For a first-time vendor at the multi-genre music festival Lollapalooza India at Mahalaxmi Race Course this weekend, Chef Rahul Punjabi’s excitement is palpable. His brand, Bang Bang Noodles, is finally stepping beyond its usual geography —Goregaon — to a venue that draws audiences from across Mumbai and India. For Punjabi, the festival is about more than visibility. Past large-format events have driven strong demand, direct feedback, and genuine engagement, helping sharpen the brand. “It’s not just about sales. It tells us who we are and who we resonate with,” he says.

The onboarding, he adds, has been smooth. The Lollapalooza India team has been organised, responsive, and easy to reach over the phone and WhatsApp. “Yes, there’s a lot of documentation, but that’s expected at this scale.” After initial conversations, vendors are looped into a shared Google Drive to upload menus, equipment needs, and access layouts. “Everything is in one place, which helps, even when team members change.” A site recce ahead of the event completed the process.