Immersive Experiences: Why India Is Playing Catch-Up

In today’s global creative landscape, immersive experiences, from generative art installations to interactive projection mapping, are redefining how people engage with spaces and stories. Studios like TeamLab, Meow Wolf, and Infinity des Lumières have become international benchmarks, turning environments into sensory playgrounds.

• TeamLab has built entire digital museums where art physically reacts to visitor movement, engaging millions across Tokyo and Shanghai.

• Meow Wolf’s flagship installations in the U.S. now attract over a million visitors annually, creating interactive worlds that blur art, narrative, and technology .

• Infinity des Lumières in Dubai spans 2,700 m² with 130 projectors, inviting audiences into Van Gogh’s dynamic universe.

Yet in India, the world’s fifth-largest entertainment market, immersive design is still in its infancy. Consider these numbers:

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AI generated Image: ChatGPT

• The Indian immersive entertainment market was valued at USD 6.19 billion in 2024, projected to grow over 28% annually, reaching USD 26.1 billion by 2030.

• Meanwhile, a 2023 Adobe study revealed that 91% of Indian consumers expect brands to offer immersive experiences.

Despite high demand and global interest, India underdelivers, especially compared to international counterparts.

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Why India is Falling Behind to deliver Immersive Experiences

1. Low Awareness & Market Readiness

Architects, event planners, and cultural institutions largely view immersive tech as niche or expensive. Most still rely on traditional visuals rather than sensory-rich storytelling.

2. Hardware & Infrastructure Issues

Advanced AR/VR and projection systems remain costly. Even accessible platforms like Vision Pro haven’t launched here due to low returns on investment.Additionally, only about 50% of India has reliable internet a big barrier to scalable digital deployments.

3. Lack of Local Content & Talent

Most immersive tools and concepts are global, from game engines to software. Few local artists or studios blend immersive tech with Indian cultural narratives.

4. Regulatory Bottlenecks

Red tape delays installations in public spaces, especially at heritage sites. Approvals can take months, deterring innovation.

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Where India is Falling Behind

Despite challenges, there are bright spots:

• Heritage revival via immersive media is happening at sites like India Gate and Pradhanmantri Sangrahalaya. They use QR-based audio, VR holograms, and AR kiosks to deepen learning.

• Young Indian brands in retail, such as Lenskart, Nykaa, and Tanishq, are adopting AR/VR online tools, boosting engagement and sales.

• A growing number of Indian entrepreneurs (HelloAR, Atypical Advantage) are building 3D immersive experiences, signaling startup momentum.

Photo by Redd Francisco on Unsplash

The Tough Questions

• Why isn’t immersive tech prioritized in hospitality, culture, and events?

• Are we valuing ROI over emotional impact?

• Do we fear that immersive spaces could obscure India’s heritage rather than enhance it? Critics suggest that high-concept tech installations risk being “superficial eye candy”

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The Opportunity (and Challenge)

With India’s immersive market expected to quadruple, now is the time to leap forward — if we can address core issues:

• Raise awareness among designers, brand owners, architects, and cultural custodians.

• Invest in local IP: experimental studios, homegrown talent, and India-first storytelling.

• Simplify tech & deployment: modular tools for medium-budget projects.

• Streamline approvals for public and experiential installations.

This isn’t just tech — it’s the future of how stories are told, heritage is experienced, and brands are remembered. Staying behind risks letting Indian narratives be absorbed by global immersive giants, not led by them.