Wave Of Premiumization In Indian Retail Sector

As digital-first premium brands transition to offline formats, they are increasingly choosing Grade-A malls or prominent high streets to establish physical footprints. The rise of Superior Grade malls reflects a clear pivot from just scale to quality and experience. Owing to limited space availability in superior grade malls, many brands choose to locate their stores in prominent highstreets across the top 8 cities over the last few years. 

 Today’s consumers are seeking curated, design-led environments where the brand experience is as important as the product itself. Categories like beauty, wellness, F&B, and athleisure—known for high engagement and trading density—are shaping this next phase of retail.

The response from developers and brands shows a deep shift in strategy: toward sophisticated, digitally integrated, and future-ready retail formats that truly resonate with the country’s aspirational consumers.”