Store atmospherics plays an important role in influencing customer buying behaviour; it has received rising attention from academics and practitioners in the present days. However, studies of store atmospherics in branded apparel stores has hardly studied in India. In order to gain more understanding on the same, this paper through light on the various elements of store atmospherics and its possible impact on consumer buying behavioural intentions. Therefore, this research paper presents an analysis which aims to examine the relationship between store atmospherics (product display, window display, store layout, signage, lighting, colour product shelf position etc.), and behavioural intentions. This research Analysis helps retailers and visual merchandisers for the better understanding of their store atmospherics and its composition. Research outcome resulting from discussions can be tested on various dimensions for further research and implementation.