Radha

IS MALL CULTURE CAPTURING INDIA

Absolutely, without any doubt the mall culture has gripped Indians and they seem love every bit
of it.

Few days back I visited a newly opened 2 million square feet everything-under-one-roof mall in
Pune. I was shocked to see the number of people that had thronged the place. It seemed to be
some kind of a huge people procession out there.

In earlier days (about a decade back), if you wanted to do any kind of shopping, one had couple
of places to go (or should I say streets) like Laxmi Road or Main street (every city has shopping
streets like these, especially in the downtown area), where small shoppers line up across the
roads. Bargaining to extract the best price was common place- and it had it own charm too.

But everything has changed now. The younger and older generation alike prefer buying stuff
from huge malls where one not only get variety, but quality too at moderate prices.

Even for your everyday grocery buying superstores have come up at every nook and corner. Just
to give you an example, we have around 8 superstores (Reliance fresh, Spencers, Big Bazaar)
within area of roughly 5 sq. km. The main attraction with all of them is competitive pricing as
compared to next door retail grocery shop.

WordPress Store Locator Auto geolocation, custom markers, premium support, & location
pages. simplemap-plugin.com

Clothing Fashion Wholesale Suppliers & Factory Price Contact Global Exporters Directly!
www.Alibaba.com

Shop Online @ Homeshop18 Discount Prices on all Products + Get free home delivery. Shop
Now! www.HomeShop18.com

Women Wear Collection of Designer Apparels and Accessories to make you Feel Wow
fashion.getit.in

Shopping Mall can be described in this sentence, „If you have a home then you will find
everything in the shopping mall to fill it up with'. The craze of shopping malls ventured India in the
early 2000's and has seen tremendous growth over the years. The government's five year tax relief
for opening shopping malls and multiplex's has also boasted this trend to a great extent.

Related Articles
Online shopping in India

Online Shopping Benefits for the Business Owner

Future Bazaar for the Avid Readers and Magazine Lovers

History of British Shopping

The term „window shopping' was coined due to the huge spur in shopping malls and the notion that it
is made up of expensive stores. With the concept of „one stop shop' coupled with entertainment
options and comfortable shopping experience hoteliers, retailers and brands grabbed this
opportunity with both hands. Even individual retailers found shopping malls a beneficiary prospect.

These individual retail outlets started speaking the consumer language and thus altered prices and
designs for the popular crowd. Selection of clothes and pricing was related to the location of the
mall. An up-market area had a different line of styling and pricing compared to its own chain in not-
so lavish vicinity. Thus people living in these mediocre areas were not able to get the same style and
fashion found in the posh areas. Though reaching to the mall has been made comfortable with good
enough travel options and parking space, but the crowd on weekends is unavoidable.

AdChoices

People are exposed to the variety and know the umpteen options available in the market. Now every
time traveling to the mall is not necessary because home shopping had evolved. People could see
the options available and know the whole market without compromising on anything. The virtual
world has served the purpose of home shopping satisfactorily. One can see the product display, their
features, utility and can even compare products on popular compare sites like naaptol.com.

The growing BPO (Business Process Outsourcing) culture comprising of a huge potential crowd,
work in night shifts and at odd hours. Shopping malls in India aren't open 24*7 and they aren't truly
tapping this potential lot and serving their purpose. Thus home shopping becomes logical as the
buyer has the flexibility of time and place at his convenience to make the right purchase without
compromising on anything. Unlike the mall there is product categorization and the buyer has the
option of choosing his seller on the basis of his requirements. Even local stores could be chosen for
buying if a product requires heavy after sales service.

Thus home shopping is a step ahead in shopping malls as it provides more comfort and easy
accessibility without much effort. As they say, „It's just a click away.'

source

In a recent survey done by Jones Lang LaSalle Meghraj, a real estate consultancy firm, it
reports that 328 new malls are expected to come up in metros and Tier I, II, III cities by
2010.

And the reason for so many malls and super stores coming up is simple – huge consumer
demand.

According to study carried out by Assocham, a whooping Rs. 1,31,804 crore has been invested
in organised retailing in last 6 months alone.

