Indian corporates are switching to hybrid formats and small-size events as an alternative to the ongoing uncertainaties rising due to global tensions.
Janice Alyosius
When the world is increasingly experiencing unpredictability like geopolitical tensions, economic headwinds or currency fluctuations, India is reconsidering its strategies towards MICE. It is no longer just about scale or spectacle, today’s corporate events are becoming smarter, smaller and strategically aligned.
From pharmaceutical leaders such as Cipla to financial powerhouses like Nuvama Group and travel enablers like TravelPlus and RezLive.com, the consensus is clear: flexibility, cost-efficiency and purpose are now non-negotiable. In this recalibrated ecosystem, corporate event leaders are stepping up with resilience, redesigning MICE as a core business function rather than just a calendar event.
Purposeful pivots
For Cipla, global disruptions have triggered both direct and indirect impacts. “We postponed several global events, prioritising the safety and security of our employees in light of ongoing geopolitical tensions,” shared Shenaz Kanorwalla, Head, Business Travel and Events, Cipla. Internal meetings too, have been restructured for cost-efficiency. “We have taken conscious steps to reduce overall spending on internal staff meets, focusing instead on more cost-effective formats and local alternatives.” Indirectly, the situation has encouraged Cipla to explore regional destinations and hybrid events. “We are now exploring alternative formats and timelines to ensure such events can be conducted effectively without compromising on impact or employee well-being,” Kanorwalla added.
Similar sentiments were echoed by Anjali Chugh, Head, MICE & Strategic Engagements, Nuvama Group. “The prolonged Russia-Ukraine conflict, unrest in the Middle East and global economic headwinds have pushed for more agile and responsive planning,” she explained. Events are being scaled down or localised and large-scale global gatherings are being reconsidered with Return On Investment (ROI) and safety at the forefront.
Currency fluctuations
The falling rupee and inflationary pressure have also reshaped destination strategies. “Due to ongoing currency fluctuations and rising costs, we have become increasingly conscious of our MICE-related spending,” said Kanorwalla. Hybrid formats now serve as a practical middle path between engagement and financial prudence.
Chugh pointed out, “Premium destinations such as Europe and the US have become less attractive,” pushing companies toward cost-effective and potential markets like Thailand, Vietnam and Sri Lanka. Indian cities such as Goa, Udaipur, Jaipur and Kochi have also risen in appeal due to their infrastructure and relative affordability.
The same trends are visible in the B2B space, noted Jaal Shah, Founder, RezLive.com and Group MD, Travel Designer Group. “Agents are increasingly searching for destinations that offer strong experiences without premium pricing,” he said. “Even within the UAE and India, there is renewed interest in tier II cities that provide solid infrastructure and better pricing than major metros.” Similarly, Nupur Chandra, Associate Vice President, Head MICE, TravelPlus, has also seen a clear shift in client mindset. “There is a visible shift from aspirational to pragmatic. What has not changed is the desire for meaningful engagement and that is where we come in,” she said.
Contingency planning
Uncertainty has shifted backup planning to a strategic imperative. “While it was not required in the current scenario, I firmly believe in always having a Business Continuity Plan (BCP) in place,” said Kanorwalla, which includes identifying and preparing secondary locations for major events.
Nuvama has gone a step further, institutionalising this approach. “We have embedded a backup location policy for all major events both domestic and international,” explained Chugh. “Contracts now often include flexibility clauses with vendors and DMCs.”
TravelPlus has lived through contingency firsthand. “When we had 300 guests at Mt. Fuji station during the Japan earthquake, our exit plan kicked in within minutes,” recalled Chandra. “Similarly, during the Bali volcanic activity, we had 600 people on-ground — all accounted for, all managed safely with zero panic.” Their most recent test was a cruise with 850 guests during India-Pakistan border tensions. “Yet, with standby logistics and split-routing in place, we ensured the show went on seamlessly and with care.” For RezLive.com, enabling quick pivots is part of their DNA. “We support agents with instant confirmations and flexible cancellation policies,” said Shah. Their platform also offers hotel bookings via mobile apps, which speeds up bookings in volatile environments.
