What is it about?
The article explores how the Metaverse is emerging as a new space for interaction, experience, and commerce in the Indian retail sector. It explains how virtual stores, immersive shopping environments, digital avatars, and augmented reality tools are changing the way consumers search for products, evaluate brands, and make purchase decisions. The work highlights how retailers in India are beginning to use these technologies to create more personalized and engaging shopping experiences, reduce physical limitations, and strengthen customer loyalty. It also discusses the challenges retailers face, such as cost of technology, digital readiness, and data privacy concerns. Overall, the article shows that the Metaverse has the potential to reshape marketing strategies, retail formats, and consumer behavior in India, making shopping more interactive, immersive, and experiential.
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Why is it important?
This article is important because it addresses a timely and significant shift occurring in the Indian retail landscape due to advancements in digital technology. As consumers increasingly move between physical and digital environments, retailers are compelled to redesign how they connect, communicate, and deliver value. The Metaverse represents one of the most transformative developments in this space, and the article provides an early and focused examination of its relevance to the Indian context. While global discussions on the Metaverse are growing, research specific to India’s retail sector is still limited. This article helps bridge that gap.
Perspectives
In writing this article, my intention was to capture a crucial moment in the evolution of retail marketing in India. The concept of the Metaverse is still developing, yet its influence is already visible in how brands interact with consumers. I wanted to highlight that the Metaverse is not just a futuristic idea, but a practical and emerging space where retail experiences can be reshaped. Indian consumers, especially younger digital natives, are increasingly seeking immersive and personalized interactions. This article reflects my interest in understanding how technology can support these expectations while also opening new strategic pathways for retailers. I approached the topic with both curiosity and caution.
Abhilasha Singh Upadhyaya
Jaipuria Institute of Management
Read the Original
This page is a summary of: Adopting Metaverse in the Indian Retail SectorChanging Facets in Marketing through Technology, September 2025, Bentham Science Publishers,
DOI: 10.2174/9798898810368125010009.
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