From being one of the few women holding her ground in the production trenches to becoming the driving force behind Tarashna Talent Management, Parul Mundra has carved an inspiring niche in India’s entertainment and live events ecosystem. As the CEO of Tarashna, she has reimagined how artists are represented and nurtured—especially in the independent and storytelling-driven performance space. Her journey is a story of persistence, reinvention, and purpose, marked by moments of both grit and grace.
Recently recognized in the ET Panache 35 Under 35 – Edition III, launched at the WOW Awards Asia 2025, Parul stands among the trailblazers shaping the future of the events and talent management industry. In this candid conversation, she traces her journey from early beginnings to leading one of the most dynamic talent management agencies in the country, sharing lessons that go beyond gender and into the art of leadership itself.
Q. You’ve carved a niche as a strong voice in both production and artist management. Take us back to the beginning—how did you navigate this space in the early years of your journey?
In my early years, most opportunities that came to me were in hospitality or client servicing roles that I was good at, but that felt limiting. I remember thinking, just because you look like a pretty face, you don’t have to settle there. I wanted to break that mould and step into spaces where women weren’t always visible.
That drive led me to production. I explored everything from fashion shows and marathons to weddings and corporate events until I finally found my place backstage at a live music concert. The intensity and adrenaline made me realize this was where I truly belonged.
When the pandemic put concerts on hold, my journey shifted. Artist management wasn’t planned; it came naturally. I’d always looked out for performers, making sure they were treated right. So when I met a young talent without support, I instinctively stepped in. What began as a casual moment of helping became the foundation of an entirely new chapter.
Q. The event industry has long been perceived as a male-dominated arena, especially on the production side. What were some of the stereotypes or barriers you encountered—and how did you challenge them?
Production always interested me, so I never feared stepping into a space where very few women were present. Still, stereotypes were real. People often assumed men were better suited for production — because it meant sleepless nights on-site, physically demanding setups, and the stamina to manage tough conditions. Women, on the other hand, were seen as fragile and not the “right fit.”
The bigger challenge came from vendors who weren’t used to taking instructions from a woman. In the beginning, there was hesitation, even resistance — but over time, when they saw I was the one handling it, things shifted. The same vendors who once ignored me started saying, “Ma’am is here, you better listen,” even warning others not to mess with me. That transition from doubt to respect was proof that once you show results, the foundation of production doesn’t change — whether it’s a man or a woman doing the job.
Of course, working in remote locations with no proper hygiene facilities or basic amenities was another challenge, but I adapted and leaned on my team when needed. What mattered most was that I never let these limitations hold me back from being fully present on ground.
Q. Over the years, how have you seen the representation of women shift in the event and talent management industry? Do you feel the ecosystem today is more open to female leaders and entrepreneurs—or is there still ground to cover?
There’s definitely a shift happening in the industry, but there’s still a long way to go. Earlier, female artists in genres like stand-up or independent music were often overlooked, with the assumption that men would draw bigger audiences. Social media and independent labels are helping change that, giving women more visibility and control over their careers — something I’m very conscious of while supporting the artists at Tarashna.
I also see more women stepping into production and entrepreneurship, which is encouraging. At the same time, carving space for something new comes with its own challenges. Standing your ground and advocating for your artists can sometimes unsettle those accustomed to longstanding ways of doing things. Opportunities like prime festival slots or highlights often follow traditional networks, and creating a new path can feel intimidating for both newcomers and veterans.
But with persistence and by consistently demonstrating the value of our work, we’re gradually reshaping perceptions — proving that dedication and talent, not gender or tradition, define the spotlight.
Q. Having worked closely with artists, crews, and clients alike, what would you say is the most underrated skill in artist management that every aspiring professional must cultivate?
While networking and negotiation are important, the most underrated skill in artist management is knowing how to turn every opportunity into multiple possibilities. It’s not just about being in the right room — it’s about making the room work for your artist.
This means truly understanding your artist — their creative process, strengths, and needs — so you can present them in ways that fit different opportunities. It’s also about thinking creatively and beyond traditional pitching methods: exploring cross-collaborations, new IPs, or unconventional formats to generate business and visibility, even for niche talent. Every interaction can become a chance to open doors in multiple directions.
At its core, artist management is about strategic, creative thinking and seeing potential in every situation, ensuring the artist’s talent is showcased in the most meaningful and impactful ways.
Q. With the rise of content-driven events and creator-led lineups, how do you see the very definition of ‘talent’ evolving—and where does Tarashna fit into this changing landscape?
With the rise of content-driven events and creator-led lineups, the definition of talent is expanding beyond traditional performance metrics. Today, it’s about versatility, storytelling, and the ability to engage audiences across multiple formats.
Tarashna fits naturally into this evolving landscape. We work with storytellers and content creators in spaces where storytelling as a performance art is relatively new. These creators have developed their own IPs and shows, performing pan-India and internationally across corporate events, weddings, and multiple show formats. This highlights how creators today are not just performers but innovators shaping their own platforms.
At Tarashna, our focus has always been on discovering hidden gems, nurturing unconventional talent, and enabling them to thrive across multiple verticals — whether shows, brands, or content-driven initiatives — redefining what talent means in today’s landscape.
From challenging stereotypes to redefining the way talent is discovered and nurtured, Parul Mundra stands as a testament to how passion paired with purpose can reshape an entire industry. Her story isn’t just about building a company; it’s about building a culture — one that values authenticity, inclusivity, and creative courage.
As Tarashna continues to script new chapters in the world of talent and storytelling, Parul’s journey reminds us that leadership isn’t about following a formula — it’s about writing your own.
