From mall vibes to micro-markets, from data overload to good old-fashioned gut — this is where India’s top retail builders spill the real tea on what it takes to scale smart, not just fast
In an age of AI, algorithms, and a thousand dashboards, you’d think retail expansion would be a science. But walk into a real estate meeting with India’s top retail operators, and you’ll find something closer to a high-stakes poker game — complete with instinctive bets, emotional reads, and the occasional side of gujiya.
At PRC 2025’s Infinite Footprints session, the house was packed with COOs, BD heads, and real estate professionals who’ve built India’s most exciting retail footprints. Moderated by Sakshi Goel of CBRE, this panel didn’t hold back. They riffed on micro markets, mall misfits, mall magic, supply chains, gut calls, spreadsheets that lie, and RFID billing queues that vanish in 2 minutes.
Here’s the full download — equal parts wisdom, and wonderfully candid truth bombs.
1. Data Is Great. But Vibes Don’t Lie.
If you’re waiting for the perfect data point to tell you when to enter a market, you’re already late.
“It’s not always about data. It’s about vibe,” said Manik Dhodi (Adidas), who likes visiting markets twice — once in the morning, once in the evening — to see how they feel before making a decision.
“You can have all the AI in the world, but if the store doesn’t feel right, it won’t work,” echoed Mallikarjuna Yarabolu (Arvind Fashions).
Data gives you guardrails. But gut — sharpened by years of walking the High Street and watching consumer footfall ebb and flow — gives you the greenlight.
2. When in Doubt, Ask Around (And Then Follow Your Competitor)
One of the most honest admissions came from Manik:
“I just call other brands and ask, Tu saath chale toh hum bhi ghus jaayenge.”
When Campus Activewear saw Decathlon perform in a market, they used that as a green flag to launch their own entry — with a leaner “footwear-only” format tailored for smaller cities. Adidas followed with its own experiments in 700-900 sq. ft. formats.
Expansion is no longer one-size-fits-all. It’s part stalking your competition, part smart resizing, and part learning by doing.
3. Expansion Is a Vibe. But Not a Free-for-All.
“We’re not building for a 9-month target. Our stores need to stay relevant for 12 years,” said Manik.
“There’s pressure from above, but we don’t open bad stores to meet quotas.”
Dhruv Garg (StanMax) added:
“It’s a casino sometimes — but you can make it a calculated gamble if your strategy doc is tight.”
And clarity is key. Mallikarjuna made it beautifully simple:
“I want 20 ft frontage. 11 ft height. No trees. No bus stand. And a good vibe. That’s it.”
No paralysis by analysis. No overthinking heat maps. Just purpose-driven rollout with guardrails.
4. The Gujiya Gambit: Local Love, Loyalty & Laddoos
Dhruv Garg shared an unforgettable activation story.
“We hand-delivered 5,000 boxes of gujiya (with Bikanerwala co-branding) to our top customers. 4,300 came back to shop. That one gesture added ₹3 crore in revenue for March.”
That’s not CRM. That’s retail romance.
The footfall jump wasn’t just data — it was dopamine. And the kind of tactile, hyper-local, emotional engagement that AI will never replicate.
5. Micro-Market Madness: Follow the Cohort, Not Just the City
Kartik Shankar of Campus broke it down:
“Don’t follow the map. Follow the consumer. You’ll find an 18–25-year-old ACCA or ACCB consumer not just in Delhi NCR, but also in Gorakhpur or Madurai.”
Micro-catchments are the new megacities. Brands are no longer debating “Delhi vs. Tier 2.” They’re asking: Which part of Delhi? Which street? Which vibe?
And developers like Gaurav Jain (M3M) are taking notes:
“A brand mismatch kills potential. A ₹30 crore apartment catchment doesn’t need a ₹399 jeans brand.”
6. Speed + Proximity = Power Play
Alok Dharadhar of Nexon Omniverse revealed his rapid rollout mantra:
“From zero to 110 stores in 36 months. But earlier we made the mistake of opening just one store in a city. Now we open clusters. 18 in Bangalore. 20 in Hyderabad. That’s how you make noise.”
He also mentioned the secret weapon:
2-day supply chain to every store. If the goods don’t move fast, the growth doesn’t matter.
7. Tech That Doesn’t Annoy. RFID. 2-Min Billing. Instant Gratification.
Forget big tech talk. Alok cut to the chase:
“Our RFID-enabled POS scans 8–12 garments and bills in 2 minutes — including payment.”
Tech is no longer about “innovation for PR.” It’s about shaving minutes off queues and giving store staff more time to actually serve.
8. The Final Word: Simplicity Scales. Clarity Wins. Gut Matters.
In closing, the panel served up a masterclass in expansion philosophy:
- Mallikarjuna: “Clarity of thought. Execution. Execution. Execution.”
- Dhruv: “Go hub and spoke. Supply chain and marketing must sync.”
- Kartik: “Follow the consumer.”
- Gaurav: “Create a consortium. Create magic.”
- Manik: “It’s not just about your store. Make the whole place a destination.”
- Alok: “Open close. Deliver fast. Stay visible.”
Closing Thought
India’s retail real estate map is vast, vibrant, and very much in motion. But it’s not just about being everywhere. It’s about being there—where the consumer is, where the vibe is right, where the gujiya box lands just in time.
If you’re a retailer looking to grow, remember: it’s not about “more stores.” It’s about smart stories — and the story you build, block by block.
Tap the link in the image below to catch the full conversation with these retail mavericks. Packed with candour, quirks, and razor-sharp insights—it’s a retail rollercoaster you’ll want front-row seats for.
