BenQ has opened India’s first exclusive monitor brand store at Lamington Road, Mumbai, in partnership with Nexus Infosys. Rather than categorizing its portfolio by traditional hardware specifications, the company segments its products by user type. Operating through more than 5,000 retail points nationwide, the brand has established a significant presence in the country’s monitor market.
The new Mumbai location brings eight purpose-built monitor categories together under one roof, introducing a new retail format to the Indian IT market.
Addressing the Retail Gap in the Monitor Category
The launch of this dedicated store comes at a time when large-format retail (LFR) chains in India predominantly allocate floor space to televisions. In typical electronics stores, monitors are often restricted to minimal shelf space, leaving the majority of a brand’s product range unavailable for public viewing.
This structural layout in organized IT retail limits consumer exposure to the full spectrum of available technology. While electronics chains regularly showcase dozens of television models spanning various sizes and price brackets, the monitor sections are generally limited to a few standard units.
Because monitors are high-consideration purchases—with panel technology, color accuracy, and ergonomic configurations varying significantly depending on the intended application—the historical lack of experiential retail spaces has often restricted informed consumer decision-making.
Strategic Location and User-Centric Segmentation
To address this retail limitation, BenQ is developing its own branded experiential infrastructure. The company selected Lamington Road for its inaugural store due to the area’s reputation as a hub for India’s IT-literate and enthusiast communities, aligning with a retail strategy focused on technical understanding rather than impulse purchasing.
BenQ segments its global portfolio based on user types rather than screen sizes or refresh rates alone. The brand categorizes its products for:
- Designers
- Content creators
- Esports athletes
- Gamers
- Programmers
- Mac users
- Home-office professionals
Because each category utilizes specific panel technologies, color profiles, aspect ratios, and software features, hands-on evaluation is central to the selection process. The new store is designed to provide the physical space necessary for users to test these specialized features.
Overview of the Eight Purpose-Built Monitor Categories
The Lamington Road store showcases the brand’s full portfolio across eight distinct categories:
| Category | Target Audience | Key Features & Technologies |
| Designers | Graphic designers, photographers, visual artists | Built-in calibrators, wide Adobe RGB/DCI-P3 coverage, Pantone Validated accuracy. |
| Content Creators | Video editors, YouTubers | Studio-grade color coverage, integrated 2.1-channel speakers, USB-C connectivity. |
| Esports | Competitive FPS players | Ultra-high-refresh-rate ZOWIE displays, proprietary DyAc technology for motion clarity. |
| Pro Gaming | Open-world & single-player enthusiasts | Large-format MOBIUZ displays, QD-OLED and Mini LED panels, immersive audio. |
Rajeev Singh, Managing Director, BenQ India and South Asia, said:
India’s organised retail has never given the monitor category the space or the seriousness it deserves. In a typical large-format electronics store, IT products occupy a fraction of the floor, and within that, monitors are often reduced to two or three units on a shelf. That is simply not enough for a consumer to understand why a colour-accurate design monitor is different from a gaming panel or why a programmer needs a 3:2 display. The category demands demonstration, and demonstration demands dedicated space.
We sell through thousands of retailers, but the live demonstration experience has always been missing. This store is our answer—and we believe it is also an industry first for the monitor category in India. By opening at Lamington Road, we are bringing the full BenQ range directly to the enthusiasts, professionals, and gamers who need to see, touch, and compare before they invest.