India’s retail revival is being led by Gen Z, who view fashion not just as clothing, but as a statement of identity, mood, and community. Brands like OWND! by ABFRL, The Souled Store, and Urbanic are tapping into this sentiment with collections that blend streetwear, fandom, and self-expression. Store formats are evolving too: AR mirrors, selfie zones, curated playlists, and influencer-led styling corners are turning retail into immersive experiences.
Sangeeta Tanwani, Chief Executive Officer of Pantaloons and OWND! captures this shift, “Gen Z is not just buying fashion, they are buying into a lifestyle, a vibe, a tribe. OWND! is built to reflect that energy, both online and offline.”
Malls are responding by leasing to youth-first brands and hosting creator meetups, sneaker drops, and pop-up events. For Gen Z, shopping is no longer transactional—it’s theatrical, social, and deeply personal. This shift is redefining how developers design retail spaces, with experience zones now as critical as anchor tenants.
Global Brands, Local Streets: The International Invasion
There’s a quiet shift happening in India’s malls—and it’s wearing a global label. International brands aren’t just dipping their toes into the market anymore; they’re setting up flagship stores, hosting launch parties, and tailoring collections for Indian shoppers who know exactly what they want. Walk through Phoenix Mall of Asia in Bengaluru and you’ll spot Victoria’s Secret and Armani Exchange sitting comfortably alongside homegrown favourites. Over at Jio World Drive in Mumbai, Pottery Barn’s plush interiors and Pret A Manger’s sleek café counters feel like a slice of London, reimagined for Bandra’s brunch crowd.
But this isn’t copy-paste retail. UNIQLO’s clean silhouettes are finding fans in young professionals, Bath & Body Works is building fragrance rituals for Indian homes, and Sephora’s beauty playgrounds are buzzing with creators and college students alike. Malls are curating these entries with care, immersive store formats, regional campaigns, and influencer tie-ups that speak the local language, literally and culturally.
For developers, this global wave isn’t just about leasing premium space, it’s about building cultural relevance. The new retail real estate isn’t transactional. It’s experiential, emotional, and deeply tuned to the rhythms of a changing India.
Mall as Lifestyle Hub: Beyond Shopping
Step into any of India’s new-age malls, and you’ll notice something different. It’s not just about shopping anymore, it’s about how people spend their time, connect with others, and express themselves. Malls are being reimagined as lifestyle hubs, where fashion meets food, culture blends with community, and every corner tells a story.
Take Bhartiya Mall of Bengaluru, for instance. In just six months, it’s rolled out over 16 brand launches, but the buzz isn’t just about retail, it’s about the vibe. Think art installations in atriums, live music echoing through food courts, and wellness pop-ups that feel more like retreats than promotions. Over in Delhi, Select CITYWALK has become a weekend ritual for many, with beauty bars, styling lounges, and creator meetups turning casual visits into curated experiences.
Tier-2 Cities Rise: Aspirational Retail in Lucknow, Surat, Kochi
Walk into Lulu Mall in Lucknow on a weekend, and you’ll see it, families browsing Zara’s latest drop, teens queuing at H&M, and fitness enthusiasts testing gear at Decathlon. It’s a scene that would’ve felt metro-exclusive a few years ago, but not anymore. Tier-2 cities like Lucknow, Surat, and Kochi are rewriting the retail playbook, not by catching up but by setting their own pace.
In Surat, VR Mall is buzzing with brands like Superdry, Ritu Kumar, and The Souled Store, each tailoring collection to local tastes while keeping global aesthetics intact. The aspirational middle class here isn’t just spending more, they are shopping smarter, following influencers, and demanding immersive experiences. Developers are responding with vernacular branding, regional fashion edits, and curated events that feel personal, not promotional.
For retailers, these cities aren’t test beds, they are thriving markets. The consumer is digitally fluent, brand-conscious, and hungry for lifestyle-led retail. It’s not just a shift in geography, it’s a shift in mindset. And it’s turning Tier-2 into the new frontier for retail real estate.
The New Metrics: Footfall, Conversion, and Digital Integration
In today’s malls, it’s not just about how many people walk in, it’s about what they do once they’re inside. Developers and brands are no longer relying on old-school footfall counts. They’re watching how shoppers move, where they pause, what they click, and even what they post. Heat maps show which corners spark curiosity, dwell-time trackers reveal which zones hold attention, and social media buzz often tells you more than a sales report.
Smart kiosks and loyalty apps are becoming part of the everyday retail experience. BNPL options and influencer-led campaigns are nudging shoppers from “just browsing” to “just bought.” Even the way stores are laid out is changing, offline shelves now mirror online wish lists, and digital carts sync with in-store offers.
For mall developers, this shift is personal. It’s no longer about filling square footage, it’s about crafting journeys that feel intuitive, emotional, and frictionless. Gen Z expects seamlessness, speed, and a sense of belonging. And that means retail real estate has to think like a storyteller, not just a landlord. Because in this new world, every click, every glance, every share is part of the narrative.
