In February, the momentum of retail store expansion surged by 23 per cent to over 76 establishments, inclusive of shop-in-shops. As per data compiled by IndiaRetailing Insights, a retail intelligence unit, this spike marks the highest growth in the last three months, following December's 48 new stores and January's 62.
North India continued to dominate, outpacing other regions with 24 new stores, while the South and West regions trailed closely with 23 each. The East maintained a modest count of 1-5 new stores, albeit with a burgeoning retail scene in the North East.
Geographically, Bengaluru led with nearly 12 new stores, followed by Mumbai with nine, Delhi with eight, and Pune and Hyderabad with seven each. Brands such as Wow! Momo, Lenskart, and H&M expanded their footprint, alongside newer entrants like Honasa Consumer and Plaka by Chef Ajay Chopra.
Noteworthy expansions include Intune by Shoppers Stop adding five new stores, while Good Flippin’ Burgers and Gargi by P N Gadgil & Sons opened three each. International expansion saw Lenskart opening outlets in the Middle East, while Malabar Gold & Diamonds ventured into Australia, and Moti Mahal expanded into Europe.
Additionally, global brands made their foray into the Indian market, with Fenty Beauty by Rihanna partnering with Nykaa and French brand Kiabi collaborating with Myntra. Dockers also made a comeback to India's casual wear market.
Key industry developments included Reliance Retail's move to acquire Kiko Milano's Indian beauty business and Ikea's decision to close its Mumbai RCity Store. On the infrastructure front, Bharti Realty and Benoy announced plans for a large business district near Delhi's airport and Gurugram's first luxury mall, respectively.
In Q3, FY2024, around 150 new stores were opened by leading retailers and these numbers are expected to increase in this quarter with already 138 new stores opened in January and February.

A Reliance Retail brand, Tira unveiled its tenth Indian store at DLF Avenue, Saket, Delhi. This expansion underscores Tira's strategic vision to broaden its footprint beyond Mumbai, Hyderabad, Chennai, Bengaluru, and Pune, catering to beauty enthusiasts across diverse regions of India.

Dedicated to delivering a unique shopping venture by curating an unmatched selection of global and indigenous beauty brands, Tira addresses the evolving preferences of today's discerning consumers. The brand’s new store showcases internationally acclaimed labels such as Allies of Skin and the ever-popular K-beauty brand, Blessed Moon, alongside other esteemed names, ensuring patrons access to an extensive and exceptional range of products.

In alignment with Tira's commitment to innovation, the Delhi outlet incorporates cutting-edge technology to elevate the shopping experience. It boasts of features like the Fragrance Finder that utilises personal preferences to suggest suitable scents, ensuring a personalised match for each customer. Smart mirrors equipped with augmented reality capabilities enable shoppers to virtually try out products before making a purchase. Notably, the store also features a vending machine dispensing complimentary beauty treats and samples, enhancing the shopping journey.

The introduction of ‘Tira Signature Looks’ and dedicated gifting stations further enriches customer interactions. ‘Tira Signature Looks’ offers patrons the opportunity to receive their preferred complimentary glam look, courtesy of Tira's skilled beauty advisors. Additionally, the gifting stations, equipped with engraving machines, enable customers to personalise their purchases, creating memorable experiences.

With an impressive 5 million app downloads and coverage spanning 98 per cent of pin codes across India, Tira ensures swift deliveries to customers in over 100 cities nationwide.

India's premier luxury multi-designer fashion retailer, Aza Fashions plans to expand into the United States with its cutting-edge global shopping mobile app and convenient doorstep delivery service spanning all US states. Aza is renowned for curating the pinnacle of Indian fashion, embodying modern luxury and unparalleled service. Through its website and mobile app, Aza showcases over 1,000 brands from across India, presenting the epitome of Indian design and craftsmanship to clientele worldwide.

Based in Mumbai, Aza is an omni-channel brand that offers apparel and accessories from India's most celebrated designers, including Sabyasachi, Seema Gujral, Rohit Bal, Anamika Khanna, Tarun Tahiliani, Ritu Kumar, Masaba, Amit Aggarwal, Papa Don't Preach, Payal Singhal, Shantanu & Nikhil, etc. Aza also champions emerging talent, providing a platform for brands like Aseem Kapoor, Paulmi & Harsh, Lashkaraa, and Ariyana Couture. As a pioneering force in the organized Indian luxury fashion industry, Aza remains dedicated to delivering unmatched quality and service.

