Adlabs Imagica

What Adlabs Imagica does

Imagicaaworld Entertainment Ltd, publicly listed on the NSE as ADLABS and operating under the Adlabs Imagicaa brand, runs India's largest integrated themed entertainment destination on a 132-acre site in Khopoli, Maharashtra, approximately 90 minutes from Mumbai and Pune on the Mumbai-Pune Expressway. The portfolio spans three core parks — a Theme Park featuring international-standard rides (Nitro by Bolliger & Mabillard, Deep Space by Premier Rides, Gold Rush Express by Zamperla, Sally Corporation animatronics dark rides), a Mediterranean-inspired Water Park with slides from Polin, White Water and Arihant, and a Snow Park at -5°C in roughly 15,000 sq. ft. — plus add-on attractions including House of Stars (Bollywood content via Dharma, Mukta Arts, Fox Star, Green Gold), Glowmagica (illuminated world monuments), Eyelusion (3D/AR illusions) and the Musical Fountain Show. On-site lodging is provided through the 287-room Novotel Imagicaa Khopoli under an Accor management agreement, alongside 12 themed restaurants and a Magic Pass covering 8 parks across Khopoli, Lonavala, Shirdi, Surat and Indore.

The business operates a direct-to-consumer, one-time-admission revenue model priced at INR 999-1,599 per park ticket, augmented by Express/VIP upgrades, F&B, merchandise, MICE and corporate events, weddings, school groups and the bundled Ghar Se Ghar Tak door-to-door travel package. Bank partnerships with HDFC, Rupay and VISA add 7% cardholder savings. Customer segments span families with children, thrill-seekers, metro tourists from Mumbai/Pune, and corporate MICE buyers. The company holds ISO 9001/14001/45001 and BIS certifications, has hosted over 10 million cumulative guests since opening in 2013, and as of June 2025 faced a temporary Water Park closure after a Maharashtra Irrigation Department directive to halt reservoir water draw during drought conditions. Leadership includes CEO Colonel Ashutosh Kal, founder Manmohan Shetty and CFO Rakesh Khurmi.

Name

Adlabs Imagica

Legal name

Imagicaaworld Entertainment Ltd

Website

https://imagicaaworld.com

Company type

Public

Founded year

2013

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Imagicaaworld Entertainment Ltd (NSE: ADLABS) operates India's largest integrated themed entertainment destination on 132 acres near Mumbai and Pune, combining a theme park, water park, snow park, Bollywood content attractions, and a 287-room Novotel hotel for families, thrill-seekers, metro tourists and corporate groups.

Ownership category

akta.pro rank

Headquarters

HQ city

Khopoli

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Theme Park Admissions: Entry tickets to Theme Park with unlimited access to all rides and attractions. Primary revenue driver.
2. Water Park Admissions: Entry tickets to Water Park with access to slides, wave pools, and water attractions.
3. Snow Park Admissions: Entry tickets to Snow Park offering real snow experiences at -5°C in approximately 15,000 sq. ft. play area.
4. Novotel Imagicaa Hotel: On-site 287-room luxury hotel operated under Accor's Novotel brand, featuring Theme Park and Water Park access. Generates room revenue, food & beverage, and bundled packages.
5. Food & Beverage: 12 themed restaurants and bars serving multi-cuisine options across Theme Park and Water Park. Additional revenue from food kiosks.
6. Merchandise: Branded merchandise including photos, souvenirs, and gift items available at retail stores throughout the parks.
7. Express/ VIP Upgrades: Priority access tickets allowing skip-the-line privileges on select rides, buggies, usher services, and complimentary meals for VIP package holders.
8. Corporate Events & MICE: Meeting rooms, conference halls, banquet facilities, and event planning services for corporate events, weddings, and social gatherings.
9. Add-on Experiences: Additional paid experiences including Snow Park, Trampoline Park, Eyelusion, House of Stars, Glowmagica, photography services, and lockers.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Adlabs Imagica (Imagicaaworld Entertainment Ltd) operates an integrated 132-acre themed entertainment destination near Mumbai-Pune Expressway at Khopoli, India. The company runs a multi-park portfolio including a flagship Theme Park with international-standard roller coasters and dark rides, a Mediterranean-inspired Water Park, a Snow Park with real snow at -5°C, the Novotel Imagicaa 287-room hotel, and additional attractions such as House of Stars (Bollywood wax/statue park), Glowmagica (illuminated monuments), Eyelusion (3D+AR experience), and a Musical Fountain Show.

