WELCOME TO PHYGITAL INDIA, WHERE CLICKS MEET BRICKS

With metros moving online and Tier II & III towns craving in-store experiences, India's retail sector is rewriting its future through a powerful blend of physical + digital - welcome to the Phygital Era.

- BY PARINA SOOD

THE NEW RULE OF RETAIL: DON'T CHOOSE. BLEND.

The Indian shopper today exists in two worlds: browsing on mobile and buying at malls; clicking online but needing a human touch before making the final decision.

As e-commerce matures in metro cities and aspirations boom in smaller towns, India is at a tipping point. The most successful retail strategy? Phygital — a seamless hybrid of digital discovery and physical experience.

From luxury cookware to custom furniture, brands across categories are transforming how Indians shop — merging the trust of touch with the convenience of tech. And as our conversations with retail leaders at FREX (Franchise and Retail show from Franchise India) 2025 Bengaluru show, this isn’t a trend. It’s the future.

WHY THE STORE ISN'T GOING ANYWHERE

For all the convenience of online shopping, some experiences just don’t translate on a screen. Especially when buying high-ticket or emotional purchases. “Even after seeing a product online, people want to touch it, feel it, sit on it”, says Ravi Teja Palla, CBO, Urban Ladder. “That's where the store becomes irreplaceable.”

He notes how physical stores still deliver the values of Sensory validation — feeling a fabric, seeing scale,

Expert advice — from trained staff or consultants and Local marketing — stores act as a brand’s physical billboard.

Even in a world of rich product videos and 3D views, touch still matters.

THE EXPERIENCE-FIRST SHOPPERS

New age customers wants meaning and experience. And that’s changing how stores operate.