Spice Lounge’s XORA World Brings Grammy Winner Black Coffee to Hyderabad, Signalling Major Strategic Shift into Experiential Entertainment

Mumbai (Maharashtra) [India], March 05: Spice Lounge Food Works Limited (formerly Shalimar Agencies Limited) today announced that its experiential and cultural platform, XORA World, will host internationally acclaimed, Grammy Award-winning artist Black Coffee in Hyderabad on April 2, 2026, at Quake Arena as part of the artist's India tour. To deliver a premium live entertainment experience befitting the artist's stature, the company is curating a 50,000 sq. ft. multi-level immersive venue designed to offer an elevated, culturally resonant experience for discerning audiences. This marquee event follows the company's recent cultural celebration marking 50 years of musical excellence by Ilaiyaraaja and underscores growing momentum in the XORA World pipeline.

The Black Coffee event represents a deliberate strategic pivot for Spice Lounge Food Works as it extends beyond its core restaurant-led revenue model into adjacent experiential categories. By investing in global-format music events and large-scale immersive experiences, the company seeks to strengthen brand visibility, enhance premium consumer positioning and deepen direct-to-consumer engagement across its portfolio—Blaze Kebabs, Xora, Salud, Buffalo Wild Wings and Wing Zone. Management expects these initiatives to create meaningful cross-brand synergies across food, beverage and hospitality operations and to foster non-linear, event-led revenue streams that complement traditional outlets.

Mr. Mohan Babu Karjela, Chairman and Director, emphasized the long-term objectives behind the expansion: “We are building a structured platform to integrate hospitality and culture into a scalable consumer ecosystem. Our vision is to develop repeatable, high-impact engagement platforms that build brand equity and diversify revenue streams.” The Black Coffee booking is an early tangible expression of this vision—an attempt to translate cultural capital into commercial momentum while reinforcing Spice Lounge's evolution into a lifestyle and entertainment-focused consumer business.

Spice Lounge Food Works' market positioning and investor performance reflect confidence in its trajectory. The company has a total market capitalisation of Rs 2,199.42 crore, and its stock has delivered returns of 237.52% over the last year. With XORA World now staging internationally prominent acts and sizeable immersive productions, Spice Lounge aims to capture a broader share of premium consumer spend and establish a replicable model for future experiential offerings.

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