Ahmedabad’s OOH growth hinges on premium inventory

Ahmedabad has a sizable OOH ecosystem, but the availability of premium inventory remains a key constraint on its ability to attract national advertising. Hrushi Mehta, Director, Chitra Publicity, estimates Gujarat has around 15,000–20,000 outdoor sites including kiosks and non-media inventory, while core media inventory is closer to 4,000–5,000 sites. 

According to Hrushi, around 90% of Chitra’s business is still local, while Ahmedabad receives only around 1% of national OOH budgets. He believes the limited availability of premium large-format sites is one reason for this gap, with the city’s more expensive locations often booked years in advance. 

The challenge is compounded by restrictions on new sites. Hrushi says new permissions are difficult to obtain, while the corporation is increasingly turning to tenders to generate revenue and reduce private inventory. This leaves existing premium assets increasingly valuable, while limiting the creation of new inventory that could cater to national brands. 

Digital OOH presents another opportunity, but its economics remain challenging. Chitra has begun developing its digital presence in Ahmedabad and currently has four screens. However, Hrushi says the combination of capital expenditure, revenue sharing and rent in municipal digital tenders can make investments difficult to justify. 

For Ahmedabad’s next phase of OOH growth, therefore, the opportunity may not simply be about adding more sites. It is about creating the right premium formats, enabling new inventory and developing commercially sustainable digital opportunities that can help the city attract a larger share of national advertising.