New Delhi, Aug. 19 -- As retailers and companies prepare for Ganesh Chaturthi, Dussehra, Diwali and Christmas, festive decoration is moving beyond the neighbourhood decorator. For businesses operating across cities, the challenge is increasingly about executing the same experience everywhere, at roughly the same time.

For large retailers and multi-location businesses, festive decor is no longer only a creative exercise. It is increasingly a problem of scale, consistency and timing.

At 6 am on a morning last festive season, decoration teams began work across more than 100 stores of a single retail chain in multiple Indian cities. The brief was the same at every location. By the time the stores opened, the festive setup had been replicate...