Think9, a prominent venture builder, has introduced Broadway, a groundbreaking retail concept aimed at transforming the retail experience in India. Broadway will feature over 100 new-age consumer brands from various sectors, including health and wellness, beauty, personal care, lifestyle, fashion, and food and beverage. This initiative marks India’s first retail outlet designed to revolutionize the physical shopping experience through a unique content-to-commerce model.
Broadway’s concept focuses on integrating live events and content creation, with 8-10 daily events that engage customers with brands, creators, and other consumers. The space is designed by the renowned French company Malherbe, known for its work with luxury brands like Dior, LVMH, Givenchy, and Hennessy.
Vivek Biyani, the founder of Broadway, is joined by partners actor-entrepreneur Rana Daggubati, Apurva Salarpuria of the Salarpuria Group, and Anuj Kejriwal of Anarock. The first Broadway store will open in Delhi in August, followed by launches in Hyderabad and Mumbai in September 2024 and March 2025, respectively. Featured brands will include Aqualogica, DermaCo, Minimalist, Belif, Wellbeing Nutrition, Kapiva, Oziva, The Good Bug, Comet, Suta, Mokobara, trueBrowns, Bold Care, The Label Life, and more.
Broadway aims to reflect the evolving buying patterns of consumers by creating a co-retail space that fosters deeper connections and engagement between brands and customers.
Biyani explains, “From the unique plug-and-play model with no lock-in costs or major capital expenses to creating various experiential properties, Broadway aims to create a seamless process for new-age digital brands to explore the offline retail experience. Furthermore, we aim to create a symbiotic space for brands to revolutionize the way they interact with both consumers and creators. For the new age audience, their primary marketplace — social media — is also their entertainment center, social hub, learning platform, and news source. This new way of an enmeshed ecosystem between consumers, brands and influencers lacks resemblance in physical environments. The Broadway experience aims to address this void. Think of a social platform like Instagram in a physical world.”
The Broadway outlets, spanning 25,000-35,000 square feet, will feature a staging area, a creator’s studio, sampling stations, consultation rooms, a dry salon, a maker’s lab, gourmet experiences, and more, in addition to the shopping space. Customers can expect interactive displays, engaging activities, and daily events.
“Broadway Studios,” based on the Content to Commerce (C2C) model, will serve as the experience arm of the retail brand. It will be an in-house studio where creators collaborate with brands to generate content and host ongoing events. Broadway Studios aims to create a dynamic ecosystem where brands, creators, and customers can interact and co-create experiences.
Rana Daggubati said, “As actors and performers, we always strive to connect with audiences on a deeper level. Broadway’s collaborative model will reshape how we engage with content, driving deeper consumer connections and creating unparalleled engagement opportunities. In today’s creator-driven universe, it’s not just about shopping; it’s about delivering the ‘aha’ experience every time. Broadway acknowledges this and by providing immersive experiences and a platform where both brands and consumers have the power to be creators.”
Apurva Salarpuria, Director, Salarpuria Group said, “Broadway is a game-changer to marry content and commerce. The vision behind Broadway holds great credibility and relevance as it is based on a blend of retail experience, market research and passion to innovate. Broadway has opened up the barrier to entry for many renowned digital-only brands. Further, the experience offered at Broadway will drive the new narrative on the way brands interact with the consumers. It will also act as an organic ecosystem for investors and brands to garner genuine feedback, gauge consumer interest, measure brand success and make informed data- driven decisions.”
Anuj Kejriwal, CEO and MD, Retail Services, Anarock adds, “Physical retail spaces are continuously innovating and creating a dynamic environment that caters to the evolving consumer. At Anarock, we can strategically add value to this proposition by helping create the right destinations to not just attract new consumption audiences but create ease of business for many new brands to test markets, connect with customers and scale their businesses offline.”
Leading with an India-first narrative among retail brands worldwide, Broadway is a pioneering departmental store offering something for everyone, including new-age customers, innovative brands, and content creators.
