India’s retail is passing through a geographical shift as premium fashion and lifestyle brands look beyond metros to unlock growth. Among the emerging destinations, Visakhapatnam has established itself as one of the most attractive Tier-II cities for organized retail expansion. Traditionally known for its port operations, heavy industries, and public-sector enterprises, the city is now gaining prominence as a high-potential consumer market supported by rising incomes, expanding white-collar employment, and modern retail infrastructure.

The transition comes at a time when India’s fashion retail market, valued at approximately $60.12 billion, continues to grow at a CAGR of 12.87 per cent, encouraging brands to diversify beyond saturated tier-1 markets and build stronger regional footprints.

Changing economics lead to consumer demand

Visakhapatnam’s retail rise is closely linked to its evolving economic structure. With a population of nearly 2.6 million and an estimated GDP of $48.5 billion, the city ranks among India’s wealthiest urban economies. More importantly, the composition of that economy has changed considerably over the past decade.

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Large-scale investments in technology parks at Madhurawada and Kapulappada, coupled with infrastructure projects such as the Bhogapuram International Airport, have boosted the growth of a young professional workforce. The service sector now contributes 55 per cent of regional economic output, creating a sizeable demography with discretionary spending power. This shift has directly benefited categories such as premium apparel, athleisure, footwear, beauty, and lifestyle products.

Modern retail reshapes market

The development of large-format retail destinations has played an important role in transforming consumer behavior. The launch of Inorbit Mall at Salagramapuram has significantly strengthened Visakhapatnam’s ability to attract premium and international brands. Developed through a public-private partnership involving K Raheja Corp and the Visakhapatnam Port Authority, the project has an investment of approximately Rs 600 crore and spans 1.4 million square feet, making it the largest integrated retail development in Andhra Pradesh.

The arrival of more than 350 domestic and international brands has addressed a long-standing gap in the local retail ecosystem. Previously, premium brands relied heavily on traditional high streets and multi-brand retail networks concentrated around established commercial districts. Today, organized retail environments provide the scale, store formats, visual merchandising standards, and customer experience required by global fashion operators.

The presence of brands such as H&M, GANT, Birkenstock, and American Eagle has further reinforced the city's position as a premium consumption destination, reducing the need for consumers to travel to larger markets such as Hyderabad or Chennai for branded shopping experiences.

Dual retail takes shape

Unlike many emerging cities where malls rapidly replace traditional retail, Visakhapatnam has developed a hybrid retail model. Established shopping destinations such as CMR Central Mall and Vizag Central continue to attract strong footfall through a mix of fashion, lifestyle, and department-store offerings. At the same time, major commercial corridors including Waltair Main Road and VIP Road have become preferred locations for stand-alone flagship stores and exclusive brand outlets.

Traditional shopping districts remain equally relevant. Jagadamba Junction continues to serve as one of the region’s busiest fashion markets, drawing consumers from across coastal Andhra Pradesh. Long-established retailers such as CMR Shopping Mall and Kalanikethan maintain strong demand, particularly in ethnic wear and occasion-based apparel.

This coexistence of organized malls and traditional retail corridors has created a diversified shopping ecosystem capable of serving both aspirational consumers and value-conscious shoppers.

Organized retail gains market share

The most visible outcome of the city’s retail transformation is the growing shift from unorganized commerce to structured retail formats. As consumers seek branded merchandise, enhanced shopping experiences, and product authenticity, organized retail operators are steadily capturing market share.

The data highlights a clear shift. While traditional retail continues to dominate, organized formats are expanding rapidly. Exclusive brand outlets, department stores, and mall-based retail are benefiting from growing consumer preference for curated shopping experiences and international product assortments.

Digital commerce has also become a significant contributor, accounting for 14 percent of the local fashion market. However, online channels are also working as discovery platforms rather than direct substitutes for physical stores. Consumers often research products online before completing purchases at physical outlets where they can verify fit, quality, and authenticity.

Brands follow the new consumer

For decades, Visakhapatnam’s fashion spending was concentrated within multi-brand retail environments that catered to a broad customer base. The city’s changing demographic profile is now driving demand for more specialized retail formats. Professionals employed in technology, logistics, and service industries are seeking differentiated product offerings and globally recognized brands.