Dr. Alka Nishar, Founder & Chairperson, Aza Fashions, says, the brand is committed to showcase the exquisite craftsmanship and timeless elegance of Indian design. From intricately embroidered sarees and lehengas to chic holiday kaftans, Aza offers an extensive and exclusive collection reflecting the diverse cultural heritage of India.

Devangi Parekh, Managing Director, Aza Fashions, adds, the company’s popularity stems from its ability to cater to a wide range of preferences and occasions, whether it's weddings, festivals, or black-tie events. Its trained stylists collaborate with clients to curate and customise pieces that resonate with their individual style.

Proving an immersive shopping experience, the Aza app features convenient functionalities like image search, styling recommendations, and outfit customisation, alongside seamless customer service and hassle-free return policies. With new collections introduced daily and curated edits for special occasions like Diwali, Eid, and Raksha Bandhan, Aza's wedding store boasts a vast array of bridal lehengas, bridesmaid sarees, sherwanis, kurta sets, accessories, and fashion jewelry.

Luxury shoe brand Santoni plans to invest Rs 15 crore to expand its retail footprint in India. The burgeoning interest from cities like Mumbai and Hyderabad further substantiates their decision to expand.

The Italian label will unveil its next outlet in Mumbai this year, followed by another in either Hyderabad or Bengaluru within the next 2-3 years.

Sanjay Kataria, Managing Director, says, the burgeoning interest from cities like Mumbai and Hyderabad further substantiates their decision to expand.
The brand has achieved a steady 15 per cent Y-o-Y growth and a substantial influx of new customers, accounting for 60-70 per cent of their monthly footfall. In terms of sales, Mumbai currently contributes around 70 per cent of the brand achieves in Delhi, but Kataria anticipates Mumbai's growth to match Delhi's in the foreseeable future.

In a shift from the past fiscal year, women's wear now constitutes 30 per cent of the brand's revenue, up from 10 per cent, with men's wear making up the remaining 70 per cent. Kataria emphasises a strategic focus on women's, sneakers, and bespoke collections to bolster profitability, which currently stands at 15 per cent but aims to reach 20 per cent.

Regarding their online presence in India, the brand intends to offer product listings with prices for reference purposes only, without immediate integration with payment gateways or separate stock maintenance for online orders.

The brand aims to close the current fiscal year at Rs 7.75 crore, eyeing revenues of Rs 10 crore from the Delhi store and Rs 3 crore from the Mumbai store over the next two years.

In 2023, Myntra recorded a remarkable surge in its user base and market presence, according to a company release. With a growth rate of 100 per cent Y-o-Y over the past 18 months, Myntra welcomed approximately 75 million new app users, marking a significant expansion of its customer base. The festive season alone saw a record high of 60 million monthly active users, showcasing the platform's popularity.

Sunder Balasubramanian, Chief Marketing Officer, says, the increase in both new and loyal customers highlights Myntra’s commitment to deliver an exceptional shopping experience.

During the last quarter of the year, Myntra experienced a 70 per cent Y-o-Y surge in its direct-to-consumer (D2C) sector. Additionally, its short-form video content feature, Myntra Minis, attracted a daily viewership of 1 million, demonstrating strong engagement among users.

By December 2023, Myntra had established partnerships with over 400 international brands, including renowned names like H&M, Levis, Tommy Hilfiger, and Mango. The platform added more than 50 international brands in 2023 alone, significantly broadening its offerings and appealing to diverse consumer preferences.

Recognising the importance of omnichannel retailing, Myntra expanded its presence offline through initiatives like Myntra Studio and collaborations with brick-and-mortar retailers. These initiatives aimed to enhance personalised styling services and engage customers through multiple channels.

Myntra also witnessed substantial growth in specific product categories. The beauty segment expanded by over four times in the last three years, supported by the introduction of virtual try-on features for makeup categories. Meanwhile, the home category experienced a 50 per cent Y-o-Y growth, focusing on offering stylish and unique home products to fashion-forward customers.

