A Writer Of His Own Success Story In The Event Industry

An Interview with the Event Konsultant Founder, Jaeraj Surve
Jaeraj Surve
Jaeraj Surve

A Writer Of His Own Success Story In The Event Industry: An Interview with the Event Konsultant Founder, Jaeraj Surve

When they are done right, in one shot, events become more than celebrations and business. Events are inherently personal, often shaped by the unique character they embody. They have the power to craft an atmosphere that nurtures a multitude of connections and leaves enduring impressions on those who attend.

Fully aware of this reality, an event planner's mind is perpetually brimming with a plethora of ideas, ranging from orchestrating marketing campaigns to reserving venues and securing sponsors. When it comes to corporate events, no detail can be left unattended.

A brand should travel through the ingredients of an event, from the locale down to the cuisine. Despite the increasing number of players in the events industry, there remains a persistent challenge. That is, the need for a modern solution to streamline the planning and execution processes and reinforce the delivery of the brand message.

Having been part of the event management industry for the past 14 years, Jaeraj Surve has personally witnessed the challenges faced by advertising and event management agencies during various events.

Flabbergasted, Jaeraj urged himself a question, "What services will an Advertising and event Agency need to provide to deal with these challenges?"

The only answer that jumped sharply was – "to establish a complete event production house with in-house fabrication and equipment to match the rates currently enjoyed by agencies."

Jaeraj saw a gap in the market to revolutionize the current wave of the event management industry. The vision metamorphosed into The Event Consultants in November 2017.

Today, The Event Konsultants has established itself as a fully-integrated Event Production house, homing Graphic and 3D designers for complete creative support to all its clients.

The team holds expertise in building events by mixing clients' ideas with their state-of-the-art gear and unparalleled dexterity. They figure everything out from light design, audio requirements, stage, and stall design production drawings to the actual running of the event.

While many startup founders in the event industry achieve commercial success, only a select few emerge as true inspirations for others. This is precisely why Startup City magazine chose to interview Jaeraj Surve, a seasoned entrepreneur and industry veteran who has brought about a significant transformation in the traditional event industry.

Edited Excerpts…

What competitive advantage does The Event Konsultants enjoy?

The Event Konsultants is in line with the future outlook of the industry, where most agencies would prefer outsourcing their event operations work to an Event Production House that takes care of everything from planning to execution.

Our track record demonstrates that we offer a significantly more cost-effective alternative for agencies. They benefit from expedited vendor rates without the need to maintain an in-house operation team.

Our team takes care of all-inclusive operations and it's one of the factors why agencies practicing outside Mumbai associate with us. It's just the tip of the iceberg.

We are completely devoted to being an end-to-end partner and not just a vendor. Therefore, which means that we consult and advise our clients if we feel there is an inch for improvement.

And finally, we take over the "stressful work" of managing factory production and technical planning to deliver the perfect result. We host a sound client retention rate in line with the quality delivered and transparency. We sign an NDA with our clients to assure that we won't work with their brands directly.

Quite honestly, let me stick my neck out here and say that we hardly have any competitors. In an industry overflowing with event agencies and individual service providers, the concept of an Event Production House is relatively novel and not widely prevalent.

Only a select few Event Production Houses offer comprehensive design-to-execution services complete with in-house fabrication and equipment. It's this end-to-end value delivery that truly distinguishes us in the industry.

Jaeraj Surve
Nithin Nagaraj, Founder, Event U Rox

How has the company maintained its momentum?

We all know that this industry works mainly on references. Most of our work, too, has come in through client referrals and word of mouth. In such a short span, we have already created a long clientele, which indicates our advancing momentum.

The concept of an Event Production House is fresh in India. Therefore, we are still in the thought seeding phase. Once the industry warms up to the idea, there'll be even faster growth for us.

How do you keep up-to-date with industry trends?

The event industry is brimming with innovation and new technology. I need to stay updated with the newest trends. I take a regular walk across many local and international event-related social media handles.

Also, I actively search for certain hashtags to see what's new in the country and what event production houses abroad are cooking that we need to catch up on.

What is your favorite event genre to work on and why?

I love working at corporate events. It's where I see an openness to experiment with technology and innovative designs. The agencies are always suggesting new ideas to the brands to stand out from the competition.

Also, compared to other types of events, attendees are more aware of the entire experience of a corporate event. For example, in a concert, attendees are more focused on the artist. No attendee will ever remember the stage design or the engagement activities at such an event.

All they'll say is, "What a performance by the artist!" On the other hand, attendees of a corporate event can appreciate various facets of the event. This end-user appreciation stands as a motivation for me.

What strategies do you use for dealing with event stress?

Event stress is a part and parcel of this industry. While we can't eliminate it, there are ways to reduce it. A skilled team to identify challenges beforehand and mitigate them and well-structured backup plans to ensure that the show goes on no matter what. These are two most important strategies to restrain event stress.

Following each demanding event, I ensure the team takes some time outside the office to unwind and strengthen their bonds. This practice rejuvenates them and readies them for upcoming events.

How has been your journey as a leader?

My first job in the event industry bestowed on me a lot of experience. In every department in an event management company,I gained the expertise, courage, and confidence needed to manage complete event operations.

Post that, I headed two agencies, where I learned to understand clients' and employees' expectations in a much better way. In my total 14 years of professional stint, I learned that teaching and learning is a double-arrowed experience, i.e. you must learn from those you teach.

I have never worn my cap as a traditional boss because I don't believe in hierarchy. Even in The Event Konsultants, we are simply one operations team with different tasks delegated to us. I always ask myself, "What would I have expected from my boss?" and act accordingly.

As a leader, I don't believe in giving instructions. Instead, I believe in creating an environment where my team can grow and flourish.

The future: What's next for the company and how well-equipped are you?

The idea of an Event Production House represents a fresh and innovative approach within the event management industry. As this concept gains traction, Event Production Houses are set to become a distinct service category in the evolving landscape of event management. We take pride in being pioneers in this space, enjoying the advantage of being among the first to embrace this novel concept.

What is the best advice you would give to someone who is thinking about going into event management?

My advice is simple – "if you want to be in this field, you have to be tremendously hard-working. A lot of people enter this industry thanks to the allure of glamour, glitter, and celebrities.

What they don't see is the grit and perseverance that goes behind the creation of all that glitz. Be prepared to work for long hours and work hard. That's the only way to succeed in the event management industry."

Founder's Periscope


Following his graduation in Civil Engineering, Jaeraj ventured into the captivating realm of event management. This marked the initiation of a remarkable 14-year journey in the events industry. Jaeraj embarked on this path by immersing himself in every aspect of event management, diligently mastering its intricacies. His relentless dedication eventually culminated in the establishment of his own Event Production House, a pioneering concept in India.

Jaeraj Surve
Jaeraj Surve
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