Here are some of the highlights of that study:

Organized retail growing at estimated 25%; set to penetrate tier II and tier III cities
like Pune, Chandigarh and Hyderabad; investment worth Rs27,550 crore announced
Real estate companies like Unitech and DLF draw up plans that cater to growing demand
of shopping malls; capex of Rs65,000 planned to be invested in real estate
development for retail space in next four to five years; food and grocery is next big
retail segment with investment plan of Rs22,100 crore
Hyper marts will soon dot the Indian retail space with investment announcements of
Rs29,154 crore expected to set them up
Companies like Reliance Retail have set aside Rs24,000 crore for setting up hyper marts
by 2010-11 in National Capital Region; Spencer retail announced capex of Rs3000 crore
for expanding its retail outlet and setting up hyper marts by 2010
Increased competition among food & grocery retailers will provide better services to
users; capex of Rs22,100 crore planned to set up chains of food and grocery stores in next
three years
Past six months witnessed major expansion in textile and apparel segment by large
retailers including Provogue, Trent and Arvind Mills drawing up an investment chart of
Rs7,900 crore for setting up new stores in Pune, Hyderabad, Navi Mumbai
Job creation centres of the future will be cities like Hyderabad, Pune, Surat and
Chandigarh among others

Retail sector seems to be the next big thing in India, and with Software jobs going down, retail
seems to be the perfect sector to dive in for aspiring candidates !

Related Posts
India ranked at No. 1 for starting a Retail business across the globe
Indian Retail boom creating another IT wave !
The unbelievable amount of investment in India by Foreign Investors
Rupee, Sensex and India: too fast too furious?

Author
Arun Prabhudesai is founder / chief editor at trak.in. He jumped the Entrepreneurship bandwagon in early 2008 after a long
13 year stint in I.T Industry. You can follow him on twitter @trakin and Facebook. Arun‟s Google+ Profile

Arun Prabhudesai
View all posts by Arun Prabhudesai
Aruns website

Sponsored Articles - Make it Matter

Top Tips to Print On-The-Go

Is Your Business Engineered for Success?

Imagining Your Home as Your Office

Smartphone apps for smart entrepreneurs

Why Mobile Makes Sense for Business

Tags on » Is mall culture capturing India?

Tagged as: Growth, Indian mallas, mall culture, mall culture in india, new malls India, organized
retail sector, survey,

Markets and Fairs

Although one might think that shops with fixed locations are a relatively recent phenomenon, a stroll
down the excavated streets of Roman VINDOLANDA (89 AD) near Hadrian's Wall in
Northumberland shows that even then the inhabitants were served by several stores. Obviously fairs
and markets were major ways that people in rural areas could get hold of a wide range of
merchandise.They were obviously important to towns, many of which date their true importance to
the time when they were awarded a royal charter to hold regular markets and fairs. Places that did
not get a royal charter presumably stayed as villages. Around 2,000 new markets were established
between 1200 and 1349. Tudor and Stuart England was served by 760 markets.

Related Articles
Promotional Gifts Make Big Statements

Naples Florida's Exquisite Shopping Experience

Promotional and Corporate Gifts Can Be Memorable Too!

Christmas is here !! Shop online for christmas Gifts

Market halls continue to exist in some quaint old towns like Thaxted,Ledbury, and Chipping
Campden. In the 18th and 19th centuries, many cities and towns spent considerable sums on
purpose-built market halls, partly for improve health and hygiene and partly to use retail
to make the area more prosperous (sounds familiar?).One of the main streets in most ancient towns
and cities is Market Street or Market Place where trading took place. Places called Butter Cross or
Horse Fair provided specialist markets but may also have been locations for general purpose retail
markets.

Static Shops
There is evidence of shops from the twelfth century, although only a few survive because they were
probably constructed using timber. The most important locations would have been surrounding the
marketplace, many of these being converted to shops. It is argued that what is known as the Jew's
House, Steep Hill, Lincoln, was originally a set of shops
dating from 1160. From the thirteenth century, towns were thronged with shops. Cheapside in
London had around 400 shops in 1300,Canterbury had 200 in 1234 and Chester had 270 by 1300.
Specialist areas for the sale of meat (Butcher's Row or in Nottingham, Fletchergate) may have had a
combination of sales from barrows and stalls and from shops.

In 1209, King John licensed the building of houses and shops on London Bridge, which became

regarded as a safe place to shop, although hopeless as a thoroughfare.A fairly narrow range of
items would normally be sold by the retailer,some of which might be made in the store or a nearby
workshop and others processed by the retailer. A jeweller, baker or glove maker would be of the first
kind; a grocer, butcher or dairyman would buy
goods in bulk, preserve them, divide the wholesale bulk into small proportions for the final consumer.
They were not simply reselling items bought elsewhere.

