New Delhi, March 1 -- Indian apparel startups - the likes of Myntra, The Souled Store, and niche players - have capitalised on the cultural hype surrounding major music events this year, leading to a sharp rise in sales of artist-themed merchandise and festival fashion, several executives told Mint.

The buzz around events such as Coldplay's India tour, Ed Sheeran's concert and Diljit Dosanjh's 'Dil-Luminati' collection this year has spurred new business opportunities, shaping consumer trends and driving sales. From limited-edition band tees to streetwear collaborations, brands are leveraging music events to tap into fan-driven spending, cashing in on the cultural moment.

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