Live events and entertainment company Team Innovation has taken a strategic step beyond concerts and festivals, entering the artist merchandise and lifestyle space through a partnership with Mumbai-based apparel brand Odd Not Even.
The deal marks Team Innovation’s first investment in a fashion-led business and aligns closely with its core strength: building large-scale, youth-focused music experiences. The partnership launches with a globally available official merchandise collection for Punjabi superstar Karan Aujla, positioning merchandise as an extension of touring and fan engagement rather than a standalone retail play.
For Team Innovation, the move reflects a broader ambition to deepen participation across the music value chain. Best known for producing sold-out tours, festivals and cultural IP, the company has worked with artists including AP Dhillon, Diljit Dosanjh, Sunidhi Chauhan and international acts such as G-Eazy, alongside partnerships with platforms like Live Nation and Sunburn Festival.
“This is a natural extension of what we already do with artists and fans,” said Team Innovation founder Mohit Bijlani. “Merchandise has become a critical part of how artists tell their story, build identity and monetise tours. Odd Not Even understands culture in the same way we understand live music.”
Founded in 2023, Odd Not Even has built its business largely through music-led projects, producing official and custom merchandise for tours by Karan Aujla and international artist Russ, as well as collaborations with artists like KING. The brand currently sells via its own website and through multi-brand retail platforms, with plans to expand further into offline formats.
Under the partnership, capital will be deployed to scale production, strengthen tour-linked merchandise execution, and develop artist-led drops tied to concerts and festivals. For Team Innovation, this creates tighter integration between live shows and merchandise rollouts, with access to pan-India and international touring circuits.
Co-founders Bhavya Shah and Stuti Sharma will continue to lead Odd Not Even creatively, while Team Innovation provides strategic direction, infrastructure and market access.
As India’s live music economy grows and artists increasingly view merchandise as both a revenue stream and branding tool, Team Innovation’s entry into this space signals a shift towards more vertically integrated music businesses—where touring, fan experience and product all move in lockstep.
