Broadway, the experiential retail platform backed by entrepreneurs and investors including Vivek Biyani, Rana Daggubati, Apurva Salarpuria, Nikhil Kamath, and Gruhas Proptech's Abhijeet Pai, has launched its largest outlet to date in Mumbai's Bandra West. Spread across 40,000 square feet over four floors, the flagship store brings together more than 200 brands spanning fashion, beauty, wellness, sneakers, and lifestyle categories.
For Broadway, however, the opening is not merely about expanding retail space. The company views the project as a test of a broader vision centered on how India's next generation of consumers prefers to shop.
"We're not a marketplace and we're not a mall. Broadway is a point of view on new-age consumption in India," said Sankalp Kathuria, Co-Founder and Chief Executive Officer of Broadway.
The Mumbai launch marks Broadway's fourth location after Delhi, Hyderabad, and Pune, and signals a larger expansion drive at a time when consumer brands are increasingly looking beyond online channels to sustain growth.
Broadway's business model operates at the intersection of digital brand discovery and physical retail experiences. Over the past decade, hundreds of Indian consumer brands have built loyal communities online. However, scaling beyond digital customer acquisition has become increasingly expensive and challenging. At the same time, traditional physical retail continues to struggle in attracting younger consumers accustomed to convenience and personalization.
Broadway aims to bridge this gap.
According to Kathuria, Mumbai represents the heart of the country's emerging consumer brand ecosystem. "Mumbai is where these brands are born, where founders live, where this culture originates. But there wasn't a single destination designed around that ecosystem," he said.
He added that Bandra offered the ideal consumer profile, describing the area's shoppers as discovery-driven, culturally engaged, and already familiar with emerging brands.
The result is a retail destination designed less like a conventional department store and more like a curated platform for contemporary consumer brands.
Kathuria believes one of the most significant shifts in Indian consumption patterns is that customers are becoming increasingly intentional in their purchasing decisions.
"The consumer is moving from mass to considered much faster now. People understand brands, follow founders, and know the difference between something built with conviction and something built for distribution," he said.
The Mumbai flagship houses more than 200 brands across fashion, beauty, skincare, wellness, sneakers, accessories, and lifestyle segments. While the majority of participating labels are Indian, Broadway has also attracted international brands seeking to enter or expand within the Indian market.
Beautytek has selected Broadway as its exclusive retail destination in India, while brands such as Birdeye and Behno are using the platform to strengthen their offline presence. The store also features labels across premium fashion, streetwear, beauty, Korean skincare, footwear, and consumer electronics.
"Brands aren't just getting shelf space. They're getting an audience, context, and infrastructure to grow," Kathuria said.
Broadway's strategy extends beyond product discovery. The company plans to activate its stores through founder interactions, product launches, workshops, wellness experiences, and recurring community-driven formats such as Founders on the Floor and Broadway Afterhours.
The objective is to create sustained consumer engagement rather than rely solely on retail transactions.
"We want people to come back for reasons that have nothing to do with making a purchase. A store that consumers visit once every season isn't what we're building," Kathuria said.
The approach reflects a wider challenge confronting physical retail worldwide: competing not only with electronic commerce but also for consumer attention.
Broadway's response is to position curation itself as the core product offering.
"There isn't a direct comparable in India right now. The experience of walking into Broadway comes from how we think about brands—not just what we stock," Kathuria said.
Looking ahead, the company has outlined ambitious expansion plans. Broadway is targeting revenue of ₹1,500 crore to ₹2,000 crore over the next five years and aims to build a network of 25 stores across India. Additional locations have already been secured, including another outlet in Delhi and a new store in Gurugram.
The launch of Broadway's largest flagship store in Mumbai underscores the growing belief among new-age retail companies that the future of physical shopping lies in curated experiences, community engagement, and meaningful consumer connections. As brands seek alternatives to increasingly expensive digital growth channels, Broadway's expansion strategy reflects a broader transformation taking shape across India's retail landscape.
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