India’s Tier 2 cities are becoming significant retail and consumption centers, surpassing many larger urban areas in international brand presence and quality retail infrastructure, as per a recent report. Chandigarh leads in International Brand Penetration Rankings despite its smaller population, excelling in consumption power and retail quality. Mangaluru stands out as the most brand-dense Tier 2 city in India, boasting over 102 international brand stores per million people.
Lucknow, the capital of Uttar Pradesh, hosts the highest concentration of unique international brands in Tier 2 India, with 112 brands spread over 5.6 million sq ft of shopping center space. The report also highlights that Surat, Jaipur, and Nagpur, with a combined population of around 16 million, face constraints in international brand penetration due to the lack of Grade A retail infrastructure. American brands dominate Tier 2 retail internationalization, constituting 46% of all international stores.
The study evaluated 24 Tier 2 cities based on Brand Breadth, Brand Intensity, Market Readiness, and Consumption Power. Tier 2 cities in India have added 5.9 million sq ft of Grade A retail space since 2020, surpassing Tier 1 cities. UAE-based retail groups have a significant presence in department stores across Tier 2 India. A single high-quality mall of 0.8–1 million sq ft can significantly impact a city’s retail landscape, according to the report.
“We are observing the rise of a parallel retail economy in Tier 2 India — one that is youthful, ambitious, digitally connected, and increasingly supportive of international brands,” noted Shishir Baijal, International Partner, Chairman, and Managing Director of Knight Frank India. India’s retail sector has immense growth potential, modernizing retail systems at different maturity levels simultaneously.