Product overview

Adlabs Imagica operates as an integrated themed entertainment destination portfolio featuring multiple distinct parks and attractions. The core offering includes the Theme Park (India's largest, with international-standard rides like Nitro roller coaster and indoor attractions), Water Park (Mediterranean-inspired with slides and wave pools), and Snow Park (India's largest with real snow at -5°C). These are complemented by the integrated Novotel Imagicaa 287-room hotel and additional attractions including House of Stars (Bollywood-themed), Glowmagica (illuminated monuments), Eyelusion (3D/AR park), Musical Fountain Show, and Trampoline Arena. The portfolio spans 132 acres and is positioned near Mumbai-Pune Expressway, offering coordinated park experiences with supporting dining (12 restaurants/bars), VIP packages, and multi-park Magic Pass for access across 8 locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Imagicaa Theme Park India's largest theme park near Lonavala featuring international-standard rides, indoor AC attractions, roller coasters (Nitro, Deep Space, Gold Rush), family and kids rides, and live entertainment including the Grand Imagicaa Parade and character shows.
• Imagicaa Water Park Mediterranean-inspired water park featuring high-energy slides, wave pools, lazy river, mat racers, and water attractions with separate women's-only wavepool slots.
• Imagicaa Snow Park India's largest snow park featuring 100% pure real snow in approximately 15,000 sq. ft. play area at -5°C with 50ft ceiling, offering snow slides, real snowfall, toboggan rides, snow dance floor, hiking, mountain climbing, snow castle, and on-site cafe.
• Novotel Imagicaa Khopoli Hotel Premium 287-room hotel adjacent to Imagicaa parks featuring Superior Rooms, Suites, Premier Rooms, Presidential Suite, all-day dining (The Square), Nitro Bar, Tubby's Bistro, outdoor pool, fitness center, spa, indoor games, kids play area, and MICE facilities with seamless access to all Imagicaa parks.
• House of Stars India's first official Bollywood Park featuring life-size wax statues and sets from blockbuster films including Baahubali, Mughal-e-Azam, and Yeh Jawaani Hai Deewani, using 3D-scanning and 3D-printing technology with partnerships with Dharma Productions, Mukta Arts, and other major production houses.
• Glowmagica Illuminated park featuring authentic models of world monuments with unique lighting effects, showcasing man-made wonders of the world including Taj Mahal, Eiffel Tower, and Statue of Liberty with artistic illumination.
• Eyelusion India's first 3D + Augmented Reality (AR) park featuring visual illusion exhibits and interactive AR experiences, requiring the official Imagicaa AR app for enhanced augmented reality functionality.
• Musical Fountain Show Evening attraction featuring synchronized water jets, laser projections, and visual displays on a water screen, with a 20-minute show set at the Theme Park Lagoon with Imagicaa Castle backdrop.
• Imagicaa Arena (Trampoline Park) Trampoline park offering indoor jumping and fitness activities, bookable as add-on with theme park, water park, and snow park tickets, inclusive of sock pair.
• VIP Package Premium experience package offering unlimited express access, front-of-line access on select marquee rides, unlimited buffet meals, complimentary beer/mocktail, buggy service, assisted GRE/usher service, merchandise voucher, and photo souvenir.
• Magic Pass Multi-Park Access Multi-park access pass valid for 4 visits to any of 8 parks at Khopoli, Lonavala, Shirdi, Surat & Indore, with 20% discount on food, merchandise, and photo souvenirs.
• Dining & Restaurants 12 themed restaurants and bars across the parks including Arrmada, Roberto's Food Court, Red Bonnet American Diner, The Imagicaa Capital, Zeze Bar & Grill, Salty's, Sunbeatz, Ammos, and Nitro Bar, offering multi-cuisine vegetarian, non-vegetarian, and Jain food options.
• Corporate Events & MICE Services Meeting rooms, conference halls, banquet facilities, and event planning services for corporate events, MICE programs, weddings, and social gatherings hosted at the Novotel Imagicaa hotel and park venues.

