How One Visionary Brought K-POP Festivals to India

Hello, this is Klab Insight.

For this feature, we’re excited to introduce Shital Sikarwar, the founder and CEO of TANI Events and Entertainment, a trailblazer in bringing global music and entertainment experiences to India.

Shital’s journey began with a passion for creating unforgettable moments for fans and quickly evolved into the creation of large-scale festivals like K-Town, bridging the gap between international artists and Indian audiences. Through her company, she’s curated exclusive events, fan engagements, and music festivals, making her a prominent figure in India’s entertainment industry.

Her path to success was built on overcoming challenges, understanding cultural nuances, and fostering deep connections with both artists and fans. Today, Shital stands as a key player in making global music more accessible to Indian fans, opening doors for international collaborations and fan interactions that were once unimaginable.

The strategies and insights she’s developed along the way are not only inspiring for K-pop fans but also for anyone interested in building a business within the entertainment sector.

Through Shital’s story, we’ll explore how her dedication and vision are shaping the future of entertainment in India and how her passion continues to fuel her pursuit of bringing global music to local stages.

This newsletter highlights:

• Revolutionizing the Entertainment Scene in India

• Bridging Global Artists and Indian Fans

• Creating Unique and Immersive Fan Experiences

Q. Can you introduce yourself?

From homemaker to founder, my journey reflects resilience, ambition, and a commitment to excellence. With a visionary mindset, I embrace challenges and focus on transforming dreams into actionable goals. I value learning from diverse perspectives, combining the innovation of youth with the wisdom of experience to foster growth. Passionate about strategy, organization, and execution, I find fulfilment in creating impactful experiences and meaningful connections—qualities that define my leadership as a founder and CEO.

Q. Can you tell us a bit about your background and what led you to start her career in the entertainment and events industry?

My journey began with a strong desire to create meaningful experiences and bring people together. Transitioning from organizing social events for fun to building large- scale festivals like K-Town was a significant step. Experiencing global events firsthand, like traveling to London for a concert, gave me the realization that India lacked such opportunities. This fueled my passion to bridge that gap and bring south-east Asian talents to Indian fans.

Q. What inspired you to start your business in the events and entertainment industry?

Attending a concert in London was a turning point for me. The joy and excitement of booking a ticket, meeting an artist, and experiencing that moment firsthand made me realize how much Indian fans deprived of the same. This inspiration led me to create platforms where Indian fans could live their dreams—experiencing fan meetings, concerts, and interactions with their favorite artists right in their own country.

Q. Can you describe the business of TANI Events and Entertainment?

TANI Events and Entertainment is dedicated to curating niche and exclusive music and entertainment experiences, primarily focusing on K-pop, South-east Asian and global music. We aim to create immersive fan experiences, from concerts and festivals to exclusive fan engagements like fansigns and meet-and-greets. Our goal is to bridge the gap between international artists and the Indian audience, fostering a strong and inclusive fan community.

Q. Can you tell us about your journey from a homemaker to the founder of TANI Events and Entertainment?

My transition from a homemaker to a founder was driven by a deep passion for entertainment and the belief that Indian fans deserved better access to globalartists. From organizing small social gatherings to executing large-scale festivals like K-Town, the journey has been about growth, perseverance, and taking risks to bring unique experiences to India.

Q. Could you share some of the challenges you faced while building your business, and how did you overcome them?

One of the biggest challenges we faced was bridging the language barrier and building trust with companies to encourage partnerships and bring their artists to India. At the same time, we had to convince local partners, sponsors, and collaborators of the immense potential these artists could bring to their brands, ensuring they saw the value in supporting and co-creating successful events.

To navigate these challenges, we invested time in understanding K-pop culture, its deep connection with fans, and the precision required to execute large-scale concerts and events. This involved multiple trips to Korea to gain firsthand insights and build relationships, as well as assembling a dedicated team fluent in the language and passionate about the Hallyu wave.

Securing sponsorships was another hurdle, as many brands were initially hesitant to invest. However, the overwhelming response from fans and the electrifying energy at our events proved the power of this platform. Additionally, balancing multiple international artists while ensuring fairness and respect in execution required careful planning. Despite these challenges, our unwavering commitment to delivering exceptional experiences allowed us to navigate them successfully.

Q. How did you create a unique niche for your business in a competitive industry, and what sets you apart from others? 

Our focus on building a community, rather than just hosting standalone events, sets us apart. We don’t cater to just one fandom; we embrace all fanbases, uniting them under one platform. Additionally, we prioritize artist and fan interactions, ensuring every event is immersive and meaningful. Our passion for authenticity and quality execution has helped us carve a niche in the industry.

Q. Can you describe one of the most successful events you've managed and what made it so impactful?

K-Town Festival 2.0 was a game-changer. It wasn’t just about one artist or one fandom—it was about multiple global stars and diverse fanbases coming together in one place. Alongside this, we also hosted BAMESIS—the first-ever album fansign in India, marking another historic milestone. The scale of the event, the artist lineup, and the overwhelming fan response truly set a benchmark for the K-pop industry in India.

Q. Could you share a story of a challenging event or situation you faced, and how you managed to resolve it successfully?

Managing multiple artists at K-Town Festival 2.0 and ensuring they all received equal attention and resources was a challenge. There was no hierarchy—every artist was treated with equal respect. Finding this balance while also securing sponsorships and ensuring smooth execution was tough, but meticulous planning and a passionate team made it possible.

