As Demand for Experiential & Authentic Entertainment Rises, India’s Highway & Urban Peripheries Abound with Opportunities

In the past, India’s highways and urban peripheries where mainly known as a pitstop destination decked with petrol pumps, basic retails and popular Dhabas. However, as the demand for experiential entertainment and rejuvenation is on a rise, these places are now being redefined as a high-potential zone for retail, leisure, and lifestyle-oriented businesses. 

Consequently, highways, standalone integrated townships located off the urban limits and "edge cities" are expanding at the outskirts. These regions are becoming increasingly popular as shopping and entertainment hubs that serve the evolving tastes of Gen Z and Millennial populace. 

Additionally, long-distance travel is becoming quicker and more pleasant due to the vigorous government investments in national highway networks. This further pave the way for innovative stopover experiences. It is noteworthy that although national highways accounts for ~ 2% of the total length of roads in India, they contribute ~ 40% of the vehicular movement. 

As a result, they are evolving into the next big thing. The diverse sector offers everything from family-friendly amusement parks to food plazas, factory retail outlets and mini-shopping retreats tucked away from the hustle and bustle of main city areas. Likewise, newer formats of entertainment such as gaming zones, turf cricket arenas, water parks, niche cafes, etc are also picking up fast. This changing environment presents an excellent opportunity for investors and entrepreneurs to capitalize on rising consumer demand in various sectors.

 The Rise of Modern Wayside Amenities (WSAs) in India:

In India, the idea of "wayside amenities" has drastically changed from small dhabas and gas stations. WSAs are now developing into whole commercial ecosystems that provide leisure, comfort, and economic activity. They are all positioned strategically along India's growing national highway network. The well-organized plan, backed by the National Highways Authority of India (NHAI), involves the construction of approximately 600 contemporary WSAs in 22 states. 

These locations have been meticulously selected, providing multipurpose areas for families, tourists, and truck drivers. Modern WSAs have a wide range of amenities, including multi-cuisine food courts, neighbourhood dhabas, restrooms, dorms, convenience stores, medical clinics, and EV charging stations. 

The segment is also witnessing innovative offerings like special areas for local handicrafts and handlooms under the "Village Haat" model. Furthermore, a highway stop may be transformed into a lucrative hospitality centre by adding hotels, function rooms, and shopping arcades. Various government initiatives have enabled Private landowners with the opportunity to establish WSAs under the "Highway Nest" or "Highway Village" labels. This allows them to benefit from the substantial benefits of heavy highway traffic with minimal property requirements of just one hectare.

 Some Examples of India’s Highway & Peripheral Entertainment Boom: 

Ø Entertainment City: The Entertainment City, a flagship example of integrated peripheral entertainment, is ideally situated on the outskirts of Noida. The facility offers amenities like Worlds of Wonder, a top-notch water park and amusement park with everything from thrilling rides to go-karting. Additionally, right next to the Entertainment City, a popular shopping and dining destination, Gardens Galleria is located, attracting lots of people from Delhi-NCR. These locations work together to create a thriving retail, leisure, and recreation ecosystem. Their success highlights the possibility of creating sizable entertainment complexes on the outskirts, where land is less expensive and audience reach is still broad 

Ø SMAAASH: By combining virtual reality, competitive gaming and exciting meals, SMAAASH has become a significant force in the rapidly changing entertainment industry. SMAAASH also provides bowling lanes, VR zones and cricket simulators all under one roof. The facility is spread across Noida, Gurgaon, Lucknow and other rapidly expanding metropolitan outskirts. Its popularity demonstrates how small, technologically advanced entertainment venues can flourish on the outskirts of major cities. Such amenities are further driven by a young population looking for new, top-notch experiences without having to travel to the heart of the city.

