MAM
MissMalini Entertainment raises Pre-Series A funding
MUMBAI: MissMalini Entertainment, India’s leading lifestyle and entertainment content platform, today announced the completion of INR 104 million pre-series A funding round from Orios Venture Partners and NEA.
MissMalini Entertainment is the first mover in Indian digital media with the launch of MissMalini.com in 2008. The site was initially launched as a hobby by Malini Agarwal and quickly established itself as a popular lifestyle and entertainment community in the country. Malini’s unique voice, in conjunction with the rapid adoption of social media by millennials, captured a loyal audience that quickly grew into millions of fans. Since then, the company has built a multi-platform media network reaching over 40 million people a month across its multiple properties. MissMalini’s original lifestyle, entertainment, and social impact content is now a leading voice representing the young, connected and global Indian.
As India’s leading multi-platform new media house, the company’s mission is to entertain, inspire and empower its community of over 10 million direct followers and fans. Today, the team of 65 has established a celebrated brand that offers content and marketing services across their website, social media, television, and audio properties, along with its growing library of digital video hits. Meanwhile, Malini has been widely recognized as India’s first major digital influencer, including being named the #1 Most Influential Woman in Indian Media, Marketing and Advertising in 2017 by IMPACT magazine, as well as being featured on Fortune India’s 40 Under 40 and GQ’s 50 Most Influential Young Indians lists. She is a leading advocate for women’s empowerment and is a regular speaker at industry and youth forums.
The pre-series A investment has been raised to expand MissMalini’s leadership position with a focus on community building, and to further expand its content, technology, analytics, and sales operations. The company will build out a full-service integrated video production unit, launch vernacular content and continue innovating with new engagement platforms.
Commenting on the investment, Mr. Rehan Yar Khan, Managing Partner at Orios Venture Partners said, “Digital Entertainment is a booming industry, riding on the back of a large emerging market. This is also an industry which is constantly innovating basis the audience preference and new technology. MissMalini has been at the center-stage of this transformation from the very beginning enabling Malini and her team to understand the pulse of her readers – creating and curating content in the most consumable manner. This makes her and her venture a worthy ‘misfit’ – who dared to think of unconventional ideas and help build her venture from scratch. Having closely worked with the team over some time now, we are extremely pleased with their focus on creating content and using technology to connect the next 300 Million new internet users, and we are delighted to partner with them in their next phase of growth.”
Malini Agarwal, Founder and Creative Director at MissMalini Entertainment on receiving the pre-Series A round said, “The steady growth at MissMalini reaffirms our conviction that there are still large, untapped audiences that are looking for new ways to connect, engage and express themselves. This round of funding is an important step in expanding our focus from major Metros and deeper into Tier I and II markets, helping us build lasting and meaningful communities of engaged young Indians. This Pre-Series A funding comes at just the right time, as we continue experimenting with exciting new content formats to attract new audiences. We are proud to receive this vote of confidence from our preeminent investors and look forward to a great partnership for the journey ahead.
Talking about the growth of the company, Nowshad Rizwanullah, CEO at MissMalini Entertainment said, “Over the years, we have independently built one of India’s most respected digital media brands and a market-leading provider of production and marketing services through our blog, social media, television, digital radio, and digital video teams. We are thrilled to partner with NEA – one of the world’s largest and most active venture capital funds – and Orios Venture Partners – India’s most exciting domestic VC – to power the next phase of our growth. Their unique network and insights are a perfect complement to the opportunities in front of us and the scale of our ambitions.”
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.
