush Dharmani. The company’s journey began with a Diljit Dosanjh promotional concert, marking EYP’s first major step into the music and events space. Shortly after, the team began managing emerging artists like Jassie Gill and Babbal Rai, who at that time had no professional representation — a rarity in Punjab’s entertainment industry.
At a time when artist management was an unstructured field with only a handful of professionals, Mayuri and her team pioneered a model that laid the foundation for today’s organized Punjabi entertainment ecosystem.
EYP Creations
From overseeing on-ground events and production in the early years to driving high-level creative and strategic initiatives today, Mayuri’s journey within EYP has been one of constant evolution. She has been the strategic and creative force behind many of EYP’s landmark campaigns and brand integrations — translating music into an effective medium of storytelling and marketing.
Leadership & Role
As Chief Business Officer, Mayuri’s leadership is defined by her ability to merge strategy with creativity. She spearheads the strategic and marketing vision for EYP’s artist roster, building campaigns that enhance their reputation and connect them more deeply with audiences. Her focus lies in curating impactful brand collaborations that integrate music with storytelling – from song integrations and endorsements to full-scale creative partnerships. Deeply involved in the creative direction and execution process, Mayuri Gupta ensures that every project reflects the authenticity of the artist while aligning with the brand’s narrative. Her approach to artist marketing goes beyond conventional promotion; it’s about crafting stories that amplify cultural relevance and elevate both the artist and the brand’s positioning.
Impact & Vision
Mayuri’s leadership has been pivotal in transforming EYP from a regional startup into a multifaceted creative ecosystem. Her ability to blend business insight with cultural storytelling continues to fuel EYP’s mission – empowering artists, amplifying brands, and creating work that resonates globally. As EYP steps into its next decade, Mayuri Gupta remains focused on building meaningful bridges between art, culture, and commerce, leading with empathy, innovation, and purpose.