Smart supplier strategies
With tight budgets, corporates and agents alike are renegotiating supplier terms and rethinking how events are structured. “We are in regular contact with our suppliers, including direct negotiations with hotels to secure better rates and last-minute deals,” said Shah. Their inventory is curated with group flexibility and cost control in mind, including single-click access to hotels, transfers, rail and cruises.
On the corporate side, creativity has become currency. “We have to get more creative, whether it is about reworking contracts or tweaking formats,” stressed Chandra, adding, “From full-scale galas to power-packed regional chapters, flexibility has been our greatest strength.” To this, Kanorwalla agreed, “We are also opting for hybrid formats to balance engagement with cost-efficiency.”
ROI in focus
Gone are the days of MICE as isolated event planning. It is now a vehicle for measurable business impact. “At Cipla, we ensure that every event is planned with a clear and well-defined objective aligned with our broader business goals,” said Kanorwalla. “Whether it is stakeholder engagement, team alignment, market positioning or brand visibility. We design the event strategy to maximise ROI.” Everything from venue selection to branding and content is curated for measurable outcomes and long-term value.
Chugh added that at Nuvama, “ROI is measured through a blend of KPIs, participant satisfaction, business conversions, brand recall and cost-per-engagement.” They use historical data to fine-tune future formats and ensure stakeholder alignment.
For TravelPlus as well, Chandra agreed “MICE is more than an event, it is a business intervention.” He affirmed, “Every gathering is an opportunity to build culture, drive performance and
reinforce brand ethos.” Their approach layers sustainability, data-led design and business KPIs into every engagement.
Shah summed up the role of platforms like RezLive.com succinctly, “Our goal is to empower agents with choice, flexibility and control, along with delivering strong ROI, enhance stakeholder satisfaction and align with their brand’s objectives and vision.”
As businesses navigate turbulence, the MICE sector is no longer about who can go big, it is about who can go smart. Whether it is Cipla postponing global leadership meets, Nuvama shifting to domestic options, TravelPlus executing split-routing mid-crisis or RezLive.com powering last-minute agent agility, each stakeholder is contributing to a more resilient, responsible and results-driven MICE ecosystem.
As Kanorwalla rightly said, “When the purpose of an event is clear, the impact is magnified.” In this new world of MICE, clarity, contingency and creativity are no longer optional; they are essential. In today’s unpredictable world, the true measure of a successful corporate event is no longer its size, budget or destination but its purpose, agility and impact.
As companies rethink how they gather, the question is not just where to go or how much to spend but why the event matters at all.
When every meeting becomes a strategic intervention and every itinerary is backed by contingency, it forces us to ask — Are we planning for presence or for purpose? The future of MICE belongs to those who can answer that with clarity. At this time event planners need to smartly use the technology and resources available at their disposal.
“We postponed several global events, prioritising the safety and security of our employees.”
Shenaz Kanorwalla, Head, Business Travel & Events, Cipla
“Global economic headwinds have pushed for more agile and responsive planning.”
Anjali Chugh Head, MICE & Strategic Engagements, Nuvama Group
“Within the UAE and India, there is renewed interest in tier II cities providing solid infra and better pricing.”
Jaal Shah, Founder, RezLive.com and Group MD, Travel Designer Group
“What has not changed is the desire for meaningful engagement and that is where we come in.”
Nupur Chandra, Associate Vice President, Head MICE, TravelPlus
As companies rethink how they gather, the question is not just where to go or how much to spend but why the event matters at all
Navigation Strategies
Cipla
Opted for hybrid formats, regional destinations and ROI-focused planning with backup strategies in place.
Nuvama Group
Shifted to Southeast Asian and domestic venues, embedded backup policies, events aligned with business KPIs.
RezLive.com
Offers instant bookings, flexible cancellations, mobile access and renegotiated supplier terms to support agile planning.
TravelPlus
Delivered seamless crisis management, restructured formats for cost-efficiency, positioned events as business interventions.
