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Retail must decide which experiences to remove, amplify and make shareable: Amisha Jain

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Retail must decide which experiences to remove, amplify and make shareable: Amisha Jain

Retail must decide which experiences to remove, amplify and make shareable: Amisha Jain, CEO

Speaking in her Chairperson’s Address at the 4th ETRetail ShopFWD Summit 2026 in Bengaluru, Amisha Jain, MD & CEO, Arvind Fashions Limited, said the experience economy will be shaped not by adding more consumer touchpoints, but by understanding where shoppers want friction eliminated, engagement heightened and their choices socially witnessed.

The next phase of retail will not be defined simply by creating “more experience”, but by making sharper choices about which parts of the consumer journey should disappear, which should be amplified and which should enable consumers to be seen and validated, according to Amisha Jain , MD & CEO, Arvind Fashions Limited. Delivering the Chairperson’s Address at the 4th ETRetail ShopFWD Summit 2026, held on August 26-27 at Conrad, Bengaluru, Jain argued that the boundaries between brands, shopping centres, digital platforms, content and technology have already blurred in the consumer’s mind. For the industry, she said, the challenge is to stop treating these elements as separate parts of the retail journey. Advt

“The real question we need to be asking ourselves is: which are the experiences we are actually going to make disappear? Which are the experiences we are going to amplify? ” Jain said. Her argument aligned with the summit’s broader theme, “Fashion Forward 2040: The Experience Economy Playbook”, which examines how fashion brands, shopping centres and technology are converging as the traditional linear path from discovery to purchase gives way to a more fluid consumer journey.


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