Eventive Concierge bets big on Tier 2 & 3 markets as demand for retail branding grows

Eventive Concierge, a Pan-India retail branding and BTL marketing partner, plans to expand its presence across Tier 2 & 3 cities across India, while strengthening its systems for consistency across multiple locations and also emphasising the industry’s need to adopt eco-conscious display solutions.  

The Delhi-based company, which works with brands such as Daikin, Rubber King, and MRF Tyres across sectors including consumer durables, beauty, and automotive, is helping businesses create consistent brand experiences through retail branding, activations, and experiential marketing campaigns.  

Founded in 2019, Eventive Concierge specialises in retail branding, POSM and POP solutions, and in-store promotional displays. Its portfolio includes patented display designs, lightweight and foldable promotional units, quick tool-free assembly systems, and recyclable materials that help brands execute campaigns efficiently across geographies. With a network of implementation partners across major cities, the company supports nationwide branding initiatives.  

“Before the pandemic, face-to-face interactions and physical brand experiences formed the backbone of retail marketing,” says Shalini Bhargava, Business Head of Eventive Concierge in an exclsuive interaction with Retail4Growth. “However, during the pandemic, businesses shifted almost entirely toward digital channels. For nearly two years, brands prioritised digital marketing. Physical events became virtual events, and offline visibility activities were reduced drastically. But as consumer confidence gradually returned, brands started moving towards omnichannel branding to combine the strengths of both digital and physical engagement.” 

Consistency as a competitive advantage 

For brands operating across multiple locations, maintaining consistency is often one of the biggest challenges. Eventive Concierge addresses this through stringent quality-control processes and standardised implementation protocols. 

Shalini highlights that colour uniformity is a critical factor in brand visibility. The agency ensures that every vendor works with approved specifications, samples, and Pantone references to maintain consistency across all installations. "Brand managers are extremely particular about consistency,” she shares. “Whether a campaign is executed in Delhi, Bengaluru, Jaipur, or anywhere in the country, the visual identity must remain exactly the same. We have developed systems that ensure this uniformity." 

Shift towards sustainability  

Amid growing demand for sustainable retail infrastructure, Eventive Concierge is helping brands adopt eco-conscious display solutions through the use of sustainable industrial corrugated sheets and recyclable promotional materials.  

Shalini shares that the industry has moved away from traditional PVC and plastic-based branding materials in favour of more sustainable alternatives. Materials such as fabric-based media and ACP boards are increasingly preferred because of their durability, recyclability, and lower environmental impact. 

“In several states, the use of certain plastic-based branding materials has become highly restricted, she shares. “Brands today are consciously investing in sustainable solutions that are not only environmentally responsible but also offer longer life cycles.” 

Looking ahead 

As brands are increasingly expanding their presence across Tier 2 and Tier 3 cities and investing more heavily in physical consumer engagement, Eventive Concierge is strengthening its position as a Pan-India retail branding and BTL marketing partner. 

Eventive Concierge looks forward to helping brands create more meaningful experiences in physical spaces. As Abhinav Bhargava, Director of Eventive Concierge, shares, “We envision a future where retail environments, activations, and events become intelligent brand ecosystems – blending design, technology, and human interaction to create deeper engagement. Our goal is to pioneer experiential solutions that are creative, measurable, and sustainable, setting new benchmarks for the BTL marketing industry.”