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Product discovery platform Smytten is continuing its brick-and-mortar expansion with the launch of its ninth experiential retail store in Hyderabad, reinforcing its omnichannel strategy and growing presence across India. The new outlet introduces the company's signature 'World of MINIS' format to consumers in the city and represents another milestone in its offline growth plans.
Located in Kukatpally, the store features products from more than 400 brands across beauty, grooming, personal care, wellness and lifestyle categories. Shoppers can discover, sample and purchase products from brands including The Derma Co, Pilgrim, Dot & Key, mCaffeine, Renee and Just Herbs, among others.
The 'World of MINIS' concept has been developed in collaboration with brand partners through curated assortments, product sampling programmes, co-branded activations and strategic partnerships. The format is designed to facilitate product discovery by allowing consumers to experience products before making a purchase, while providing brands with a platform to engage shoppers at an early stage of the buying journey.
The Hyderabad opening marks another step in Smytten's expansion across South India. The company plans to further strengthen its offline footprint in key markets including Chennai, Visakhapatnam, Hubballi and Bengaluru as part of its long-term omnichannel growth strategy.
Differentiating itself from conventional retail formats, Smytten's stores integrate technology-led experiences with physical retail. The Hyderabad outlet features QR-enabled product journeys, interactive smart mirrors, digital screens, consumer surveys and AI-driven analytics that leverage product trial and preference data from the Smytten platform to deliver personalised shopping experiences.
Krishan Sharma, Chief Retail Officer, Smytten said, "We want every consumer to walk away knowing that discovery doesn't have to be a risk; it can be something they experience firsthand before making a choice. Through our growing offline presence, we're creating opportunities for consumers to try, explore and find products that genuinely fit their needs. For our brand partners, that moment of authentic trial is often more valuable than any campaign, because when a product is right, it doesn't need convincing."
The new store marks another step in Smytten's omnichannel expansion, reinforcing its approach of blending digital innovation with offline retail while making product discovery more accessible to consumers across India.
