It starts like this: you’re strolling through Jio World Drive, BKC, maybe after lunch, maybe killing time before a movie. There’s a violet glow in the distance, a bit like a sci-fi boutique or an art installation. But walk closer, and you’ll smell it warm, melty chocolate in the air.
You’ve just found The Purple Room.
It’s a retail experiment and a smart one at that. Let’s break it down.
So, what is The Purple Room?
It’s Cadbury Silk, reimagined as a multi-sensory, tech-enabled shopping experience. Part dessert bar, part vending machine, part Instagram trap wrapped up in brand storytelling.
This is a place where you customise chocolates using a touchscreen, pay with a digital wallet, and collect your edible art in minutes. But the real magic? You feel like you’re part of something special, even if you only spend five minutes inside.
Tech meets taste
Cadbury didn’t hold back. They brought in 3D chocolate printing. Yes, actual personalised pralines crafted on-demand by a machine. You type your name. It appears in real chocolate, shaped and swirled just for you. Then there’s the Silk Fountain, a literal stream of molten Silk that flows like it’s been choreographed for Reels.
You’re not just shopping, you’re participating. From choosing your box design to selecting a flavour story, every step is guided by touchscreens and motion sensors.
No humans? No problem.
This is where the ‘automated retail’ angle comes in. The Purple Room runs with minimal staff. You walk in, interact with the machines, make your choices, and pay digitally. That’s it.
It’s clean, efficient, and oddly calming. Automated retail in Mumbai is still finding its feet. But if this is a glimpse of what’s coming, it’s clear: the old model of shelves and counters is getting a serious upgrade. Immersive shopping zones often fall into the trap of being gimmicky. Flashy lights, selfie booths, and nothing to take home. But The Purple Room balances spectacle with substance.
The personalised products you walk out with? They’re premium, gift-worthy, and thoughtfully packaged. The interactivity? It’s not forced. Everything you touch leads to something you eat, hold, or share. That’s where it wins.
Why it works for Gen Z and families
Gen Z doesn’t want to be sold to. They want to discover. They want stories, interactivity, and above all, personalisation. The Purple Room nails this brief. It lets users make their own product. It lets them film it, share it, tag it, flaunt it.
For families, it’s even better. Kids are mesmerised by the fountain and printers. Parents don’t have to chase store staff or stand in billing lines. The whole thing is so intuitive that it practically runs itself.
And let’s not ignore the wallets. Digital wallet integration makes payments swift. No digging for change, no waiting. You scan, pay, and walk out with your treat. It’s the kind of frictionless, screen-first experience today’s shoppers expect.
Final Thought
If you strip away the purple lights, the chocolate, the novelty, what you’re left with is a fascinating case of retail evolution. A global brand adapting to a new age, using tech not as decoration, but as design.
Experiential retail doesn’t always need a large footprint. Sometimes, a 400 sq ft room with a chocolate printer and smart vending can punch harder than an entire flagship store. If you’re in Mumbai, step into The Purple Room. If you’re in retail, take notes.
Curious how other brands are blending tech, design, and behaviour? Explore more immersive retail formats reshaping shopping across India.
Frequently Asked Questions
What is automated retail?
It’s a way of shopping where everything runs on machines. You don’t need a cashier or sales staff. You choose what you want, pay digitally, and get your product all by yourself.
How does smart shopping work in Mumbai?
In places like The Purple Room, you shop using screens and sensors instead of people. You pick, customise, and pay through digital tools. It’s fast, personal, and easy to use.
How do digital wallets work in smart stores?
You pay using UPI apps like PhonePe, GPay, or Paytm. After selecting your product, you scan a code or get a payment link. The money is transferred instantly, and you’re good to go.
Is shopping in The Purple Room completely automated?
Yes, almost fully. You don’t need to talk to anyone. You make your choices on a screen, pay online, and collect your order. Staff are available if you need help.
