Touchwood Entertainment is India’s first publicly listed event management company, founded in 1997 as a PR firm before evolving into a full-service experiential provider that now spans luxury weddings, corporate events, political campaigns, and consumer tech platforms. Over nearly three decades, it has built a reputation for handling high-profile celebrations-from Ambani family weddings to international presidential campaigns-while recently pivoting from a service-centric group to a tech-centric one with the launch of consumer-facing apps. The recurring approach is to own the entire experience chain: it designs, decorates, produces, and executes events in-house, then extends that expertise into digital platforms that connect the same customers with beauty professionals and wedding vendors.
Business segments
Two engines at different stages-a mature event-management cash cow serving India’s wealthiest families, and a pair of early-stage consumer platforms trying to digitise the fragmented wedding and beauty markets-each feeding off the relationships and know-how of the first.
1. Event management and wedding planning: where the relationships and revenue live
A full-service, in-house operation that designs and delivers bespoke luxury celebrations for some of India’s most prominent business families, with a process that handles everything from venue scouting to stage production.
- Eight services under one roof - the company offers wedding planning and destination weddings, event conceptualisation and execution, decor and thematic design, stage show production, venue and property rentals, exhibition stall design and setup, and corporate event and brand activations, so a client never needs to hire multiple vendors.
- In-house production keeps quality tight - a team of 42 professionals, plus a panel of skilled craftsmen and highly qualified designers, works out of a fully developed production facility, which means the company controls the final output rather than subcontracting critical creative work.
- Local sourcing, global reach - it procures the majority of inputs by value from local suppliers depending on the event location to reduce time, cost, and effort, yet has executed over 50 weddings around the globe in a single year, roughly 20% of them international across destinations like Dubai, Abu Dhabi, and Antalya.
- The client list is the moat - past clients include Mr. Mukesh Ambani, the Dabur Group’s promoter family, the Manikchand Group, and the M3M Group, among other prominent Indian business families, creating a reference base that is hard for competitors to replicate.
- Political work smooths the calendar - political consultancy and activation services, which the company has provided since 2012, generate contracts from parties and individual candidates throughout the year, offsetting the seasonal nature of wedding and corporate event work.
2. MakeMeUp: a beauty platform built on the wedding engine’s customer base
A consumer-facing ecosystem that connects beauty professionals, cosmetic brands, and aspiring makeup artists with the same affluent audience the parent company already serves through its events.
- Multiple ways to reach the same customer - the platform operates through an annual two-day MakeMeUp Festival (which drew 5,000-8,000 visitors per day in its second edition), a School of Makeup offering four professional courses, an e-commerce marketplace, and a Shaadi Ready service that provides dry salon requirements for weddings.
- A marketplace without inventory - the e-commerce arm runs on a drop-ship model focused on Indian homegrown brands, listing over 1,500 products from more than 40 brands without the company holding stock, while also connecting users to 200-plus salons and 50-plus beauty artists.
- Content builds the brand - the company produced a digital makeup reality web series released on Hungama Play and upcoming on Hotstar, and has hosted masterclasses with international artists like Tamanna Roashan from Los Angeles, drawing over 180 registrations and 20-plus brand sponsors for a single event.
- Housed in a separate subsidiary - MakeMeUp Private Limited was incorporated in December 2021, with Touchwood holding 92.03% as of FY25, keeping the platform’s early-stage economics ring-fenced from the core event business.
3. WedAdvisor: a digital matchmaker for the unorganised wedding market
A vendor-discovery and advisory platform that aims to do for the mass wedding market what Touchwood’s event business does for the luxury end-connect customers with vetted suppliers.
- Two services, one app - users can browse and connect with wedding vendors tailored to their location through Vendor Discovery, or book paid sessions with industry experts called Advisors through two packages, WA Packages for single/multiple sessions and WA Pioneers for single sessions.
- Built for budget-conscious couples - the platform explicitly caters to those who do not wish to spend a large budget on event and wedding planners, expanding Touchwood’s addressable market beyond the ultra-high-net-worth segment.
- A digital toolkit locks users in - “Wedding Space” gives users a centralised interface to manage vendor details, track guest information, and oversee their entire wedding journey, creating stickiness once a couple starts planning on the platform.
- Still pre-revenue - incorporated as a wholly owned subsidiary in January 2022, WedAdvisor Solutions Private Limited had not yet commenced commercial operations and reported nil turnover as of FY25, making it a bet rather than a contributor.
Group structure and partners
The listed parent company controls two consumer-tech subsidiaries and has recently begun acquiring interests in hospitality and real estate, while strategic investors from media and events sit on the share register.
- Touchwood Entertainment Ltd is the listed entity trading on the NSE under symbol TOUCHWOOD, with Promoter and Promoter Group holding 62.89% of shares as of FY25.
- It has two operating subsidiaries: MakeMeUp Private Limited (92.03% owned) and WedAdvisor Solutions Private Limited (100% owned), neither classified as a material subsidiary under SEBI rules.
- Strategic investors brought in during a 2021 preferential issue include Rohan Joseph of Times Bridge (the global investments arm of The Times Group, with a portfolio spanning Uber, Airbnb, and Coursera) and Eternity Trust, a private family trust headed by Wizcraft founder Sabbas Joseph, giving the company relationships that extend well beyond its own management.
- The company’s Whole-Time Director, Mr. Vijay Arora, serves as Vice-President of EEMA (Event and Entertainment Management Association) North Zone, an industry body with roughly 200 top event companies on its register, positioning Touchwood at the centre of the industry’s informal network.