MUMBAI, January 12, 2026, 15:48 IST
- Mumbai lifestyle start-up Odd Not Even says it has taken a strategic investment from live-events firm Team Innovation
- First collection after the deal includes official, globally available merchandise for Punjabi stars Karan Aujla and AP Dhillon
- Punjabi Mania flags online chatter after U.S. rapper 21 Savage appeared to follow Aujla on Instagram
Odd Not Even, a Mumbai-based lifestyle start-up, has secured a strategic investment from events firm Team Innovation as it tries to scale a culture-led fashion label and its artist merchandise work, the company said on Monday. Financial terms were not disclosed. (IFAB MEDIA (infashionbusiness.com))
The tie-up matters now because India’s live-events circuit is running hotter and bigger, and promoters are looking past ticketing for steadier money. Merchandise — licensed T-shirts, hoodies and accessories — is one of the few add-ons that can move across cities and also sell online to fans abroad.
It is also a branding play, not just a cash register. When a tour ends, the merch can keep the artist visible, and the promoter can keep a relationship with the buyer without needing another arena date.
Eventfaqs reported that Team Innovation is making its first move into India’s youth fashion space through the deal, and that the first globally available collection will carry official merchandise — licensed products sold under an artist’s name — for Punjabi stars Karan Aujla and AP Dhillon, with plans to expand from e-commerce into retail. The capital will go into production, marketing and digital sales, plus “experiential drops” — limited releases tied to concerts and campaigns — it said; Bijlani called the label built on “authenticity, culture and community” and said he wants a portfolio of “billion-dollar homegrown brands”, while Odd Not Even co-founder Bhavya Shah said it was “more than clothing” and creative director Stuti Sharma described the design as “raw, bold and very human.” (EventFAQs)
Separately, entertainment site Punjabi Mania said 21 Savage recently began following Aujla on Instagram, a small social signal that kicked up cross-border chatter around Punjabi music online. The post did not cite a collaboration or any planned release. (PunjabiMania)
The interest lines up with what streaming platforms have been saying for months. In an October interview with Spotify, Aujla said Punjabi music travels because “It’s the energy and emotion,” while producer Ikky pointed to “blending traditional sounds with global influences” as a way to pull in listeners outside South Asia. (Spotify)
But merch is a fickle business: demand rises and falls with tour schedules, social feeds and the price of a hoodie. A bad read on sizing or design can leave brands stuck with inventory, while counterfeit sellers can undercut official drops in days.
Still, the Odd Not Even deal shows how promoters are trying to stitch fashion into the live-events supply chain rather than rent it show by show. The next test will be whether the partners can turn limited-run tour drops into a repeatable retail business without dulling the edge that fans pay for.
