Experience-driven entertainment reshaping India’s retail landscape

A new CBRE & Invest India survey has revealed a significant shift in India's retail landscape, driven by a growing consumer demand for experience-based entertainment. Over 70% of respondents across various age groups prefer participatory activities such as bowling, amusement parks, rock climbing, escape rooms, and children's play zones over passive options like museums or art exhibitions. The "Retail Level-Up - The Entertainment Edition" survey underscores the rising demand for immersive, participatory entertainment. Notably, Gen Z consumers strongly prefer high streets and standalone experience centers, indicating a move away from traditional malls. The survey, based on feedback from over 700 respondents across major cities, highlights that nearly 90% of respondents are willing to spend up to Rs. 4,000 (US$ 47.21) per month on entertainment, with Rs. 1,000-2,000 (US$ 11.80- 23.60) being the most popular range. A substantial 65% of respondents prefer entertainment options that include or can be combined with food and beverage experiences.
The findings indicate that the entertainment sector's evolution is reshaping retail real estate in India. Chairman & CEO of CBRE for India, South-East Asia, Middle East & Africa, Mr. Anshuman Magazine, noted that experiential formats like family and children's entertainment centers are central to mall strategies, offering developers a clear path to future-proof assets through innovative tenant mixes. Managing Director of Advisory & Transaction Services at CBRE India, Mr. Ram Chandnani, added that high-quality entertainment centers perform well in metros and Tier-II cities. Developers emphasize placemaking through experiential dining, green zones, large-format stores, and regular community events to elevate footfall and customer engagement. As India's retail landscape evolves, developers and retailers must prioritize dynamic, experience-driven models to meet the growing demand for active entertainment across age groups and geographies.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.