MAM
Hitachi Vantara expands focus on enterprise storage, AI, and hybrid cloud
Mumbai: Hitachi Vantara, the data storage, infrastructure, and hybrid cloud management subsidiary of Hitachi, Ltd. (TSE: 6501), announced the completion of a strategic realignment designed to accelerate the company’s growth plan, including its ability to respond to market opportunities with a focus on hybrid cloud and generative AI. The new structure includes the integration of Hitachi Vantara and Hitachi’s IT Platform Products Management Division, which has been responsible for Hitachi’s business development, R&D, and production of data infrastructure solutions.
The realigned Hitachi Vantara commands extensive infrastructure and data storage experience across manufacturing and hybrid cloud, as well as a shared focus on collaboration to drive meaningful business outcomes for the company’s customers. As a result, the company will be able to innovate and adapt to the needs of the market in real-time, while also building upon its long-standing expertise in managing data across mission-critical environments.
The announcement comes at an important time as the emergence of technologies like generative AI has led to an explosive growth of processing required for data, and many companies are straining to keep up. One recent survey of IT leaders revealed that many IT professionals are struggling to manage AI projects and deal with the resulting deluge of data. According to the survey, nearly nine in 10 IT professionals (88 per cent) can’t support the surge of AI-related requests that they have received at their organisation. A separate survey found that more than 75 per cent of organisations are using multiple AI models and 90 per cent said that they have faced challenges integrating AI with other systems.
“The rise of generative AI and the explosion in data processing power are pushing the pace of change, and many organizations are struggling to keep up,” said Sheila Rohra, CEO of Hitachi Vantara. “This next phase of business transformation is designed to help us accelerate our execution and scale our business to identify and capitalize on market opportunities in real time. This extension of development, manufacturing, sales, and delivery capabilities will strengthen our ability to provide our customers with the AI-driven data performance, reliability, and resiliency they need across their hybrid cloud environments in order to realize real-world impact and growth.”
As part of the new organizational structure, Akinobu Shimada, formerly president of Hitachi’s IT Platform Products Management Division, has been appointed as chairman of Hitachi Vantara to bolster the already strong connection between Hitachi Vantara and Hitachi Ltd.
“Our strong partnership across the organisations has helped to create the right synergy to formalize a Hitachi Vantara structure that brings R&D and engineering closer to our key markets around the globe,” said Shimada. “Given the impressive amount of industry expertise and technical understanding infused into our business, I am confident that we will lead with a unified digital infrastructure and AI strategy and execution plan that enables us to deliver high-impact outcomes for our customers and positions our business for continued growth.”
Hitachi Vantara is pioneering the development of hybrid cloud storage that seamlessly combines on-premises and cloud computing to achieve safety, high performance and reliability, and cost advantage in processing critical, large-scale data for complex business requirements. As an example, the company recently announced a collaboration with NVIDIA to create a new generation of transformational AI solutions, Hitachi iQ, which layers industry-specific capabilities on top of its AI solution stack, so outcomes can be more specific and relevant to an organization’s business.
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.
