Highway Retail in India: Unlocking a High-Growth Opportunity

Highway Retailing in India: Unlocking a High-Growth Opportunity

Highway retailing in India has evolved dramatically—from simple stopovers to vibrant commercial destinations catering to both travelers and local communities. This sector has gained momentum as leading retail brands recognize its untapped potential and direct their expansion efforts accordingly. Among the most promising corridors is National Highway 48 (NH-48) in Gurugram, where EBD83 stands out as a key opportunity to tap into this growing market.

A New Era for Indian Highways

Although India’s National Highways represent just 2% of the road network, they handle nearly 40% of total traffic, making them crucial to the country’s mobility landscape. These highways have transformed into lifestyle corridors featuring multi-lane expressways, modern dining outlets, shopping centers, entertainment venues, and premium lodging facilities.

Gone are the days of dull, functional highways—today’s travelers enjoy multiplexes, themed restaurants, drive-in cinemas, and international-standard rest stops. This evolution offers not just convenience, but an enjoyable journey for millions of daily commuters and leisure travelers.

Capitalizing on the Future of Highway Retail

With passenger traffic on National Highways expected to reach 394 million by 2030, the retail potential is projected at $4.2 billion. Several key trends are fueling this growth:

• Enhanced Infrastructure: Widened and modernized highways make travel faster, safer, and more accessible—creating ideal conditions for retail development.

• Rise in Road Travel: Over 50% of India’s 4 million car sales in 2022–23 were SUVs, reflecting a growing preference for road travel, especially among millennials and Gen Z.

• Post-Pandemic Lifestyle Shifts: The “YOLO” (You Only Live Once) mindset has sparked renewed enthusiasm for travel, increasing footfall at highway retail destinations.

• Experience-Driven Consumers: Young, tech-savvy consumers prioritize experiences, connectivity, and convenience—driving demand for innovative, engaging retail concepts on the move.

Leading Highway Retail Destinations in India

Retail ecosystems are thriving across major highway corridors:

• Delhi–Ambala Highway / Sri Ganganagar–Bhatinda–Chandigarh Highway

• Mumbai–Pune Expressway / NH-36 Raipur – City Mall 36 houses over 150 Indian and international brands.

• NH-2 Delhi–Faridabad – Home to Eldeco Station 1 and City Centre Malls.

• NH-1 Murthal, Haryana – Sukhdev Dhaba has evolved into a modern retail and dining hub.

These locations now host not only Indian F&B brands like Haldiram’s, Bikanervala, and Café Coffee Day but also global names such as Starbucks, KFC, McDonald’s, and Subway. Apparel and lifestyle brands like Puma, Tommy Hilfiger, Calvin Klein, Uniqlo, Hamleys, and Decathlon are also establishing a presence, capitalizing on increasing visibility and consumer traffic.

Sector 83, Gurugram: A Retail Magnet on NH-48

Strategically located along NH-48, Sector 83 in Gurugram is a high-potential hub for highway retail. With approximately 80,000 vehicles passing through daily, the area boasts high visibility and accessibility. Recognized as a “Category A” highway retail destination by Knight Frank, Sector 83 offers unmatched advantages for retail brands.

The area is poised for further growth with the proposed relocation of the Manesar toll plaza, a robust residential catchment from New Gurugram, and designated commercial belts under the Gurgaon Master Plan 2031. It is this unique convergence of traffic, accessibility, and local demand that makes Sector 83 a lucrative destination for highway retail.

EBD83: Redefining Highway Retail in Gurugram

EBD83, a premier project by Emaar India, is set to become the benchmark in highway retail on NH-48. Located at Sector 83, EBD83 benefits from both the highway frontage and a dense local catchment—nearly 90,000 residential apartments in New Gurugram.

Notable nearby communities include:

• Palm Gardens (1,000+ families)

• Cendana (1,300+ families)

• Additional neighborhoods like Vatika Lifestyle Homes (1.6 km), Primus (2.8 km), and South Privana (4.6 km)

EBD83 offers commercial plots for Shop-Cum-Office (SCO) development, ideal for retail, F&B, and entertainment ventures. The project also includes EV charging stations, ample parking, and utility spaces, ensuring convenience for both shoppers and travelers.

A Strategic Investment Opportunity

As highway retailing in India surges, NH-48 stands out as a hotspot—and EBD83 is at the heart of it. Its prime location, strong local catchment, and future-ready infrastructure make it an ideal investment for retailers and developers looking to capture the next big wave in retail.