"Ballia station to get a modern facelift with the launch of a multi-brand outlet."

Ballia railway station is set to house a premium branded clothing outlet, marking the first such initiative at a railway station in northern India, the North Eastern Railway’s (NER) Varanasi Division said.

The outlet will be set up under the Railway Board’s new policy to enhance passenger amenities and improve the commercial utilisation of station premises. Premium retail space at the station was auctioned, with Image Fashion Forever Pvt. Ltd. emerging as the successful bidder, the division’s spokesperson Ashok Kumar said.

The multi-brand fashion store aims to improve passenger convenience while contributing to the station’s transformation into a modern urban hub. Image Fashion Forever Pvt. Ltd. is among the leading retail chains in north India.

Divisional Railway Manager Ashish Jain said the initiative would be a first for the region. “Premium branded outlets are already operational at stations under other divisions such as Guntakal, Secunderabad, Bengaluru and Mysuru. Bringing a similar facility to Ballia will be a game-changer for the station,” he said.

The new store is expected to generate annual revenue of around ₹4.4 lakh for the NER Varanasi Division. Railway officials said passengers would benefit from enhanced shopping options at the station.

Ballia railway station is currently being redeveloped under the Amrit Bharat Station Scheme, with the addition of premium retail space forming part of efforts to upgrade infrastructure and passenger facilities.