Opinion · Platforms

Why permanent outlets beat seasonal sales

Bhiwandi’s 365-day model exposes the limits of festive-only discounting for both brands and full-price retailers.

The Desk, Editorial·26 September 2026·4 min read

Empty highway-side retail building exterior with large glass windows and afternoon sunlight

The Outlet Mall of India’s Bhiwandi launch on 24 September with year-round cuts up to 70 per cent forces a hard look at how Indian retail times its markdowns. Traditional end-of-season and festive sales now compete with permanent value destinations on the highway. Brands and malls that treat discounting as a calendar event risk losing the price-sensitive middle.

Permanent outlet formats deliver consistent traffic without waiting for Navratri or Diwali calendars. Shoppers plan bulk trips knowing the cut is always there.

A full-price till in a city mall sees its clearance rack ignored when highway outlets offer deeper everyday deals on the same labels. Inventory turns suffer and aged stock piles up faster.

Permanent outlets normalise deep discounting beyond festive windows.

Value chains such as Zudio and Vishal gain validation while premium department stores and pure D2C fashion must either open their own outlets or protect ASP with exclusives. Quick-commerce private labels feel secondary pressure on impulse apparel.

Watch how many national brands add outlet-only lines before the next festive season and whether mall vacancy rates in MMR rise in the coming quarter.

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