In May 2023, Myntra launched FWD, an app-in-app proposition targeting Gen Z, which saw a 2.25 times Y-o-Y surge in demand. FWD provides a personalised experience and access to global trends, catering to the preferences of younger consumers.

Founded in 2007 by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena,
Myntra initially started as an online retailer of personalised gifts before transitioning to fashion and lifestyle products. Since its acquisition by Flipkart in May 2014, Myntra has evolved into a vertical fashion, beauty, and lifestyle-focused marketplace, becoming a preferred partner for international brands entering the Indian market.

Making its debut in the city, esteemed Swiss luxury watch brand Breitling opened its premier boutique in Chennai.

Situated on the upper ground floor of Phoenix Palladium Mall in Velachery, Tamil Nadu, the boutique stands as a testament to Breitling's commitment to expand its presence in India.

The Phoenix Palladium Mall is home to an array of distinguished luxury watch brands, including Horology, Ethos, Montblanc, and Omega, further enhancing its allure as a premier shopping destination.

Founded in 1884 by Swiss watchmaker and entrepreneur Léon Breitling in Saint-Imier, Breitling has remained at the pinnacle of the watchmaking industry for over a century. In 2022, Partners Group, a renowned Swiss investment and private equity firm, acquired a majority stake in the company, heralding a new chapter in Breitling's illustrious history. With a presence spanning over 23 countries, the 140-year-old brand continues to captivate watch enthusiasts worldwide.

In India, Breitling's retail footprint extends beyond Chennai, with an exclusive store in Hyderabad and a presence in leading multi-brand watch outlets such as Ethos, Horology, and Kapoor Watch.

The expansion underscores Breitling's unwavering commitment to delivering exceptional timepieces and unparalleled customer experiences across the Indian market.

Ace Turtle, a prominent technology-driven retail company in India, has announced a strategic collaboration with Myntra, a leading platform for fashion and lifestyle, to launch Dockers online. Dockers, a division of Levi Strauss & Co., is renowned for its khaki lifestyle apparel and is exclusively licensed to Ace Turtle in India.
With a commitment to quality and versatile style, Dockers has remained a leader in khaki apparel, catering to both men and women. While retaining its classic khaki style, Dockers has expanded its offerings to appeal to a broader range of shoppers, blending professionalism with personal style.
Nitin Chhabra, CEO of Ace Turtle, expressed excitement about expanding their partnership with Myntra, leveraging the platform's extensive reach and dedication to providing a superior online shopping experience. Jayanti Ganguly, VP - Business at Myntra, highlighted their commitment to offering sought-after international brands to their fashion-forward consumers and emphasized Dockers reputation for timeless style and quality.
Myntra will offer Dockers complete apparel collection, comprising over 160 SKUs, catering to diverse fashion preferences of premium Indian consumers. The collection, including signature khakis, shirts, and sweaters, will be available through a dedicated Online Brand Store on the Myntra app, providing convenience and extensive visibility through Minis, Myntra’s short video content.
The partnership signifies an opportunity for Indian consumers to access premium quality fashion apparel seamlessly, blending technology-driven operations with a deep understanding of consumer preferences.

