AJIO LUXE Delhi NCR Opens First Store In Vasant Kunj

NEW DELHI, May 21, 2026: AJIO has opened its first AJIO LUXE store in Delhi NCR at Ambience Mall Vasant Kunj, bringing the brand's premium and luxury fashion platform into a physical retail format in North India for the first time.

The store introduces a curated multi-brand retail space covering fashion, footwear, accessories and lifestyle categories across a mix of international and Indian labels, and is positioned as an experience-led destination for luxury and bridge-to-luxury shoppers in the Delhi NCR region.

Offline expansion from a digital-first base

AJIO built its consumer base as a digital-first fashion platform before extending into physical retail. The Vasant Kunj store marks a deliberate move to bring that curation model, selecting premium labels and presenting them within a defined editorial context, into a brick-and-mortar environment where consumers can experience products directly before purchase.

The LUXE store format is designed as an immersive retail space rather than a conventional multi-brand outlet, reflecting the broader shift in premium retail toward experience-led in-store formats that offer consumers a reason to visit beyond product availability alone.

Ambience Mall: an established address for premium North India retail

Ambience Mall Vasant Kunj has developed into one of Delhi NCR's primary destinations for premium and luxury retail, housing brands including The Collective, Brooks Brothers, Kapoor Watch Company, True Religion, Diesel and Tira. The mall's existing tenant mix targets aspirational and affluent consumers in South and West Delhi, the same demographic that AJIO LUXE is designed to serve.

Arjun Gehlot, associated with Ambience Mall's development and operations, noted that luxury retail in India has moved increasingly toward consumer experience as a driver of footfall and purchase intent, and that AJIO LUXE's approach to curation and in-store engagement aligns with where that market segment is heading.

Target consumer: fashion-conscious and aspirational Delhi NCR shoppers

AJIO LUXE positions the Delhi NCR store to reach fashion-conscious consumers and younger aspirational shoppers who engage with premium fashion through both digital and physical channels. The dual-channel approach, maintaining a strong online presence alongside the physical store, allows the brand to serve consumers at different stages of the purchase journey, from discovery online to in-store purchase and experience.

The Vasant Kunj location gives the store direct access to some of Delhi NCR's highest-density affluent residential catchments, including Vasant Vihar, Shanti Niketan and Mehrauli, as well as corporate and institutional traffic from the South Delhi and Aerocity corridors.

Ambience Mall reinforces premium positioning with the addition

The AJIO LUXE opening adds to a recent run of premium and global brand additions at Ambience Mall Vasant Kunj. The mall has pursued an active strategy of strengthening its luxury and bridge-to-luxury brand portfolio, a segment of Indian retail that has seen sustained growth driven by rising disposable incomes, greater exposure to international fashion through travel and digital media, and increasing demand for in-store experiences that match the presentation standards of flagship retail internationally.

No information on the store's size, number of brand partners or specific label names within the AJIO LUXE format was disclosed at the time of the launch.