As a result, retailers are prioritizing exclusive brand outlets and experiential store concepts over traditional multi-brand formats. This mirrors a broader national trend where consumers place greater emphasis on brand identity, product specialization, and shopping experiences.

The city’s retail prospects are further strengthened by Andhra Pradesh’s industrial and textile ambitions. The state’s Textile and Apparel Policy aims to attract Rs 10,000 crore in fresh investments and create approximately 200,000 direct jobs. Combined with Andhra Pradesh’s position among India’s leading cotton-producing states and the logistical advantages offered by the Visakhapatnam Port, the region is developing a more integrated textile and apparel value chain.

For fashion and lifestyle brands, this creates a compelling combination of supply-side efficiency and demand-side growth. Rising consumer spending, growing organized retail infrastructure, and supportive government policies are positioning Visakhapatnam as one of India’s most important Tier-II retail markets.

As retailers look beyond metros for the next wave of growth, Visakhapatnam is emerging as a city where industrial development, infrastructure investment, and aspirational consumption are coming together to create a powerful new retail engine.

The long-standing divide between online and offline commerce is rapidly disappearing in Indian retail. What was once viewed as a battle between e-commerce platforms and brick-and-mortar stores has changed into a race toward integration. As digital commerce matures and customer acquisition costs rise, retailers are discovering that sustainable growth depends on combining technological efficiency with physical presence.

The shift is reshaping strategies across the sector. Traditional retailers are reinventing stores as experience-driven destinations, while digital-first brands that once relied exclusively on online channels are expanding aggressively into malls, high streets, and exclusive outlets. The result is a retail ecosystem where scale is no longer determined by channel dominance but by the ability to connect channels seamlessly.

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Growth on multiple fronts

India has emerged as the world’s second-largest e-retail market, supported by nearly 300 million online shoppers and rising digital penetration across Tier-II and Tier-III cities. Increasing disposable incomes and the anticipated rise in per-capita GDP over the coming decade continue to strengthen the sector’s long-term growth outlook.

Table: The new retail calculus

The most striking development is the rise of quick commerce. Originally built around grocery delivery, the segment is rapidly expanding into categories such as beauty, electronics, and fashion accessories. Industry estimates suggest that quick commerce could contribute nearly half of all incremental e-retail gross merchandise value over the next five years, fundamentally altering consumer expectations around convenience and speed.

Physical stores find a new purpose

The growth of digital commerce has undoubtedly altered retail economics, forcing businesses to rethink pricing strategies, inventory management, and fulfillment models. Yet predictions of widespread store obsolescence have failed to materialize. Instead, retailers are redefining the role of physical locations. Stores are increasingly serving as experiential hubs where customers can interact with products, receive personalized service, and access immediate fulfillment. At the same time, many outlets are being integrated into supply chains as micro-fulfillment centers that support online orders and hyperlocal deliveries.

This reflects a broader industry realization: consumers may appreciate digital convenience, but they continue to value tactile experiences and human engagement. Retailers are therefore investing in unified commerce models that connect inventory, customer data, and fulfillment systems across channels. As Samir Ratanjankar, Senior Vice President at JioMart points out, omnichannel retail has become a geographic necessity rather than merely a technological choice.

Why D2C brands are moving offline

The strongest evidence of retail convergence is emerging from India’s Direct-to-Consumer sector. For years, D2C brands achieved rapid growth through social media marketing, marketplace partnerships, and performance advertising. However, the economics that helped this growth is becoming challenging. Customer acquisition costs have gone up sharply as competition intensifies on digital advertising platforms. At the same time, consumers are returning to stores for categories where product evaluation remains important. Beauty, personal care, and apparel continue to benefit significantly from physical interaction before purchase.

Consequently, many digital-native brands are embracing a click-to-brick strategy. According to industry leasing data, D2C brands accounted for nearly 18 per cent of total retail leasing activity in the first half of 2025, doubling their share from the previous year. This reflects a growing recognition that physical stores can improve customer trust, increase brand visibility, and reduce dependence on costly digital marketing.

