Toomak Toomak

Origin Story

Toomak Toomak emerged from a lifelong passion for music and performance. Growing up, music was never just a hobby—it was how I understood and expressed emotion.

The idea crystallized in 2018: create a platform where music and dance could come together to tell stories. Not as separate art forms, but as integrated expressions of the same creative impulse.

The name “Toomak Toomak” captures the rhythmic heartbeat of this vision—the sound of drums, the pulse of dance, the energy of live performance.

Business Model

Toomak Toomak operates as a creative entertainment brand with multiple revenue streams:

Content Production:

• Original music videos combining music and choreography
• Brand collaborations and sponsored content
• Event documentation and highlight reels

Live Performances:

• Corporate events and private functions
• Festival appearances
• Collaborative shows with other artists

Studio Services:

• Dance rehearsal and recording space
• Choreography services for music videos
• Artist development and training

Value Proposition:

The differentiator is integration. Most production houses treat music and dance as separate tracks. We create from the premise that they’re one art form, resulting in more cohesive, emotionally resonant content.

Growth Journey

Finding the Voice (2018-2019)

The first year was about experimentation. What style of music? What dance forms? What stories? We produced several pieces, learning what resonated with audiences and what felt authentic.

The key insight: audiences respond to cultural fusion—traditional Indian dance vocabularies meeting contemporary music production.

Building Production Capability (2019-2020)

Music video production requires infrastructure: camera equipment, editing software, studio space, collaborator networks. We invested steadily in building these capabilities in-house rather than outsourcing.

The advantage of in-house production is creative control. When every element is coordinated by the same creative vision, the result is more unified.

Navigating the Pandemic (2020-2021)

Live performances—a major revenue stream—disappeared overnight. We pivoted to virtual performances and content production with smaller crews.

This period forced us to strengthen our digital content capabilities.

Studio Expansion (2021-Present)

Opening a physical studio space was a significant milestone. It provides consistent rehearsal environment, revenue from space rental, and a hub for artist community building.

Key Achievements

Creative Output

• Multiple Music Videos: Original productions featuring integrated music and dance
• Artist Collaborations: Partnerships with regional musicians and dancers
• Brand Content: Entertainment content for corporate clients

Community Impact

• Platform for emerging dancers and musicians
• Preservation and modernization of traditional dance forms
• Bridge between classical training and contemporary entertainment

Lessons Learned

On Creative Businesses

Art and commerce aren’t opposites—they’re dance partners. Sustainable creative work requires understanding both the artistic vision and the business fundamentals.

On Building in Entertainment

Relationships are everything. Entertainment is a network industry. Every project brings new collaborators, and those relationships compound over time.

On Parallel Ventures

Running multiple ventures (SabPaisa and Toomak Toomak) requires ruthless prioritization and strong teams. The fintech work provides stability; the creative work provides fulfillment.