Phoenix Citadel is now Phoenix Pride of India, as Phoenix Mills Limited unveiled the new identity of its flagship destination in Indore, marking a new chapter for the destination and the city. The celebrations kicked off with the presence of Indian cricketer Tilak Varma, who joined guests, dignitaries, media and members of the community for an evening celebrating India's culture, heritage and collective achievements.

Envisioned as India's first mall dedicated to celebrating the spirit of the nation, Phoenix Pride of India brings together shopping, art, culture, community and entertainment to create a destination where India's stories come alive. Rooted in the spirit of Indore and Madhya Pradesh while celebrating the diversity of the country, the new identity reflects a vision of experiential retail that goes beyond shopping to create meaningful cultural experiences for communities.

The new identity marks the beginning of a year round celebration of India, with a vibrant calendar of cultural experiences, performances, artisan showcases, culinary experiences and community initiatives planned through the year. The celebrations will bring together different facets of India's cultural landscape, with a special focus on the rich heritage, traditions and craftsmanship of Madhya Pradesh.

As part of the launch celebrations, Tilak Varma interacted with children from local NGOs and unveiled the new Phoenix Pride of India identity, setting the tone for the celebrations ahead. His presence added a sporting and contemporary dimension to an evening centred around India's heritage, collective pride and the experiences that bring communities together.

At the heart of Phoenix Pride of India is a series of permanent installations that bring India's stories to life through contemporary art, textile traditions, handcrafted installations and tributes to the country's legacy. These include the Pride of India Art Gallery, Threads of India - Virasaat, Echoes of India and the Wall of Valour, each offering visitors a distinct lens into India's artistic traditions, cultural diversity and history.

A special highlight is the Wall of Valour, created in collaboration with Mhow, a city with a deep and distinguished military legacy. The installation pays tribute to Mhow's contribution to India's armed forces and honours the men and women who have dedicated their lives to protecting the nation. Through this collaboration, Phoenix Pride of India brings a significant part of Madhya Pradesh's history and national legacy into a contemporary public space, allowing visitors to connect with the stories of courage, service and sacrifice that form an important part of India's identity.

Further reinforcing its commitment to preserving India's living heritage, the destination has also launched Viraasat, a platform dedicated to promoting Madhya Pradesh's traditional crafts. Bringing together GI certified handlooms, award winning artisans and immersive demonstrations, Viraasat creates an opportunity for visitors to engage directly with the state's rich artistic legacy and discover the people and traditions behind its crafts.

TG Vinod, Senior Centre Director, Phoenix Pride of India, said: “Phoenix Pride of India represents the beginning of an exciting new chapter for the destination and for India. With this new identity, we wanted to create a space that celebrates the many facets of India, its culture, heritage, craftsmanship, achievements and evolving aspirations, while continuing to offer the shopping, dining and entertainment experiences our visitors love. The celebration is a reflection of that vision, bringing together artists, artisans, performers, communities and visitors to experience India in new and meaningful ways. We are confident that Phoenix Pride of India becomes a destination that Madhya Pradesh and the country can truly take pride in.”

The celebration will continue through the year with a curated calendar of experiences bringing together cultural performances, artisan showcases, immersive installations, culinary experiences and community led initiatives. The programme will spotlight different facets of India's cultural landscape, with a special focus on Madhya Pradesh's rich culinary traditions, craftsmanship and performing arts.