Two siblings come together to form a company that will give you the true experience of being a Swiftie or having that crazy love for the Army, through merch and fanclubs
MyFandom, a venture by siblings Vivek and Jinal Ajmera, is India’s first direct artiste-to-fan ecosystem
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.”
Vivek and Jinal Ajmera
The Ajmeras decided to change that. What began with official merchandise for films and artistes soon expanded into immersive experiences and collaborations. Today, MyFandom has worked with global heavyweights like Coldplay, Dua Lipa, and Ed Sheeran, as well as Indian icons from 3 Idiots to 12th Fail, offering fans everything from limited-edition apparel to collectable memorabilia. Their goal is to build a “living” archive of fandom, one that connects people to art, emotion, and each other.
For Jinal, the mission is deeply personal. “Our mom is a huge Amitabh Bachchan fan. She would collect everything she could find about him, but there was no official, premium-quality merchandise she could use every day,” she says. “That was missing in India. We wanted to change that experience for fans like her.”
This sentiment is finding its place in history. With India’s live music scene roaring back to life — Coldplay selling out in minutes, Lollapalooza expanding, and regional acts drawing massive crowds — being a fan in Mumbai feels electric. Festivals now function as community gatherings.
“We see this not as a business, but as empowering a fandom,” Jinal explains. “When you bring fans authentic experiences, commercial success follows naturally.” Authenticity, in fact, is MyFandom’s core currency. The team collaborates directly with artistes and studios, but only after ensuring there’s a genuine fan base ready to engage. “It’s not the stature of the artiste that matters,” Vivek says. “If they desire to build their business of fandom then we’re here to make it happen.”
The company’s next frontier goes beyond T-shirts and tote bags. MyFandom is exploring fandom clubs and community experiences, both online and offline. The aim is to make Indian fandom sustainable, where fan energy translates into long-term engagement. “We want fans to own something meaningful,” Jinal adds. “Imagine keeping a piece of merchandise from a 2025
Coldplay concert and passing it down in 2040. It’s about memories you can touch.” That tangible emotion of holding a piece of your devotion defines MyFandom’s philosophy. In a time when digital fandom can feel fleeting, the Ajmeras are betting on a connection that lasts.
As the roar of concerts returns and artistes rediscover their audiences, India’s fan culture is finally catching up with its fervour. For the Ajmeras, this is only the beginning. “Fandoms aren’t about consumption,” Jinal says. “They’re about connection, and we’re here to build the bridges.”
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