In India, being a fan has never been more rewarding than now. From Coldplay and Ed Sheeran’s record-breaking Mumbai concerts to the mushrooming of homegrown music festivals across the country, fandom has evolved far beyond screaming in stadiums and later sharing Instagram reels of the same. It’s becoming a lifestyle. Something you wear, collect, and inhabit. At the heart of this is MyFandom, a self-started venture by siblings Vivek and Jinal Ajmera, building India’s first direct-to-fan ecosystem.

Started in 2019, when Vivek was just graduating as a chartered accountant and Jinal was in the e-commerce business, MyFandom emerged from a simple observation about how Indian fans loved passionately, but had little to hold on to. “Countries with some of the biggest fandoms have always seen a positive and an equal participation from artists and fans,” says Vivek. “In India, the fan-artiste relationship was always transactional with buying tickets, watching films, and moving on. The emotional connection was missing.”