Nightlife blooms into an or­gan­ised sec­tor

Deccan Chronicle - - MARKET - PAWAN BALI | DC NEW DELHI, DEC. 23

“Where’s the party tonight?” may be a pop­u­lar song from the Bol­ly­wood movie Kabhi Alvida Na Kehna. But for Saarthak Gupta, founder of my­pur­ple­mar­tini.com this seemed like a bright busi­ness idea.

In 2008, he set up my­pur­ple­mar­tini.com as a nightlife por­tal, which gave peo­ple in­for­ma­tion about the hottest par­ties in their re­spec­tive cities.

“When I came back from the UK in 2008, I found that the nightlife sce­nario was un­or­gan­ised in In­dia. In the UK, there is an es­tab­lished nightlife cul­ture. Bet­ting on the fu­ture of In­dian nightlife cul­ture, the con­cept of a night­ife por­tal came to life,” said Mr Gupta.

The in­creas­ing pros­per­ity of peo­ple in cities prompted a cul­ture of nightlife in the coun­try, which has been ably tapped by my­pur­ple­mar­tini.com. The por­tal tries to con­nect the clubs and night life event or­gan­is­ers with this grow­ing class of party go­ers.

Mr Gupta, who is an avid party goer, took loans from the banks to start the project.

Ini­tially, there were con­cerns on whether peo­ple were open to such ideas or would ac­cept it in the In­dian party cir­cuit. But Mr Gupta, who has bach­e­lors in hu­man re­source man­age­ment from Univer­sity of Leeds, United King­dom found that the idea clicked with the par­ty­go­ers and was a ma­jor hit among them.

“We found that the clubown­ers ac­cepted the idea with open arms and so did the par­ty­go­ers,” said Mr Gupta.

He claims that my­pur­ple­mar­tini.com be­came prof­itable in the first year of its op­er­a­tions it­self. "We are in­vest­ing the earned money back into the com­pany,” says Mr Gupta.

Go­ing fur­ther, there are plans to launch a mo­bile ap­pli­ca­tion con­sid­er­ing the web­site has al­ready crossed the 7-lakh sub­scriber mark.

“Most of our sub­scribers are young­sters who are in the age group of 18 to 30 years. They be­long to the earn­ing class, who are do­ing well in their pro­fes­sional ca­reers,” said Mr Gupta.

The por­tal also works as a so­cial net­work­ing site which con­nects peo­ple, who like to go to par­ties. They can share their ex­pe­ri­ence or in­for­ma­tion about par­ties they are go­ing.

The web­site also gives in­for­ma­tion about var­i­ous par­ties in cities across the coun­try. The web­site h-as lakhs of hit ev­ery month.

“Ev­ery day there are some events go­ing on in the city. Peo­ple can reg­is­ter andkeep a tab on them,” said Mr Gupta. Many Bars also ad­ver­tise about events.

The por­tal also or­gan­ised a nightlife con­ven­tion, which was held at Goa in Oc­to­ber 2013 for all peo­ple in­volved with the night-life in­dus­try. It was mainly or­gan­ised for fa­cil­i­tat­ing bet­ter net­work­ing among them.

Nightlife in­dus­try play­ers from across the coun­try met to dis­cuss var­i­ous is­sues af­fect­ing the in­dus­try. The por­tal has a ded­i­cated event man­age­ment di­vi­sion and has pro­duced, con­cep­tu­alised and ex­e­cuted events.

Saarthak Gupta, founder the com­pany

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