Reflecting on 5 Current Retail Trends in India

India is a unique market in many ways. Nearly half its population is below the age of 35. And in terms of mobile, India is such a highly-connected country that companies like Google look at its market as a bellwether for broader global trends.

Arjun Chawla

Associate Director at C Space

Arjun Chawla is an Associate Director at C Space Boston and self-proclaimed “hip-hop head.” Arjun began his career at Goldman Sachs and now advises brands across a range of industries, including technology, retail, fashion and automotive – on youth marketing strategy, consumer insights, emerging trends and innovation. He’s led projects for Fortune 100 clients and is the co-author of the C Space CQ™ report on the US Automotive Industry.

India is a unique market in many ways. Nearly half its population is below the age of 35. And in terms of mobile, India is such a highly-connected country that companies like Google look at its market as a bellwether for broader global trends. Here are five retail trends in India to consider in 2017 based on what I observed at street level during a recent visit.

1. Meet me at the mall…

The mall scene in India is something to marvel. From luxury brands like Cartier and Louis Vuitton, to athletic retailers like Nike and Adidas, to fast fashion like H&M, to food chains such as Starbucks and Krispy Kreme, the selection is similar to Europe and the US. But the atmosphere is what is really unique. People don’t ‘go’ to the malls in India. They arrive. And they are often chauffeured in a BMW, Mercedes, or Audi and dressed to the nines, ready to shop, eat, and be seen. Malls in India offer a seamless experience – an oasis in a country where the infrastructure is still underdeveloped, which makes getting around a challenge. With companies like Chanel testing the waters in New Delhi, any retailer looking at the Indian market should make sure to take a trip to the mall.

2. …and don’t forget the local markets!

If you want to meet consumers where they are, not everyone is going to be at the mall. Indian cities like New Delhi are steeped in culture and have many local markets, such as Hauz Khas village. These markets fuse shopping areas into beautiful historical settings. Along with neighborhood boutiques, global brands are seamlessly embedding storefronts into these areas in ways that look and feel more local.

3. Athleisure: a trend stretching across the globe.

From lifestyle-oriented sneakers to polished intersections of sportswear, streetwear, and high-fashion, athleisure is showing a strong display in New Delhi. So much so that in 2016, the Hindustan Times reported on this trend and featured athleisure collections by Indian designers.

4. Give me space, in a cool space.

Until recently, the vibe in many Indian retail stores was one of ‘pressure to buy.’ With every move you make through the store, a salesperson moves with you, eager to answer any questions and encourage a sale, not realizing the ‘refuge’ aspect that so many shoppers desire. There is a strong shift away from this to a much more ‘hands off’ approach. Retail spaces are now much more conducive to a relaxed experience.

And similarly to retailers in the US, stores are creatively providing experiences beyond the core product they’re selling. For example, the sneaker boutique Veg Nonveg is not just selling sneakers, but creating a ‘hang out’ experience with coffee, ice cream and tables to relax, play board games or use laptops. Even my 96 year old grandfather left the store commenting on the cool design!

5. No cash, no credit card, no problem.

In 1993, the New York rap group Wu-Tang Clan released a famous song called C.R.E.A.M., or ‘Cash Rules Everything Around Me.’ While hip-hop is beginning to boom in popularity in India, this particular classic doesn’t necessarily apply in terms of transactions. India is striving to become a ‘cashless economy’ and is making serious moves to make this happen.

An influx of digital payment and e-wallet apps are popping up, such as Paytm, which uses technologies similar to Venmo. While in the US, mobile payments tend to be an additional payment option, in India mobile payments are accepted in places that don’t even take credit cards!

Mobile payments are still a new territory for many big global retailers. India can provide interesting lessons to learn as mobile payments become their ‘new normal’.

You may be interested in:

Rafat Ali, CEO, Skift: Where is Travel Going Next?

Rafat Ali, CEO, Skift: Where is Travel Going Next?Subscribe to the Outside In podcast: As humans, we crave travel. It connects us to each other and the world around us. Or, as Rafat Ali, founder and CEO of Skift, a leading travel media company, puts it, “Travel as a...

C Space Hires Head of Tech

C Space Hires Head of Tech

Research Live

Global customer agency C Space has appointed Alan Zall as chief technology officer, sitting on the business’ executive leadership team. Zall was previously vice-president of North America cloud delivery at Cloud Technology Partners, which is part of Hewlett Packard. In his new role, which he started on 27th September, Zall will focus on developing in-house scalable tools to create better relationships between customers and clients.

Big Brothers Big Sisters Forges New Path with Corporate Partner

Big Brothers Big Sisters Forges New Path with Corporate Partner

massnonprofit news

What began as a corporate contribution to help Big Brothers Big Sisters of Eastern Massachusetts retain volunteer mentors during the coronavirus pandemic has blossomed into a fuller partnership that is projected to save the organization $700,000 over five years, the organization recently announced.

De-risking new launches for biotech: the customer advantage

De-risking new launches for biotech: the customer advantage

PharmaTimes

With the capital required to develop breakthrough biotech innovations, it goes without saying that when it comes time to bring these offerings to market, the stakes are high. And they are even higher among smaller biotech players, who take on an even greater amount of risk. So what does it take to create a successful product launch in biotech today? C Space Health Managing Director Corey Schwartz spoke to executives from across the biotech space to understand the barriers to successful launches, and what (customer) strategies led to their success.

Humanizing Sustainability

Humanizing Sustainability

Interview with Philipp Bolthausen, Creative Director of Baume & Mercier

Interview with Philipp Bolthausen, Creative Director at Baume & Mercier By Lidi Grimaldi and Matteo Corbellino, Express Arena Subject Matter ExpertsLet me cite Karl Lagerfeld, “Trends are the noise before defeat”. Trends are short-lived and can be extremely...

Interview with Charles Stanley, President of De Beers Forevermark

Interview with Charles Stanley, President of De Beers Forevermark By Jeanie Havens, Express Arena Subject Matter ExpertCharles Stanley’s insight into the luxury jewellery business comes from his time at some of the biggest diamond brands in the world, including Harry...

Interview with Chase Polan, Founder and CEO of Kypris Beauty

Interview with Chase Polan, Founder and CEO of Kypris Beauty By Lidi Grimaldi, Express Arena Subject Matter ExpertChase Polan is the Founder and CEO of Kypris Beauty, a beauty brand which specializes in sustainably grown botanicals, and one which has developed a very...

Generation Wealth

Generation Wealth Looking back at the ostentatious tribes of the early 2000s   By Lauren Greenfield, Director of Award Winning Ad Campaign “Like a Girl”, anthropologist and writerLAUREN GREENFIELD/INSTITUTE Xue Qiwen, 43, in her Shanghai apar​tment, decorated...

The Renaissance of “Me”

The Renaissance of “Me”  By default, we tend to look at one thing as “better than” another. It doesn’t really matter what it is. You can believe that “more is better than less”. Or “less is better than more.” It’s that one is “better than” the other. Coke is...