MAM
ace turtle appoints Pradeep Mukim as chief commercial officer
Mumbai: ace turtle, India’s leading technology-native retail company has announced the appointment of Pradeep Mukim as its chief commercial Officer. In his new role, Pradeep will lead the sourcing function and outlet business, in addition to driving strategic initiatives for ace turtle.
Pradeep brings a wealth of experience and expertise to ace turtle, having spent over thirty-three years in the fashion and apparel industry in India. He has a proven track record of success in building and managing high-performing sales teams, developing winning sales strategies, and forging strategic partnerships. Most recently, Pradeep served as co-founder & CEO at Onip Lifestyle, a startup he founded in the school uniforms segment. He has held several leadership positions, including chief operating officer at Reid & Taylor India, head of International Business Development at Reliance Brands, senior vice president at VF Corporation.
Commenting on the appointment, ace turtle CEO Nitin Chhabra said, “We are excited to welcome Pradeep to the ace turtle leadership team. As a rapidly growing company with ambitious expansion plans for our brands, having Pradeep, a fashion industry veteran and a former entrepreneur aboard is invaluable. His extensive experience, strategic vision, and passion for building customer-centric businesses will be critical as we continue to leverage technology to launch new brands and scale the business of existing brands.”
Expressing his delight, ace turtle chief commercial officer Pradeep Mukim said, “I am deeply impressed by ace turtle’s innovative and technology-driven approach to scaling business of global fashion and lifestyle brands in India. I am excited to partner with the talented team here to accelerate the company’s growth and unlock new avenues for success.”
Since 2023, ace turtle has expanded its leadership team significantly to enable rapid and sustainable growth as it continues to expand its licensed brands portfolio. The company is the exclusive licensee of iconic global denim brands Lee and Wrangler in addition to iconic American toy retail chain Toys“R”Us and Babies“R”Us and California-based casual wear brand Dockers for India and other South Asian markets.
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.
