The excitement surrounding concerts by artists like Coldplay, Ed Sheeran, and Diljit Dosanjh this year has opened up new business opportunities in the merchandise sector, leading to changes in consumer behavior and increased sales. Brands are now designing everything from special band t-shirts to trendy streetwear, using these music events to attract fans who are eager to spend money on items related to their favorite artists.
For example, when Ed Sheeran announced his 2025 tour in India back in December, The Souled Store, a brand based in Mumbai, experienced a 52.5% rise in sales of Ed Sheeran merchandise in December 2024, compared to November 2023. Prices for Ed Sheeran t-shirts on their website range from ₹500 to ₹1,300.
This year is notable for a surge in sales of concert merchandise. Jugal Kansara, chief of staff at The Souled Store, pointed out that the demand for unique items associated with artists has grown rapidly. The company also partnered with Jasleen Royal, who performed at Coldplay concerts. The limited-edition merchandise from Ed Sheeran’s Mathematics tour, which included t-shirts, hoodies, and other items, was particularly successful. Kansara noted that whenever concerts are announced, there is a significant increase in merchandise sales compared to regular business.
Myntra, a leading online clothing platform in India, has also experienced a remarkable increase in concert-related merchandise, seeing a threefold increase in demand this year compared to the previous year. Sharon Pais, Myntra’s chief business officer, stated that this trend is boosted by international artist tours coming to India and the influence of pop culture on fashion choices among consumers.
The collaboration with Diljit Dosanjh’s Dil-Luminati concert merchandise reached an impressive 22 million views on the Myntra app leading up to his concert in Bengaluru.
One fan, Sanjith GS, an engineering student from Bengaluru, missed out on Coldplay concert tickets but watched the performance live on a streaming service. He wanted to buy a Coldplay t-shirt and found several options online before choosing a graphic tee from Myntra, a platform he trusts.
Nimish Shrivastava, co-founder of The Banyan Tee—a niche platform focused on merchandise for musicians and TV shows—reported a significant sales increase of 70-100% in 2024-25 compared to previous years.
According to estimates from EY, the music industry generated around ₹12,000 crore in revenue in 2022, with digital platforms contributing the most. Live concerts, traditionally a revenue source for artists, are now gaining significant traction in India. The number of concerts across the country is expected to double this year, potentially generating ₹1,000 crore in revenue in 2025. For instance, Coldplay’s concerts earlier this year attracted a total of 223,000 fans.
Concert merchandise is becoming a vital segment for fashion retailers like Myntra and niche brands. Ankur Bansal, managing director of BlackSoil, emphasized that fans are not just looking for merchandise; they want items that deepen their connection with their favorite artists. The live music ticket market is expected to grow significantly in the coming years, making concert merchandise an important revenue source for brands.
To capitalize on this growing demand, many companies are implementing targeted advertising campaigns. The Banyan Tee increased its advertising budget and created specific ads aimed at concert-goers. By using audience insights and retargeting strategies, they successfully boosted sales.
Going forward, success in this market will require exclusivity and strategic collaborations, along with a strong online presence. Brands that effectively engage with fans through social media and create unique, shareable content can capture more interest. Myntra also launched a quick-delivery service for merchandise this year, enabling faster delivery for fans.
Both The Souled Store and The Banyan Tee are exploring new partnerships with artists to offer exclusive merchandise at concerts, enhancing fans’ experiences with high-quality and limited-edition products. As they focus on authenticity and urgency in their offerings, there’s potential for continued success in the concert merchandise sector.