While much of the conversation around Indian fashion retail revolves around global trends and big-box expansions, the real action is happening at the grassroots level—deep in the heart of Bharat. The retailers shaping this landscape are not just observers; they are the foundation upon which national and international brands build their strategies. These businesses, rooted in Tier-2 and Tier-3 cities, offer invaluable insights into what customers truly want, how trends evolve on the ground, and what makes shoppers return to stores.
At India Fashion Forum (IFF) 2025, an eclectic panel of retail veterans—who live and breathe this evolving market—shared their perspectives on where the industry is headed. These are the people brands turn to when they want to understand real consumer behaviour beyond urban India. Their stores are the testing ground for new trends, pricing strategies, and customer engagement tactics. The session, moderated by retail expert & Aeris Luxury Estates Co-Founder, Sanjeev Rao, brought together the voices that drive the pulse of Bharat’s retail industry—covering everything from AI integration to fast fashion, customer experience, and inventory precision.
The panel of experts included:
- Tushar Kapoor, MD & CEO, Kapsons Fashion
- Rakesh Tiruveedhula, Director, RS Brothers & RS Jewellers
- Sunit Mishra, Director, Abacus Lifestyle Brands
- Murali Krishna Gurram, Director, GV Mall
- Vikram Bhotra, MD & CEO, Chandan Retail
- Mayank Mohan, Partner & CEO, Mohanlal Sons
- Naveen Goel, MD of Panchanan International and Goel Retail
- Anant Agarwal, Co-Founder, Image Marketing
- Ashish Rathi, Director, Shakambhari Enterprises
Bringing Customers Back to Physical Stores
Tushar Kapoor, MD & CEO, Kapsons Fashion emphasised the need to reconnect with customers through in-store experiences. He stressed that while digital engagement is crucial, brands must invest in events and customer interactions to maintain a strong market presence. “Sometimes, people forget that you exist in the market. It’s important to bring them back to the store and remind them of what you offer,” he stated.
With 2025 already showing strong consumer shifts, a resurgence of 80s and 90s fashion has been predicted. Today’s consumers are no longer focused on individual products but complete ensembles. Men and women alike are looking for an entire look and feel rather than standalone pieces, indicating that retailers who curate cohesive fashion statements will lead the market.
Expansion & Customer Retention: The Path to Growth
Rakesh Tiruveedhula, Director, RS Brothers & RS Jewellers, a seasoned retailer from the South, shared a dual approach to retail expansion— exploring new markets while ensuring strong customer retention. He emphasised that retailers must take care of existing customers to ensure repeat visits while strategically expanding into Tier 2 and Tier 3 cities to capture new opportunities.
Social Media & Direct Consumer Engagement
Avneesh Sachdev, Director, Madan Retails, highlighted the increasing importance of social media and direct consumer engagement. “Innovative marketing and direct consumer connect are essential to bringing footfall back to brick-and-mortar stores,” he said, underlining how digital influence is reshaping traditional retail strategies.
The Rise of Affordable & Fast Fashion
Sunit Mishra, Director, Abacus Lifestyle Brands addressed the shifting consumer mindset post-pandemic. He noted that affordability and experimentation are now major drivers of fashion consumption. “The customer today wants a new outfit every day. They are differentiating between fast fashion and traditional fashion. With social media playing a central role, they need to dress up and showcase different looks regularly,” he explained.
When asked whether this trend aligns with value retailing, he clarified, “It’s not just about price. The fashion element must be strong. Fast fashion is here to stay, but brands must ensure a balance between affordability and trend appeal.”
Retailers Emphasise Design, Product, & Experience
Murali Krishna Gurram, Director, GV Mall said he strongly believes that design should remain at the core of every retail business. According to him, while online and offline strategies evolve, it is essential not to deviate from a design-centric approach. He highlighted how consumer behavior in tier-2 cities has been shifting, and brands operating within these spaces continue to witness strong demand. He also firmly asserted that when retailers successfully balance product quality with an engaging customer experience, they can achieve sustained success. His perspective reinforces the idea that Bharat’s retail landscape is thriving, proving that both India’s metropolitan markets and smaller cities hold significant potential for retail growth.
