New Delhi, September 2018: India’s acclaimed gaming and family entertainment hub SMAAASH has been awarded with ‘Images Most Admired Innovative Retail Concept of the Year’ at the 15th Annual Images Retails awards 2018 held in Mumbai on Sep 6th, 2018. There were 14 categories to the awards and some of the other participants were the likes of PVR, INOX, Croma, Bata, Reliance, Big Bazaar, Future Group and others in the list of awardees. SMAAASH was recognized for pioneering the active entertainment indoor theme park concept in India.

Expressing his gratitude on receiving the award, Mr. Shripal Morakhia, Chairman SMAAASH said “SMAAASH has always stood for unique, innovative and engaging games and as we grow from strength to strength, we have tried to echo our brand focus. We are overwhelmed to have received this award and will continue our endeavor to provide more indoor theme parks where families can come and have a gala time and play different games under one roof. Also this honor would have not been possible without the support and love of entertainment seekers, I would like to thank them from the bottom of my heart and I hope we are able to satisfy their hunger for entertainment the same way in the years to come”.

SMAAASH expanded its footprint from 7 centers to 33 centers in the FY 2017- 2018, with strategic acquisitions of PVR BluO & SVM. A successful summer campaign with Virat Kohli - Go SMAAASH It and expansion to 15 different cities, SMAAASH was on top gear last year - spreading smiles to 6 Million audiences.

The Images Retail Awards recognize and honor excellence in every major format and category of modern retail in India. They employ a unique, 360-degree evaluation process that covers a host of operational benchmarks along with qualitative factors such as supplier relations, employee management, marketing/consumer promotions, including any other features or achievements, for the duration of the assessment.


Launched in 2012, SMAAASH is one of India's acclaimed gaming and entertainment centers that blends sports, virtual reality, music and dining into an immersive, evolved, interactive and innovative social experience for family, friends and children alike. Helmed by its creative ideator, Shripal Morakhia, SMAAASH is renowned in the field of sports simulation technology and proprietary gamification technologies such as a unique twilight bowling zone, VR Games and bike racing simulators and the go-karting tracks (in Mumbai & Gurgaon)

Being a virtual reality led entertainment gaming center - vastly credited to its in-house research and production capabilities, head mounted VR displays are used to produce games such as Walk the Plank, Finger Coaster, Jurassic Escape, Cockpit 360, etc.

SMAAASH acquired 100% stake in BluO entertainment (a premium bowling and entertainment format) in 2017. The acquisition marked doubling the area under SMAAASH management from 276,000 square feet to approximately around 600,000 square feet in India. With its current presence in Mumbai, Gurgaon, Delhi, Hyderabad, Bengaluru, Noida, Pune, Chandigarh and 8 other cities SMAAASH is also touted as one of India's entertainment powerhouse in foreign shores with its Mall of America Minnesota launch and are soon going to open 2 new centers in Middle East countries

Apart from this, SMAAASH also acquired a 100% stake in SVM Bowling and Gaming, a popular bowling and entertainment format operated by SVM Private Limited in 2017. SMAAASH is now present in 16 cities and now has 33 centers in total.

SMAAASH implores the child in you to joyously revel in an unmatched range of activities ranging from highly interactive sports simulators to many more thrilling and recreational attractions. Redefining sports entertainment and customer engagement with ground breaking entertainment ideas and novel dining concepts, SMAAASH has something for everyone of any age making it a perfect destination for “kids” of all ages.