 Ø PATH Recharge + Village Food Courts: The partnership between PATH Recharge and Village Food Courts along the Eastern Peripheral Expressway is a major step in improving the Indian highway experience. This establishment serves freshly cooked meals and blends traditional Indian restaurants like Gateway of Punjab and Chatpata Eats. The brand also fosters foreign fast-food chains like KFC and Costa Coffee. High-speed EV charging, spotless driver accommodations, and shower-equipped toilets are some additional features offered. It serves as a mini-lifestyle centre and demonstrates that full-service, high-quality attractions can be found on highways.

Ø Apna Ghar: Under the guidance of NHAI, IOCL developed the "Apna Ghar" facility near Dausa on the Delhi-Mumbai Expressway, particularly designed for truck drivers. The facility provides self-cooking kitchens, hot showers, wholesome meals for Rs 130, and clean sleeping rooms for about Rs 112. All of this is available within a monitored, safe facility. It meets a critical demand for driver comfort and safety by providing free Wi-Fi and leisure areas. This project demonstrates how focused, purpose-built infrastructure may benefit highway user groups while simultaneously reducing the risk of accidents and increasing the effectiveness of logistics.

These examples merely touch the surface of a rapidly developing sector that is loaded with potential and business prospects. There are many other business options that can unlock across the value chain. 

Concepts like staycations and workcations are becoming increasingly popular as more people are looking to spend time amidst tranquil and pollution-free environs. As a result, vacation rental and farmstays are becoming popular in urban peripheries. Many discerning buyers are investing in second homes and vacation villas pushing real estate market in such areas. Numerous locations such as Alwar, Sohna (Delhi NCR), Karajat, Alibaug, Panvel (MMR), Nandi Hills (Bangalore), Tiruvallur (Chennai) are gaining a lot of prominence. The urban peripheries also offer unique proposition of blending traditional entertainment (such as folk dance, handicrafts and Bazaar Haats) with modern world dynamism. This can further unravel new business opportunities. 

Additionally, the nation's youthful and energetic population is heavily choosing recreational sports to spend their leisure time. There is a great demand for multipurpose sports in suburban and highway areas due to the rising popularity of turf cricket and pickleball. Furthermore, integrated ideas that combine restaurants, gaming zones, event spaces, and boutique stores into one location are exhibiting a lot of potential. These hybrid spaces capitalise on the contemporary need for diversity, ease, and experience-based consumption. This presents an excellent opportunity for ambitious entrepreneurs and visionary investors to create next-generation hubs that are more than just weekend retreats. 

 Why You Should Partner with The India Watch:

Having just a concept to enter the Indian highway and the expanding peripheral entertainment landscape is not enough. It requires an accurate understanding of long-term market viability, evolving consumer behaviour, real estate economics, and area dynamics. Therefore, partnering with a reliable agency for market research and business advice becomes crucial. Working with a company that understands all aspects of the market can significantly reduce risk and enable more informed, data-driven decisions for investors and entrepreneurs who want to get into this lucrative industry. 

At The India Watch, we specialise in helping businesses tap into emerging opportunities with clarity and confidence. Every project we undertake benefits from the broad expertise of our team, which has previously supported projects in the sports, lifestyle, recreation, entertainment and food retail segment. We offer tailor-made solutions that are accurate for the unique goals of your business.

We can offer detailed feasibility study that includes insights based on consumer surveys, market sizing, future growth projections, and competitive benchmarking. Additionally, we provide financial modelling, pricing strategies, location analysis, and real estate assessments. 

Whether it's a multipurpose facility, food plaza, sports arena or an integrated entertainment zone, we assist in identifying untapped market opportunities and mapping the most profitable solutions for your desired location. The India Watch stands at an ideal position to be your strategic partner and map your road to success. Our team has excellent awareness of local economics and evolving consumer patterns. Allow us to assist you in creating a business plan that is realistically based on the current market demand. 

To explore how we can help turn your vision into a thriving venture, reach out to us at info@theindiawatch.com for detailed discussions and customised advisory support.