Last updated : December 16, 2025 4:07 pm
New revenue models, deeper brand collaborations, and phygital experiences will push the industry forward, writes Nishank Joshi - Chief Marketing Officer, Nexus Select Malls, as he looks back at the year gone by, and shares what he expects in the coming year.
2025 has been a year of clear shifts in how India engages with retail and mall ecosystems. We saw rapid digitisation in advertising, with large-format digital installation screens and advanced facades redefining visibility for brands.
As one of the earliest adopters of anamorphic advertising in India, Nexus Select Malls has revolutionised digital media inside malls and we’re now gearing up to scale this innovation with even more advanced formats.
Each Nexus mall features a distinct, high-impact digital screen that has become a game changer- reshaping the advertising landscape, driving strong new revenue streams, and setting the stage for even bigger digital innovations in the year ahead.
Customer behaviour also evolved meaningfully with premiumisation growing across categories, experiential formats becoming core traffic drivers, and data-backed insights helping us understand shoppers with far greater precision. Malls increasingly became social, cultural, and entertainment hubs, with stronger dwell times and a renewed sense of community.
As we look to 2026, the momentum only strengthens. The rise of connected, app-led ecosystems will create seamless end-to-end journeys for shoppers, while sustainability-led design and technology will shape the next generation of assets. Retail-entertainment will evolve into more curated, content-rich formats, and emerging cities will drive the next wave of modern retail expansion. New revenue models, deeper brand collaborations, and phygital experiences will push the industry forward.
With the upcoming EOSS set to roll out, we anticipate strong shopper momentum across all 19 of our malls in 15 cities. Early indicators from brand partners and consumer sentiment point toward a high-engagement season. EOSS consistently energises the retail ecosystem, and we expect this edition to further reinforce the growing confidence and appetite for organised retail in India. The year ahead promises to be one of acceleration - where innovation, customer-centricity, and bold thinking will define how malls grow, how brands connect, and how India experiences retail.