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Metafusion plugs in Avinash Trivedi to supercharge growth ops
MUMBAI: Vision AI specialist Metafusion has named Avinash Trivedi as its new chief growth officer, charging him with ramping up the company’s go-to-market strategy, scaling enterprise adoption, and unlocking new global partnerships across traffic, safety, and urban intelligence.
Trivedi brings over 20 years of hard-won experience in video surveillance, SaaS, and smart infrastructure, with deep roots in high-growth markets across APAC, the Middle East and Europe.
He joins Metafusion from Zygal, where he led sales and business development as president — driving expansion into VSaaS (Video Surveillance-as-a-Service) and Command Center-as-a-Service models. His resume also features senior leadership roles at Videonetics, Sony India, and Score Information Technologies, building high-performance growth pipelines.
At Metafusion, Trivedi will take charge of revenue acceleration across its flagship AI product suite — from Metavisio (video intelligence) and Metatraffic (smart traffic management) to PixelFACE (facial recognition) and fuseNETS, a collaborative vision research platform.
The appointment comes as Metafusion steps on the gas, expanding rapidly into smart city projects, traffic ecosystems, enterprise security, and intelligent highways.
“I am excited to join Metafusion at such a pivotal moment in its journey,” said Metafusion chief growth officer Avinash Trivedi. “What drew me in was the vision and the clarity of purpose. We are shaping the digital nervous system for safer cities, smarter transport, and more responsive infrastructure. I look forward to partnering with our customers, team, and ecosystem to scale meaningful impact.”
Metafusion founder & CEO Yatin Kavishwar added, “Avinash brings the right blend of enterprise acumen, GTM rigour, and industry foresight that aligns with our mission. As we scale our AI capabilities across sectors, his leadership will be instrumental in building new growth frontiers and deepening trust with our customers and partners globally.”
Co-founded by Kavishwar, Saransh Karira, and Manish Soni, the company is carving out a niche at the intersection of generative AI, computer vision, NLP, and big data — decoding video, audio and metadata in real time to deliver actionable insights across industries.
With Trivedi now in the cockpit, Metafusion seems primed to go from smart to unstoppable.
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.
