In the early 1900’s, when America started building roads, a new phenomenon of shopping started mushrooming the highways called “Outlet Malls”. Easily accessible roads played a significant role in the development and success of Outlet Malls. The accessibility and ease of travel provided by the road infrastructure in the United States have been instrumental in shaping the Outlet Mall industry.

Now, India is catching up with its new roads, thanks to the current government, we see a huge upsurge in National Highways & also National Expressways. With roads getting better, and more people taking the on to the roads, Highways have now become the new venues for setting up Outlet Malls. A study conducted by Beyond Squarefeet shows that till mid 1990’s only 20% of vehicles on these highways were private vehicles (Cars & Buses), with almost 80% vehicles being commercial vehicles (Lorries & Trucks). However, now in 2023, almost 60% of the vehicles on the highways are private vehicles (Cars & Buses), which clearly depicts that more and more people are now more comfortable to travel in cars, thanks to the excellent roads. Also the cars have now become far more affordable than in 1990’s. These both factors, cheaper cars & robust roads have given the required impetus for setting up Outlet Malls on the Highways.

Outlet Malls typically got situated in areas with high visibility and accessibility. Roads, especially major highways and interstates, offer convenient access to potential shoppers who are on the road with their families, apart from nearby cities and towns. Developers strategically chose locations near these road networks to ensure that the outlet mall could attract a wide customer base. Good roads enabled people to travel long distances relatively quickly.

Many Outlet Malls are strategically placed along well-traveled routes, making them accessible to tourists and travelers. People on road trips or business trips often seek places to shop and explore during their journeys. Roads make it easy for people to take day trips or short weekend getaways. Outlet Malls provide an attractive destination for these trips, as shoppers can spend a few hours or a day shopping for discounted brand-name products and then return home easily.

Outlet Malls often benefit from high visibility along major roads. Signage along highways and exits helps attract passing motorists' attention, prompting them to visit the outlet mall. This visibility is crucial in drawing both local and out-of-town shoppers. Outlet Malls have become popular destinations for group visits and bus tours. Roads accommodate the transportation of large groups of shoppers, such as tour buses, making it convenient for organized shopping excursions.

The efficiency of road transportation also benefits the outlet mall supply chain. Retailers can easily restock inventory from distribution centers and manufacturers, ensuring a continuous flow of products to meet consumer demand. The development of Outlet Malls often leads to increased economic activity in the surrounding area. The improved road infrastructure may attract further commercial development, including restaurants, hotels, and gas stations, generating employment opportunities and tax revenues.

So, whether we like it or not, Outlet Malls are going to catch up in India, with better and better roads & cars. Retailers will not be able to ignore this fact that Outlet Malls on Highways are the future & they will have to reach there, if they want to reach their customers. Internationally, all best brands are available in these Outlet Malls, and sooner or later, we will see a similar trend in India. One other key factor in the rise of Outlet Malls is that the Indian Consumer is Value Conscious. The Indian customer seeks better value for the money spent & Outlet Malls are the best bet for retailers to entice the customers to their brands.

So retailers, if you can see the future of better roads in India, you will understand this new trend of Outlet Malls in India. If you are not, where your customers is; they will find alternatives.