Malls are not merely surviving; they are flourishing, providing an emotional and sensory experience that digital platforms can’t replicate
In an era where orders are delivered before your coffee is finished brewing, and impulse buys arrive at your doorstep in mere minutes, one might wonder: Are malls losing relevance? The rise of quick commerce, with its promises of efficiency and convenience, has painted a picture where malls seem to be fading into the background. Yet, as families gather around food courts, moviegoers fill cinema lobbies, and shoppers stroll through gleaming atriums, the resounding answer is clear: Malls are not just surviving—they are thriving—because they offer something that digital platforms simply cannot replicate: an emotional, sensory-rich experience.
From Fast Clicks to Slow Moments
Dalip Sehgal, CEO of Nexus Malls, points out that while the “add-to-cart” generation is growing, people still crave real-world experiences. “In a world where convenience is being redefined every day, the enduring relevance of malls lies in their ability to offer something unique to them only—immersive, shared human experiences,” he explains. For Sehgal, malls are more than just places to shop; they are spaces to discover, explore, and connect.
Sushil Mohta, Chairman of the Merlin Group, takes this sentiment further, describing malls as “modern-day public squares”—climate-controlled sanctuaries offering respite from India’s harsh weather, yet more importantly, places for people to connect. “What makes malls truly special is their ability to foster human connections in an increasingly digital world,” he says. Malls are not just shopping destinations; they are community hubs, where teenagers create memories, families build traditions, and communities come together to celebrate life.
In a country like India, where shopping has always been a cultural activity—a family outing, a date, or a celebration—malls embody that experience. Quick commerce may deliver products, but malls deliver experiences—the joy of wandering through the aisles, the laughter of friends enjoying a meal, and the thrill of stumbling upon something unexpected.
The New 5Fs: Fun, Food, Fashion, Fitness & Films
The modern mall has evolved beyond the traditional concept of retail. It has become a multidimensional experience, offering more than just places to shop. Today’s malls are vibrant spaces of entertainment, fitness, food, and culture.
For instance, food has become a major pillar of the mall experience. Sagar J. Daryani, Founder & CEO of Wow! Momo Foods, highlights that dining at malls is no longer just about getting a quick bite. “Malls are where food transforms into an experience—from family meals post-shopping to first dates over momos,” he says. The aroma, the vibe, and the camaraderie make the food experience more special than any delivery could. Quick commerce brings speed, but malls offer soul.
And let’s not forget cinema. Even in the age of OTT platforms, movie-watching in a mall remains a unique experience. As Pramod Arora, CEO of PVR Inox, humorously puts it: “Humans are inherently social and emotional beings, and this very nature fuels the enduring need for shared physical spaces—unless, of course, humanity goes extinct and robots take over, shopping for emotions in a digital cart.” Cinemas within malls continue to serve as social infrastructure, where movie nights are not just about watching films but about sharing experiences with loved ones.
In addition, entertainment has become a key draw. Shreya Malpani, Director of the Malpani Group, observes a clear trend: “India’s experience economy is growing rapidly, and we’re seeing strong momentum across our properties.” Mall developers are capitalizing on this by creating engaging, immersive experiences—from trampoline parks to interactive art installations to fusion arcade gaming. These offerings encourage longer stays and more meaningful engagements.
The Anti-Scroll Experience
In the digital age, shopping has become a race against time—a never-ending scroll, filled with quick buys and fast checkouts. However, there’s something deeply rewarding about taking your time, wandering without a plan. Malls allow for that kind of unstructured exploration. You might enter for a pair of shoes, but leave with a new discovery, a chance encounter with an old friend, or a surprise performance that turns an ordinary visit into something memorable.
Abhishek Bansal, Director of Pacific Malls, speaks to the emotional aspect of the mall experience: “In an age where speed often trumps soul, malls remind us that shopping can still be a sensorial, social, and deeply human experience. They’re not just retail spaces—they’re stages where life plays out.”
Indeed, while quick commerce is efficient, it can never replicate the serendipity of discovering something unexpected at a mall. Malls provide spaces for the unplanned, and in doing so, they foster loyalty. As Bansal adds, “The future of retail isn’t just about quicker clicks, it’s about richer connections—and that’s where malls continue to shine.”
