New Delhi, Nov. 22 -- One of the striking corners at the revamped H&M store in Noida's DLF Mall of India is the fitting area. It's designed like a walk-in closet with a long, white rectangular bench in the middle, surrounded by changing rooms to enhance the shopping experience. And if you're struggling to make a decision about that shirt or jacket, there are digital screens throughout the 3,395 sq. m. store, offering styling tips for each garment.

"There's fierce competition in being a transactional retailer, and that's not our unique strength. We don't just want to sell clothes," says Daniel Erver, 44, the Stockholm-based chief executive officer of the Swedish multinational fast-fashion retailer H&M Group, who was in Delhi to inaugurate...