Apple-authorised premium reseller iNvent today opened its largest experiential store in India at Pitampura in New Delhi, betting on rising aspirations and growing demand for premium technology well beyond traditional luxury catchments.

The new outlet, spread across 3,833 sq. ft, takes iNvent’s total store count to 24 across India, with 14 stores now in the Delhi NCR region. The Pitampura launch is significant not just for its size, but for what it signals about how premium tech retail is evolving in India.

“People are not happy anymore with only coming to a place that does transactions,” said Swarn Bajaj, founder and CEO of iNvent. “They are looking for an experience where they can discover and learn what technology offers, how it helps them in their daily life, and how it meets their specific needs,” he told Fortune India.

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Bajaj said Indian consumers have become more aware and globally exposed over the last decade, with aspirations rising across income segments. As a result, premium retail today has to cater to varied user profiles — from students and content creators to professionals and business owners — each with different expectations from technology.

The Pitampura store, powered by P3S Ventures Pvt. Ltd., reflects this shift towards experiential retail, where customers are encouraged to explore the Apple ecosystem rather than simply purchase devices.

The expansion also underlines iNvent’s confidence in demand emerging from non-traditional markets. Bajaj pointed to stronger growth momentum coming from tier-2 and tier-3 cities, where premium consumption is picking up pace.

“India is a vast country. There is more buoyancy and growth that we see in today’s tier-2 and tier-3 cities,” Bajaj said, adding that the response in newer markets has often been “overwhelming” once consumers are given access to the right retail format.

Financial health

On the financial front, Bajaj said iNvent is on a strong footing. The company has grown at a compound annual growth rate of about 57% over the last six years, with revenues multiplying year-on-year during the period. While he did not disclose absolute numbers, Bajaj said the company’s bottom line performance is “better than industry benchmarks”.

Addressing concerns around competition from Apple’s own retail stores in India, Bajaj said iNvent views them as complementary rather than competitive. “We need their presence,” he said, noting that iNvent focuses on expanding Apple’s reach into markets that may otherwise remain underserved.

As for Pitampura, Bajaj said the company has been studying the catchment since 2012. According to him, the area has been growing at around 20% year-on-year, giving iNvent confidence that the new store will accelerate adoption of Apple devices in North and West Delhi.