Customer Experience Is the Future of Retail
Vikram Bhotra, MD & CEO, Chandan Retail – representing retail businesses in the Northeast – shared insights from operating in a town with a population of just 40,000. With his family having been in the business for 200 years, he stated he firmly believes that experience is the cornerstone of retail success. While technology and digital tools continue to evolve, the fundamental consumer need remains unchanged— personalised service and an engaging shopping experience.
According to him, post-Covid customers have become much smarter, with access to endless digital information. “However, the key challenge for retailers is ensuring that their employees keep up with this shift. Training and developing teams to enhance customer interactions is more crucial than ever. No matter how well a store is stocked or how competitive its pricing is, the ability of store staff to deliver a compelling experience is what truly differentiates a retailer in today’s market.”
While digital discovery through smartphones and laptops plays a significant role in shaping consumer preferences, he argued that physical retail offers an irreplaceable experience. “Many national and international brands today invest heavily in digital marketing, recognising that customers begin their shopping journey online.”
However, he also said that technology should primarily be used to make both retailers and consumers smarter rather than replace in-store experiences. “Digital tools can help customers identify trends and understand their fashion choices better, but the real engagement happens when they walk into a store, explore products, and interact with knowledgeable staff,” he stated.
Scaling Retail: Precision Buying & Inventory Management
Mayank Mohan, Partner & CEO, Mohanlal Sons shared his experience of scaling a 144-year-old business from 10 stores pre-Covid to 40 stores today. He said, “While expansion brings opportunities, it also presents challenges, particularly in inventory management.” He also emphasised the importance of getting the right product at the right time and in the right place, a seemingly simple concept that is, in reality, one of the most complex aspects of retail.
Rapid growth led to a situation where warehouses and stores were stocked inefficiently, prompting a shift toward precision buying. By leveraging tools like pre-season forecasting, open-to-buy (OTB) strategies, and automated replenishment systems (ARS), Mohanlal Sons is now optimising its inventory and improving same-store sales performance. The focus on building backend capabilities ensures that the brand maintains efficiency while continuing its expansion.
Localised Retail Strategies & Consumer Adaptation
Naveen Goel, MD of Panchanan International and Goel Retail, emphasised the importance of tailoring retail strategies to local market preferences. Drawing an analogy from McDonald’s localisation in India, he highlighted how even global corporations adapt their offerings to cultural and regional tastes. He stressed the need for retailers to incorporate local insights by partnering with individuals who understand grassroots consumer behaviour and language.
Expanding Retail in India’s Hinterland
Anant Agarwal, Co-Founder, Image Marketing, spoke about his company’s focus on opening retail stores in smaller towns across Uttar Pradesh. He shared an example of opening a store in Gajraula, a location initially dismissed by many industry players. However, the store’s success led to multiple brands following suit, creating a new retail market in the region.
He underscored the increasing demand for premium products in smaller towns, challenging the conventional belief that retail growth is confined to metropolitan areas. His perspective reinforced the notion that the future of retail in India lies not just in urban centers but in “Bharat”— the country’s vast, untapped tier-2 and tier-3 markets.
Consumer Behavior Shift in Tier-2 Cities
Ashish Rathi, Director, Shakambhari Enterprises in Lucknow, discussed the impact of new malls on traditional retail spaces. He explained how the launch of two large malls in Lucknow significantly altered consumer behaviour, diverting footfall from high streets like Hazratganj to these modern shopping complexes. “With an increase in mall-based retail space, brands that previously thrived in high streets have relocated to malls,” he explained.
Conclusion: The Evolving Retail Landscape
The discussion brought forth valuable insights into the evolving nature of retail in India. While revenue growth and efficiency remain crucial, the key to sustained success lies in understanding regional consumer behaviour, adapting to changing market dynamics, and ensuring a seamless omnichannel experience. The rise of smaller towns as retail hubs, the increasing prominence of fashion accessories, and the shift towards mall-based shopping all indicate that the Indian retail sector is undergoing a transformation that demands agility, strategic thinking, and localised execution.
