DesiYUP is a company specialized in nourishing and endorsing the cultural traditions such as music, art and literature, from India. In the Netherlands we organize concerts, masterclasses, in-house gatherings and corporate events. DesiYUP was founded by Mahesvari Autar in 2012.
The purpose of DesiYUP is to establish multifarious music genres that are derived from the ancient Indian music tradition, which has manifested in various forms and has evolved in today’s world music. In the Netherlands we are the music-pundit, giving talented artists a respected platform to perform and present their art. Our goal is to inspire our audience with meaningful art forms that has incorporated the essence of life. A part of our intention is to cross-connect artists with artists, artists with aspiring artists, artists with the audience, companies with artists and young professionals. We believe that music and business can be joined as one strong force to achieve higher ends.
DesiYUP is a springboard for many artists and for people who have unique ideas. We provide a solid personalized PR strategy for every artist that we host. In this we also work together with esteemed cultural and corporate companies. As of 2016 we have joined forces with music school ‘Rasique’ to inspire semi-professionals to collaborate and elevate their craft to even higher musical standards.
You are most welcome to join our DesiYUP movement and help us to spread sophisticated music. Please subscribe to our news letter, like our Facebook page, share our content and send us an email with your ideas about art. If those ideas fit with our vision, we can happily work together.
Registerd Kvk nr: 53117573
“The highest education is that which does not merely give us information but makes our life in harmony with all existence”, Rabindranath Tagore.
To maintain art institutions in society we need the support of prominent Good Will Ambassadors (GWA). They have the ability to raise awareness about meaningful music and other art forms. Our GWA firmly believe that music is the language of unity and that it goes beyond countries or cultures.
Our philanthropic Good Will Ambassador is someone who actively promotes the ideals of DesiYUP. These goodwill ambassadors help advocate the need for people to come together through meaningful music. They themselves believe in the concept of networking in a positive atmosphere with likeminded individuals to co-create new avenues in business. Young Urban Professionals regularly attend the DesiYUP events to further their business goals thanks to the promotions and networking capabilities of our goodwill ambassadors.
Lawyer at Kooijman-Autar
We are very proud to have Aniel Autar as our goodwill ambassador. He regularly attends the DesiYUP concerts and is always ready to converse during the networking session afterwards.
What Artists Are Saying
Don’t just take it from us, let other artists do the talking!
It gives me great pleasure to write about my experience working with Maheshvari and her team at DesiYUP.
She has been organizing very nice events in the Netherlands for a long time and when she approached me to organise a Classical Music concert, I was concerned whether such a young lady, living far away from India and its cultural influence, born and brought up in a foreign land, could do justice to such a “niche” event. These days finding financial help to organise Indian Classical Music concerts in India is becoming so difficult. I wondered how she could manage to get the finances and crowd for such an event in a foreign land. But all my fears and apprehensions were short lived. She is very sincere in meticulous in her work and leaves no stone unturned to pull off an event. Everything is thought over, every detail covered and every minute properly planned. No doubt she managed to pull off such a big event in June 2017 featuring Rahul Sharma, a young and dynamic young musician from India along with me.
It’s a pleasure to be a part of Maheshvari’s concert. She has been a dear friend and I love the way she is promoting Indian Music in all its genres and forms in Holland. She is young, focused and hard working and has a dedicated team to take her organization to another level. I wish her all the very best and hope that she remembers to include me in her future events too!
I have had more than a year long association with Desiyup, before we finally managed to do the concert ‘Music without Boundaries’ in 2015. I am impressed with the way DesiYUP went about organizing everything, discovering the wonderful local band that accompanied me at the concert, to the travel, accommodation, concert promotions, press -media interactions, workshops, interviews etc. Everything was thoroughly planned and very well executed. DesiYUP headed by its front woman- Mahesvari- is doing some really incredible work on getting amazing artists and music in Holland and revamping the music scene. I feel it’s actually helping audiences discover and get exposed to independent music and also helping the indie artists reach out to a wider and diverse audience. Kudos!
Since experiencing the first concert of Pt Hariprasad Chaurasia organised by DesiYUP I saw the quality and professionalism they had for organizing a musicical concert. A lot of hardwork and time goes behind the scenes to make it a success and I’ve only seen DesiYUP display such a commitment. I knew I had to be involved in projects with them and fortunately, I have been ever since. I have only seen DesiYUP grow and organize some of the best concerts in The Netherlands. I wish the DesiYUP team more success in the coming years and am looking forward to working with them in the future.