Selds were stores, rooms or workshops used by several different retailers in the same line of
business. St Martin's Seld in Soper (Shopkeeper) Lane, Cheapside, housed 21 small plots and 30
chests in 1250, specialising in gloves and leather goods.Rows of shops and lanes of shops erected
speculatively by third-parties date from the 13th century. These shops were mainly lock-
ups,although 22 shops built in Church Street Tewkesbury in 1450 had accommodation and storage

Mall Culture In India
Its weekend and are you still stuck with the regular question as to what to do on Sunday? May be not, as the
Indian populace has finally found the answer to the ever bothering question quite easily. Yes, a visit to a
nearby mall is the most probable answer any metropolitan citizen would give. This is because the retail
revolution has completely taken the nation by storm. Mushrooming of malls is a clear indication that the wave
of consumerism is arriving steady and fast.

The Trend!
Crowded streets, traffic congestion and mob of people flooding a chic looking building, is a popularly visible
scenario every Sunday. This plush building is none other than a mall in Gurgaon, NCR Delhi. This brings to
light that people‘s perception has completely changed towards shopping. Congenial atmosphere, world class
environment, international brands, basic amenities and exotic cuisines, is what the malls aspire to provide
under one roof.

Nevertheless, people are welcoming this new trend with open arms, unaware of what just might be its
consequences. Moreover, sales and bargain deals, attractive prizes, and schemes are the success formulae, the
shopkeepers are trying to cash in, on consumers. This has made malls a mega hit amongst the metro crowd,
putting fuel to their ever increasing demand for a better living. This is a result of the expanding Indian market
and disposable incomes by the service class.

As an Alternative
Apart from being the shopper‘s paradise, malls are also acting as a good alternative, for the people to escape
from the otherwise poor living conditions. This brings the flipside of the mall culture into sight, which
enforces that though shopping is the modern mantra, people are looking for something more. Malls act as great
refuge from the scorching heat of the sun, in summers, as all the malls are centrally air conditioned for the
purpose.

Another reason for the malls being so crowded is that quite a number of people roam there aimlessly. Their
purpose can be anything from a get together with friends to simply window shopping, from buying popcorns to
buying cards. This explains that hot weather, frequent and prolonged electricity and water cuts are some of the
strong reasons, why the common man is attracted towards the escalating shrines of consumerism.

Shopaholism
Shopaholism is the name given to the addiction for shopping, which has joined the list after cigarette and
alcohol. A kind of a physiological disorder, it is constantly on the rise. It should be noted that it has made its
way not only in the lives of people, but also in the credentials of psychiatrists. According to their unanimous
belief, it can lead to serious problems, if not paid attention to. In severe cases, the patient may even avert to
shoplifting and stealing, in case the desired product is denied. Moreover, shopping is also being termed as a
means of escape mechanism.

This implies that the retail therapy gives the shopper a temporary high, corresponding to the feeling that he
possesses what he wants. Besides, the therapy seems to work wonders, not only for women but also for men.

The metamorphosis the society is witnessing, presents man as the evolving shopping freak, shouldering the
women with utmost grace. Hooked on the phenomenon, it gives them the sense of power and control,
pampering their mountain high egos. This can even go the extent, where people end up wasting money, for the
euphoria shopping provides.

Warning!
After all said and done, it is finally time for the word of caution. India, the land of spirituality and mysticism,
is steadying fast on the road to development, with mall culture just a miniscule aspect of it. As the investors
and town planners vie to fit in the huge glass buildings amidst squashed streets, there are a number of
problems, the process poses. Ever increasing space crunch, growing traffic, developing infrastructural pressure,
power scarcity, parking blues are some of the troublesome head raising situations, to be fought.

