India, September 2026: MYFANDOM, India’s direct-to-fan platform for official artist merchandise and fan experiences, is expanding its tour merchandise business across Asia with official merchandise for global sitarist Anoushka Shankar’s upcoming Asia tour.
MYFANDOM, the merchandise company behind Coldplay’s record-breaking tour in India, has also served as a tour merchandise partner in India for Ed Sheeran, Travis Scott, Post Malone, Dua Lipa, Steven Wilson and more. MYFANDOM now aims to reach fans at the concerts across Asia with Anoushka Shankar’s Asia tour merch.
Earlier this year, during Shankar’s eight-city India tour, her global merchandise store launched online on MYFANDOM’s direct-to-fan platform www.myfandom.store – her merch collection includes an embroidered black and white T-shirt and a black tote featuring a haiku in Anoushka’s own handwriting, along with her signature. The haiku brings together the poem from Chapters albums – Forever for Now, How Dark It Is Before Dawn and We Return to Light, reflecting ideas of light, healing, strength and joy.
MYFANDOM is focused on making official artist merchandise more accessible to fans from India to the world. This expansion by bringing tour merchandise to fans across Asia, marks a step forward. Having worked with more than 100 international artists and on major concerts and music festival’s merchandise, MYFANDOM has helped build a stronger fan culture in India by creating official merchandise that connects artists with their fan communities.
“Giving fans the opportunity to own a physical piece of their fandom makes this collection particularly special. The Official Anoushka Shankar Merchandise is truly one of a kind, each piece is signed and handwritten by Anoushka herself, and the story behind the haiku adds another layer of meaning to the collection, making it something fans can connect with and cherish,” said Jinal Ajmera, Founder of MYFANDOM.
“As we grow our tour merchandise business across Asia, we want more fans to have access to official merchandise from their favourite artists and to live their fandom” added Vivek Ajmera, Founder of MYFANDOM.
With Anoushka Shankar’s Asia Tour Merchandise, MYFANDOM continues to build its presence beyond India as part of its mission to serve a billion fandoms.
About MYFANDOM
MYFANDOM is India’s biggest Direct-to-Fan ecosystem, focused on fueling fandom through premium official merchandise and immersive fan experiences. Founded by sibling duo, Jinal Ajmera and Vivek Ajmera, MYFANDOM partners with some of the world’s biggest artists, movies, entertainment brands, and pop-culture IPs, enabling fans to own meaningful pieces of their fandom. With a fan-first approach, MYFANDOM is on a mission to cultivate India’s fandom culture and build the country’s fandom economy.
