MAM
Manish Kapoor named as Pepe Jeans India MD & CEO
Mumbai: Denim retailer Pepe Jeans London has promoted Manish Kapoor as managing director in continuation of his current role of chief executive officer, India.
According to a statement, India is one of the most crucial markets for Pepe Jeans and Kapoor will be instrumental in growing the existing businesses aligned with the broader global strategy.
Kapoor joined Pepe Jeans India in 2014 and was promoted to the role of sales director within a span of two years. Owing to his strategic contribution towards the growth of the brand in the Indian market, he was elevated to chief business officer in April 2019 and subsequently appointed as CEO in September 2019.
“Under Kapoor’s leadership, Pepe Jeans India strengthened its balance sheet position by strategic reduction of inventory and debtors along with substantial reduction of debt. His effective leadership has enabled the company to successfully generate free operating cash during this difficult period,” said the brand in a statement. “E-com contribution for the brand accelerated from 8 per cent in 2019 to 28 per cent this fiscal year, reflecting the benefit of leveraging omnichannel initiatives,” it added.
In 2021, Kapoor was recognised as The Economic Times Inspiring CEO for his efforts in helping steer Pepe Jeans to great heights even during unprecedented times of the Covid 19 aftermath. In the same year, he was also acknowledged for his efforts towards sustaining a high-trust high-performance culture by Great Place to Work – India’s best Leaders in Times of Crisis 2021.
“I am delighted to lead Pepe Jeans India into the next phase of growth and continue on the digital and consumer-focused transformation journey that we started 18 months ago,” said Manish Kapoor on his appointment.
Kapoor is a strategist and implementer with demonstrated abilities in accomplishing business growth on a consistent basis. He has previously held key leadership roles in brands such as French Connection, Sisley, Benetton India, Pantaloons and Madura Garments to name a few.
He acquired a B-tech degree from the Technological Institute of Textiles and Science in 2000 and further continued to pursue a diploma degree in apparel marketing and merchandising management from NIFT in 2002. He was awarded the gold medal for academic excellence at NIFT and was an all-India topper in his PGDAMMM course across all NIFT centers.
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.