In addition to this, the tremendous change these modern marvels have brought into the lives of people is
alarming. These commercial havens not only serve as battlegrounds for the international brands but also impel
people to wrestle with their own psyche and value system. Being carried away in the voluble stream of
consumerism and retail revolution, common man is rendered completely unarmed. He is being prepared to take
what can be actually termed as ‗sweet poison‘, which in a way is a boost to the Indian economy but on the
other hand can steal away the joy and innocence from daily life, if not practiced in limits

Home
About
Archive
Subscribe
Contact
Chakresh Mishra

Promise of Reason

Mall culture in India : Features

November 22, 2006 by Chakresh Mishra | 12 Comments

This entry is part 1 of 2 in the series mall culture in India

mall culture in India

Mall culture in India : Effects




The skyline is filled with boxes built of mirrored windows, skeletons of new malls and
billboards promising a better life for the country‘s modern maharajas. Shop at Tommy Hilfiger
and eat at Pizza Hut. The toilets flush automatically, The floors are spotless. “There’s a new
culture coming now,” said Pawan Sharma, sitting at McD in Globus Mall, which opened last
year. “The Western culture, the mall culture is coming. This is not really the traditional India.”

This is closer to the opposite of India. In this country, people traditionally shop at local markets,
where vegetables are sold in one tiny shop and milk in another. Shoppers go from one store to
the next, buying flowers here, chicken there. They bargain for better deals. The markets often are
filthy, littered with garbage. But the malls offer everything under one roof, even stores such as
Big Bazaar, a smaller, more chaotic version of Wal-Mart (one is there in our own ShopC named
NayaBazaar) are out of fashion now. There is central air conditioning, a novelty here. Signs tell
people how to ride the escalators, still new to India. Songs by Depeche Mode and Radiohead
blare over mall loudspeakers. People speak to each other in English instead of Hindi.
What is MALL:
I like to quote wikipedia here.

―A shopping mall (or simply mall), shopping center, or shopping arcade is a building or set of
buildings that contain stores, and has interconnecting walkways enabling visitors to easily walk
from store to store. The walkways may or may not be enclosed.‖
Why people in India come to a Mall:
Based on our little talks with people in rave and globus we find out that for different age groups,
there are different reasons to come to mall. But somehow all of them are related to advertisement
and cultural industry and ease of shopping. Here are the reasons in descending order of
popularity-

05-15 : For toys which some shops offers, Because their friends goes there, they saw a TV ad

15-25 : To see some good looking opposite sex, Chill out and time pass, To show off

25-45 : Shopping, Dinner and movie, Kids force them

45-above : Kids force them, Shopping, Hell with malls they don‘t like malls.

The great Indian mall boom:

It‘s a revolution that‘s fast changing the way of life for millions of shopping crazy citizens in
India. Kanpur is way behind in this process but we can see the trends in NCR. From the days of
mama-papa stores at the local marketplace, Delhi and NCR is now metamorphosing into the land
of upscale shopping centers and malls, much on the lines of Singapore and Dubai. At last count,
over four dozen shopping malls were operational in the region last year and another 140-odd new
shopping arcades are set to dot the city landscape in days to come. Kanpur will follow same path
in near future as Rave, Globus, Vishal mega mart are indications. Global estimates say India will
be home to 36.2 million square feet of shopping malls in 2008 And the developers of these malls
seem to have their finger on the pulse of discerning customer‘s needs. That explains why special
malls focusing on marriages, jewellery and on high-end brands are mushrooming all over the
country. Take the example of Gurgaon, a sleepy little suburb of the Indian capital New Delhi. In
a development that surprised many town planners, Gurgaon transformed itself overnight by first
housing the headquarters of many multinational corporations and banks, and then calling itself
the ―shopping-mall capital of India‖. So, friends Malls are here, kneel before them!

Mall: A natural phenomenon in late industrial society:

We can clearly observe that malls are very much qualifying for the tag of flag holders of late
industrial society. They pop up in America in late 70s, then in European countries and in third
world nations like India are undergoing same process. Let us find out how malls are
representatives of late industrial society.

<!–[if !supportLists]–> • <!–[endif]–>Interpersonal Relationships:

Malls are characterize by their smiling workers. All of them are dressed same way and they are
trained to behave friendly and with curtsey. Many malls also give awards like ―best employee of

the month‖ to encourage them. An ever smiling worker of malls are now stereotype of modern
culture. This is emotional labor, ―the act of expressing socially desired emotions during service
transaction‖ as said by Alan Bryman in his essay The “Disneyization of Society” .Customer likes
this feature and feels a bit respected in society.

• Flatter organization:

This is phenomenon we observe in our group trip to rave three. In pantaloon there were no
manager. All of employees were assistant trainee or security guard. Talking to a trainee, he told
us that they have a boss in delhi, who controls 4-5 malls same time by internet and often visits
Kanpur. So there are effectively only two levels to run a mall.

