Event Management is looked upon as a sunrise industry in the service sector. The word 'Event' now needs to be re-defined in view of the manifold growth of the various 'happenings' in the ‘commercial’ as well as in the 'non-commercial' world. Be it private happenings or public events, everything now is done on 'big scale'. 'Image' is the key word today. This 'image' building exercise today needs a professional manager, either an individual or an organization, depending on the size of the exercise.

Secondly, the Awesome growth of Event Management industry is due to the sudden spurt in Live Entertainment Shows (domestic and international), corporate events (product launches, dealers meet), various exhibitions, seminars, conferences, carnivals regional and national festivals.

More than 800 companies have forayed into events. Growth is therefore 30% annually. Recently, a study on Live Entertainment industry was done by Pricewaterhouse Coopers to study and evaluate the untapped opportunities in the Indian Entertainment Industry. The report unfolds the story of gradual growth in live entertainment shows and the consequential growth in the Event Management Industry. The positive side is the growing acceptance of professional event management in both public and private sector.

Event Management involves planning, creatively organizing and executing an event – a product or brand launch, an exhibition, a concert, a show or even a conference. Event Management is the most intimate form of marketing. It is a controlled activity aimed at the target audience. It is also called 'experiential marketing', or ‘niche marketing’, where the environment is controlled to suit the needs of the product or the show being showcased.

The fact is that the event management industry is approximately eight to ten years old in India and is still gaining momentum. In today's frenetic, time-chasing world, event management has actually become a viable career option. With each year passing by, an increasing number of job openings are available. As a matter of fact it offers immense scope for the youth.

An event manager is like a circus leader who has to perform many different functions. The various functions handled by event managers are organizing seminars, exhibitions, concerts, cricket matches, road shows, functions, events, etc.

An event manager has to, in the initial stages; fetch clients for the organization. The next stage delves into the conceptualization of the whole show around the theme as required by the client.

The major functions remaining relate to executing the event by creating publicity hype and also marketing the show, guaranteeing awareness among the public about the show to ensure its success. The hype can be created through the print media, TV, etc. The venue has to be booked and properly organized for the show. Other outsourcing aspects like lighting, food, stage, stalls, electric equipment, ticketing etc are to be taken care of. Performers have to be booked in case of marriages or parties according to requirements.

As events cannot be managed single-handedly, companies have structured their organizations to employ people in various departments required to organize a successful event.

It is in this light that event management has become one of the most strongly emerging careers in India today. Event management is considered to be a fascinating and thrilling profession that requires a lot of toil and energy. Industry experts see enormous job opportunities in this field.