𝗚𝗹𝗼𝗯𝗮𝗹 𝗩𝗮𝗹𝘂𝗲 𝗥𝗲𝘁𝗮𝗶𝗹𝗲𝗿 𝗦𝗵𝗿𝗶𝗻𝗸𝐢𝐧𝐠 𝗜𝘁𝘀 𝗦𝗽𝗮𝗰𝗲: 𝗔 𝗩𝗶𝘀𝗶𝘁 𝘁𝗼 𝗗𝗮𝗶𝘀𝗼 𝗝𝗮𝗽𝗮𝗻, 𝗖𝗵𝗮𝗻𝗱𝗶𝗴𝗮𝗿𝗵

In Dec 2022, Daiso Japan entered India with plans to open 50+ stores over five years, starting with its first outlet at Elante Mall, Chandigarh, followed by Lucknow and Mumbai.
Having visited the Chandigarh store when it first opened, I recently decided to stop by again — and this time, the visit left me with some mixed feelings.

1. A visibly smaller store
The first thing I noticed was the reduced store size, roughly half its original footprint. Whether this downsizing is due to renovation or a permanent decision, even the store staff weren’t sure. For a brand built on the “treasure-hunt” shopping experience, shrinking space can affect shopper flow and engagement.

2. SKUs stayed, but space didn’t
While the store size decreased, the assortment breadth seemed unchanged. The result? A cluttered, congested layout. Only the front zone felt open — perhaps deliberately so to create an illusion of space. Beyond that, the aisles were so narrow that carrying a shopping basket beside you was nearly impossible. Passing another shopper often meant brushing against shelves, sometimes knocking products off!
From a retail design perspective, this makes the experience tiring rather than exploratory — the exact opposite of what Daiso typically promises.

3. Global consistency over local relevance
Assortment-wise, Daiso remains true to its international mix, affordable everyday items with quirky appeal. However, visiting during the Diwali season in North India, I couldn’t sense any festive vibe. The store instead featured Halloween-themed merchandise, reflecting the brand’s standardized global calendar rather than regional adaptation.
While consistency helps maintain identity, a bit of localization, such as Diwali décor or gifting SKUs, could make the experience more culturally resonant and commercially rewarding.

4. Shopper experience: From delight to discomfort
The previous spacious layout once invited leisurely browsing; this visit felt quite the opposite. The claustrophobic arrangement made me want to step out rather than explore. In value retail, where impulse discovery drives the basket size, comfort and space aren’t luxuries — they’re essential elements of conversion.

To conclude, the latest visit to Daiso in Chandigarh felt like witnessing a brand caught between ambition and adaptation. The assortment still charms. The brand recall remains strong. But in retail, the store experience is the product too!
As global brands expand across India, balancing standardization and localization will be crucial to converting foot traffic into loyalty.

Have you visited a Daiso store recently — in Chandigarh or elsewhere? We’d love to hear your thoughts and experiences in the comments below.