The existing model of creating multi-retail stores in glitzy malls is not working in the Indian context. Across India, malls are struggling to survive and that is not great news for the Future model. The clear mandate is to rethink its retail model. Clearly, the mall model had a degree of novelty but it did not deliver the profits. Amazon is seen as a likely investor in Future group and that could be a blessing in disguise for the Future group. It gets the backing of a global brand; it gets deep pockets, accepted to a blank cheque and a formidable ecommerce engine. Now Future group can leverage its own customer insights and customer data more effectively. The 20-year old retail model is not working. Retailers need to go to the customer; either online or offline. That is the only way Future Group can have another go at reliving its past glory.