Fashion, the new battleground

No segment illustrates this transformation more clearly than fashion and apparel. The category represents the largest share of retail space leased by expanding D2C companies, driven by the need to address one of e-commerce’s biggest challenges: returns. Online apparel purchases often face return rates of 30 to 40 per cent due to sizing inconsistencies and differences in fabric perception. Physical stores help reduce these issues by allowing customers to evaluate fit, texture, and quality before purchasing.

At the same time, fashion remains one of the fastest-growing online categories. Gen Z consumers, who account for a substantial portion of digital shoppers, are driving demand for trend-led products and rapid inventory refresh cycles. Industry estimates suggest this segment could grow to $8-10 billion by 2028. As a result, apparel brands are pursuing a dual strategy. Digital channels are used to capture emerging trends and engage younger consumers, while exclusive brand outlets strengthen loyalty, improve margins, and create deeper customer relationships.

Lessons from omnichannel leaders

The experience of brands such as Sugar Cosmetics shows how omnichannel expansion can unlock sustainable growth. Beginning as a digital-first beauty company, Sugar progressively built a large offline presence through exclusive stores, modern trade partnerships, and extensive distribution networks. Today, a majority of its revenue originates from offline channels, with significant contributions from markets beyond major metropolitan centers.

Similarly, men’s fast-fashion brand Snitch leveraged social media and agile manufacturing to establish an online following before embarking on a rapid store expansion strategy. Its physical locations now serve multiple purposes, acting as customer acquisition engines, brand showcases, and fulfillment nodes that complement its digital operations. Both examples highlight a broader industry trend: physical retail is no longer viewed as a legacy channel but as a strategic asset that enhances digital performance.

The next chapter of retail growth

India’s retail transformation is no longer defined by the question of whether online or offline commerce will prevail. The future belongs to businesses capable of combining the strengths of both. Digital platforms excel at discovery, convenience, and scale; physical stores foster trust, experience, and long-term loyalty.

As quick commerce grows, consumer expectations evolve, and competition intensifies, retailers that remain dependent on a single channel risk reaching a growth ceiling. The next generation of winners will be those that treat online, offline, and instant commerce not as separate businesses but as interconnected components of a unified retail ecosystem.

India’s lingerie market is evolving from a largely functional apparel category into a premium, comfort-driven segment, attracting consumer spending. As per estimates, the market, valued at $5.06 billion in 2024, is projected to reach $9.57 billion by 2030, growing at a compound annual growth rate (CAGR) of 11.2 per cent. The shift reflects broader changes in consumer lifestyles, rising disposable incomes, rapid urbanization, and the growing purchasing power of financially independent women. As consumers become more discerning, demand is being driven by fit, comfort, fabric innovation, and product specialization rather than price alone.

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Organized retail changed shopping experience

One of the strongest growth drivers has been the expansion of organized retail formats. For decades, innerwear purchases in India were largely confined to neighborhood hosiery stores where product selection was limited and customer experience remained basic. Today, exclusive brand outlets, specialty lingerie stores, and modern retail chains are redefining the category. Retailers are investing heavily in personalized fitting services, curated store layouts, and trained customer advisors to improve consumer confidence and encourage premium purchases.

Leading brands have increased their physical expansion across Tier I and II cities, reflecting growing demand beyond the traditional metro markets. The organized retail push has also contributed to greater category awareness, helping consumers explore specialized products such as shapewear, sports bras, seamless innerwear, and maternity collections.

Innovation moves to center stage

Product innovation is emerging as a key differentiator in a competitive market. Consumers are no longer satisfied with basic functionality and are actively seeking products that address comfort, performance, and lifestyle requirements. Manufacturers are incorporating moisture-management fabrics, anti-bacterial treatments, seamless construction technologies, and lightweight performance materials into mainstream collections. These features, once considered premium add-ons, are rapidly becoming standard expectations.

Brands are also tailoring products to specific use cases, including office wear, athleisure, travel, and wellness-focused categories. Seamless innerwear, designed to eliminate visible garment lines and improve comfort during extended wear, has witnessed strong traction among urban consumers. Similarly, climate-responsive products designed for India's tropical conditions are gaining popularity.

Shapewear emerges as the fastest-growing segment

While brassieres and panties continue to dominate category sales, growth patterns reveal changing consumer preferences and significant opportunities in specialized segments.

