What Usually Unusual Entertainment does

Usually Unusual Entertainment (a.k.a. U2 Entertainment) is a Mumbai-based, full-service event management and entertainment solutions company founded circa 2015 by Amrita Puri and Keyur Shah. The firm delivers end-to-end event services spanning conceptualization, design, planning and management, show running and backstage management, hospitality and logistics, artist management, and content creation and media solutions. Its client book spans three primary segments: high-net-worth individuals seeking bespoke weddings and private celebrations, corporate and enterprise clients (Microsoft, Amazon, TATA Motors, Coca-Cola, Pepsi, Salesforce, Viacom18, Taj Hotels), and government bodies executing national and diplomatic events (Namaste Trump, Khelo India University Games, Vibrant Gujarat, DefExpo, Hockey World Cup Opening). Marquee event references include the IPL Opening Ceremony, FIFA events, IIFA Awards, and the musical production Mughal-E-Azam.

The company has no proprietary technology platform; its value proposition is grounded entirely in human expertise, with the founders' international credentials (Leeds Metropolitan University, NYU Sports Business, Harvard Business School Online) and multiple WOW Awards Asia accolades (Gold in 2019 for the Odisha Hockey World Cup Opening Ceremony, plus Silver and Bronze wins across 2018-2020) serving as the primary differentiators. Revenue is generated through project-based professional service fees, with pricing bespoke to each engagement's scope, scale, and destination. The go-to-market is direct enterprise and HNI field sales, supplemented by industry recognition, press coverage, and referral networks built through partnerships with Taj Wedding Studio, WOW Awards Asia, EEMAX, and the founders' co-founded Stage Managers Association India. The firm operates as a founder-owned private entity with no external institutional investment and a lean team of approximately seven employees serving clients primarily in India with selective international destination execution capability.

Name

Usually Unusual Entertainment

Legal name

U2 Entertainment & Usually Unusual Entertainment

Website

https://u2entertainment.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Usually Unusual Entertainment is a Mumbai-based, founder-owned event management firm delivering end-to-end show running, stage management, hospitality, and logistics for HNIs, corporates (Microsoft, Amazon, TATA, Coca-Cola), and government bodies across India.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Other Performing Arts Companies (711190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Corporate Event Production & A/V Services (Staging, Lighting, Sound) (MPAGAHAN)

akta.pro secondary industries

Weddings & Related Celebrations (Receptions, Engagements) (MPAGAHAJ), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG)

Keywords

• Event management services
• Show running services
• Stage management
• Corporate event planning
• Wedding event management

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Event Management Services: Project-based professional services revenue from end-to-end event management including conceptualization, design, planning, management, show running, backstage management, hospitality, logistics, artist management, content creation, and media solutions. Revenue is earned through fees for custom event delivery, typically quoted per project based on scope, scale, and destination.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Usually Unusual Entertainment is a full-service event management company providing end-to-end solutions spanning event conceptualization, designing, planning and management, show running and backstage management, hospitality and logistics, artist management, content creation, and media solutions. The company delivers these services to corporate enterprises, government bodies, and high-net-worth individuals for weddings, private events, conferences, ceremonies, and large-scale entertainment productions.

Product overview

Usually Unusual Entertainment (U2 Entertainment) is a full-service event management and entertainment solutions company founded circa 2015 by Amrita Puri and Keyur Shah. Rather than offering a software product or platform, the company provides professional services including Event Conceptualization, Designing, Planning and Management, Show Running & Backstage Management, Hospitality & Logistics, Artist Management, Content Creation, and Media Solutions. The company does not operate a distinct digital product portfolio — its offerings are service-based rather than product-based.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Conceptualization, Designing, Planning and Management End-to-end event conceptualization, design, planning, and management service for corporate conferences, brand activations, weddings, private celebrations, and large entertainment events delivered for HNIs, corporates, and government clients.
• Show Running and Backstage Management Main stage management and on-site show running for large-scale productions and ceremonies, including backstage management, scheduling, and crew coordination for events such as the IPL Opening Ceremony, Hockey World Cup Opening, Namaste Trump, and IIFA Awards.
• Hospitality and Logistics Management On-ground hospitality and logistics management for live events, music festivals (e.g., Vh1 Supersonic), esports tournaments (e.g., CobX Masters), award shows, and corporate functions.
• Artist Management Talent and artist management for live events and productions, including booking, coordination, and on-ground artist handling for entertainment properties and corporate events.
• Content Creation and Media Solutions Content creation and media solutions for events, including promotional content, on-event media management, and related creative media services for corporate and entertainment clients.

