India’s dynamic retail sector is experiencing dynamic shifts, driven by changes in consumer behaviour and brand requirements. The journey of Indian retail in fact mirrors a remarkable shift, from functional spaces to experience-driven destinations. What once revolved around fixtures and displays has transformed into comprehensive solutions where every element, from design to technology, plays a role in shaping customer journeys. Making this happen is the eco-system supporting retail, comprising retail solution providers, store designers and others who power the in-store experience for brands and retailers. And driving this industry are entrepreneurs, who are agile enough and closely cued to evolving retail trends.

Sharing his observations on market trends in an exclusive conversation with Retail4Growth, Shreesh Sharma, Founder & Director at GKW Retail Solutions Private Limited, says, “Earlier, smaller brands were the ones experimenting and spending, while established brands were conservative. But now the bigger players have realised that if they don’t engage customers effectively, they risk being left behind.”

Rebound of lifestyle and apparel

Sharing his thoughts on the shifts that are happening in the fashion industry, Shreesh explains how, after a sluggish year for fashion retail, 2025 has seen a strong rebound with lifestyle and apparel brands now entering Tier-2 and Tier-3 cities with aggressive store expansions. He shares an example, “A retailer who runs a family business wanted to rebrand for the new generation. The third generation came in with the vision to create a brand identity, and we are helping them from scratch, from designing their logo, brand guidelines, to designing their store.”

This shift shows how even regional players are stepping up to build structured retail brands, often starting with just a handful of stores and maybe scaling into franchise models in the coming years. For many of them, GKW provides end-to-end support, from concept design to store fit-outs and more.

Shift towards interactive formats

As is becoming increasingly obvious, retail displays today go far beyond static shelves. Now, brands are demanding interactive formats – screens, sounds, digital signage, and CMS-enabled displays. “CMS is the next big thing. Brands want control, flexibility, and real-time engagement. While not every brand can afford it, those with vision and budgets are embracing it,” says Shreesh.

Segments such as beauty, liquor and cigarettes, which traditionally had limited advertising scope, are opening new opportunities. Liquor brands are increasingly investing in creative displays inside bars, pubs, and clubs, while cigarette companies are expanding visibility into modern trade and airports, as Shreesh shares.

From fixtures to turnkey solutions

GKW’s own evolution from a pure-play fixture manufacturer to a global tech-led retail turnkey solution provider reflect much of the changes in the retail space. “Today, we build entire retail stores, complete with fixtures, signage, tech integration and interiors,” Shreesh says. “Our role is to ensure that a brand walks into a space and walks out with a store ready to operate.”

Constant reinvention is the key

Staying ahead of the curve requires constant reinvention. GKW has invested in cutting-edge infrastructure, from India’s first Canada-made flatbed printer to CNC laser welding and 3D printers. “If we don’t evolve, we’ll be left behind in the market,” Sharma stresses. This continuous upgradation, he believes, keeps them aligned with global standards.

For Shreesh, the future lies in empowering brands, whether big or small, to tell their stories better. GKW now even offers design consultancy, brand guidelines, e-commerce management, and concept creation for startups and regional retailers.

“The key is to evolve and upgrade consistently,” Shreesh emphasises. “Retail looks glamorous from the outside, but the glamour comes from the hard work inside factories, knowing every screw, every material, every detail that makes a display come alive.” And is where players like GKW aim to make a difference.