The new UK–India trade agreement has turned heads, especially in the luxury and automotive sectors. From tariff reductions on British cars and spirits to increased access for Indian exports, it’s a deal that could reshape how global brands activate across regions.
And that includes events.
For luxury brands expanding across Asia and the Middle East, India is firmly back in focus. Whether in automotive, hospitality or finance, the appetite for strategic experiences is growing, and events are often where those ambitions take shape. Events that once centred on Europe or the Gulf are now looking further east.
Why India, the Middle East and Africa are often planned together
India isn’t always handled in isolation. For many global brands, it’s grouped with the Middle East and Africa for practical reasons, from team structure to supplier networks.
From a delivery perspective, it makes sense. Teams based in the UAE often oversee regional rollouts spanning from Dubai to Delhi to Cape Town. Noble’s Dubai office works across this footprint, combining global standards with local insight to deliver consistently, even across very different markets.
A legacy of delivery in India
India isn’t new to us. Noble has delivered high-level incentives and brand activations across the country, from Mumbai to Jaipur, Agra to Jodhpur.
One standout moment? Hosting guests at Jodhpur’s Umaid Bhawan Palace. A private tea with the Maharaja, held in the palace’s private wing, was rare kind of experience, made possible thanks to trusted relationships and thoughtful planning.
We’ve partnered with the Taj and Oberoi hotels groups and delivered multi-stop itineraries shaped by detailed research, ensuring every experience felt locally grounded and right for the audience.
The automotive angle: a market on the move
While the trade deal opens doors for multiple industries, it’s the luxury car market that may benefit most. There’s ongoing conversation about tariff shifts that could improve access for UK-made luxury vehicles. If realised, this may create new opportunities for event-led activations in India’s high-growth cities.
That means launches, drive experiences, and high-profile events could increasingly include Indian cities and landscapes, not just as backdrops, but as strategic destinations. With a growing appetite for exclusivity and a strong luxury consumer base, India is perfectly placed for the kind of storytelling experiences these brands look for.
Other sectors seeing momentum
Luxury retail, jewellery, cosmetics, marine and engineering sectors are also watching this space. For brands looking to mark growth in the Indian market, this deal could be the tipping point that turns a sales goal into a brand event. From curated dinners to immersive product activations, India is ready to host.
What this means for Noble
As event briefs evolve, delivery needs to follow. That’s why we’re ready, not just with local partners and experience, but with a regional team that understands how to bring different markets into one connected story.
Whether your next event touches India, Africa or the Gulf, we work as an extension of your team to deliver something that feels considered and culturally aligned.
Exploring India as an event destination?
We’ve been there before, and we’re ready to go further. Noble’s Dubai team leads regional delivery with care, consistency and the kind of on-the-ground insight that makes the difference.