The best-executed events often conceal how much work went into them. The flights connect, the venue is ready, participants know where to be, the production comes together and the experience appears seamless. For one woman entrepreneur, that largely invisible coordination has been part of her professional world for close to two decades.
Muskaan Gairola is the Founder and CEO of Vesna Event Crafters Pvt. Ltd., a Gurugram-based experiential events, MICE and travel company working across corporate conferences, incentive travel, destination experiences and international group programs. Women Listed currently profiles her under Events & Experiences and Event Planning, while the company describes operations across the Indian subcontinent, the Middle East and Southeast Asia.
Yet Vesna Event Crafters did not begin with a founder entering an unfamiliar industry. Muskaan had already spent years learning how travel, institutional requirements, cultural context and event logistics come together. The more interesting entrepreneurial shift was turning that experience into a broader business—and eventually using it to create event properties rather than only execute them for other organisations.
Learning the Business Through Education Travel
Muskaan Gairola’s grounding in the industry came through Vesna Tours, the destination-management company founded in 2011 with a focus on education and business travel. She has been associated with the company since its inception and currently serves as Director, leading areas including global business development and marketing and working with universities and institutions across international markets. Her background includes Travel & Tourism Management, and Vesna Tours describes her expertise as particularly strong in education travel, academic mobility and cross-cultural programs.
Education travel is an unusually detailed operating environment. A program involving universities, faculty, students or international delegates requires more than booking rooms and transport: institutional objectives, group movement, local experiences, schedules and cultural context all have to work together. Muskaan’s years in that segment provided an operating base that later became relevant far beyond education.
Vesna Event Crafters emerged from that ecosystem as an affiliate of Vesna Tours, but with a wider brief. Founded in 2022, VEC positions itself as a boutique destination-management and events company working across educational travel, business travel, conferences, corporate retreats, incentive programs, cultural tours and experiential journeys.
Moving From Travel Logistics to MICE and Experience Design
That expansion places Vesna Event Crafters within India’s growing MICE—Meetings, Incentives, Conferences and Exhibitions—industry, where travel planning and event execution increasingly overlap. At the 2025 Meet in India Conclave, the Ministry of Tourism highlighted MICE as a significant growth sector; industry figures presented there valued the Indian market at roughly ₹4.16 lakh crore in 2024 and projected a 13% compound annual growth rate through 2030.
VEC’s model sits at that intersection. Its current portfolio ranges from business and experiential travel to international meetings and conferences, corporate offsites and retreats, incentive travel and destination programs. The company’s positioning repeatedly emphasises personalisation, venue research and the coordination of the travel and event components rather than treating each as a separate service.
The distinction is commercially important. A corporate offsite, international university roadshow or incentive program may involve transport, hotels, food, production, branding, activities and onsite management, but the client ultimately experiences one event. The value of a destination-management company therefore lies partly in making those different operational layers function as one.
Recent company activity offers a practical example. For an international corporate football event in Delhi, VEC publicly detailed an end-to-end scope covering the venue, customised jerseys, live DJ, catering, branded setup, photography, videography, trophies and medals. It is a useful illustration of how the business has moved beyond travel booking towards designing and executing the complete participant experience.
In an Events Business, Repeat Trust Matters
For service businesses of this kind, scale is only one indicator of progress. Client continuity can be equally revealing because each successful assignment creates the possibility of a larger or more complex mandate.
VEC’s published client feedback includes longstanding relationships with organisations working in international higher education. Advent Group’s Events Management Director describes Muskaan and the Vesna team as long-term partners in executing Access MBA and Access Masters events in India. The University of Technology Sydney similarly reports working with Muskaan and Vesna for more than 15 years across assignments ranging from a directors’ retreat in Dubai to group travel, while James Cook University’s South Asia representative highlights repeated business and travel support.
Those relationships connect Muskaan Gairola’s earlier education-travel expertise with the newer VEC proposition. Rather than abandoning the professional network built over years, the business has expanded around an existing capability and taken it into adjacent categories. That is a different growth path from building a completely unrelated startup: the advantage comes from knowing where current expertise can credibly stretch.
From Executing Client Events to Building an Event Property
The most interesting development in that evolution may be VEC Queen of India (Ms. & Mrs.), the national pageant platform created under Vesna Event Crafters.
Its first season was held in 2024, followed by a second edition in 2025; registrations and auditions are now underway for Season 3 in 2026. The platform runs Ms. and Mrs. categories and combines auditions, grooming, mentorship and a national finale. Its stated approach is deliberately broad, with participation not restricted by conventional pageant parameters such as height, weight or complexion.
For this woman entrepreneur, the pageant represents more than another event in VEC’s portfolio. It changes the company’s position in the value chain. A conventional event-management assignment begins with a client’s requirement; the agency designs and delivers around someone else’s objective. An owned property begins with the organiser creating the concept, audience, brand, partnerships and repeatable format itself.
Muskaan has publicly described VEC Queen of India as a platform intended to give women greater confidence, visibility and room to step into the spotlight. The 2026 edition is widening its reach through city and virtual auditions, while the New Delhi auditions in July drew participants for the upcoming national finale.
That move from service execution to intellectual property is an important entrepreneurial development. Client work can build revenue, relationships and operating expertise; an owned platform can build an asset associated more directly with the company itself.
Growing Through Adjacency Rather Than Reinvention
Seen together, Muskaan Gairola’s career follows a relatively coherent progression. Education travel developed her understanding of international groups and institutional clients. Vesna Event Crafters widened that capability into corporate events, MICE, incentives and destination experiences. VEC Queen of India then used the same event-production infrastructure to create a recurring platform owned by the business.
That continuity is particularly relevant in an industry where new opportunities can easily tempt businesses into offering everything. VEC’s expansion has generally stayed close to capabilities it already had: travel operations, venue and destination knowledge, international coordination, participant management and event execution.
The company is also increasingly presenting itself as a broader experience business. Its LinkedIn profile lists a team size of 11–50, while current hiring across marketing, collaborations, participant engagement and travel operations indicates an organisation building functions around both its client work and its owned initiatives.
Building a Business Around What People Remember
There is no founder interview here that allows us to claim a single dramatic moment when Muskaan decided to become an entrepreneur. Her public career suggests something less cinematic and perhaps more useful: entrepreneurship emerged from accumulated industry knowledge and the recognition that the same operational expertise could support a wider business.
For women entrepreneurs, that offers a different model of starting. Not every founder needs to leave one profession and begin from zero. Sometimes the stronger opportunity sits next to what she already knows—an adjacent customer, a broader use for an existing capability or a way to convert years of service experience into an asset of her own.
Muskaan Gairola’s progression from education travel to MICE and experiential events, and then to an owned national platform, reflects that kind of expansion. The business has changed in scope, but the underlying capability remains consistent: understanding how people move through an experience and coordinating the many details required to make that experience work.
In events and travel, those details may remain invisible when everything goes right. For Vesna Event Crafters, turning that invisible work into a business — and increasingly into platforms of its own — is where the founder story becomes more interesting.