• Mass Society:

Mass society is a society in which concerns of majority plays a prominent role. Malls owners
always take a deep interest in consumers need and then promote product for everyone which is
well thought of and same in core but different in packaging. It gives consumer a false satisfaction
that he is getting his choice but in reality he is getting same thing as someone else. (Everybody
now a days eats PIZZA of their own choice at McD).

Also on a larger scale due to malls we at Kanpur get same quality of product as in Mumbai. This
minimize the risk factor in products that whether this particular piece is good or not. Anywhere
in world you can see that big M of you know what.

• Cultural industry and entertainment:

Malls and various coffee chains have been claimed by the city‘s youth as a space of their own.
From the elitist literary coffee culture of Dryden and Pope in 18th century London, to the haunts
of dedicated journos in the India of 1960s and 70s, the cuppa has had a long and varied history
around the world. Every city provides a ‗chill out zone‘ to its youth that insists on ‗value
addition‘ to simply sipping cola or a cup of tea. The air-conditioning, music, movies, scrabble
and discs full of wisecracks, all add up to an atmosphere that is probably a familiar, yet upscale
version of the college canteen.

• Knowledge becoming source of power:

Now knowledge of market can land you a great job because everybody is searching for the mood
of customers. Advertising is a refined outcome of market knowledge. Mall is a place which
promotes the centralized advertising. Your advertisement in a mall itself guaranty reach up to a
large number of customer. But due to malls reading habits are going to drain. This is a reverse
thing from late industrial society. Books and the reading habit have not been able to survive the
onslaught of, first, television and, now, the malls and Internet. Apart from the annual book fair,
country does not see much happening in that front either. Though thousands flock the fair, few
are book-lovers. Publishers also complain that “most only come to see the books, few to buy”.
The message is loud and clear – books are still something people want to see and flip through,
not buy because they have other time passes.

• Use of technology:

Most of the small shopkeepers already feeling heat as malls are using new and good technology
for food packaging and administrative task. Lifts, Escalators, air conditioners, electronic security
system are few example. Also now online malls are also in function in India


November 22, 2006 by Chakresh Mishra | 6 Comments

This entry is part 2 of 2 in the series mall culture in India

mall culture in India


I am not going to
write it in every line but all points given below are screaming only one word – consumerism,
consumerism, consumerism

1. All-in-one stores. With everything from groceries and vegetables to footwear, clothes,
cosmetics, furnishings and electrical items available under one roof, a growing middle
class with higher disposable incomes is heading for the malls in droves.
2. For some, it is a way to chill out on movies and food in the added comfort of a fully air-
conditioned space. ―In short, it is a living room for most of them.‖

3. The malls are another sign of the new, prosperous India, of call centers, outsourcing and
more disposable income, of fashionable young people who look as though they belong on
MTV. Although much of rural India remains in deep poverty, many urban Indians are
becoming richer. The country‘s economy is forecast to grow up to 6.9 percent this year.

4. People can shop at stores selling U.S. brands. But they also can buy expensive pillows
from Indian stores, statues of Hindu gods and fancy outfits. They can watch movies, eat
Indian ―street food‖ from the food court or have their pictures plastered on Coca-Cola

cans at a promotional stand. At night they can dance and drink alcohol in the mall‘s
swanky nightclubs, also relatively new in India.

5. The anchors that first pull the crowds here – and at other malls all over the country – are as
varied as they come. There are the US and European chains such as McDonald‘s,
Lacoste, Pizza Hut, Benetton, Subway, Marks & Spencer and Mango. Their success has
spawned the emergence of successful Indian chains such as Pantaloon, Globus, Shoppers
Stop, Giant, Lifestyle and Big Bazaar. Stores named after popular branded merchandise
also act as effective anchors. These include the likes of Tommy Hilfiger, Swatch, Arrow,
Louis Vuitton and Nike.

6. Foreign mall operators cannot enter India as foreign companies are not allowed to own
real estate in India. Companies like Nike, McDonalds and Reebok sell at mall outlets
through their Indian subsidiaries or franchisees. McDonalds, for example, has appointed
two master franchisees in India, and these in turn have appointed numerous sub-
franchisees all over the country. A sub-franchisee, therefore, could open a McDonalds
outlet either as a stand-alone store or as one of the many stores in a mall.

7. On festivals, the malls can undoubtedly compete with a mela what with the carnival-like
atmosphere and no elbow room for the visitors.

