The India Story

What The India Story does

The India Story is an annual cultural arts and design exposition founded in 2015 by Madhu Neotia and operated under the Neotia Arts Trust, a nonprofit foundation established in March 2016. Headquartered in Kolkata at 6/7 AJC Bose Road, the company produces a multi-day themed exposition at the Swabhumi heritage venue, bringing together Indian designers, artists, master craftsmen, performers, and culinary brands to celebrate Made-in-India design aesthetics. Across ten editions, the event has drawn up to ~70,000 visitors (2017 peak) and earned recurring recognition from ELLE India and Vogue India.

The core product is the annual exposition itself, which has evolved through themed editions from 'Revive. Reinvent. Relove.' (2016) to the milestone 'TIS10: Directions' (2024). The portfolio has expanded to include specialized sub-brands: Wedding Diaries (a bridal-focused two-day event), TIS Continues (a virtual event series launched during COVID-19, broadcast on YouTube, Facebook, and the company website), TISDA (The India Story Design Awards), and 'From an Era Bygone' (a 2024 coffee table book on heirloom textiles). The company employs no proprietary technology stack — its offering is a curated physical and (since 2020) virtual cultural experience, not a software platform.

The business model is event-based. Revenue is derived from visitor attendance, exhibitor participation fees, and sponsorship arrangements such as Johnnie Walker's role as bar partner at TIS10. Pricing for attendance and exhibitor booths is not publicly disclosed and is managed through direct inquiry. The organization serves two primary customer segments: Indian designers, artists, and craftsmen (supply side, seeking premium exhibition space, media exposure, and audience access) and cultural event enthusiasts including collectors, wedding planners, and lifestyle consumers (demand side). With a headcount of 5 employees and no external funding rounds, the operating structure is lean and reliant on event-period contractors and partners.

Name

The India Story

Website

https://theindiastory.in

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

The India Story is an annual cultural arts and design exposition founded in 2015 in Kolkata, India, and operated under Neotia Arts Trust. It showcases Indian designers, artists, and craftsmen through themed annual editions at the Swabhumi venue, serving cultural enthusiasts, collectors, and the wedding services market.

Ownership category

akta.pro rank

Product category

Cultural Events and Design Exhibitions

NAICS

Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Arts, Crafts & Maker Fairs (MPAGAFAJ)

akta.pro secondary industries

Arts & Crafts Workshops (Painting, Pottery, Ceramics, Sculpture) (THAJAKAA), Industry-Specific B2B Trade Show Organizers (THAHABAB), Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

Keywords

• Cultural event management
• Design exposition
• Art festival curation
• Wedding exhibitions
• Craft showcases

Headquarters

HQ city

Kolkata

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Event-based Revenue: The India Story generates revenue through annual cultural events, exhibitions, and expositions featuring Indian designers, artists, and brands. Revenue is derived from visitor attendance, exhibitor participation fees, and sponsorship arrangements with brands like Johnnie Walker. The event also features a Farmers' Market and Food Court with vendor participation.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

The India Story is an annual creative arts and design exposition hosted in Kolkata that brings together leading Indian designers, brands, producers, master craftsmen, artists, performers, and culinary brands under one roof. Founded in 2015 and operated by the Neotia Arts Trust, the event takes place at the heritage-inspired Swabhumi venue and features fashion shows, art installations, performances, exhibitions, a farmers' market, and food court experiences.

Product overview

The India Story is a unified portfolio of cultural and design event offerings anchored by an annual creative arts and design exposition founded in Kolkata in 2015. The core product is The India Story event itself, a premier platform for Indian art, design, and creativity. Supporting offerings include Wedding Diaries (specialized wedding event), TIS Continues (virtual event series during pandemic), TISDA Design Awards, and the TIS10 milestone edition. The debut publication 'From an Era Bygone' extends the brand into printed media. The entire portfolio is driven by Neotia Arts Trust, with all events hosted at the Swabhumi venue.

Differentiator

Problem solved

Functional benefit

Brands

• TIS10: The milestone tenth edition of The India Story celebrated in 2024 with the theme 'Directions', featuring ten curated corridors of experiences.
• Wedding Diaries
• TIS Continues
• TISDA

Products and services

• The India Story Annual Exposition Annual multi-day cultural exposition bringing together leading Indian designers, artists, master craftsmen, performers, and culinary brands under one roof at Swabhumi in Kolkata. Aimed at cultural enthusiasts, collectors, and the general public, with 50,000-70,000 visitors per edition.
• Wedding Diaries A specialized two-day event of The India Story celebrating the great Indian wedding, curating bridal fashion, accessories, jewelry, lifestyle products, and wedding-related services. Targeted at wedding service vendors and couples seeking premium Indian wedding offerings.
• TIS Continues Virtual event series featuring live conversations, workshops, and performances from artists, designers, and influencers across India, broadcast through YouTube, Facebook, and the official website. Open to all audiences digitally during the pandemic period.
• TISDA (The India Story Design Awards) Design awards program honoring excellence in Indian design across diverse fields, recognizing established leaders and emerging talents for creative thinking, innovation, and practical application. Targeted at designers, studios, and design institutions in India.
• From an Era Bygone Curated coffee table book showcasing rare handcrafted ensembles and disappearing craft forms, bridging past legacies with future imaginations. Serves as a visual ode to India's heirloom textiles, targeted at design enthusiasts, collectors, and libraries.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered flagship, minor and core.

• Amit AggarwalflagshipStrategic or Co-development Partner · 1 January 2024Amit Aggarwal's debut showcase at The India Story in 2024 marked a landmark moment in Kolkata's fashion landscape. The showcase was presented in collaboration with Rawat Jewels, featuring a special runway presentation at the TIS10 edition.
• Rawat JewelsflagshipStrategic or Co-development Partner · 1 January 2024Rawat Jewels collaborated with Amit Aggarwal for their debut showcase at The India Story TIS10, creating a special fashion and jewelry presentation.
• Johnnie WalkerminorGTM or Marketing Partner · 1 January 2024Johnnie Walker served as a bar partner at the Food Court during TIS10, providing beverage services during the festival.
• OasisminorStrategic or Co-development Partner · 1 January 2024External curation showcase at TIS10 bringing a vibrant aesthetic into the event's curations section.
• Pili TaximinorStrategic or Co-development Partner · 1 January 2024External curation showcase at TIS10 contributing to the curated external showcases bringing new creative voices.
• IICD JaipurminorStrategic or Co-development Partner · 1 January 2024Indian Institute of Handloom Technology or similar design institution featured at TIS10 as part of external curations.
• Shrujan LLDCminorStrategic or Co-development Partner · 1 January 2024Shrujan LLDC contributed 'The Kutch Edit' curation showcasing artisanal narratives at TIS10.
• Neotia Arts TrustcoreOthers · 1 January 2016Neotia Arts Trust was founded in March 2016 to generate a space for Indian design aesthetics. The Trust organizes The India Story and aims to bring art out of elite spaces and make it accessible to the laymen, establishing Kolkata as a host for world-class design forums.
• Nila House JaipurminorStrategic or Co-development PartnerMadhu Neotia participated in a panel discussion hosted at Nila House Jaipur, discussing heirloom textiles and traditions with Anuradha Singh, Dr. Toolika Gupta (Director, IICD Jaipur), and Ms. Sareekah Agarwaal.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wix
• Facebookfacebook.com/wix
• LinkedInlinkedin.com/company/the-india-story
• Instagraminstagram.com/wix

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 The India Story