Organised offline retail is adapting to a new consumer reality where value, availability, and accessibility are driving store preference. Players are expanding aggressively into Tier-2+ cities, optimising formats for smaller footprints, and increasing reliance on private labels to protect margins and improve control over assortment. With convenience now table stakes, the differentiation is shifting to sharper value positioning, faster store rollout in underserved markets, and deeper ownership of pricing and product. As consumer expectations rise, successful retailers are building stronger brand affinity through curated assortments and regional relevance