MAM
Indian Brand Mivi Launches First Made in India Bluetooth Speaker ROAM 2
Mivi, a homegrown electronics brand, today launched its first Made in India product. ROAM 2 which is the upgraded version of its highly successful product ROAM 1.0 is the 1st Bluetooth speaker which is fully Made in India. This is the first product Mivi has produced in India end to end i.e. from imagining it, to designing it, to building it, to fixing it, to testing it and even boxing it right in our country.
The company was previously designing and developing the products in India and was getting the products manufactured from other countries. Now, the company has taken the fast strides into the manufacturing space by setting up its own unit at Hyderabad, India. This also aligns with the Prime ministers’ Vocal for Local and Aatma Nirbhar initiatives. The launch of this plant marked the beginning of a new journey for Mivi- to imagine, design, engineer and build locally but also to compete at international standards.
Midhula Devbhaktuni, Co-founder, Mivi, shared, “Within a short span of time Mivi has become a most sought out brand in the Audio technology space. The market response and the success of our products have propelled us to take the plunge into manufacturing space and we have set up fully integrated manufacturing unit in India and soon we will be making all the products completely in India. We are sure that this product will become even bigger and successful than its predecessor Roam 1.0 and will soon become the most sought-after Bluetooth speaker.”
Roam 2 is a 5-watt speakers and has 24 hours of play time at mid volume, Aircraft grade aluminium grill, Bluetooth 5.0 and many more exciting features. The biggest advantage for Roam 2 is its sound. It has a HD Stereo Sound and powerful bass that has been fine tuned for the Indian audience’s preference of hearing music. Roam 2 is available in 4 beautiful metallic colors and is completely dust and waterproof. It will not be wrong to say, this speaker is really pushing the limits of audio technology.
The brand has been disrupting the audio space with its high-quality audio and charging products for a while now. The founders remain confident that the customers will encourage and support an Indian brand with an exceptional product and value pricing over other foreign brands. They believe that many first time customers will join the brand with this flagship product and we just couldn't agree more!
The speaker retails for Rs. 1199. It is available at Mivi.in, Amazon and Flipkart right now.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
