Spice Lounge Food Works Limited has announced a major step in its experiential expansion strategy. Through its proprietary platform XORA World, the company will present Grammy Award-winning global DJ Black Coffee in Hyderabad on April 2, 2026. Hosted at Quake Arena, the large-format event signals the company’s growing focus on premium live entertainment as part of its broader hospitality and lifestyle ecosystem. This move strengthens Spice Lounge’s positioning beyond traditional food and beverage operations into high-impact cultural experiences.
Author : Aashiya Jain | EQmint | Market News
A Company Reinventing Its Identity
Spice Lounge Food Works Limited, formerly known as Shalimar Agencies Limited, operates as a diversified hospitality and lifestyle platform. Headquartered at Western Dallas Centre in Knowledge City, Raidurg, Hyderabad, the company is listed under CIN L151226TG1981PLC114084 and trades on BSE (539895) along with other exchanges.
Over time, the company has expanded its footprint across food, beverage, nightlife, and experiential formats. Its portfolio includes both proprietary and franchised brands such as Blaze Kebabs, Xora, Salud, Buffalo Wild Wings, and Wing Zone. While food remains central to its identity, the company has steadily evolved into a multi-dimensional lifestyle player.
The recent announcement marks a defining chapter in that transformation.
Black Coffee to Headline Hyderabad – April 2, 2026
As part of his India Tour, Black Coffee will perform in Hyderabad at Quake Arena in a specially curated 50,000 sq. ft. multi-level immersive venue format. Known globally for his deep house and electronic sound, Black Coffee has built an international reputation for delivering atmospheric and high-energy performances. His appearance in Hyderabad is expected to draw a wide audience of music enthusiasts and lifestyle consumers.
The event forms part of XORA World, Spice Lounge’s experiential and cultural events vertical. Designed to create premium live entertainment experiences, XORA World aims to build structured, scalable event formats that integrate seamlessly with the company’s hospitality offerings.
Building a Structured Experiential Pipeline
The Black Coffee concert follows another high-profile announcement: the large-scale cultural celebration marking 50 years of Maestro Ilaiyaraaja’s musical journey. By curating events across genres classical, contemporary, and global electronic the company is adopting a deliberate multi-genre strategy.
This approach demonstrates several key strengths:
- Scalable large-format event capabilities
- A structured pipeline of curated experiences
- Stronger positioning in premium metro markets
- A blend of global and cultural programming
Rather than treating events as one-off occasions, Spice Lounge is building XORA World as a repeatable consumer engagement platform. The long-term objective is clear: create a proprietary experiential vertical that complements its restaurants, nightlife venues, and hospitality assets.
Why This Strategy Matters
Traditionally restaurant-led revenue models can be seasonal and location-dependent. By expanding into curated global entertainment the company is diversifying its income streams. Event-led verticals generate non-linear revenue while amplifying brand visibility.
Global-format entertainment also enhances direct-to-consumer engagement. Large-scale events bring new audiences into the company’s ecosystem increasing cross-brand synergies across food nightlife and hospitality offerings. A concert attendee today could become a repeat visitor to one of its dining brands tomorrow.
According to Chairman and Director Mohan Babu Karjela the Black Coffee presentation reinforces continuity in the company’s experiential strategy. He emphasised that the goal is to integrate hospitality culture and premium live events into a scalable consumer ecosystem thereby creating long-term brand equity while unlocking diversified revenue opportunities.
A New Phase of Growth
The hospitality industry is rapidly evolving. Consumers today seek immersive experiences rather than standalone services. Spice Lounge Food Works appears to recognise this shift. By combining global music formats with its established hospitality infrastructure it is positioning itself at the intersection of dining culture and live entertainment.
The 50000 sq ft immersive setup at Quake Arena reflects not just ambition but operational confidence. Executing such large-scale formats requires logistical planning partnerships and brand alignment, all indicators of a company moving toward integrated lifestyle leadership.
In many ways this announcement is about more than a concert. It represents a broader strategic pivot, one where Spice Lounge Food Works aims to transform from a food-led operator into a holistic lifestyle and experiential brand.
As Hyderabad prepares to host one of global electronic music’s most recognised names the spotlight also shines on the company behind the stage, quietly reshaping how hospitality and entertainment merge in India’s urban landscape.
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Disclaimer: This article is not an investment advice and is for educational purpose only