Quantifiable outcome

• Over 10 million happy guests hosted since opening in 2013
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Dharma ProductionscoreStrategic or Co-development PartnerPartnership for House of Stars Bollywood attraction featuring scenes and experiences from Dharma Productions films including blockbuster movies. Production house partnership for content licensing and character integration.
• Mukta Arts LtdcoreStrategic or Co-development PartnerPartnership for House of Stars attraction featuring Bollywood content from Mukta Arts productions.
• Shobu Yadavilikiten (Baahubali)coreStrategic or Co-development PartnerPartnership featuring Baahubali content and life-size models of Prabhas as Baahubali at House of Stars attraction with scale model of Mahishmati.
• Fox Star IndiacoreStrategic or Co-development PartnerPartnership for Bollywood film content integration at House of Stars featuring scenes from Fox Star India productions.
• MG Motor IndiaminorGTM or Marketing PartnerPartnership for EV charging stations at Imagicaa Park (4 stations near VIP Parking) and Novotel Imagicaa (2 stations in lower lobby). MG-branded charging infrastructure for electric vehicles.
• Green Gold Animations Pvt. Ltd.coreStrategic or Co-development PartnerLicensing partnership for Chhota Bheem character and Chhota Bheem - The Ride attraction. Chhota Bheem is TM & copyright of Green Gold Animations Pvt. Ltd.
• Bolliger & MabillardcoreTechnology or IntegrationSwiss roller coaster manufacturer - provider of Nitro, India's biggest, fastest, and floorless roller coaster. Only manufacturer producing floorless roller coasters.
• Sally CorporationcoreTechnology or IntegrationRide manufacturer providing animatronics for dark rides - Alibaba Aur Chaalis Chor and Bhangarh indoor interactive attractions.
• ZamperlacoreTechnology or IntegrationItalian ride manufacturer providing Scream Machine, Gold Rush Express roller coaster, and Mambo Chai Chama Crazy Tea Cups children's ride.
• Arihant Water Park EquipmentcoreTechnology or IntegrationIndian water park equipment manufacturer responsible for over 50% of water slides including Raftaastic, Swirl Whirl, Splash, The Boomerango, and Soakerz.
• Polin WaterparkscoreTechnology or IntegrationTurkish water slide manufacturer providing Twisty Turvy (inner tube rafting slide) and Yell-O (light effect slide). Pioneer in Resin Transfer Molding technology.
• White WatercoreTechnology or IntegrationWorld-leading water park slide manufacturer providing Loopy Woopy (39 ft vertical drop), Zip Zap Zoom (6-lane mat racer), and The Screamer.
• Preston and BarbiericoreTechnology or IntegrationItalian manufacturer providing Magic Carousel, Tubbby Takes Off, Save The Pirates, and Splash Ahoy rides. World leaders in bumper cars and carousels.
• Premier RidescoreTechnology or IntegrationUS manufacturer providing Deep Space indoor dark roller coaster using Linear Induction Motor (LIM) technology. First company to use LIM on roller coasters.
• Accor (Novotel Brand)coreStrategic or Co-development PartnerInternational hotel operator providing Novotel branding and management for the 287-room Novotel Imagicaa Khopoli. India's only theme-based hotel with Character Parade during Breakfast.
• HDFC BankminorGTM or Marketing PartnerBanking partner offering 7% additional savings on ticket bookings through HDFC cards.
• RupayminorGTM or Marketing PartnerPayment network partner offering 7% additional savings on ticket bookings through Rupay cards.
• VISAminorGTM or Marketing PartnerPayment network partner offering 7% additional savings on ticket bookings through VISA cards.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Six Flags Entertainment: US-headquartered regional theme park operator running dozens of parks. Comparable business model around thrill-ride-led attendance, season-pass monetization (analogous to Magic Pass), and F&B/merch attach.
• Cedar Fair: Operator of Cedar Point and a portfolio of US/Canada regional theme parks. Comparable in capital-intensive regional-park strategy, season-pass model, and reliance on imported/third-party ride OEMs.
• SeaWorld Entertainment: US theme park and hospitality operator with multi-park portfolio and bundled ticket/hotel offerings. Comparable for its multi-park destination resort economics and seasonal/weather exposure.
• Merlin Entertainments: Global operator of LEGOLAND, Madame Tussauds, and SEA LIFE. Comparable as a multi-park, multi-geography, IP-anchored entertainment operator with bolt-on attractions and resort integration, but at global scale.

Regional players

• Sunway Lagoon: Malaysia-based integrated theme/water/amusement park. Comparable in multi-attraction integrated park economics and Asian family demographic, though operating in a different geography.
• Genting SkyWorlds: Malaysia-based theme park integrated with Genting Highlands resort and casino. Comparable in resort-integrated theme park strategy targeting Asian family and MICE visitors, though anchored to a different catchment.

Direct peers

• EsselWorld: Long-standing Mumbai-area theme and water park operator directly competing with Imagicaa for the same Mumbai-Pune day-trip demographic; similar ticket pricing band and family positioning.
• Wonderla Holidays: India's other publicly listed pure-play theme/water park operator (Bengaluru, Hyderabad, Kochi). Closest direct peer given overlapping parks, comparable ticket pricing (~₹1,000+), and similar family/thrill-seeker target segments in the same Indian market.
• Ramoji Film City: Large Indian integrated entertainment destination combining film sets, theme attractions, and hospitality. Comparable in offering an Indian-IP-anchored multi-attraction destination experience to families and corporates.

Emerging players

• OCT Group: Chinese tourism and entertainment group operating Happy Valley, OCT East and other theme parks. Comparable as an emerging-market, integrated destination-resort operator with multiple park formats and on-site hospitality.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AdlabsImagica
• YouTubeyoutube.com/@Imagicaaworld
• Facebookfacebook.com/info
• Instagraminstagram.com/imagicaaworld
• LinkedInlinkedin.com/company/imagicaa

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adlabs Imagica