The Experience Edit bets on IP to turn events Into gobal brands

MUMBAI: In a market crowded with events competing for attention, a new venture is betting that the real opportunity lies not in staging experiences, but in owning them.

The Experience Edit has launched as what it calls India’s first immersive experience intellectual property (IP) company, with ambitions to create original live formats that can travel far beyond their point of origin. Founded by industry professionals Khushbu Vaid, Riyaz Sayed and Sapangeet Rajwant, the company is focused on building proprietary experience-led brands rather than operating as a traditional event management business.

The premise is simple: while most players in the industry create one-off events, The Experience Edit wants to develop experiences that can be replicated, scaled and franchised across markets without losing their identity.

From large-scale festivals and cultural showcases to wellness retreats, culinary gatherings and experiential pop-up worlds, the company plans to build a diverse portfolio of immersive concepts. It also intends to experiment with entirely new formats that sit outside conventional event categories.

“Experience economy” may be the latest industry buzzword, but the founders believe there is a genuine gap in the market. According to co-founder Riyaz Sayed, while the sector is expanding rapidly worldwide, very few companies are focused on creating ownable IP within the space.

Instead of delivering events for clients, the company aims to create long-term assets that can evolve into recognised brands and franchises.

For co-founder Khushbu Vaid, the emphasis is on emotional resonance as much as execution. The goal, she says, is to craft experiences that leave a lasting impression rather than simply delivering a well-organised event.

Sapangeet Rajwant echoes that view, arguing that while the market is saturated with events, audiences are still searching for experiences they genuinely connect with and remember.

The launch comes as experiential entertainment continues to gain momentum globally, driven by consumers seeking participation, community and storytelling over passive forms of entertainment. That shift has opened the door for businesses capable of turning immersive experiences into scalable brands.

By positioning itself at the intersection of entertainment, culture and IP creation, The Experience Edit is making a bold wager: that the next globally recognised experience franchise could be conceived, created and exported from India.