Table: Market share distribution by product category (current valuation lifecycle)

Brassieres and tops account for nearly half of total market value, while briefs and panties represent another 38 per cent. However, the standout performer is the shapewear and activewear category, which is increasing at a CAGR of 15 per cent, significantly outpacing the broader market. The growth highlights rising consumer interest in body-sculpting products, active lifestyles, and occasion-based intimate wear. Experts view this segment as one of the most attractive opportunities for margin expansion over the next several years.

Digital platforms increase market reach

E-commerce has emerged as a critical growth engine for the lingerie sector by addressing two longstanding consumer concerns: privacy and product availability. Digital-first brands and online marketplaces have grown access to premium intimate wear across Tier II and Tier III cities, where organized retail penetration remains relatively low. Advanced technologies such as AI-powered fit calculators and personalized recommendations are helping consumers make more confident purchase decisions while reducing product return rates.

The direct-to-consumer model has also enabled brands to bypass multiple layers of traditional distribution, allowing them to invest more aggressively in product development, customer acquisition, and brand building. This digital expansion is proving particularly effective in bringing premium products to consumers outside major metros, increasing the addressable market.

Northern India leads consumption

Regionally, Northern India has emerged as the largest market, accounting for approximately one-third of total domestic demand. Cities such as Delhi-NCR, Chandigarh, and Jaipur are witnessing particularly strong growth, supported by higher concentrations of dual-income households, greater mall penetration, and increasing acceptance of premium apparel categories. Experts note the purchasing behavior in these markets mirrors trends seen in more mature global intimate wear markets, where consumers prioritize comfort, quality, and brand trust.

Despite strong momentum, the sector continues to face operational challenges. Intimate wear manufacturing involves complex production processes, multiple garment components, and exposure to fluctuations in raw material costs. At the same time, digital advertising expenses continue to rise, increasing customer acquisition costs for brands.

Yet some of the most promising opportunities lie in underserved consumer segments, particularly plus-size and size-inclusive categories. Brands are utilizing customer data and digital fitting technologies to develop more precise sizing that move beyond conventional small, medium, and large classifications. The strategy is helping companies address long-standing market gaps while building stronger customer loyalty and repeat purchase behavior.

Premiumization defines the next growth phase

The broader retail sector reflects growing consumer willingness to spend on specialized and premium apparel categories. International brands entering India through strategic partnerships are intensifying competition, compelling domestic players to improve operational efficiency and accelerate innovation.

Companies such as Page Industries, the exclusive licensee of Jockey in India, continue to strengthen their presence through extensive retail networks and deeper penetration into smaller cities. Meanwhile, digital-first players are expanding category awareness among younger consumers.

As the market approaches the $10 billion milestone, the next phase of growth is expected to be shaped by premiumization, technology-led personalization, and greater inclusivity. For retailers, the opportunity extends beyond selling essentials; it lies in transforming intimate wear into a lifestyle category where comfort, innovation, and consumer experience command premium value.

India’s leading lifestyle and department store chains are prioritising physical expansion over aggressive digital scaling as the economics of omnichannel retail continue to favour brick-and-mortar operations. Despite years of investment in digital infrastructure, online channels remain a relatively small contributor to overall revenues for most traditional retailers, prompting companies to redirect capital towards store expansion in emerging consumption markets.

An extensive Economic Times research analysis of annual reports, investor presentations and corporate disclosures indicates that the contribution of e-commerce to overall revenues has largely plateaued across major retail chains. While online transaction volumes continue to grow in absolute terms, physical stores are expanding at a comparable or faster pace, preventing any meaningful shift in the overall revenue mix.

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Digital contribution hits a growth ceiling

The findings suggest that India’s traditional retailers are facing limitations in their digital businesses. For many companies, online sales have stopped gaining share despite broader consumer adoption of e-commerce and mobile shopping.

Table: Digital growth friction

Source: ET Research, company filings and investor disclosures

Among the major players, Westside’s online contribution has remained unchanged at 6 per cent for three consecutive years, well below the 7 per cent peak achieved during the immediate post-pandemic period. Avenue Supermarts has also seen limited progress, with DMart Ready contributing less than 6 per cent of overall revenues despite continued investments.

