How Brand Mix Strategy is Shaping India’s Retail Space Landscape

By Mitul Jain, Managing Director, SPJ Group

India’s retail space segment is an evolving blend of traditional formats and modern curated high streets shaped by a diverse brand mix spanning global fashion, homegrown labels and emerging regional brands. Besides, the right mix of elements from fashion and F&B to entertainment and multiplex is playing a key role in determining the relevance of retail designs across malls and high streets.

Buyers and consumers across age groups seek diverse and wholesome experiences. This evolution has been propelled by key drivers across market size, consumer profile, diverse brand mix and growth strategies and experiential retail.

According to JLL India, around 27 new international brands entered India in 2024—nearly doubling from 14 in 2023—with beauty, cosmetics and wellness, footwear, bags and apparel among the leading categories. Besides, various international F&B brands and international cuisines have picked up great popularity.

This influx is contributing to a diverse retail mix where global brands complement domestic and regional players across segments.

Supporting this, Cushman & Wakefield reported that fashion and F&B-led retail space take-up in Q1 2025, each accounting for 24 per cent of total leasing, followed by entertainment (18 per cent) and department stores (11 per cent).

Notably, F&B leasing nearly doubled year-on-year with fashion leading mall absorption at 31 per cent and F&B dominating main street leasing at 32 per cent. Together, these trends highlight how a curated brand mix is driving not only retailer expansion but also reshaping space allocation and consumer engagement strategies across retail destinations.

As retail spaces evolve, the focus is shifting from transactional shopping to immersive lifestyle and experience centres, designed to serve a diverse brand mix. The ambience is now as important as the merchandise with retail space developers crafting environments where global luxury, trending fashion, local artisans and indie brands coexist seamlessly.

To cater to their varied preferences, malls and high-street destinations are curating a diverse brand mix—blending global luxury labels, national fashion chains, regional brands and indie designers—alongside immersive elements like live music, curated pop-ups, seasonal décor and interactive experiences.

This combination is creating inclusive yet elevated retail journeys, where discovery, entertainment and engagement are central to the shopping experience.

The growing complexity of retail spaces is driven not only by the influx of global brands but also by the need to accommodate a nuanced brand mix, each with distinct requirements for visibility, store placemen and experiential zones.

Developers are rethinking zoning and spatial planning to create intuitive, flexible environments where luxury flagships, mid-tier brands, niche boutiques and pop-ups can all thrive. This shift from overcrowded, chaotic layouts to curated, experience-focused design is reshaping consumer behaviour and boosting sales.

In NCR, especially in Gurugram, these trends are already taking shape with premium retail spaces that emphasise unique architecture, high-end aesthetics and prime locations to attract both elite consumers and top-tier brands. These projects are integrating luxury boutiques, fine dining and entertainment hubs, transforming Gurugram into a sought-after destination for experiential and high-end retail.

Therefore, the relevance strategy in brand mix is categorically shaping the way retail spaces are conceived, designed and built across key locations. With national and international players demanding world-class standards, the real estate sector is being compelled to up its game, investing heavily in high-end design, modern amenities and energy-efficient technologies.

No longer defined by mere transactions, retail is evolving into a space of discovery, engagement and lifestyle shaped as much by global vision as by local ambition.

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.