Tier-two markets turn into growth engines for live events

A young, emerging class of upwardly mobile Indians is driving this surge in cities like Surat, Jaipur, Mysuru, Guwahati

- Lata Jha

The live events industry that saw a gradual recovery after the covid pandemic is witnessing significant draw from smaller venues in Tier 2 and Tier 3 markets, including college festivals and low-scale stand-up and influencer specials.

Industry experts say these are easier to put together than top-tier concerts with big artists, and the traction is impressive, especially for local names, since these territories are not saturated the way metros are, which see much higher frequency of shows and events.

A young, emerging class of upwardly mobile Indians is driving this surge in cities like Surat, Jaipur, Mysuru and Guwahati.

"We're witnessing a massive shift in how India consumes live entertainment, with the decentralisation of entertainment playing a pivotal role. Live events are no longer restricted to the top metros. There's a thriving greenfield opportunity in Tier 2 and 3 markets, where the demand for live experiences, especially in music and comedy, is surging," said Shoven Shah, founder and chief executive officer, TribeVibe Entertainment Pvt. Ltd, a BookMyShow enterprise that specialises in college festivals.