The Indian retail industry is steadily entering a more confident and quality-conscious phase. This shift is no longer limited to large-format retailers; it is increasingly visible among small and mid-sized brands that are reassessing how they engage customers, design stores, and invest in long-term value creation. 

“The industry is in a better mode now,” says Naveen Kumar, Founder of Infonics Technologies. “Earlier, people bought anything that was cheap. Today, consumers understand products better and have started trusting vendors.” 

In an insightful conversation with Retail4Growth, Naveen shares how digital integration and experiential retail are emerging as key differentiators for the brands, despite challenges around awareness, regulation, and cost clarity. 

Quality, technology, and changing retail mindsets 

Drawing from his experience in digital installations in a retail store, Naveen highlights how product awareness often comes from usage rather than explanation. Recalling an incident with a client, he shares, “We installed a COB LED product without explaining the technology. They loved it. The response was positive. When the client later experienced a standard alternative, the performance gap became immediately evident to them.”  

COB (Chip on Board) technology, he explains, is an advanced form of LED that offers higher energy efficiency, better durability, improved stability, and easier installation compared to traditional SMD products. “It protects the core product and performs better in the long run,” he adds, making it a strong fit for high-usage retail environments. 

Small brands are adopting, just more cautiously 

Sharing his insights on how smaller sized brands are adopting technology. Navin says, “There is heavy competition in malls and central markets. When small brands see screens everywhere, whether in DLF or Ambience Mall, they realise visibility is no longer optional.” 

Among newer players, Naveen cites a brand which started with a single store in Raipur and made digital screens mandatory as they expanded to over 20 locations nationwide.   

Often, adoption accelerates when younger family members enter the business. “The older generation asks for ideas, but when the next generation comes in, execution becomes faster,” Navin adds. 

The real bottleneck: regulation and awareness 

The real challenge in technology adoption lies in unclear regulations and a lack of awareness. Brands remain unsure about permissions and charges associated with digital facades and large-format displays. 

“Brands hesitate because they don’t know how they will be charged or who bears the cost,” Naveen explains. “But this will get sorted. It’s a temporary gap.” 

According to Naveen, awareness is the key. “Guidelines are there, but there is no awareness. People simply don’t know.” As authorities streamline communication and brands gain familiarity with the process, these bottlenecks will ease, he feels. 

What lies ahead? 

Looking ahead, Naveen is optimistic about the next three to five years. Digital standees are already a competitive market, and innovation, both in hardware and software, is accelerating. 

“Technology is the future,” he asserts. “In the coming years, tech adoption will increase gradually as awareness improves and processes become clearer.”