The Experience Edit has officially launched as what it describes as India’s first immersive experience intellectual property (IP) company, with a vision to create and scale original live experience formats from India for audiences around the world.

According to a company announcement, The Experience Edit has been founded by industry professionals Khushbu Vaid, Riyaz Sayed and Sapangeet Rajwant. Unlike traditional event management firms that primarily execute events for brands and clients, the company is focused on creating, owning and expanding proprietary experience-led IPs designed for long-term growth and international scalability.

The founders say the venture has been created to address a gap in the rapidly growing global experience economy, where experiences are often treated as one-off productions rather than scalable intellectual properties. The company aims to build formats that audiences actively participate in and remember long after the experience ends.

The Experience Edit plans to develop a diverse portfolio of immersive concepts spanning large-scale festivals, cultural experiences, wellness retreats, culinary events, intimate gatherings and experiential pop-up worlds. The company also intends to experiment with entirely new formats that do not fit into existing event categories.

A key differentiator, according to the founders, is the company’s focus on ownership. Rather than functioning as an event execution business, The Experience Edit aims to create original formats that can be replicated, adapted and expanded across geographies while retaining their core identity.

Speaking about the opportunity, co-founder Riyaz Sayed said the experience economy is among the fastest-growing sectors globally, yet very few organisations are building ownable intellectual property within the category. He noted that while most industry players focus on delivering events, The Experience Edit is focused on building assets that can evolve into long-term brands and franchises.

Co-founder Khushbu Vaid highlighted the company’s emphasis on emotional impact and audience connection. She said the goal is not simply to create seamless experiences but to design moments that resonate deeply with participants and leave a lasting impression.

Sapangeet Rajwant, also a co-founder, said there is no shortage of events in the market today, but there remains a significant demand for experiences that people genuinely connect with and remember. He added that the company believes India has the creative potential to originate immersive formats that can find audiences globally.

The launch comes at a time when experiential entertainment is emerging as a major segment within the broader media, leisure and consumer engagement industries. Globally, audiences are increasingly seeking participatory experiences that go beyond passive entertainment, creating opportunities for companies that can combine storytelling, community building and immersive design.

With its focus on creating proprietary formats rather than individual events, The Experience Edit is positioning itself at the intersection of entertainment, culture and intellectual property development. The founders believe that experiences can become scalable brands in the same way that successful media franchises, festivals and entertainment properties have evolved over time.

As the experience economy continues to expand worldwide, the company is betting that immersive, culturally relevant formats developed in India can compete on a global stage and establish a new category of homegrown experiential intellectual property.