Retail Immersion: Creating Moments, Not Just Transactions
The success of modern malls lies not just in their ability to host stores but in how they curate experiences. As Vishak Kumar, Deputy MD & CEO, Aditya Birla Lifestyle Brands, points out, malls are the “new social centres” where people come together for shared experiences. “The pleasure of shopping together for a wedding in the family, the joy of watching a movie with friends in a theatre, the visual delights of merchandise lined up beautifully… these experiences make us more complete,” he says.
This immersion into retail is what makes malls so special. Malls are no longer just about checking off items on a shopping list; they are about creating moments—the joy of a surprise find, the excitement of discovering a new brand, and the shared experiences that build community.
Pramod Dwivedi, President of Ambuja Neotia, emphasizes this in his description of the City Centre malls, which were designed not just as shopping destinations but as community spaces. “At City Centre, we don’t just offer a place to shop—we offer a place to belong,” Dwivedi says. His emphasis on community engagement echoes the larger shift in mall design: malls today are built not only for retail, but as spaces for social interaction, relaxation, and connection.
At McDonald’s India, Amit Jatia (Chairperson, Westlife Foodworld) highlights how malls are an ideal setting for family bonding and shared moments. “In India, friends and families visit malls to spend quality time together,” he says. “We are proud to offer a place where great food, cherished moments, and lasting memories come together.” Jatia’s perspective aligns perfectly with the idea that malls are spaces for connection, offering more than just convenience—they offer a space for people to live.
The Future of Retail: A Blended Experience
As the lines between digital and physical commerce continue to blur, the future of retail lies in blended experiences—a harmonious combination of online convenience and the rich, immersive experiences only physical spaces can provide.
“We’re not just building malls; we’re curating moments,” says Dalip Sehgal. “The future of retail isn’t binary; it’s blended.” Today’s developers are not simply building spaces for shopping—they are creating experience ecosystems, from pop-up festivals to sneaker drops, from rooftop yoga to interactive installations.
Rahul Agrawal, CEO of Barbeque Nation, puts it succinctly: “While digital platforms are redefining convenience, the essence of dining out remains rooted in togetherness, indulgence, and celebration — and that’s something no algorithm can replicate.” For Agrawal, shared experiences—whether over food or leisure—are the heart of what makes malls vibrant places.
In India’s rapidly urbanizing landscape, where disposable incomes are rising and international brands are flocking to the market, malls are positioned to thrive. As Anuj Puri, Chairman & Founder of ANAROCK Property Consultants, notes, the country has seen the entry of over 60 international retail brands in just the past four years. “Malls are not just surviving—they are experiencing a renaissance,” he says. “With the rapid urbanization and rising disposable incomes, India is set to become a global hub for experiential retail.”
Conclusion: Beyond the Click
Malls today are no longer just places to shop—they are vibrant, evolving hubs of experience, where people gather to connect, create memories, and spend quality time together. While the rise of quick commerce is undeniable, for the discerning consumer, experiential retail will always hold its ground. As Shibu Philips, Director of Shopping Malls at Lulu Group India, aptly puts it: “We design our malls as all-day destinations where every family member finds something to enjoy.” Whether it’s food, entertainment, fitness, or fashion, malls have become the stage where life unfolds, and this is what ensures their relevance for years to come.
Malls today are no longer just about shopping—they are becoming vibrant ecosystems where culture, community, and commerce converge. As V Muhammad Ali, CEO of Forum Malls, Prestige Group, aptly puts it: “Real luxury is time well spent, and malls create moments where stories unfold because malls are no longer just retail spaces, but vibrant ecosystems where culture, community, and commerce meet. Shopping today also is endless scrolling and instant checkouts, but in malls you pause, explore, and connect and that is why retail is transforming to build places that don’t just meet needs—because not everything in life is meant to be delivered, and that’s where the true soul of retail lives.”
As Bijou Kurien, Chairman of the Retailers Association of India, beautifully sums up, “The social connect and sheer psychological indulgence associated with offline shopping can never be replicated by digital commerce.” The true essence of shopping lies not just in acquiring products but in the act of spending time, engaging with others, and creating memories.
