# How to plan a brand pop-up in India A brand pop-up in India is a short-run physical space where people can hold, try, or buy a product. Touch Wood Studio designs and produces these pop-ups end to end. Most need 8 to 12 weeks from the first call to opening day. Published 4 November 2026. Written by Meghana Kondury, founder of Touch Wood Studio, an experiential PR and events studio in India. ## What a brand pop-up is A pop-up store or pop-up event runs for a set number of days or weeks, then it closes. It can be a storefront, a takeover inside another space, a sampling counter, or a touring activation that moves from city to city. The product is in the room, and a person can use it. ## When a pop-up fits A pop-up fits when a brand needs people to meet the product in a city: a product drop, a new-market entry, or a retail takeover. The outcome to name before the design starts is the thing a guest should do: try the product, buy it, join a list, or leave with something to talk about. ## What to bring to the first call - The product, and what a guest should do with it in the room - The cities, and the dates the brand is hoping for - The audience: customers, press, creators, or a mix - What the days need to achieve: trial, sales, a list of guests, or coverage - Any constraint on venue, timing, or how the product can be shown The free 30-minute call covers the brand, the audience, the timing, and the budget. The studio shares a first idea on the call. A concept and a budget range follow within a week. Book the call: https://calendar.app.google/YeXSJKNu9CUJjTgu9 ## What Touch Wood Studio handles - Concept and spatial design - Venue and permits - Build, staffing, and the days the pop-up is open - Retail and sampling operations, when the pop-up sells or samples - Guest list, styling, and a results report within two weeks of the close One producer stays on the project from the first call through the report. Meghana Kondury stays in the room on every project. Permits and house rules change by city and by venue. The studio treats venue and permits as part of the production, and confirms them for the site the brand chooses. ## How long a brand pop-up takes Allow 8 to 12 weeks for a brand pop-up in India. Large launches and touring pop-ups need 12 weeks or more. A tighter date is sometimes possible. It depends on the venue and the build. The studio can produce anything from a twelve-seat supper club to a launch for several hundred guests. A pop-up is scoped to the goal in front of it. The budget is set after the call. ## What happens after you book 1. Book the call. Thirty minutes, at no cost, on Google Meet with Meghana Kondury. 2. Get a concept, a format, and a budget range. 3. The studio produces the venue, the styling, the suppliers, the guest list, and the days themselves. Pop-ups and brand activations, in full: https://www.touchwoodstudio.co/services.md ## Questions brands ask ### How far ahead should a brand start a pop-up in India? Start 8 to 12 weeks before opening. Touring pop-ups and large builds need 12 weeks or more. ### Does Touch Wood Studio only design the pop-up? Touch Wood Studio designs and produces the pop-up: concept, venue, permits, build, staffing, guests, and the days it is open. ### Can a pop-up include press and creators? Yes. Guest lists, press invitations, creator seeding, and the content plan are part of the work when the brief needs them. ### Where does Touch Wood Studio produce pop-ups? Touch Wood Studio is an experiential PR and events studio in India. The discovery call is where a brand names the cities. Related: [What is a brand activation in India?](https://www.touchwoodstudio.co/blog/brand-activation-in-india.md), [How to plan a product sampling activation in India](https://www.touchwoodstudio.co/blog/product-sampling-activation-in-india.md), and [How to choose an events studio in India](https://www.touchwoodstudio.co/blog/events-studio-for-pop-ups-in-india.md).