This rotating KitKat display is hard to walk past

A packet of chips may not be on a shopper's grocery list, yet a well-placed display can often convince them otherwise. Today, as India's retail ecosystem becomes more organised, brands are looking beyond traditional shelving to create experiences that stop shoppers in their tracks.

One such example is the rotating KitKat display developed by UNIDOS.Display for modern trade stores in Ukraine. Unlike conventional product stands, the display incorporates physical movement and can be manually rotated when shoppers interact with it, making it difficult for them to simply walk past. As the unit rotates, it naturally draws the eye, encouraging customers to pause, interact with the display, and take a closer look at the products.

“The objective is simple – to capture attention,” says Soham Gujral, Partner & Innovator at UNIDOS.Display. “A shopper may not enter a store intending to buy a chocolate, but when a display moves, it sparks curiosity. People stop, engage with it, and that's often enough to influence a purchase.”

With the evolving retail landscape, brands marketers are looking for more premium, modular and engaging displays. “What we're seeing is the formalisation of retail,” says Soham. “As stores become more organised, brands want display solutions that look premium, work across different store sizes, and create a better shopping experience.”

The trend is no longer limited to metro cities in India. Industry players report growing demand from Tier-II markets, where modern trade formats, supermarkets, and organised retail chains continue to expand their footprint.

UNIDOS.Display traces its roots back to 2001 as a leading company in Point-of-Sale Marketing (POSM) display solutions. The company specialises in foldable and flat-packed displays, and caters to global FMCG giants such as Horlicks, Kellogg’s, Colgate-Palmolive, Britannia and more.