Experience Never Grows Old: Timezone India's Journey of Loyal Fans and Core Memories

Experience Never Grows Old

Abbas Jabalpurwala of Timezone on building a business where customers are so loyal that the company feels obliged to fine-tune every detail and amp up loyalty programs — as a show of gratitude.

By Tsunami Costabir

Over the last two decades, Timezone has played an integral role in shaping India’s Family Entertainment Centre (FEC) sector. Back then, families and friends looking for a fun day out had few options beyond parks, beaches or the occasional movie.

Timezone changed that narrative. With its ever-evolving mix of arcade games and cutting-edge entertainment tech, it captured the imagination of toddlers, teens, and adults alike — creating core memories that kept people coming back. Those kids grew up with the brand, and in turn, helped the brand grow.

Today, their flagship venue at Inorbit Mall, Malad, stands as proof of that appetite for shared experiences. What started as an 850 square meter space in 2004 has now relaunched at nearly three times the size — sprawling across 2,500 square meters. Add to that over 70 venues across 30 cities and 20 states, and it’s clear the demand is only growing.

Young India & Its Demands

In Timezone’s early days in India, the team assumed smaller cities and towns could make do with older gaming models and dated tech. The reality quickly proved otherwise. Because of social media, across the country, the consumer knows what is the latest and best, irrespective of whether they’re sitting in a small town like Jhansi or a big city like Mumbai. “We’ve had customers tell us, ‘We saw this new game on Timezone Australia’s Instagram handle — when is it coming here?’ That’s how involved they are with us,” Abbas Jabalpurwala, CEO of Timezone tells us. 

For a brand that prides itself on being guest-obsessed, that feedback has shaped every decision. For instance, long queues to recharge cards — especially during peak hours — once frustrated regulars. So Timezone launched a mobile app that lets guests top up their cards from anywhere, cutting wait time dramatically.

Wherever possible, the experience stays consistent across outlets, with only the size or quantity of units varying. And the expansion strategy is simple: find a good mall in a good city, where people are eager to spend on lifestyle and entertainment — and build a venue that becomes the place to be.

Living Up To Loyalty

Timezone’s relationship with its guests goes far beyond transactions — and loyalty is something the brand treats like a two-way street. When they recently reopened their revamped Inorbit Mall venue, the goal wasn’t just to add new games — it was to create an experience where every detail made people want to stay longer.

The team realised the new floor wasn’t connected to the mall’s food court, so they added an in-house cafe serving fast-moving, Instagrammable shared plates. They even added on-site washrooms, so guests wouldn’t have to leave the venue for basic needs. “We want our guests to be able to spend two or three hours with us and have everything they need — without stepping out.”

The refreshed line-up puts the focus on games that groups can enjoy together: full-sized laser tag, larger bumper car setups, bowling, multiplayer VR rides and more. “People want experiences they can share. The plan now is to replicate this ‘group-first’ concept across other venues too.”

Timezone is also getting ready to roll out a new Platinum tier in its loyalty program. For their most devoted guests, perks like personalised vouchers, VIP pricing and birthday party discounts aren’t just incentives — they’re a way of giving back.

Breaking New Ground

So, what about new markets where Timezone is still earning its place in people’s weekends? Jabalpurwala says the playbook has changed with the times. “Earlier it was leaflets in newspapers. Today, it’s all digital.” In metros, the brand leans on social media marketing, mall visibility and the occasional hoarding or bus shelter to stay top-of-mind.

But in regional towns like Bareilly, they get more local: roadshows, on-ground events, and tie-ups with colleges help Timezone plug into the community. Storytelling with local influencers, he says, is also a powerful tool.

When Timezone reopened its flagship venue, they were overwhelmed with messages from fans asking to be there on day one. So they opened a day early — but only for Gold Card members. Of the many stories shared that day, a girl turned up with a childhood photo from Timezone’s fourth anniversary, taken when she was just four. She’s now 21 and came by especially to show them that picture they had taken for her.

Moments like these, Jabalpurwala says, remind the team of why they obsess over the little details — and rest assured that they are doing something right.

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