The metaverse—once just a sci-fi fantasy—is now shaking up the way brands connect with people. Who doesn’t want to walk into a jewellery store and shop or have a chance to attend a Bollywood concert from the living room? Sometimes, yes. We all do and that’s metaverse marketing in action.
India is no stranger to digital revolutions. With over 880 million internet users, 5G rollout, and a booming tech-driven economy, we’re more connected than ever. But here’s the real question—is India truly ready for the metaverse? Sure, we have the numbers, the tech, and the curiosity, but can brands create experiences that actually stick? And more importantly, are Indian consumers ready to go all in?
This blog will give you some insights.
What is metaverse marketing?
Let’s be real—“metaverse marketing” sounds like another flashy tech term, but it’s way more than that. It’s not just about slapping a brand logo on a virtual billboard. It’s about creating fully immersive experiences where one can interact, explore, and even own digital assets in a world that feels as real as the one outside your window.
So, what does that actually look like? Picture this:
- Meta virtual reality shopping – Instead of scrolling through product images, you enter a virtual store, try on outfits, and see how they look in a 3D mirror.
- Metaverse events – No need to fly across the country for a concert or product launch. Just put on a headset, and you’re in the front row.
- Metaverse NFTs – Digital collectables that give fans exclusive access to content, rewards, or even VIP experiences with their favourite brands and celebrities.
Globally, brands are already making big moves. Nike has Nikeland in the metaverse, Gucci is selling virtual handbags for more than real ones, and Coca-Cola launched NFTs that unlock unique brand experiences.
India isn’t far behind—Tanishq’s virtual showroom, Flipkart’s “Flipverse”, and Bollywood’s digital concerts are just the beginning. Read further for these case studies.
India’s foray into the metaverse
Case study 1: Tanishq
Jewellery shopping in India is more than just a transaction—it’s an experience. From picking out the perfect wedding set to trying on intricate designs, the physical store has always been the heart of it all. But Tanishq is rewriting the rules, bringing the jewellery-buying experience into the metaverse with a fully immersive, digital-first approach.
Their latest launch, ‘Romance of Polki’, isn’t just another collection—it’s India’s first luxury jewellery showcase in the metaverse. Tanishq set up 3D display zones where customers could explore the intricate craftsmanship of Polki jewellery in a virtual space, offering a level of detail and interaction that traditional e-commerce simply can’t match.
But they didn’t stop there. To create a seamless and immersive customer journey, Tanishq introduced:
- 3D virtual jewellery try-ons via Vossle – Customers could see how different pieces looked on them in real-time, making the online shopping experience far more interactive.
- Avatar creation – Users could create personalised avatars to walk through the virtual showroom, browse collections, and even attend events.
- A metaverse conference on GatherInVR – Tanishq hosted a virtual event, bringing together industry experts, designers, and customers in a fully interactive VR setting to discuss the future of jewellery in the digital age.
By leveraging meta virtual reality, Tanishq is proving that high-value, luxury purchases don’t have to be limited to physical stores. Their metaverse-driven approach is bridging the gap between tradition and technology, offering customers a luxury experience anytime, anywhere.
Case study 2: Flipkart’s Flipverse
Shopping online is convenient, but let’s be honest—it can also feel a little… flat. You scroll, you click, you buy. But what if you could step into a virtual store, explore products in 3D, and interact with brands in real time? That’s exactly what Flipkart set out to do with Flipverse, its metaverse-powered shopping experience.
Launched as an experiment, Flipverse allowed users to enter a virtual mall, where they could:
- Browse digital storefronts of top brands like Puma, Nivea, and Noise.
- Interact with 3D product models instead of just looking at static images.
- Earn digital collectibles and rewards through gamified experiences.
Built in collaboration with eDAO (a Polygon-incubated organisation), Flipverse was a limited-time event within Flipkart’s FireDrops platform. The goal? Engage India’s next-gen shoppers who are already spending time in virtual spaces. With 5G rolling out and smartphone adoption growing, Flipkart is betting big on meta virtual reality to redefine the way Indians shop online.
While Flipverse is still in its early days, it proves one thing: e-commerce is evolving beyond screens, and Flipkart wants to be at the forefront of that shift.
Case study 3: Virtual bollywood concerts
If you think live concerts only belong in packed stadiums, Daler Mehndi would like to have a word. Back in 2022, he became the first Indian artist to host a metaverse concert, setting the stage (literally) for how music could be experienced in virtual worlds. Fans didn’t just watch him perform—they entered a digital concert space, created avatars, and grooved to his hits in a fully immersive setting.
