Mumbai’s retail landscape is witnessing the emergence of a new outlet-led shopping format with The Outlet Mall of India, located along the Mumbai-Nashik Highway in Bhiwandi, positioning itself as a dedicated destination for discounted fashion, footwear and lifestyle retail.

The development is being positioned as Maharashtra’s first and largest dedicated outlet centre, bringing a format that is widely established in international markets to the Mumbai Metropolitan Region (MMR). The concept draws inspiration from global outlet destinations such as Bicester Village in the UK and Premium Outlets in the US, while adapting the format for the Indian market.

Unlike conventional shopping centres where significant discounts are generally associated with end-of-season sales or promotional periods, The Outlet Mall of India operates around a year-round discount proposition. According to the centre’s positioning, shoppers can access merchandise from premium and international brands at discounts of up to 70%, depending on the brand, product and available inventory.

The model is centred on offering consumers an alternative to conventional high-street and mall shopping, particularly for shoppers seeking branded merchandise at reduced prices. The outlet format also allows participating brands to create a dedicated channel for excess inventory, previous-season merchandise and selected products while maintaining their broader full-price retail networks.

The centre has brought together more than 100 national and international fashion, footwear and lifestyle brands. Its brand mix covers premium apparel, sportswear, womenswear, footwear and other lifestyle categories.

The premium and fashion portfolio includes brands such as Lacoste, Armani Exchange, Calvin Klein, Tommy Hilfiger, GAS and Superdry. The sports and activewear segment includes Adidas, Skechers and ASICS, while the womenswear and contemporary fashion offering includes Forever New and Vero Moda, among other labels.

The concentration of multiple established brands within an outlet-focused environment is intended to create a shopping destination where consumers can compare products and prices across categories rather than visiting individual outlet stores spread across different locations.

The development is located in the broader Bhumi World ecosystem in Bhiwandi, an area traditionally associated with logistics, warehousing and industrial activity. Its location along the Mumbai-Nashik Highway provides road connectivity to different parts of the MMR and neighbouring markets.

The centre’s proposition extends beyond retail, with dining and entertainment forming part of the overall destination. The complex includes Quick Service Restaurants, dining options and drive-through formats, alongside a large interactive gaming zone and children's play area.

With shopping, food and entertainment brought together, the development is seeking to position itself as a multi-hour destination for families rather than solely as an outlet shopping centre. Extensive parking facilities and highway connectivity are also part of the proposition.

The emerging consumer response is being closely watched by retailers, particularly as outlet formats continue to evolve in India's organised retail market. According to feedback cited by the development, some participating stores in Bhiwandi have recorded sales volumes higher than those of certain newer full-price malls in Mumbai, with individual brands also reporting stronger performance at the location than at stores in established premium retail areas such as Bandra.

“The sales have been bigger than some of the fresh malls in Mumbai, and stores have performed better in Bhiwandi than Bandra,” according to the feedback shared by the centre.

The development reflects a broader evolution in India's retail landscape, where consumers are increasingly looking beyond conventional seasonal sale periods for value-led shopping opportunities. For brands, dedicated outlet centres can also provide an additional retail channel for managing inventory while reaching customers who may otherwise be priced out of premium and international labels.

For Bhiwandi, the emergence of a large-scale consumer-facing retail destination adds another dimension to an area better known for its logistics and warehousing ecosystem. With more than 100 brands, year-round discounting, dining and entertainment facilities, The Outlet Mall of India is seeking to establish a distinct value-shopping proposition for consumers across Mumbai and the wider MMR.