Non-Obvious Experiences
For the past decade, Non-Obvious Company has teamed up with SXSW to turn the festival into a family reunion for curious people. Across Featured Sessions, non-obvious gatherings and even our newly launched Non-Obvious House - SXSW is our favorite event of the year.
Rohit Bhargava is a 12-time Featured Speaker at SXSW with appearances at the inaugural events for SXSW Sydney and SXSW London too!
Considering SXSW 2027?
Featured Speaker and long-time SXSW attendee Rohit Bhargava shares his best tips on how to navigate SXSW: how to register for sessions, get into the best talks, where to go for free, how to RSVP for the best parties, the can’t-miss events, how to meet celebrities and speakers, and lots more.
From The Archive
More than a decade of SXSW keynotes and interviews, from the first featured session to the latest.
2026 Appearances
Every event we participated in from the full SXSW 2026 schedule, March 12 through 16 in Austin.
| Thursday, March 12 | |||
| 7:00 PM onwards | Non-Obvious Pajama Party | By Invitation Only | Private Location |
| Friday, March 13 | |||
| 10:30 AM - 12:00 PM | ASAN South Asian Advantage - Startup/Founder Panel | The Paseo | 80 Rainey St (48th Floor) |
| 2:30 PM - 3:30 PM | Rohit Bhargava: Featured Session | Hilton Austin Downtown - Salon H-K | 500 East Fourth Street |
| 3:45 PM - 4:00 PM | Book Signing - Non-Obvious Thinking | SXSW Bookstore - Hilton | 500 East Fourth Street |
| 5:30 PM - 6:30 PM | The OFFICIAL Non-Obvious 7 Minute Meetup | Innovation Clubhouse (Brazos Hall) | 204 E 4th St |
| 9:00 PM - 11:30 PM | Soundvilla South Asian Music Showcase | Flamingo Cantina | 515 E 6th St |
| Saturday, March 14 | |||
| 9:00 AM - 9:30 AM | Red Thread X House Book Signing | LINE Hotel - Level 6 | 111 E Cesar Chavez St |
| 11:30 AM - 2:30 PM | Non-Obvious VIP Lunch | By Invitation Only | Private Location |
| 2:30 PM - 3:30 PM | Monica Nassif: I Bottled My Mother: The Mrs. Meyer’s Story | Hilton Austin Downtown - Salon A | 500 East Fourth Street |
| 2:45 PM - 4:15 PM | Unboxing The Future: Live Talk Show | SPEAKEASY - German Haus | 412 Congress Ave |
| 11:00 PM onwards | Pete’s Dueling Piano Bar - Brazil Party | Pete’s Dueling Piano Bar | 421 E 6th St |
| Sunday, March 15 | |||
| 11:00 AM - 12:00 PM | Foresight Improv Session | Casa Minas - Brasil House | 88 Rainey St |
| 12:00 PM - 1:00 PM | Non-Obvious 7 Minute Book Giveaway | Innovation Clubhouse (Brazos Hall) | 204 E 4th St |
| 2:30 PM - 3:30 PM | Superhuman Panel - Rohit: The Taste Economy | Antone’s Nightclub | 305 E 5th St |
| 5:00 PM | Red Thread X House - 7 Minute Meetup | LINE Hotel - Level 6 | 111 E Cesar Chavez St |
| 7:00 PM onwards | South Asian Afterparty Meetup | JW Marriott - Edge Rooftop Bar | 110 E 2nd St |
| Monday, March 16 | |||
| 8:30 AM - 9:30 AM | Non-Obvious House: Non-Obvious Female Founders Meetup | LINE Hotel - Level 6 | 111 E Cesar Chavez St |
| 12:30 PM - 1:30 PM | Non-Obvious House: Non-Obvious Futurist Lunch (with TCS Consulting) | LINE Hotel - Level 6 | 111 E Cesar Chavez St |
| 2:30 PM - 3:30 PM | Non-Obvious House: Agentic AI Panel (Featuring Cognitive Kin Book Launch) | LINE Hotel - Level 6 | 111 E Cesar Chavez St |
| 4:00 PM - 5:00 PM | Non-Obvious Show Podcast Interview - Kevin Plank (Under Armour) | Hilton Salon C | 500 East Fourth Street |
| 6:00 PM - 7:30 PM | Non-Obvious House: Event Planner Happy Hour (w/ Club Ichi) | LINE Hotel - Level 6 | 111 E Cesar Chavez St |
| 9:00 PM onwards | Non-Obvious House Afterparty | LINE Hotel - Level 6 | 111 E Cesar Chavez St |
As Featured In SXSWorld Magazine
SXSW’s own magazine profiled Rohit and the story behind the Non-Obvious approach to spotting what others miss.
Coming To The Next SXSW?
Join the VIP list to hear about everything we are planning for the next SXSW first.
Beyond The Festival
The keynotes, meetups and giveaways we run at SXSW all travel. Invite Rohit to speak at your event, then pick the experience that fits.
Learn More & Check Availability
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