Mall developers are increasingly focusing on Tier 2 cities, saying shoppers in these markets already know the brands they want and are driving demand for organised retail. The trend is drawing fresh attention ahead of Diwali, when retail activity usually picks up sharply.
According to developers, consumers in smaller cities are becoming more brand-conscious and are looking for the same shopping experience available in larger metros. This has encouraged mall operators to bet big on expansion in such markets.
The shift reflects growing confidence in Tier 2 cities as a retail growth engine, with developers expecting festive-season demand to support business. They see these markets as an important opportunity for branded stores and shopping centres.
