Delhi-Mumbai Expressway Can Become New Destination For Experiential Entertainment in NCR

By Ankit Kansal, MD, Axon Developers

The concept of entertainment has changed drastically in the recent years. When we were kids, entertainment meant going out to eat in your favourite restaurant, shop in the neighbourhood plaza or simply hangout with friends in a trendy café. Entertainment and relaxation mostly meant to spend some time and/or money with your favourite bunch of people.

Today, the concept of entertainment is not so simple. There is a growing interest towards imbibing experiences which are engaging, authentic and sharable. From a brick-mortar style of entertainment, people are shifting to things which are more authentic and wholesome.

This transformation is pinned on numerous factors. While surely growing disposable income is important, what is noteworthy is rise in urban fatigue. The new millennials and Gen Z mostly lead a very cluttered, congested and noisy lives and naturally look for ways to break free from it.

Visiting the neighbourhood mall or going out to watch a movie might be banal or routine. What they need is more engaging and immersive experiences that don’t just entertain but also add to recharge and rejuvenation.

Highways as the new destination for immersive experiences

If you think highways mostly mean dhabas, fuel stations and basic shops, then it might need a reconsideration. India’s highways alongside semi-urban neighbourhoods in city peripheries are becoming the new bastion for experiential entertainment. From factory-run retail outlets and mini urban retreats to amusement parks and food courts, these places are now redefining the concept of off-city limit entertainment and rejuvenation in a new way.

With the new generation preferring long drives in their SUVs/XUVs or bikes, these serene and open spaces across highways are becoming the new pioneers of wayside entertainment. Specialising in new retail formats, including entertainment-cum-food-zones, niche cafes, water parks, etc., they are becoming the perfect escape point from the cluttered Indian cities. Whether a multi-generational family retreat or a hangout exercise with friend circles, they are apt for both.

Delhi-Mumbai Expressway as the new gateway for experiential retail

Work is going full swing on the coveted Delhi-Mumbai Expressway project. Out of the 1,386 km dedicated for the project, already more than 750 km is operational and open to the public. The INR 1,00,000 crore project traverses multiple states, including Delhi, Haryana, Gujarat, Rajasthan and Maharashtra.

Strategically located with a host of major cities such as Gurgaon, Delhi, Sohna, Jaipur, Surat, Kota and ultimately Mumbai, the expressway can cater to a large volume of motorist, offering them a fresh perspective on way side entertainment and retreats.

The eight-lane high-speed expressway project can be a perfect ground to build large scale entertainment zones comprising retail outlets, food joints, cafes, health clinics, salons, spas, entertainment hubs and much more. Similarly, land owners can think of starting modern sporting arenas comprising paddles, pickle balls, turf cricket, swimming pools, card rooms, cafes, restrobars, etc.

While they can be a perfect place for regular motorists to relax and refresh, many would just take long rides specifically to go to such hotspots to relax and enjoy. Just imagine taking a two-hour ride to a lush green scenic destination to shun the hectic chaos of a city. Spending some time there to relax, eat in your favourite café, play some sports of your choice and then head back. That can be a perfect definition of a refreshing retreat.

Staycation hubs in the making

In a time, when flexible and remote working is picking fast, the picturesque semi-urban spots on the expressway can be perfect ground for quick weekends and stretched staycations. By integrating new-age hospitality with retail and entertainment, newer formats can be created where people can stay, work and play seamlessly.

Likewise, there is plenty of hidden opportunities in partnering with the local communities and develop immersive rural style staycations. Centered around wholesome organic meals, local art and culture, these new spaces can take experiential hospitality to new levels.

Already this region is becoming a very popular second home and farmhouse destination. Now with experiential hospitality also coming in, the overall market proposition can multiply manifold.

DISCLAIMER: The views expressed in the above piece are personal and solely those of the writer. They do not necessarily reflect Realty&More’s views.