Arvind Fashions stands out with digital revenues approaching 29 per cent of sales. However, a significant portion of this contribution originates from business-to-business and wholesale digital channels rather than direct-to-consumer e-commerce. At the other end of the spectrum, Shoppers Stop’s direct online business has remained negligible, highlighting the challenges traditional department stores face in building scale outside their physical networks. The data suggests that while consumers increasingly browse and engage online, the final transaction continues to be heavily influenced by store-based experiences, particularly in apparel, footwear and lifestyle categories where product touch, fit and trial remain critical.

Profit drives capital allocation

The persistence of physical retail stems largely from a focus on profit and store-level economics. Unlike digital-first marketplaces that have so far relied on heavy discounting and customer acquisition spending, traditional retailers have prioritised margin protection. Most established chains maintain pricing parity between online and offline channels, avoiding the deep promotional strategies that characterised earlier phases of Indian e-commerce. This disciplined approach has helped preserve profit but has also limited rapid digital adoption.

Experts argue the operating pattern of legacy retailers was originally designed around physical stores. Inventory planning, merchandising systems, workforce structures and customer engagement models are all optimised for in-store sales. Integrating a logistics-intensive e-commerce operation into this framework often creates inefficiencies that can dilute margins. As a result, many retailers view digital platforms as complementary customer engagement channels rather than primary growth engines. Online stores serve to increase brand visibility and convenience, but capital deployment remains closely tied to businesses capable of generating predictable returns.

Global digital gap

The Indian retail sector also differs significantly from developed markets where department stores have successfully integrated digital commerce into their core business models.

Table: Global Benchmarks: Department store e-commerce revenue share

Retailers in the US and the UK have spent years building unified inventory systems that seamlessly connect stores and digital platforms. Companies like Macy’s transformed physical outlets into decentralised fulfilment hubs capable of processing online orders directly from store inventories. This approach reduces delivery times, improves inventory utilisation and lowers fulfilment costs.

In contrast, many Indian department store operators continue to maintain separate supply chains for online and offline businesses. The resulting duplication increases operational expenses and restricts scalability. Consequently, digital channels remain supplementary rather than transformative for most retailers.

The contrast highlights an important challenge. While Western retailers leveraged omnichannel capabilities to strengthen store productivity, many Indian operators continue to treat e-commerce as an adjacent business rather than a fully integrated retail model.

The store vs online dilemma

Traditional retailers also face a deeper conflict. Their businesses have been built around attracting customers into physical stores through merchandising, experiential layouts and destination shopping environments. Encouraging consumers to shift online can potentially cannibalise higher-margin store traffic. Physical shopping often generates larger basket sizes through impulse purchases and cross-category discovery, advantages that are difficult to replicate digitally.

This creates a balancing act for management teams. Investments in online growth must be weighed against the risk of weakening store productivity. Consequently, many retailers position digital channels primarily as customer acquisition and convenience tools while retaining stores as the centrepiece of growth strategies. The outcome is evident in the revenue data. Even as online sales increase in absolute terms their share of overall business remains largely unchanged because store revenues continue to expand at an equal or faster rate.

Real estate the preferred growth bet

The difference between traditional retailers and digital-first companies is becoming more visible in capital allocation decisions. Quick-commerce and digital commerce platforms continue to attract significant funding as investors prioritise scale and market share. Traditional retailers, however, are directing resources toward store expansion, particularly in Tier-II and Tier-III cities where organised retail penetration remains relatively low.

For established chains, opening stores in emerging consumption centres offers a more predictable route to growth than competing in an intensely contested online market. Physical expansion provides direct customer access, stronger brand visibility and clearer profitability metrics.

Avenue Supermarts’ relatively modest investment in DMart Ready compared with its broader store expansion strategy reflects this mindset. Similar trends are visible across lifestyle and apparel retailers, many of which are accelerating store openings while maintaining measured digital investments.

The broader message emerging from the sector is clear: despite years of omnichannel transformation, physical retail remains the most reliable growth engine for India’s traditional department store operators. As long as stores continue to generate stronger returns than digital channels, capital will increasingly flow toward expanding retail footprints rather than chasing online market share. For legacy retailers navigating a highly competitive consumer landscape, brick-and-mortar remains not only relevant but central to future growth.