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India's Retail Boom: Leasing Is Easy, Footfall Is The Real Challenge

Why Developers and Malls Must Shift Focus from Occupancy to Experiential Engagement
Kaifi Bharti, Director of Heights Group

Kaifi Bharti, the Director of Heights Group

India’s retail real estate sector is experiencing a dynamic evolution. With over 900 malls and an expansive network of high-street retail destinations across major cities and fast-growing Tier 2 markets, the physical footprint of modern retail is well-established. Leasing activity remains strong, with top global and domestic brands locking in premium commercial spaces.
However, a new reality is setting in across the industry: filling space is no longer enough.
Despite high occupancy levels, many malls are struggling to maintain relevance and draw steady, quality footfall. The real challenge now lies in sustaining engagement—making retail spaces not just accessible, but attractive, entertaining, and emotionally resonant.

The Shift: From Shopping to Experience

The Indian consumer today is more connected, discerning, and value-conscious than ever before. Post-pandemic shifts and the rise of digital platforms have changed expectations fundamentally. People don’t just shop—they want to experience.
Retail spaces are now being judged not just by the number of stores, but by what else they offer:
  • Can families spend their weekends here?
  • Are there engaging pop-ups or cultural festivals?
  • Is it Instagram-worthy?
  • Is it interactive and inclusive?
“Today, it’s not just about retail anymore,” says Kaifi Bharti, Director at Heights Group.
“Customers want more—experiential zones, fashion runways, live events, innovation, festivals, immersive décor, and curated moments. The real game is driving the right audience to these properties—and that’s exactly what we focus on.”

The Industry’s Response: Experience as Strategy

The most future-forward malls are embracing this shift head-on. We’re seeing a significant rise in investments toward:
  • Seasonal décor and festive campaigns
  • Tech-powered installations and AR/VR zones
  • Cultural events, fashion shows, and concerts
  • Community-centric programs like wellness camps or kids' workshops
This transformation from a transactional model to an experiential one is no longer just innovative—it’s essential.
Many developers and mall management teams are now collaborating with specialized agencies to reimagine their properties as multi-sensory, multi-utility destinations. These partnerships aim to integrate strategic storytelling, localized engagement, and programming that drives both footfall and dwell time.

The Role of Creative Collaboration

One example of this shift in action can be seen in how companies like Heights Group have aligned with retail spaces across India and internationally. Rather than acting as vendors, such firms become creative partners—blending brand needs with visitor insights to curate meaningful in-mall experiences.
With over 15 years in the industry, Heights Group has worked across India, the Middle East, and North America, contributing to projects that go beyond aesthetics—delivering footfall strategies, community events, and turnkey experiential activations that add tangible value to tenant brands and property owners alike.
This type of collaboration represents a growing trend: experience-as-a-service for the retail sector.
From Metrics to Meaning
It’s no longer just about footfall numbers—it's about the quality of engagement. Who is coming, how long are they staying, and how are they interacting with the space?
Malls that answer these questions well are seeing a ripple effect:
  • Higher tenant satisfaction
  • Better brand positioning
  • Greater revenue per visit
  • Social media-driven amplification

Rethinking the Mall as a Cultural Engine

India’s demographic dividend—young, urban, and aspirational—means the potential for retail is vast. But this potential cannot be unlocked by square footage alone.
Retail developers need to think beyond leasing and invest in long-term cultural capital. Whether through arts, technology, lifestyle programming, or community relevance, the future of retail is rooted in emotion and experience.
As India continues to rise as a global consumer powerhouse, the real winners in retail will be those who recognize that the next big opportunity isn't more space—it's deeper connection. And as an industry, we must be willing to ask:
Are we just managing property, or are we shaping places people truly want to be in?
(Kaifi Bharti, the Director of Heights Group, is the author of this article.)
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