Following in his footsteps, the Kakkar siblings—Neha, Tony, and Sonu Kakkar—took the metaverse stage with “Musically Yours by The Kakkars”. Hosted on the Partynite Metaverse platform, this event gave fans a front-row experience without ever leaving their homes. The virtual concert wasn’t just about the music—it included:
- Custom avatars for fans to interact with each other
- Exclusive digital merchandise and NFTs
- A hyper-realistic 3D stage setup
For Bollywood and India’s music industry, this is just the beginning. As metaverse events grow, we could soon see movie premieres, fan meet-ups, and even entire music festivals happening in digital worlds.
The bottom line? Entertainment is no longer bound by physical spaces, and the metaverse is opening up a whole new stage for artists and fans alike.
Virtual events and NFTs: A goldmine for marketers
The metaverse sure became a tech trend but it’s a massive playground for brands. With virtual events and NFTs, marketers have a chance to create one-of-a-kind experiences that aren’t just engaging but also highly profitable.
Virtual events: Beyond webinars and live streams
Why host a regular event when you can build an entire digital world around it? From product launches to fan meet-ups, metaverse events are changing the way brands interact with their audiences. Here’s how brands can leverage meta virtual reality to make events more immersive:
- Product launches with a 360° experience – Instead of a press conference, imagine a VR showroom where attendees can walk around, interact with products, and even test them virtually.
- Brand activations in virtual malls – Companies like Flipkart have already experimented with this. A virtual mall setup allows brands to create gamified experiences, digital giveaways, and interactive kiosks.
- Exclusive VIP experiences – Brands can offer premium access to metaverse concerts, private Q&A sessions, or behind-the-scenes interactions to strengthen consumer loyalty.
As internet speeds improve and meta virtual reality adoption grows, virtual events won’t just be an alternative to physical ones—they’ll be the go-to choice for global engagement.
NFTs & digital collectibles: The new status symbol
NFTs (non-fungible tokens) are digital art and powerful brand assets that can drive exclusivity, engagement, and even revenue. And Indian brands are already cashing in.
- Bollywood NFTs – Celebrities like Amitabh Bachchan and Salman Khan have launched their own NFT collections, offering fans access to exclusive digital memorabilia, voice recordings, and behind-the-scenes content.
- Luxury brands entering the NFT space – Just like international brands (Nike, Gucci) are selling limited-edition digital wearables, Indian designers and luxury labels could soon introduce NFT-based jewellery, fashion, and accessories.
- Gamified loyalty programs – Instead of traditional rewards, brands can issue NFTs as exclusive collectibles that unlock discounts, VIP access, or early product launches.
This concludes that the metaverse is coming—but for India, it’s still a work in progress. Move on to the next section to see why.
Is India ready for the metaverse?
India is gearing up for the Metaverse, and it’s not just hype—it’s happening. With a young, tech-savvy crowd, a booming digital economy, and businesses already diving in, the future looks pretty exciting.
A discussion hosted by Global Talent Exchange and NASSCOM Insights as part of the Technology Game Changers Series, features experts who explored the opportunities, challenges, and future of the Metaverse in India. And here’s why we think India is up for it:
- Growing market potential: The Metaverse in India is projected to be a $1.1 trillion market by 2032.
- Strong tech ecosystem: India has a thriving startup culture, and Indian Web3 startups have already raised $1.3-$1.4 billion in investment.
- Young, tech-savvy population: With a large Gen Z and millennial user base, digital adoption is accelerating.
- Enterprise adoption: Industries like healthcare, gaming, retail, and education are already experimenting with Metaverse applications.
- Government support: While crypto faces regulatory challenges, India supports Web3, blockchain, and Metaverse initiatives.
Challenges
India has significant potential to become a major player in the Metaverse, but several challenges need to be addressed before widespread adoption can happen.
- Regulatory uncertainty: Policymaking and compliance issues may slow down large-scale adoption.
- Digital divide: Rural areas lack the digital infrastructure required to access Metaverse technologies.
- Affordability issues: High costs of VR headsets and tech readiness gaps (latency, bandwidth, video quality) create barriers.
- Awareness & misconceptions: Many still associate the Metaverse only with VR headsets or confuse it with cryptocurrency.
- Execution gap: While the hype is strong, real-world implementation is lagging.
Answering the big question—is India ready?
The metaverse isn’t just some futuristic fantasy—it’s already happening, and India is getting in on the action. With brands like Tanishq, Flipkart, and Bollywood stars leading the way, it’s clear that virtual experiences are here to stay.
But let’s be real—there are still hurdles to cross. From affordability to digital accessibility, India has some catching up to do before the metaverse becomes a part of everyday life.
The short answer to the question is—almost. The long answer? With the right tech, policies, and consumer mindset, we’re heading there faster than you think.
Before it is too late, navigate metaverse marketing with confidence.
Contact TalkNLock and stay ahead of the curve!
