Guest Column:Union Budget’s Orange Economy Push Puts Live Entertainment on National Agenda

For years, live entertainment in India was viewed largely through a cultural lens,vibrant, aspirational, but rarely acknowledged as a serious economic driver. The Union Budget’s decision to include live entertainment within the Orange Economy marks a decisive shift in that perception. It signals that concerts, festivals and large-scale live experiences are no longer peripheral to India’s growth story, but central to it.

Today, large-format concerts function as powerful economic engines. Beyond ticket sales, they activate an entire ecosystem,tourism, hospitality, local transport, food and beverage, temporary employment and ancillary services. Cities hosting marquee events experience a ripple effect that extends well beyond the venue. The growing recognition of this “concert economy” is evident in landmark events such as Coldplay’s Ahmedabad concerts, which generated an estimated ?641 crore in economic impact. Moments like these have firmly placed live entertainment on the national economic agenda.

What makes this moment particularly exciting is the scale and speed at which India’s live entertainment ecosystem is evolving. Demand is no longer confined to metropolitan centres. Tier 2 and Tier 3 cities are emerging as enthusiastic and commercially viable markets, driven by a young demographic, rising disposable incomes and improved connectivity. As infrastructure strengthens and investments in production, technology and talent deepen, these cities are increasingly capable of hosting world-class global and domestic events.

This decentralisation of live entertainment has far-reaching implications. It democratises access to cultural experiences, fuels regional economies and allows artists and organisers to engage with audiences in new and meaningful ways. For India, it also strengthens the case for becoming a consistent stop on the global touring circuit, rather than an occasional outlier.

However, to fully unlock this potential, policy support and regulatory clarity will be crucial. Simplified permissions, rationalised taxation, consistent compliance frameworks and sustained public–private collaboration can significantly accelerate growth. With the right ecosystem in place, live entertainment can mature into a resilient, high-impact sector,one that generates employment, attracts global capital and enhances India’s soft power.

The inclusion of live entertainment within the Orange Economy is more than symbolic. It is an acknowledgment that culture and commerce are deeply intertwined and that when nurtured thoughtfully, the concert economy can become a powerful catalyst for India’s next phase of economic and cultural growth.