Q. What do you believe are the most important qualities for anyone aspiring to start a career in the entertainment industry?

Passion, resilience, adaptability, and a strong understanding of audience engagement. The entertainment industry is ever-evolving, and those who can innovate while staying connected to their audience will thrive. Equally important is having an open mind to learn and grow, continuously adapting to the industry's shifting landscape.

Q. What skills or experiences should someone focus on to pursue a career in event management or artist management within K-POP?

Strong organizational skills, networking abilities, cultural awareness, and a deep understanding of fan-artist engagement are crucial. Since K-pop is highly community- driven, it's essential to connect with fans while also maintaining a professional boundary—balancing the roles of a fan, organizer, and promoter effectively.

Q. How important do you think it is for people to embrace a global mindset when working in the entertainment industry, especially in K-POP?

It’s absolutely crucial.

BTS and BLACKPINK played a pivotal role in globalizing K-pop. BTS broke into the Western market through relentless touring, social media engagement, and chart- topping albums, eventually making history with their speeches at the UN and performances at major global events like the Grammys. BLACKPINK followed suit, becoming the first K-pop girl group to perform at Coachella, solidifying their international presence with record-breaking music videos and global tours.

Following their success, groups like Stray Kids and ATEEZ built on this momentum, leveraging their powerful performances, international fan engagement, and participation in major festivals like Lollapalooza and Coachella. With more K-pop acts stepping onto global stages, the genre continues to expand its reach, proving its lasting impact worldwide, countries are now actively seeking to carve their niche by bringing more artists to perform at live festivals and concerts. While it has become a worldwide phenomenon, K-pop is yet to reach its peak, with many untapped regions still waiting to be included in world tours.

The global nature of K-pop means that understanding different cultures, markets, and fan dynamics is key to success. Bridging international talent with local audiences requires a deep appreciation of both perspectives.

Q. How do you monetize the events and entertainment services you provide?

Through ticket sales, sponsorships, brand collaborations, artists and brand endorsements and exclusive fan engagement experiences. Our ability to connect brands with a highly engaged audience is a key revenue driver.

Q. Can you explain how you have leveraged your network to grow your business and create partnerships in the industry?

Q. What has been your approach to building and maintaining a loyal customer base in the entertainment industry?

Transparency, consistency, and delivering high-quality experiences. Fans trust us because we genuinely prioritize their experience and work tirelessly to bring their favorite artists to India.

Q. What advice would you give to someone who wants to transition from a different industry into the entertainment or K-POP industry?

Be prepared to learn continuously, build a strong network, and understand the culture of the industry. Passion alone isn’t enough—you need strategy, adaptability, and a deep understanding of audience expectations and of course the sleepless nights!

Q. What are your long-term goals for TANI Events and Entertainment, and how do you envision the company's growth in the next 5 years?

Expanding K-Town into a multi-city festival, bringing in more global artists, and establishing India as a prime market for international music experiences. We also aim to build long-term partnerships with brands and agencies worldwide. Our vision includes putting India on the world tour map, hosting fan conventions, and creating an idol academy—just a few of the many goals we aspire to achieve.

Q. As the entertainment industry continues to evolve, what new trends or opportunities are you excited to explore in your future projects?

Expanding beyond concerts, we aim to introduce AI and digital fan experiences, immersive K-pop culture events, and artist collaborations that go beyond performances—such as workshops, interactive content, and exclusive behind-the- scenes access. Additionally, we plan to host more fanmeets, fancons, pop-up stores, and themed experiences, allowing fans to engage with their favorite artists in unique and meaningful ways. Our focus will be on creating multi-layered event experiences that combine live performances, merchandise drops, interactive zones, and digital engagement to enhance fan interactions.

Q. Lastly, do you have any message for the readers?

The Indian K-pop fan community is stronger than ever, and this is just the beginning. We are committed to bringing more incredible experiences to fans, and making India a key destination for global music. For those looking to take the first step into the Indian market, reach out to us—we’re here to make it happen. Thank you for your support—let’s continue this journey together!

Shital's story showcases how a deep passion for entertainment and a relentless pursuit of her goals can transform the industry. Her journey highlights that with creativity, perseverance, and a strong connection to her audience, it's possible to make a lasting impact and bring global experiences to local communities.

Key Insights

1. Building a Career Beyond Traditional Roles in Entertainment

   The entertainment industry offers a variety of career paths beyond working in traditional roles like talent agencies. Shital's work in event management and fan engagement highlights how individuals can carve out unique careers by creating meaningful connections between global talent and local audiences.

2. The Power of Cultural Exchange

   By curating international music experiences for Indian fans, TANI Events and Entertainment showcases the power of cultural exchange. This approach not only fosters a deeper appreciation of global music but also strengthens connections between artists and diverse fan communities.

3. Fan-Centric Experiences Drive Success

   Creating immersive and personalized fan experiences has proven to be a key factor in success. Shital’s focus on artist-fan interactions and community-building through events emphasizes the importance of prioritizing fan engagement to drive brand loyalty and event success.

We would love to hear your thoughts on this interview! Feel free to leave your comments below or email us at [email protected]. Your insights and questions are always welcome as we continue to explore the vibrant world of K-pop.

And feel free to connect with me on X, LinkedIn, & Thread.