By: Himanshi Jain
Last updated : January 21, 2026 3:56 pm
Mannequins are quietly redefining their role beyond store displays. To understand this shift, Retail4Growth spoke with Charanjeet Singh, Director of Abstract Mannequins; Vishal Lakhani, Director of Shape Mannequins; and Piyush Jain, Director of 3S Mannequins Inc., to explore where the industry stands and where it is headed.
As the retail industry constantly recalibrates between physical and digital touchpoints, the mannequin industry is undergoing a quiet but significant transformation. Once viewed as a standard visual merchandising fixture, mannequins today are being reimagined to shape brand perception, enhance in-store engagement, and respond to evolving sustainability and cost pressures.
Retail4Growth connected with leading industry players: Charanjeet Singh, Director of Abstract Mannequins; Vishal Lakhani, Director of Shape Mannequins; and Piyush Jain, Director of 3S Mannequins Inc., to take a nuanced view of where the industry stands and where it is headed.
How demand for mannequins is being redefined
The mannequin industry is clearly at a crossroads, shaped by changing retail formats, digital influence, and evolving store strategies. While some see moderation in demand, others observe a redistribution rather than a decline.
Charanjeet Singh of Abstract Mannequin notes that brands are becoming far more design-conscious. “Brands today prefer slimmer mannequins because they help garments look sharper and more contemporary,” he says. There is also a visible tilt towards premium elements such as wooden arms and rotating mannequins, which improve visibility and elevate in-store presentation.
From another angle, Piyush Jain of 3S highlights the pressure from online retail and social media-led selling. “The mannequin market has seen a gradual decline in demand due to the rapid growth of online retail and social media–driven sales. Many brands and shopping malls are increasingly promoting their online platforms, often pushing discount coupons and QR codes on bills and in-store communication. As a result, physical visual merchandising budgets are under pressure, impacting traditional mannequin demand.” However, he adds that while volumes have softened, the focus is shifting toward more innovative, high-impact display solutions rather than standard mannequins.
Offering a ground-level retail view, Vishal Lakhani of Shape Mannequins observes a shift in terms of where demand is coming from. “Big company-owned stores may be reducing mannequin numbers, but small shops and high-street stores are actually increasing their focus,” he says. According to him, mannequins remain a critical sales tool, especially for independent retailers.
Screens can show, Mannequins make you feel
The other aspect is the growing presence of digital screens in store to highlight merchandise. Has this impacted the demand for mannequins? After all, digital screens and in-store communications are getting more and more immersive, driven by cutting edge display technologies. According to Piyush, “Digital screens are useful, but they cannot replace mannequins. Mannequins show how clothes actually look on a real body, which helps customers make better decisions.” He believes that rather than demand being reduced, mannequins are becoming more stylish and customised. Today, the best stores use both mannequins and digital screens together.
Charanjeet shares a similar view. He says mannequins help customers imagine how a product will look on them. When clothes are displayed on a mannequin, people can understand the look, feel, and quality of the garment. “On a screen, you can only see the product,” he explains, “but on a mannequin, you can feel it.” For him, mannequins create a stronger connection with the product than digital displays.
What’s the pattern of spends?
Spending on mannequins is no longer uniform across retail categories; it is becoming more targeted.
According to Piyush, exhibition-focused businesses are spending actively, especially on rental mannequins. “Home designers and lifestyle brands participating in exhibitions across cities prefer flexible, short-term usage instead of outright purchases,” he shares.
Charanjeet points out that fashion apparel, luxury, fast fashion, and ethnic wear brands are investing more in mannequins. These categories use differentiated styles to enhance visual storytelling and store aesthetics. Meanwhile, Vishal notes that smaller retailers are emerging as strong spenders. “Today, small shops are spending more on mannequins than some large company stores,” he says, adding that this trend is especially visible in tier-2 and tier-3 cities.
Beyond the static form
Innovation has become a necessity rather than a differentiator. While Charanjeet believes that manufacturers are focusing on design refinement, modular parts, rotating mechanisms, better finishes, and ease of handling, Piyush believes that the future lies in technology-led displays. “By 2026, we expect global brands to introduce robotic mannequins with limited movement to improve customer engagement,” he says. His team is already tracking developments in motion, design, and tech-enabled features.
Vishal brings a manufacturing-led innovation perspective. Having exited fiberglass production nearly a decade ago, he says, “Fiberglass mannequins are reaching a dead end. Plastic mannequins are cost-effective, recyclable, unbreakable, and user-friendly.” While the initial investment is high, he explains that production costs are significantly lower in the long run.
The demand for sustainability mannequins
In the area of sustainability, all three industry leaders speak in near-unison. For Vishal, sustainability is non-negotiable. “Plastic mannequins are eco-friendly because they can be recycled. Fiberglass cannot,” he states, explaining why his company made a complete shift years ago.
Charanjeet observes increasing demand for longer-lasting mannequins made from recyclable materials, particularly from premium and international brands that are conscious about their environmental footprint. Piyush Jain agrees but adds a note of realism. “Sustainability awareness is growing, but it’s still at an early adoption stage in India,” he says. Clients have begun asking more questions about durability, recyclability, and product life cycles, though cost remains a concern.
Pricing pressures, digital disruption, and the road ahead
Challenges in the mannequin industry vary depending on where one stands in the value chain. Piyush identifies aggressive pricing from online sellers as a major concern. “Instagram and Facebook sellers compete purely on price, without offering durability or after-sales support,” he says. This has made customer education and value differentiation critical for organised players.
According to Charanjeet, the challenges lie in rising input costs, price sensitivity, and constant pressure to innovate, especially while meeting sustainability expectations.
Vishal, however, remains optimistic. “I don’t really see major challenges,” he says confidently. While metro markets may be saturated, he sees strong growth potential in tier-2 and tier-3 cities. “Retail is expanding there, and mannequins will always have a role.”