Two carbon-neutral Apple stores give company a face in India

If anyone had the slightest doubt that India is teeming with Apple fans, it would be quickly dispelled by a visit to one of the two new Apple Stores just opened in Mumbai and in Delhi. The crowds that have turned up to swarm the stores have travelled from far and wide across India just to be among the first to be there as the doors open to the general public.

The new stores, one in Mumbai, Apple BKC, and the other in New Delhi, Apple Saket, are different from the retail partner stores Apple has been relying on for the 25 years that the tech giant has been in India. In recent times, the company has also set up an online store to serve Indian customers, but it has not had one of its large iconic stores set up in the country. Now, the 18th of April and the 20th of April see what could be a turning point for Apple in India.

The new stores, Apple hopes, will give it a face and a connect with fans and users, unlike the authorised reseller stores that don’t allow for a direct company-to-customer opportunity. Apple has gradually notched up $6 billion in revenue in the year through to March, growing 50 per cent, Bloomberg recently reported. The company shipped around 6.5 million iPhones in India in 2022, up from 4.8 million in 2021, according to IDC. With the opening of the two stores, Apple hopes to deepen its reach in India and also look into manufacturing products in the country. "Apple is committed to growing and investing across the country," CEO Tim Cook tweeted. He has been in India for the opening of both stores and has met with the Prime Minister Narendra Modi as well as key businessmen in this duration. "At Apple, our mission is to enrich lives and empower people around the world," said Tim Cook. "India has such a beautiful culture and an incredible energy, and we’re excited to build on our long-standing history — supporting our customers, investing in local communities, and working together to build a better future with innovations that serve humanity."

The stores will be manned by Apple employees who will hold free educational and daily ‘Today at Apple’ sessions to help customers understand and use their devices better. This team will include ‘Apple Creatives’, who are themselves talented artists and creators. These sessions range from basics and how-to lessons to professional level deep-dives.

The Apple stores, of which Apple BKC (Bandra Kurla Complex) is by far the larger, display products in a way not seen in reseller stores. Customers can try out devices and take their time choosing what they want to buy. The stores are meant to be welcoming and warm spaces where customers can relax and spend time with the devices. Going by the crowds that thronged the stores, this may however end up being a tall order. A large uniformed Apple team welcomed the first customers amidst much clapping and cheering  as the stores first opened.

As with other Apple facilities, the two stores run on renewable energy and are carbon neutral. Apple BKC is, in fact, designed to be one of the most energy-efficient Apple Store locations in the world, according to Apple, and has a dedicated solar array and zero reliance on fossil fuels for store operations.