A study on Broadway, a next-gen shopping destination ushering in an era of ‘retail-tainment’ that blurs the lines between online and offline retail.
By Ahaana Khosla
Expert: Prasad Vanga, CEO of venture capital firm Anthill Ventures backing Broadway
TL;DR:
- Gen z is the fastest-growing spending force in India. Just 377 million of them are driving $860 billion of consumer purchases.
- Indian Gen Zs want digital AND IRL – 75% of them expect mobile-optimised experiences to be layered with the physical validation of touch and feel. This means leaning into ‘Retail-tainment’ that blurs the lines between online and offline.
- Over 70% of all Indian consumers prefer active, participatory experiences, and the country’s real estate developers are beginning to focus on experiential, large-format and community zones.
Gen Z is redefining India’s retail landscape. This cohort – now 377 million strong – is the fastest-growing spending force in the country, driving $860 billion of consumer purchases. While they’re intrigued by new brands and willing to back one that aligns with their values, Indian zoomers see shopping as more than a transaction — it’s about discovery, community, and an experience worth coming back for.
One in four Gen Zs (aged 13 to 28) are active members of the Indian workforce and their propensity to spend can no longer be ignored. Fed a flurry of new brands daily on social media, they’re discerning and hyper-exposed. So capturing their attention? Harder than ever.
This is predominantly because brands are struggling to move beyond digital ads to scale and risk falling prey to the ‘performance marketing trap’ that overemphasises short-term gains, often at the expense of long-term brand building, says Prasad Vanga, CEO of Anthill Ventures, an early-stage venture capital firm. “Offline scaling is a whole new ballgame. The top 23% of the population now drives two-thirds (66.7%) of discretionary spend, and they want experiences that justify premium pricing,” he says.
Founded by Vivek Biyani, Broadway is a multi-brand retail concept that’s hoping to tackle this problem. It blends entertainment, discovery and social media shareability to create a creator-first, content-led, community space where shopping goes beyond transaction. With its first space in Hyderabad, another in Delhi’s Ambiance Mall and upcoming openings in Mumbai and Bengaluru, it has its eyes set on nationwide expansion.
To truly scale and build a lasting impression, going offline is critical. But just opening a retail store isn’t enough – new age brands need new age retail spaces where shopping, community and entertainment are seamlessly intertwined to keep consumers engaged. “That’s exactly the problem Broadway is solving,” says Vanga, whose firm also backs Broadway.
THE CONSUMER STORY
GEN Z SHOPPERS WANT DIGITAL AND IRL
Indian Gen Z wants the best of both worlds – 75% of them expect mobile-optimised experiences to be layered with the physical validation of touch and feel. This means choosing between online and offline retail strategies is no longer an option. Broadway is already wise to this ‘retailtainment’ shift and has begun to blur the lines between real and reel.
“Broadway’s tech-enabled stores with face analysers, smart mirrors and QR-powered discovery is able to bridge this gap perfectly,” says Vanga. Broadway’s rotating brand mix ensures the floor always feels fresh while trial-focused zones invite shoppers to try, test and share on social media before their purchase. “The launch of Reliance’s Azorte is another strong validation of the experiential retail model,” notes Vanga. Now that 77% of Indians prefer to shop brands that have both a physical and online store, the bar for integrated omnichannel experiences is higher than ever before.
ACTIVE LEISURE IS RESHAPING INDIA’S REAL ESTATE
Event-driven engagement is surging – over 70% of Indian consumers across demographics prefer active, participatory experiences like bowling, rock climbing and escape rooms over passive consumption. This shift is already reshaping the country’s retail real estate as developers are “focusing on experiential dining, green zones, large-format stores and regular community events.”
From visiting pop-ups and food festivals to fitness classes and workshops, experiences that enable people to create, share and connect are becoming the core of how leisure time (and money) is spent. In fact, India’s retail real estate space is predicted to increase by 43% by 2027 with “innovative” environments that facilitate “greater connection with consumers” even in tier 2 and 3 cities. “This directly correlates with Broadway’s strategy of using live entertainment and events as conversion funnels,” adds Vanga.
YOUNG INDIANS LIKE TO BE SEEN WITH SHINY, NEW THINGS
From switching up their fashion to experimenting with new technologies like VR, 70% of Gen Z has a huge appetite for ‘new’ and ‘next’, driven by their need to boost cultural cachet. “Social media FOMO is pulling Gen Z into spaces that are both instagrammable and community-driven, where being seen is as important as what’s being bought,” says Vanga. “The pattern is clear: the longer people stay, the more they spend, as Broadway’s Hyderabad flagship proves – a similar behaviour that was observed in the early Big Bazaar days”, adds Vanga.
HOW BRANDS CAN TAP IN
LEAN INTO SOCIAL-FIRST COMMERCE
For brands hungry to innovate and grow, an era of socially-led commerce is here. Livestreaming, creator collaborations, real-time selling and other interactive formats are infusing life into shopping and retail. Yet the opportunity remains largely untapped. “Socially driven experiences are the most underrated strategy to drive loyalty... Broadway’s events like the Vijay Devarakonda launch which amassed over 6 million reach and led to 107% growth in sales, along with Broadway’s beauty sampling zones that resulted in 150-689% spikes in sales prove that experiences truly drive commerce, not just footfall,” says Vanga. Accessed exclusively by Drip, these are the metrics Broadway itself relies on to gauge whether its ‘retail-tainment’ strategy has real-world impact.
TECH SHOULD ENHANCE, NOT REPLACE HUMAN INTERACTION
Experimental technology needs to be used to layer and deepen the core consumer experience, not as superficial, short-term gimmicks. “While technology is crucial, the magic lies in human-centric experiences. Broadway uses technology to enhance discovery and personalisation as opposed to replacing human interaction,” says Vanga about the store’s smart mirrors, face analysers, 3D body scanners and AR try-ons.
ENTER YOUR CUSTOMER’S INNER CIRCLE
A whopping 70% of Indian Gen Zs rely on their inner circles to navigate all of life’s decisions, including shopping. Brands that understand how social and collaborative young Indians are will be best placed to capitalise on this undercurrent – like Broadway that “positions itself as a ‘third place’ where work ends and lifestyle begins, tapping into the fundamental human need for community, connection and a sense of belonging,” says Vanga. To drive lasting loyalty and brand retention, brands must ultimately make their consumers feel seen, heard and relevant among their peers.
Ahaana Khosla is a trend forecaster, cultural strategist, writer, and editor with a background in fashion, beauty, and lifestyle journalism. She writes about consumer behaviour and emerging trends with bylines in Vogue Business, Vogue India, Harper’s Bazaar UK & India, and BeautyMatter. Ahaana is also the founder of Foresight Forum, a platform dedicated to decoding the future of fashion, beauty, and hospitality through sharp insights and accessible storytelling. Her work bridges global perspectives with local relevance, helping brands and creatives stay ahead of the curve.
