Exploring How SHURE is Strengthening India’s Production Standards with Axient Digital PSM

The appointment of Viraaj Shidhaye as SHURE’s Sales Lead for South Asia sees him leading the brand’s efforts in one of the world’s fastest-evolving live production landscapes; where global touring, broadcast, festivals, and large-format entertainment are demanding a new standard of future-ready wireless performance.

At the centre of this evolution is the SHURE Axient Digital PSM – a next-generation digital wireless in-ear monitoring system designed to deliver superior RF performance, spectral efficiency, and uncompromising audio reliability in the most demanding environments.

“The ‘Experience Economy’ is exploding” says Viraaj. “We are moving from simple gigs to massive, technology-driven productions that demand a far higher level of digital intelligence; and the rise of destination festivals and global touring circuits, especially in India, is a major catalyst. The real opportunity lies in standardisation – touring artists expect to find the same SHURE gear in Mumbai as they use in London. As India strengthens its position as a global destination for world-class productions, this demand for global parity becomes a major growth engine for SHURE, driving local production houses to upgrade their inventory to meet international benchmarks.”

He points to networked audio as the new benchmark, where every stage component is managed through a single data cable, giving engineers real-time monitoring and complete system visibility. “We focus on redundancy and remote management. As the industry transitions from simply capturing sound to capturing an environment; SHURE is providing the tools and capabilities to capture high-fidelity audio that can be placed accurately in a 360-degree soundstage.”

As RF environments become increasingly congested with 5G expansion and shrinking spectrum availability, Viraaj sees spectral efficiency as mission-critical; stating, “We are moving away from a time when you could simply find a clean frequency. Now, you have to create your own reliability. And this is where Axient Digital PSM becomes a game changer!”

Leveraging WMAS + digital transmission while packing up to 40 channels into an 8 MHz band, the Axient Digital PSM gives engineers what Viraaj calls ‘RF breathing room’, while empowering rental companies to support massive festivals with a fraction of the hardware, as he notes “Smaller racks, lower shipping costs, and the ability to fulfil high-channel-count riders in cities like Mumbai or Delhi”. Additionally, remote adjustment of mic parameters in real time is possible via ShowLink without ever needing to interrupt the artist on stage, while CueMode allows precise monitoring of up to 64 encrypted stage mixes from a single bodypack, and Spatial Diversity ensures uninterrupted high-fidelity performance even in reflection-heavy stadiums and metal-intensive venues.

Backed by innovations like the Axient Digital PSM, Viraaj’s vision for the future is clear: “We want to be the infrastructure of India’s voice. Be it a stadium tour or a high-stakes boardroom, we want Indian stories told with world-class clarity. Fundamentally, our vision is built on confidence. When an artist sees a SHURE microphone and an Axient Digital PSM bodypack, they know they are safe. That feeling of absolute reliability is what we are scaling across the country.”