AZORTE opens fashion neo-store at Phoenix Marketcity, Mumbai
By Retail4Growth Bureau | October 13, 2025
AZORTE’s new store is packed with advanced digital innovations like smart trial rooms, interactive screens, RFID-enabled inventory, and self-checkout, creating a tech-driven shopping experience for customers.
AZORTE, Reliance Retail’s fashion and lifestyle brand, has announced the launch of its newest store at Phoenix Marketcity, Mumbai, bringing its cutting-edge neo-store experience to Mumbai’s style-conscious shoppers. Spanning 14,881 sq. ft., the store redefines what fashion retail can be, fusing technology, trend, and thoughtful design to create a space that’s as inspiring as it is inclusive.
The new AZORTE store at Phoenix Marketcity, Mumbai, features several first-of-its-kind digital retail innovations, enhancing the shopping experience and setting new standards in fashion retail.
- Frictionless check-in & in-store navigation: For customers who prefer a self-guided experience
- Interactive digital screens: To showcase endless aisle collections and serve as dynamic digital signage
- RFID & QR code technology: To help the store keep track of stock so the right sizes and products are always available
- Smart trial rooms: Fitting rooms suggest contextual product recommendations and make trying on clothes easier
- Self-checkout counters: For a seamless and time-efficient end to every shopping journey
With the launch of this store, AZORTE now operates 40 stores across India, continuing its rapid expansion across the country.
“AZORTE is more than a store, it’s a reflection of how today’s generation experiences fashion,” said Dhaval Doshi, Head of Marketing of AZORTE. “We’ve created a space that’s immersive, tech-enabled, and most importantly, welcoming. Our goal is to make every visit feel like a discovery, whether it’s a new trend, a new look, or simply a new way to express yourself.”
“We are delighted to welcome AZORTE to Phoenix Marketcity, Mumbai,” shared Vikas Shetty, Senior Vice President - Leasing & Retail Director of The Phoenix Mills Ltd. “The brand adds more energy to our thriving fashion portfolio - youthful, expressive, and very much in tune with the new-age shopper. AZORTE is also a significant addition to our retail mix and plays a key role in our ongoing expansion plans for the centre.”