India's e-commerce landscape is witnessing a significant shift driven by the growing importance of online shoppers from Tier II, III, and IV cities. While urban consumers were early adopters, recent data reveals a new wave of online buyers from smaller cities and towns. This trend highlights the evolving consumer behavior across the nation, presenting both challenges and opportunities for brands and retailers. The study reveals a fascinating contrast in online shopping behavior between India's metro cities and Tier II & III cities. While both segments are embracing e-commerce, their motivations and preferences differ significantly, presenting unique opportunities for businesses.
Metro vs small town consumers, a study in contrast
Metro consumers prioritize convenience, speed and access to wider variety. They are frustrated by crowded malls, limited product variety, and pushy sales staff in physical stores. Consequently, they flock to online platforms seeking instant gratification and are willing to pay a premium for express delivery. For them, limited product variety in physical stores, excessive crowds during weekends, lack of knowledge among store staff is a challenge. They prefer browsing the net for express delivery options and are willing to pay premium), focus on categories like electronics, fashion, and groceries. Their payment methods are mostly UPI gaining but concerns regarding online fraud persist among some segments.
In contrast, consumers in smaller towns and cities face a different set of challenges. Limited access to brands and products restricts their choices. Additionally, the absence of attractive offers and discounts drives them online. Interestingly, homemakers play a significant role in influencing purchase decisions even though men might handle the final transaction. Lack of awareness about e-commerce platforms, concerns regarding online fraud and product quality, limited internet connectivity are a concern for small town consumers. They prefer mobile apps for shopping, focus on categories like sports and fitness, home and kitchen, and health and wellness.
The rise of online shopping in small cities
A sharp increase in first-time online shoppers, primarily from Tier II, III, IV cities, has been observed. This segment differs from urban dwellers in terms of digital literacy, infrastructure, and socio-cultural aspects. Online shopping platforms offer a lifeline for these consumers, providing access to the latest trends and a wider variety of products often unavailable in physical stores. This trend is evident in festive season sales, with smaller cities contributing over 80 per cent sales for some major e-commerce platforms, highlighting the immense potential of these markets.
Despite geographical differences, both segments share a preference for apps over websites for online shopping. However, this trend changes for high-value purchases. Interestingly, social media plays a crucial role in influencing buying decisions across the board. Nearly 62 per cent users have tried products after seeing them on platforms like Facebook and Instagram. This trend is particularly prominent in Rier II & III cities, where social media replaces traditional media like TV and radio as the primary platform for product discovery.
While fashion remains a key driver for both segments, metro consumers focus more on electronics and groceries, while Tier II & III cities lead in sports and fitness, home & kitchen, and health & wellness categories.
The study highlights the need for e-commerce players to tailor their strategies to each segment. Building trust is crucial, especially in Tier II & III cities. Brands can leverage social media to educate and guide these new online users, fostering a sense of security. Moreover, understanding the importance of value perception beyond just price is essential. Delivering a comprehensive service package encompassing delivery, returns, and loyalty programs can significantly enhance customer satisfaction.
The moot point is Indian e-commerce landscape is rapidly evolving, and understanding the nuances of customer behavior across different regions is critical for success. By adopting a localized approach and focusing on the unique needs and aspirations of each segment, businesses can unlock the immense potential of this diverse and rapidly growing market.

Strengthening its leadership team, footwear retailer Metro Brands has appointed Roch D’Souza as the new Senior Vice President-Marketing for the company.

In his new role, D’Souza will lead the company’s marketing strategies for in-house brands Metro Shoes, Mochi, and Walkway along with UK based brand Fitflop.

D’Souza says with Metro Brands extending its reach into multiple cities and brand domains, the company is embarking on an exciting journey. Each brand under MBL's umbrella presents a unique opportunity to engage with its target demographic and cater to diverse market segments.

Alisha Rafique Malik, President, Metro Brands adds, with over two decades of experience and strong marketing skills, Roch will guide the company towards becoming the foremost contemporary Indian footwear retailer with a strong omnichannel presence nationwide.

D’Souza has over 22 years of experience in the retail and FMCG sectors. Prior to joining Metro Brands, he worked in significant leadership positions at companies like Future Group and Parle. 

Anticipating a more promising business landscape in 2024 compared to last year, Vineet Gautam, CEO, Bestseller India, says, the brand will focus on improving customers’ physical retail experiences and, formulating new strategies to re-engage consumers in brick-and-mortar stores.

Gautam adds, learning from its past mistakes, his company is actively working to rectify them. Despite the recent setbacks, the company foresees a gradual recovery of business in the next two quarters. Gautam particularly hopes for a surge in positive sentiment following the upcoming elections.

Regarding Bestseller India's priorities for the year, Gautam emphasises on a renewed focus on product improvement and refining of the consumers’ shopping experience within their stores. Digitally, the company aims to offer a wider array of fashion choices beyond discounted items.

Looking ahead to the Phygital Retail Convention 2024 (PRC) scheduled for May in Mumbai, Gautam highlights the importance of holding discussions around omnichannel retail and the integration of online and offline experiences. He emphasises on the importance of physical retail, especially in the wake of COVID-19, noting resurgence in its importance and the growing recognition among direct-to-consumer (D2C) brands of its value.