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Digital entertainment and technology company JetSynthesys on April 30 announced the launch JetAlive, a vertical focussed on creating the next generation of “phygital” (physical plus digital) live experiences.

With JetAlive, JetSynthesys is looking to capitalise on India's rapidly growing live entertainment market.

"At JetSynthesys, we have always focused on being where culture, community, and technology intersect. JetAlive is a natural extension of that vision—giving today’s audiences new ways to engage, express and connect," JetSynthesys founder Rajan Navani said in a statement.

JetAlive will curate a diverse slate of immersive, live-first experiences that include cultural festivals and edutainment platforms to tech-driven showcases and flagship gatherings, the company said.

It will also focus on developing original IPs, designed to offer thematic experiences that go beyond entertainment to build communities and subcultures

The vertical will be headed by industry veteran Kumar Razdan, who has over two decades of experience, including stints at BookMyShow and Nesco, where he was involved in building some of the country's largest live experience platforms.

"In an era where experiences matter more than ever, JetAlive will bring our digital leadership into the physical realm through bold, interactive formats that resonate with GenZ’s spirit" Navani said.

JetAlive's debut lineup includes Lucky Ali India Tour, K-Town, a celebration of Korean culture that blends fandom, fashion, and performance, and JetFest, an interactive festival showcase that merges gaming, tech, and lifestyle, the company said.

It intends to collaborate with loyalty programmes, ticketing platforms and integrated membership models for this initiative.

"Live experiences in India are undergoing a radical shift. Today's audiences are looking for more immersive, tech-enabled and participatory formats" Razdan said in a statement.

"With JetAlive, we aim to lead this transformation by crafting moments that blend storytelling, innovation, and real-world connections."

Founded in 2014, JetSynthesys recently secured funding from South Korean gaming giant Krafton.

The company also counts Adar Poonawalla-led Serum Institute, Pratithi Investments, a private investment arm of the Kris Gopalakrishnan Family Office, and cricket icon Sachin Tendulkar among its backers.

JetSynthesys operates a portfolio of products and services spanning gaming, digital entertainment, wellness, and livelihoods.

The digital entertainment offerings include digital distribution unit Global Music Junction, a sports destination 100MB in a joint venture with Tendulkar, sports and esports marketing agency Real Sports, educational news and knowledge app KidzByte, creator monetisation platform Fanory and short-form mobile video platform Wakau.

JetSynthesys is also the official India partner for Warner Music for all things related to music label licensing and acquisition, artiste management, event management, original content creation across music, short videos and films.

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