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FROM FIRST VR EXPERIENCE TO BUSINESS LAUNCH IN 7 MONTHS
Parinitaa’s journey into VR began in Bangkok, while celebrating her daughter’s first birthday. Curious about a Zero Latency venue next to her hotel, she decided to try it—leaving her two young children with her husband for 45 minutes that would change her life.
The experience was “thrilling, exciting, and mind-boggling.” Despite never having played video games, she immediately saw the potential to bring it to India. Within weeks, she was researching the market, analyzing costs, and speaking to operators worldwide. By August 2019—just seven months later—she launched Zero Latency Mumbai.
CRACKING THE ECONOMICS OF PREMIUM VR IN MUMBAI
Opening the first 2,000 sq ft premium VR arena in one of the most competitive real estate markets and introducing a new format of entertainment in India came with it's challenges.
Key decisions included:
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Pricing for accessibility and growth – Introducing a 15-minute “entry point” experience to build trust and convert customers to 30-, 45-, and even 60-minute sessions.
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Competitive benchmarking – Comparing global price points while accounting for India’s purchasing power parity.
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Location strategy – Targeting areas with strong corporate presence, high-income residents, and high foot traffic.
The result? Mumbai’s Zero Latency venue became operationally profitable in its first month—far surpassing initial projections.
MARKETING A CONCEPT NO ONE KNEW
When Zero Latency launched in India, most consumers had never experienced free-roam VR—or even understood the term. Educating the market was as important as selling tickets.
Parinitaa’s two-phase marketing strategy:
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Launch phase – A dedicated three-month education and brand-building push (roughly 10% of initial investment), with heavy emphasis on video content showing the in-game experience.
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Ongoing phase – Maintaining momentum with targeted ads, corporate outreach, and a focus on word-of-mouth.
In India, personal contact still drives sales. 60% of bookings come through phone reservations, supported by WhatsApp marketing and quick, shareable info packs for group decision-making.
THE CUSTOMER SEGMENTS DRIVING SUCCESS
Parinitaa identifies three key customer types for premium VR in India:
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High-disposable-income players – Price is no barrier; they return often.
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Corporate and group event organizers – Seeking unique, high-energy activities.
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Special-occasion spenders – Choosing VR for birthdays, anniversaries, or milestone events.
For all groups, the appeal is not just the gameplay—it’s the international brand experience brought to their own city.
EXPANSION, DIVERSITY, AND LESSONS FROM HYDERABAD
After Mumbai’s success, Parinitaa expanded to Hyderabad under a management model with an investor. The venue matched Mumbai’s performance, proving that India’s VR market is still far from saturated.
Her advice for future operators:
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Allocate the right marketing budget – 10% of investment for launch, 12–15% of revenue ongoing (adjusted for city costs).
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Prioritize the customer experience – Strong word-of-mouth depends on delivering exceptional gameplay and service from day one.
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Adapt to local culture – In India, direct communication, relationship-building, and trust are key to conversion.
KEY TAKEAWAYS FOR FUTURE THRILLMAKERS
Thinking about launching your own VR attraction? Here’s what Parinitaa’s journey reveals:
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You don’t need a gaming background—just vision, courage, and execution.
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Enter new markets with a well-researched, locally adapted pricing strategy.
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Use shorter “sampler” experiences to win trust and drive upsells.
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Treat market education as a core part of your launch.
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Build sales channels suited to local habits—not just global trends.
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Expansion in unsaturated markets can deliver repeat success.
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Feeling inspired by Parinitaa’s story?
Join our global network of Thrillmakers. Connect with our Venue Development Team today and bring thrills to your city.
