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Borosil has expanded its offline retail presence by launching its first exclusive brand stores in Pune and Gurugram as part of its long-term omnichannel strategy. The company plans to open more company-owned outlets in key cities before expanding through a franchise-led model across India. The stores showcase Borosil's complete range of kitchen, dining, home and lifestyle products in one location, allowing customers to experience products before purchase. Borosil is also evaluating opportunities to enter markets such as Mumbai and Bengaluru as it strengthens its premium retail presence.
Borosil has strengthened its retail network by opening its first exclusive brand stores in Pune and Gurugram, marking a new phase in the company's offline expansion strategy. The dedicated outlets have been introduced to provide customers with access to Borosil's complete range of kitchen, dining, home and lifestyle products under one roof, while complementing the company's existing presence across general trade, modern retail, e-commerce and quick commerce.
The Gurugram outlet was inaugurated by celebrity chef Harpal Singh Sokhi in the presence of the company's leadership team. The launch forms part of Borosil's initial expansion phase, during which the company plans to establish more company-owned exclusive stores in major markets across the country. Based on the performance and learnings from these outlets, Borosil intends to expand further through a franchise-led model with the long-term objective of developing a nationwide network of franchise-operated exclusive brand stores.
Among the two stores launched so far, the Gurugram outlet is the larger flagship location. It follows the Pune store at Phoenix Avenue of Stars and is located at Elan Miracle in Sector 84, Gurugram. Spread across approximately 800 to 1,200 square feet, the store has been designed as an experiential retail destination where customers can explore, compare and purchase the company's extensive product portfolio in a single location.
As part of its retail strategy, Borosil is focusing on premium retail destinations and high-footfall malls that attract affluent and experience-driven consumers. The company believes such locations provide better visibility and help consumers interact with products before making purchase decisions.
Speaking on the launch, Barnali Shankar, Vice President – Marketing at Borosil Ltd., said the company's vision extends beyond manufacturing products to becoming an integral part of modern Indian homes. She said Borosil has already built a strong omnichannel presence but has observed that many customers prefer to physically experience products before buying them. According to her, the exclusive stores enable the company to present its entire portfolio in one place, helping customers better understand the range of products and make informed purchasing decisions.
She further stated that Pune and Gurugram were selected for the first phase because both cities have witnessed a growing population of young professionals, first-time homebuyers and modern families looking for well-designed and high-quality home and kitchen products. She added that Borosil is also evaluating expansion opportunities in markets such as Mumbai and Bengaluru, subject to suitable commercial opportunities.
The exclusive store format represents an important step in Borosil's long-term retail strategy. While the company has built a strong presence through traditional retail channels and digital platforms over the years, the dedicated outlets are expected to strengthen customer engagement by providing an immersive shopping experience and showcasing the company's product innovations more effectively.
Founded over six decades ago, Borosil has evolved from being known primarily for its borosilicate glassware into a broader consumerware and lifestyle brand. Today, its portfolio includes kitchenware, cookware, tableware, hydration products, storage solutions, small kitchen appliances and other household essentials.
Borosil is India's only manufacturer of borosilicate glass and has expanded its distribution across traditional retail, modern trade, business-to-business channels, e-commerce platforms and its direct-to-consumer business. The company also owns brands such as Larah by Borosil, which manufactures opalware in Jaipur and has an extensive retail presence across India.
Source PTI
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