Quantifiable outcome

• Gold Award for Show Running and Stage Management at WOW Awards Asia 2019 for Odisha Men's Hockey World Cup Opening Ceremony 2018
• +2 more outcomes

Named customers22 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• WOW Awards AsiacoreOthers · 1 January 2020Award recipient at WOW Awards Asia 2020, winning Bronze for Namaste Trump and Silver for Khelo India University Games Opening Ceremony.
• WOW Awards AsiacoreOthers · 1 January 2019Award recipient at WOW Awards Asia 2019, winning Gold for Odisha Hockey World Cup Opening Ceremony, Bronze for IPL Opening, and Silver for IPL Hospitality. Multiple high-value awards demonstrating core competency in show running and stage management.
• Event Show AsiaminorOthers · 1 January 2019Continued industry partner participation at Event Show Asia 2019, maintaining visibility in the regional events industry.
• India IP ConclaveminorOthers · 1 January 2019Industry partner at India IP Conclave 2019, engaging with intellectual property and licensing professionals in the entertainment industry.
• India Nightlife Convention & AwardsminorOthers · 1 January 2019Industry partner at India Nightlife Convention & Awards 2019, expanding network in the nightlife and entertainment segment.
• WOW Awards Middle EastminorOthers · 1 January 2019International industry partner at WOW Awards Middle East 2019, expanding reach to the Middle East events market.
• Stage Managers Association India (SMAI)coreStrategic or Co-development Partner · 1 January 2019Co-founded Stage Managers Association India (SMAI) by founders Amrita Puri and Keyur Shah. This industry association aims to professionalize and unite stage managers across India, positioning the founders as industry thought leaders.
• WOW Awards AsiacoreOthers · 1 January 2018Core industry partner and award recipient at WOW Awards Asia 2018. The company won Bronze for Mughal-E-Azam: The Musical and received nominations. WOW Awards is a leading industry recognition platform.
• Event Show AsiaminorOthers · 1 January 2018Industry partner at Event Show Asia 2018, a major trade show and conference for the events industry in Asia.
• Taj Wedding StudiominorOthers · 1 January 2017Industry partner at Taj Wedding Studio 2017, a luxury wedding planning initiative by Taj Hotels, expanding network in the premium wedding segment.
• EEMAX Global AwardsminorOthers · 1 January 2016Continued industry partner participation at EEMAX Global Awards 2016, building recognition in the regional events industry.
• EEMAX Global AwardsminorOthers · 1 January 2015Industry partner and participant at EEMAX Global Awards 2015, a premier awards platform for the events and entertainment industry in Asia.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Seventy Event Media Group: Indian event management and experiential marketing agency providing corporate events, brand activations, and entertainment productions — overlapping with U2 in corporate and entertainment event delivery.
• DNA Entertainment Networks: Indian event management and entertainment company producing concerts, corporate events, and large-format live experiences — competing head-to-head for entertainment and corporate mandates.
• OML Entertainment (Only Much Louder): Leading Indian entertainment and live events company producing festivals, concerts, and brand experiences — overlaps with U2 on entertainment event production and artist management services.
• Showtime Events: Mumbai-based corporate and entertainment event management firm competing for the same corporate event, sports ceremony, and large-scale production mandates that U2 serves.
• Event Capital: Indian live events and IP company producing festivals, music properties, and large-format entertainment events — comparable to U2's music festival and entertainment event work (e.g., Vh1 Supersonic).
• Encompass Events: India-based experiential marketing and event management firm serving enterprise clients — appears in U2's own client/partner ecosystem and competes for similar corporate event work.
• Cineyug Entertainment: Mumbai-based event and entertainment production company specializing in large-scale ceremonies, award shows, and corporate events — directly comparable to U2's show running and stage management offering.
• Wizcraft MIME Entertainment: One of India's largest full-service event management and entertainment companies, directly competing with U2 for large-format corporate, government, and entertainment events. Mentioned as an industry partner in U2's own data.
• Percept Limited: Major Indian integrated event management, entertainment, and media company offering end-to-end event solutions across corporate, sports, and entertainment verticals — directly comparable in service breadth and target clients.

Emerging players

• Phase 1 Entertainment: India-based event production and management firm appearing in U2's industry network; competes in the same corporate and entertainment event space but at smaller scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/usually-unusual-entertainment

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Usually Unusual Entertainment