Concert Boom Sparks Growth for India’s Apparel Startups

Quick Summary

• Brands in India are capitalizing on major music events by selling artist-themed apparel and merchandise.
• Companies like Myntra and The Souled Store have seen a important rise in sales related to concerts by artists like coldplay and Ed Sheeran.
• Ed Sheeran’s merchandise saw a 52.5% sales increase at The Souled Store from November to December 2024.
• Myntra experienced a 3X surge in demand for concert-related merchandise year-on-year during the concert season.
• Concerts such as Coldplay’s attracted large audiences, with the Ahmedabad show drawing over 134,000 fans.
• Music concerts held in India are projected to generate ₹1,000 crore in revenue by 2025.

Indian Opinion Analysis

The surge in artist-themed merchandise highlights the growing influence of global music events on India’s retail landscape. Brands tapping into fan-driven purchases demonstrate an evolving market strategy that combines cultural trends with consumer demand. These partnerships have not only boosted sales but also encouraged innovative marketing strategies aimed at capturing consumer interest. As live music events continue to gain traction, they present significant opportunities for growth within both the retail and entertainment sectors, perhaps transforming concert fashion into a stable revenue source.

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