New Delhi – A shift in retail marketing strategies for India’s emerging cities has been validated with the recognition of Knockout Stores as IMAGE’s Most Admired Concept Store Launch of the Year at the India Fashion Forum 2026. The award underscores a growing understanding that consumers in Tier 2, 3, and 4 cities are increasingly aspirational, informed, and receptive to thoughtfully designed retail experiences.
The presentation highlighting Knockout’s success was delivered by Harmeek Singh, Marketing Lead at Knockout and an Independent Marketing Consultant. Singh, who also received an award at the forum, emphasized that the recognition represented more than just a successful launch; it signaled a broader acknowledgement of the evolving retail landscape in India’s smaller urban centers.
Singh’s career trajectory, beginning at the food delivery service Swiggy and spanning over 100 national and international brands across retail, hospitality, and direct-to-consumer fashion, has shaped his perspective on effective marketing. His consulting portfolio includes collaborations with prominent names such as Oberoi Malls, Burger King, and Hyatt Regency, providing him with a unique blend of experience in both digital-first growth strategies and physical retail execution.
According to Singh, successful marketing at scale transcends individual campaigns and necessitates the development of robust systems. He argues that in smaller cities, factors such as trust, brand recall, and relevance are paramount, outweighing the impact of simply generating noise. “At scale, marketing stops being about campaigns and starts becoming about systems,” he stated. “Especially in smaller cities, where trust, recall, and relevance matter more than noise.”
Knockout’s approach, presented at the India Fashion Forum, focused on several key elements. The strategy prioritized leveraging existing customer data, designing store formats that cater to family shopping habits, selectively utilizing above-the-line (ATL) advertising to enhance brand recall, and fostering strong customer relationship management (CRM) and community engagement on the ground. This approach resonated with the award jury, particularly the image of customers queuing outside the store despite inclement weather on launch night.
The success of Knockout Stores highlights a broader trend identified by industry analysts: the increasing importance of Tier 2 and 3 cities as drivers of retail growth in India. Retailers are increasingly recognizing the potential of these markets, fueled by rising aspirations and growing digital adoption. However, simply replicating strategies from metropolitan areas is proving insufficient.
Singh contends that a common misstep among brands is underestimating the sophistication of consumers outside major cities. “Tier 2 and 3 India is not behind. It is aspirational, brand-aware, and digitally native—but it is also extremely value-conscious,” he explained. He advocates for a balanced approach that combines personalization to build customer loyalty with mass marketing to reinforce brand credibility and recall, alongside community-driven experiences to foster long-term engagement.
This philosophy is central to Knockout’s growth strategy and is attracting attention nationally. The brand’s success demonstrates the potential of tailoring retail experiences to the specific needs and preferences of consumers in emerging Indian cities.
Beyond his role at Knockout, Singh continues to consult with domestic brands seeking to expand into these markets, offering expertise in go-to-market strategies, digital and offline integration, youth and Gen Z community building, and the design of marketing systems that appeal to both high-net-worth individuals and value-conscious consumers.
“The future of Indian retail growth will not come only from metros,” Singh asserts. “It will come from brands that learn how to speak to the next 300 million consumers with respect, clarity, and consistency.”
As the Indian retail sector continues to evolve, the need for marketers capable of bridging the gap between digital performance and physical experience is becoming increasingly apparent. Singh believes that marketing is no longer solely about visibility but about creating compelling reasons for customers to return, fostering lasting relationships and driving sustainable growth.
Harmeek Singh is currently accepting collaborations with brands focused on expanding within Tier 2–4 India, particularly those seeking to refine their retail marketing approaches in these dynamic markets.
