Breaking the mould
The retail landscape in India is undergoing a transformative journey, fuelled by strong population and economic growth, increasing urbanisation, liberalisation of foreign investment policies and a shift in demographics – where the younger and aspirational population is more willing to spend on discretionary items.
This creates a strong opportunity for developers, particularly in ‘Tier 2’ cities and beyond, where demand for retail, leisure, services and experiences is high and growing, but where existing provision is limited at best. This opportunity is leading to the development of a number of conventional malls in such cities, where food store anchors are supported by mass-market retail, with less valuable upper floors occupied by cinemas and food courts.
Whilst a tried-and-tested solution, such schemes risk quickly becoming redundant, as fast-changing consumer trends – influenced by increased consumer travel and use of social media - see consumers demanding more unique, targeted and experiential provision. Assets in more mature Tier 1 cities are already reacting and delivering to these evolving demands.
Below are some examples at different scales to take inspiration from:
Reimagining mixed-use developments
DLF Cyber Hub presents a compelling case study in crafting a highly successful mixed-use development within the Indian context. In terms of design, Cyber Hub prioritises open spaces, landscaped walkways, and rooftop terraces with lush greenery interwoven into the fabric of the space, not merely as an afterthought. Most commercial space is dedicated to F&B where vibrant restaurants and bars successfully draw in the residential and office crowd in the evenings.
Live music venues, art installations, and pop-up markets add layers of cultural experience. New and pop-up ventures are encouraged, ensuring a continually fresh and dynamic tenant mix. This caters to evolving consumer preferences and keeps the development at the forefront of trends, valuable for attracting leading brands. Cyber Hub also capitalises on experience driven engagement through utilising their amphitheatre for open mic nights, art exhibitions and weekly film screenings to foster resident loyalty and attract potential business partners.
DLF Cyber Hub's success lies in its intentional design, curated tenant mix, and active community engagement. By carefully balancing these elements, it has established itself as a thriving space for work, leisure, and social connection.
Schemes with specialised retail
Jio World Plaza, an on-going addition to Mumbai's luxury retail scene, presents a fascinating case study in catering to a highly discerning, affluent demographic. By meticulously crafting a bespoke experience that prioritises exclusivity, personalised service, and curated offerings, Jio World Plaza has established itself as a haven for high-end shopping and leisure. Jio World Plaza boasts flagship stores of renowned international luxury brands like Dior, Louis Vuitton, and Chanel, alongside Indian haute couture powerhouses.
This curated selection caters to a taste for the finest and most coveted fashion experiences. Dedicated concierge and valet services ensure a seamless and pampered experience which reinforces the sense of exclusivity and personalised attention. World-class spas, fitness clubs, and cultural centres like the Nita Mukesh Ambani Cultural Centre provide a holistic luxury experience beyond mere shopping. Dedicated personal shopping services and exclusive events like art exhibitions and fashion shows cater to a desire for bespoke experiences and access to limited-edition offerings. This reinforces the sense of exclusivity and caters to a clientele accustomed to personalised attention.
Jio World Plaza's success lies in its meticulous understanding of the affluent consumer's desire for exclusivity, personalised service, and curated experiences. By crafting a space that transcends mere shopping and offers a refined lifestyle destination, Jio World Plaza has established itself as a beacon of luxury in India.
Catering to niche groups
BYG Brewski (seen above) is a unique microbrewery chain in Bengaluru that blends Norse-inspired design, high-quality craft beer, and a vibrant atmosphere to create an experience far beyond your average bar. The establishment features glass-walled brewing areas, outdoor seating beside a large koi pond and rooftop options for various moods and occasions. Pool tables, live music stages, and open-air movie screenings transform BYG into a multi-faceted entertainment hub.
This extends dwell times, increases revenue streams, and encourages repeat visits. BYG Bengaluru strategically positions itself within established brewery districts, leveraging the existing foot traffic and reputation. This minimises customer acquisition costs and capitalises on established consumer interest. They are easily accessible by car, public transport, and have ample parking options. This removes logistical barriers and maximises customer convenience, crucial for repeat business. BYG partners with local artists, musicians, and food vendors, showcasing their talents and enriching the customer experience. They also regularly host events, special promotions, and have implemented a rewards programme to cultivate customer loyalty and encourage repeat visits.
BYG Brewski Bengaluru's success lies in its innovative design, strategic location, and active community engagement. By carefully crafting a compelling experience and nurturing a loyal customer base, BYG Bengaluru has established itself as a leading microbrewery and social hub in the city.
From mixed-use developments and specialised retail destinations to curated experiences and innovative designs, these commercial schemes represent the evolving face of retail and commercial provision in the country. By embracing innovation, diversity, and regional influences, these developments are not just places to shop or dine but vibrant hubs that reflect the dynamic and multifaceted nature of India's consumer culture.
Mukhriz Mustamir