In the fast-paced world of retail rollouts, ensuring consistency, speed, and quality across locations is one of the most crucial factors, and also one of the most challenging, especially when it comes to fixture manufacturing and installation. WaveRider Marketing Solutions has managed to successfully position itself as a reliable and agile partner for brands looking to scale across geographies without compromising on quality. The company has carved a niche for itself with its deep-rooted focus on turnkey retail solutions.

“WaveRider was born out of the need for reliability in a chaotic industry. We pride ourselves on being the partner who understands the brand, owns the process, and delivers without compromise,” says Naren Kashyap, Co-founder, WaveRider Marketing Solutions, while sharing the mission behind the company. "We built WaveRider on the principle of being hands-on and solution-first—no matter the location, size, or brand. Every project is an opportunity to help a brand express itself better," he adds.

Driven by versatility and a hands-on approach

The company also prides itself on having achieved versatility of execution across categories. From crafting sleek, functional spaces for Cashify’s kiosks, to executing premium retail experiences for Rare Rabbit, building cooling brand presence for Carrier, WaveRider’s portfolio spans brands across diverse categories:

• Electronics – Samsung
• Consumer Durables – Carrier Midea
• FMCG & Lifestyle – Tupperware
• Apparel & Fashion – Rare Rabbit
• Tech Resale – Cashify

The company has delivered a range of formats including EBOs (Exclusive Brand Outlets), MBOs (Multi-Brand Outlets), SIS (Shop-in-Shop), Kiosks, interior projects, branding & civil works.

As Hari Jha, Co-founder of WaveRider Marketing Solutions, says, "Versatility isn't just about industry range—it's about mindset. At WaveRider, we thrive on challenges. Whether it’s a kiosk in a mall or a premium retail outlet in a remote city, we deliver with the same rigor and pride."

So what are the specific challenges and critical factors that the company addresses, which helps build differentiator for clients?

Brand Consistency Across Locations

One of the biggest challenges many brands face, is maintaining visual and material consistency across multiple retail locations. Whether it's Delhi, Nagaland, or Tamil Nadu, the look and feel of a brand must remain uniform. “At WaveRider, we do not rely on third-party manpower. All fabrication, installation, and servicing is managed in-house, ensuring quality control at every step. We use the exact same materials, finishes, and specifications approved by the brand, ensuring the fixtures never feel “off” in any store. For us, every store is a brand statement. The consistency you see at the front end comes from discipline and precision at the backend,” says Hari.

As example he cites the company’s collaboration with ICONIC brands. “Their initial fixture sample lacked alignment with their global design guidelines—it had been "Indianised" with changes in colour palette, fabrication standards, and detailing. We worked closely with the brand to create moodboards, provide samples, and execute the final fixture design in sync with the global deck. Today, we’ve delivered more then 30+ Iconic brands (Gant, True Religion etc) showrooms, each consistent and globally aligned.”

Delivery Timelines

Tight timelines are part of every retail project, especially during new launches or large rollouts. To stay ahead, WaveRider ensures the following:

• Stocking raw materials in bulk as per projected volumes
• Maintaining floating manpower and contract-based workforce that can scale up rapidly
• Implementing parallel workflows at factory and site to reduce downtime

For example, for MI (Xiaomi), they delivered 75 stores in a month, including site recces and GC coordination. The effort earned them a place in Guinness World Records for multiple store openings on a single day.

This year, WaveRider took on the project of 500 counters for a premium mobile brand. Within just one month, they bulk-procured 10% extra materials and scaled their contract manpower to 3x. This helped in maintaining the promise of timely delivery with quality being intact and maintaining the same spec across pan India.

Bridging Design/Execution Gaps

When brands partner with multiple vendors, consistency suffers and it also results in scaled up challenges every month. For one of its clients, WaveRider requested two months to build the backend—from infra and manpower to production lines. Today, they deliver 8–10 stores per month, having already completed kiosks and multiple stores this month.

“With ELLE, our first two stores presented alignment and design issues. We collaborated directly with the brand and retail partner to fine-tune every detail. The final outcome after first 2 stores resolved initial issues, and by the third store, we had a seamless execution model in place,” shares WaveRider. 

Modular Thinking & Innovation

With premium mobile brand, there is also the challenge of long installation times (3–4 hours) due to bulky fixtures. WaveRider introduced modular fixture systems that reduced installation time to just 15 minutes, while also enhancing maintainability and uniformity across stores. From Kashmir to Tamil Nadu, Rajasthan to Nagaland, the company’s OnePlus fixtures now uphold consistency and quality across India. “We don't just execute - we engineer. Innovation for us means solving the ground realities of retail through thoughtful, scalable solutions,” says Hari.

Summing up the essence of their work principle, Naren adds, “At WaveRider, our approach is solution-driven. Whether it’s working under tight deadlines, adapting international design standards locally, or setting up a scalable production model, our goal remains the same—to deliver consistent, high-quality retail experiences across India.”