As 14 December approaches, Rahul Yagnik, a furniture business owner in South Delhi, will experience firsthand the excitement surrounding Punjabi singer and actor Diljit Dosanjh's Dil-Luminati Tour in Chandigarh. Despite the high cost, Yagnik was eager to purchase tickets on a resale platform after they quickly sold out. Just last Sunday, Yagnik was also attempting to buy tickets for Coldplay’s proposed concert tour of India in early 2025. Like millions of others, he found himself out of luck, having missed out on the sale.
This growing trend reflects an emerging “aspirational India” where even concert tickets, weekend getaways, and dining at top restaurants are becoming coveted commodities. More affluent Indians are now willing to spend significantly on curated experiences, often going beyond their financial means. This shift in spending is impacting sectors such as travel, live entertainment, and fine dining—reshaping how brands market their products and services.
Live Entertainment Becomes a Staple
Live entertainment, including music concerts, festivals, and performances, has become a central part of India’s social and cultural fabric. Companies such as BookMyShow, a leading ticketing and live events platform, have noted a dramatic surge in demand for such experiences, particularly in the 2022-2023 period.
According to BookMyShow, there has been a noticeable change in consumer behavior, with many Indians now seeking premium live entertainment experiences. "The demand for live events has skyrocketed, driven by a desire to engage with global artists and performers. Consumers are now willing to pay a premium for these experiences," said a company spokesperson. In 2023 alone, 13 million people logged into the platform to buy tickets for Coldplay’s scheduled concerts in January, underscoring the scale of this growing demand.
Affluent Consumers Drive the Change
What’s driving this shift? Experts attribute it to a growing middle class with more disposable income and an increasing appetite for premium experiences. According to Namit Puri, Managing Director at Boston Consulting Group, India’s affluent households—approximately 40 million in number—are spending more on discretionary items like live entertainment, dining, and travel.
The shift is particularly noticeable among younger consumers. BookMyShow reports that over 45% of attendees at live music events in 2024 are from Gen Z, indicating a generational change in spending habits. This demographic is more likely to attend concerts, festivals, and live performances, seeking new and unique experiences in their leisure time.
Social Media and a Search for Premium Experiences
Social media is also playing a crucial role in this shift. Platforms like Instagram and Facebook are helping consumers discover new events and experiences. The exposure to curated content has sparked an increased interest in attending live performances, with many fans eager to share their experiences online. "The ability to showcase such experiences on social media has made live entertainment even more attractive," said Owen Roncon, BookMyShow's Chief Business Officer for Live Events.
According to industry data, demand for live events in India has surged by 82% year-on-year in 2023. This has spurred further growth in the market for premium entertainment, with over 26,000 live events hosted across the country.
A Changing Consumer Landscape
Ruchira Jaitly, Chief Marketing Officer for Diageo India, noted that the demand for premium experiences has also been fueled by a shift in consumer values, with a focus on quality, sustainability, and exclusivity. “India’s young, affluent consumers are increasingly seeking experiences that allow them to express their individual lifestyles and tastes,” she said.
As India continues to develop as a global cultural hub, the demand for high-quality live entertainment will likely keep growing. As more people embrace travel and curated experiences, this trend promises to reshape the consumer landscape in India for years to come.
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