India’s digital signage market is expected to nearly double, from about $894 million in 2026 to $1.7 billion by 2031. That is growth of 11.3% a year, well ahead of the global rate of 6.6%.  Retail modernisation is one of the main drivers for this growth.  

For retailers, the screen in the store is no longer just a place for promotions. It is where shoppers browse, compare and decide, and where brands learn what holds their attention. But this shift brings an operation challengei.e. how to keep content updated and consistent across outlets with different screen sizes and formats. Techworks is seeing this as an opportunity through interactive displays, sensor-based solutions and AI-powered content management. 

The company is currently focusing on lift-and-learn technology, which displays relevant information when a shopper picks up a product. Initially developed to improve the shopping experience, the technology now also offers brands insights into customer interactions, including how frequently products are picked up and whether those interactions lead to purchases. 

“We offer these solutions under our XW eSense range of sensors, which also includes proximity, motion and thermal sensors. These solutions integrate with our content management system, which further allows retailers to manage content and access analytics through a single platform,” explains Dhruv Chhabra, CTO of Techworks. 

The technology is particularly useful for categories such as cosmetics, electronics, mobile phones and footwear, where shoppers often compare products before making a decision. 

Another application uses touchscreen interfaces and LED shelf lighting to help customers locate relevant products. For instance, shoppers can select a requirement on a touchscreen, prompting LED strips to highlight products that match their selection. 

With these solutions, TechWorks is making in-store displays more useful for both shoppers and retailers. While, on one hand, customers can find product information more easily, on the other hand, retailers can track customer interactions and manage content across stores without the added effort of creating separate content for every screen – addressing a key common challenge.