Food is the New Fashion: Pushpa Bector, DLF Retail

As the Indian retail landscape continues to evolve, malls are transforming from mere transactional spaces into hubs of experience, engagement, and community. We sat down with Pushpa Bector, Senior Executive Director and Business Head Retail, DLF Retail, to understand the emerging trends in mall retailing, the role of technology, and the resurgence of Indian brands in the ecosystem.

Edited excerpts:

What are some notable changes and trends you’re witnessing in mall retailing today?

One encouraging trend this year is the return of food sales. We’re also seeing cinema occupancy levels rising after a lull over the past few years, which bodes well for overall footfall.

We’re cautiously optimistic heading into the festive season. With festivities and the wedding season starting earlier and being more spread out this year, we expect consumption to rise steadily. Starting August, we anticipate a significant uptick in footfall and shopping activity.

How are malls adapting to a digital-first retail environment?

We’re embracing the concept of smart malls. Technology is being integrated at every level—from sustainability initiatives such as energy efficiency to customer-facing features that improve convenience and connectivity.

For instance, enabling customers to identify available parking slots and navigate directly to them is one such application. These elements of seamless experience must become the norm, something people take for granted.

Beyond that, we're actively exploring AI integration, not just as a buzzword but as a core pillar in how we build and manage malls.

Are you leveraging AI-led analytics to study footfall and customer behaviour?

Absolutely. While facial recognition is off the table due to privacy laws in India, we are using compliant technologies to gather relevant data.

There are specialised agencies that use AI to map consumer movement within a catchment area. That kind of data is incredibly valuable. It helps us understand traffic patterns, align with the right brands, and curate the tenant mix accordingly.

Speaking of tenants, is there a system for data sharing between tenants and mall management?

Yes, very much so. We have a live dashboard where sales data flows directly to us. This information is vital as it helps us identify which brands are thriving and which aren’t.

But more than just collecting data, it’s about how intelligently we can collate and interpret it. Insights derived from consumption trends are what drive strategic decisions across our portfolio.

How has the tenant mix evolved over the last 3–5 years? What categories are gaining traction?

One major shift is the entry of D2C (Direct-to-Consumer) brands into mall spaces. Some are performing well, some are still finding their footing.

Food and beverage remain a strong category; less nightlife, more core dining. Experiential concepts are also doing particularly well. Fashion, interestingly, is making a strong comeback.

Any interesting fashion trends you’re observing in malls?

Yes, indeed. A few years ago, we coined the phrase “food is the new fashion”. Initially, it applied to clubs and bars. Now, it’s back to core dining experiences.

On the apparel side, there’s a strong shift towards authenticity and comfort. Consumers are embracing sustainable and comfortable clothing even for workwear. You no longer need to be uncomfortable to appear efficient.

What are you doing to support Indian and homegrown brands?

We’re heavily invested in promoting Indian brands, especially D2C ones. In fact, we’ve incubated multi-brand outlets (MBOs) for D2C labels—three are currently operational in our properties.

We were among the first to introduce homegrown brands in malls. Today, around 22–23% of our brand portfolio is Indian—across food & beverage, fashion, and ethnic wear. We don’t believe Indian malls should be defined only by international names.

Why do you think Indian brands are gaining popularity?

There’s a growing sense of national pride in wearing Made in India products. Beyond that, Indian brands often offer better fits and more culturally relevant designs.

People want value, style, and comfort not just a label. And increasingly, they’re finding that in homegrown brands.

How has footfall changed post-pandemic?

Footfall is back, this year especially, we’ve seen a clear return to pre-pandemic levels across our properties.

What’s your current average occupancy rate?

By God’s grace, it’s at 98% across the portfolio.

What are your investment priorities over the next few years?

We’re launching four projects, three of them within this financial year: Midtown Plaza, Summit Plaza, and a project in Goa by FY26 then the Mall of India Gurgaon. Goa might see a slight timing shift, but all major developments are firmly in progress.