It was nice meeting you and your dedicated team in Rotterdam. I am really impressed by your hard work, your passion and your commitment to preserve and promote Indian art, culture and music in Netherlands. Indian music needs such a DesiYUP and Mahesvari in each and every part of the world, so that we can reach out to the people to spread and showcase what India is all about. I am very glad of the way you handled the whole event and I am looking forward for the long-term association with DesiYUP and I will be there for you and your team whenever necessary. Thank you very much for everything and kudos to you, your team and DesiYUP.
Darbar Festival is pleased to partner with DesiYUP, who are champions of Indian culture through great contemporary and classical events. The DesiYUP team is full of passion and determination whom we love to work with to celebrate Indian arts in Holland
DesiYUP and MaatiBaani have collaborated on several occassions and needless to say that they have made our presence felt in The Netherlands.The Holland India Festival, Full Moon Babylon and also PM Modi’s historic arrival in Holland are just a few occasions Maati Baani has performed in The Netherlands.
The biggest strength of DesiYUP is their philosophy of taking care of ‘every tiny little detail’ from the start till the end of an event.
They give equal importance to PR, Social Media, arranging artistes interview in top Radio stations and TV channels, on the ground promotions like standees and posters, making video content to promote the concert and meet and Greet parties after the event which are extremely important for an artist to be noticed.
Other than this, their hospitality regarding travel, stay, food is out of the world. We are provided with the best rehearsal spaces that could fit an entire orchestra!
DesiYUP’s geeky young team is extremely friendly and make sure that there is enough time for Soundcheck and the best snacks and beverages in the green room, right before the concert.
We really wish that all artistes get to work with a team like DesiYUP!
I am proud and greatly humbled to say that I was one of the first artists chosen by DesiYUP for a solo concert in Rotterdam and have since then watched them explode as a company. In fact I have worked on two concerts with DesiYUP, one was for a televised program and part of a documentary, and the second was my own concert. DesiYUP gives artists a voice, a platform, an opportunity to express and show ones true colour of consciousness. The team behind DesiYUP (Mahesvari Autar and co.) work tirelessly and they are 100% passionate and committed to their projects. I have never witnessed such a high level of love, dedication and determination to the arts. DesiYUP truly respects artists, it honours artists who are trying to do something different, artists who are changing the path and bringing something new to the table. In my personal example, infinite concert organizers can put on a Bollywood concert, but DesiYUP doesn’t want to do just what everyone else can do, it wants to do what no one else can do, and in my case it did that by giving me, a devotional singer, a platform to express and be. I could praise DesiYUP and the team forever – they are a much need company and I am so glad they exist! They are highly reputable, energetic, fair, and most of all, creative in their endeavors. I hope to work with them again and again and again, it would be a blessing to me!
Working with the team at DesiYUP on our first concert was a truly artistically enriching experience. Their attention to detail and focus on bringing the highest quality musical experience to diverse audiences is well executed and makes working with them an absolute pleasure. I’m so impressed and proud of the work they do with Mahesvari leading the team (which is more like a family) and being hands on with each project from conception right through to delivery. What is most special about them is that they shine a spotlight on both popular and new talent, giving opportunities to the artists of tomorrow by helping them collaborate with the artists of the today – and both grow as a result. I have known and worked with Mahesvari for the last 6 years and she has helped showcase my work to a wider audience through DesiYUP. The genuine support and passion for their work is inspiring and I look forward to working with DesiYUP again in the near future.
As a performing artist for more than 20 years, I must say it was a pleasure to work with the team DesiYUP. They take care of every minor detail in organising the events, as well as taking care of the basic needs and comforts of the artists. Very efficient, organised and passionate group of people with the enthusiasm and love for genuine Indian culture and music! I rank them in my list of top 5 organisers that I have worked over the years. Also they do as they said, which is difficult to find nowadays. Thank you DesiYUP team and looking forward to collaborate again. Best wishes and Om Shanti.
DesiYup is an important provider to the South Asian music community as it has true love, dedication and passion at its core. This means they act for the sole benefit of the audience and artists and not themselves, resulting in excellence in their work. Their goal to expand the musical landscape of the Netherlands and at the same time help up coming musicians develop is just another thing that makes them so special.
We had an absolutely lovely show in Rotterdam to a very receptive and appreciative international audience, it was a sheer pleasure working with Mahesvari Autar from DesiYUP as our professional partner and organiser for this concert.