Retail reimagined: The rise of intelligent, real-time experiential commerce

By Aditya Kinra, Vice President, Tata Teleservices 

Retail in India is in the midst of a profound transformation. From the rise of digital-first brands and quick commerce to the emergence of unified commerce, consumers are expecting more than just convenience, they desire a shopping experience that is fast, intuitive, and deeply personal. This shift isn’t just about digitisation—it’s about reimagining commerce through the lens of technology, connectivity, and agility.

Phygital is the new normal 

The modern Indian shopper seamlessly moves between digital discovery and physical interaction. A product spotted on social media might be purchased in-store, while something experienced in a mall could lead to an online purchase or subscription. This fusion of physical and digital—what many now call “phygital”—is no longer optional. It’s the expectation.

At the heart of this experience is quick commerce, which has transformed how convenience is defined ...