Indian theatre company Aadyam has named Paytm and Insider.in as its ticketing partners for the upcoming season, with tickets live on both platforms.

The company, owned by India’s multinational conglomerate Aditya Birla Group, teamed up with the Indian e-commerce payment and digital wallet firm and ticketing company Insider.in, which Paytm owns, to “reach a newer network of people.”

Aadyam, which launched in 2015 across Mumbai and Delhi, said on its website that it aims to assist the “burgeoning theatre scene in India by providing a platform where theatre groups could focus on their creative pursuits while leaving production-related disquiet in the trusted hands of this initiative.”

The two companies provide ticketing for movies, live events, and curated experiences. Fans can find tickets for music concerts and festivals, comedy performances, sports including the IPL and international cricket, and discover new things to do with food festivals, flea markets workshops, treks and camping on the sites.

Brian Tellis, founder and group chief executive at Fountainhead MKTG, which manages Aadyam, said: “This being Aadyam’s fifth year, we wanted to reach out as many consumers as possible. Through our association with Paytm and Insider.in, we expect to reach a newer network of people who are avid followers of art, culture, and theatre, as is the focus of this platform.”

Shreyas Srinivasan, chief executive of Insider.in said: “Aadyam’s initiatives and productions have changed where theatre in India is today. We’re excited to collaborate with them and begin this new partnership.”

In July, Paytm, which also owns TicketNew, called for all ticket-buyers in India to use online payment methods when making their purchases.

It has teamed up with Indian Super League (ISL) football club FC Goa and the Premier Badminton League (PBL).

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