8. Delhi is often credited with being the most food-friendly city in the country. Thai, Italian,
Chinese, Lebanese — you name it, they have it. Indian food too, is served here, but take
your pick between south Indian or Mughlai cuisine. Come to think of it, that‘s the
problem. There is nothing more to Indian cuisine in the city save Mughlai food, the
ubiquitious chola baturas, dal makhnis and sambar-dosas. Call it a s fallout of
globalisation if you will, but the culture of serving diverse Indian cuisine, from various
parts of the country, has died in Delhi. Not that it ever started. Where are the Kashmiri
kahwas, mouth-watering thupkas and those authentic dal bati churmas?

9. Earlier, a large majority of Indians believed in the Spartan asceticism of the Father of the
Nation, Mahatma Gandhi. But the new generation of shoppers – like their contemporaries
worldwide – believe in living for today and splurging at the mushrooming malls over the
weekends. These consumers, many of whom have been exposed to shopping trends in the
West, are also more aware and discerning.

10. The mushrooming of the Indian malls is being followed by a process of segmentation,
each trying to project a particular environment, a specific image. In Mumbai, for
instance, is Crossroads, the country‘s first mall (opened in 1999), a chic, ultra-modern
collective of international brands including Swarovski, Lactose, Tag Heur and Marks &
Spencer and eat-outs such as Pizza Hut, Subway and McDonald‘s. At the other extreme is
R-Mall in suburban Mulund, proudly displaying homegrown retail labels such as Big
Bazaar (household items), Hakoba (ladies‘ wear), Planet M (music), Food Bazaar
(groceries), Weekender Kids (children‘s wear) and Pantaloon (men‘s readymades).

11. According to a survey conducted by global property consultancy firm Cushman &
Wakefield, not all mall operators are likely to benefit equally. ―Only the ones in favorable
locations and having the right format and suitable strategies are likely to remain long-
term players,‖ informs the report. But Indian businessmen are known for their sheep
mentality. A single success in any new field spawns many me-too imitators. However, as
is evident from Indian business history, many private airlines, courier companies and
granite exporters have bitten the dust.

12. ―What took 20 years, 30 years, in any other country, here will take three or four
years,‖ Taneja a builder in globus said.
Is it all in the name?
Malls sprout out of fields like a new cash crop, surrounded by nothing. Power and telephone
lines have been strung over empty fields, where cows, sheep and pigs still roam. Towers of
condominiums – another new concept in India – are springing up near the malls, advertising
fulfilled dreams and luxury and a very well propagated agenda of ―India Shining‖.
Although some people wring their hands about what such change could mean to Indian culture,
people at the malls say the country can adapt. A mall is just a new kind of market, they say.

“It’s all in the name,” said Chandra Mohan Thakur, an IIT alumni and employee of HLL
,“Once we called them tailors. Now we call them fashion designers. It’s the same thing.”

But as far as I can see it is not only name. Me, you and our surrounding can feel that nothing
will be same anymore.

Solution – huh! Is mall is a problem. No. Just a different life style. Kneel before it or for better
Go back to Humanism again.

6 reasons why India should open its market completely

June 13, 2008 by Chakresh Mishra | 3 Comments

India is growing like a big
balloon economically. Some fears that this balloon might explode like south-east Asian countries
and we should not indulge in western concept of market. But they forget that same countries
(Malaysia, Thailand, Taiwan, South Korea, and Singapore) were able to raise the life style of
their citizen by a considerable amount when India was tottering in 70s and 80s. Even China
started to rise after opening its economy in 80s. Export based opening of any economy always
results in betterment of country, history shows this and so does economy. So here are some
reasons why India and other developing countries should open their economy completely.

1. India will be able to attract large foreign investment: This is the basis of all processes by
opening of economy. This will cause the flow of more money in country and which will result in
better infrastructure. Better roads, better power, better facilities will result in better lifestyle for
all Indian people. Some people believe that it is too risky to rely upon foreign companies as they
can pull their money anytime they want. But till then (such a hypothetical situation) we will have
infrastructure, which cannot be taken away.
2. Better and cutting edge technology: Growth of any country depends on the use of technology
and state of art machinery. By opening market we can catch up with the whole world in terms of
tech. Not like 80s when someone coming back from UK, USA was supposed to bring a TV set as
we were not able to get it in India.
3. Growth of Bajaar = more jobs: It is evident that growth of bajaar will produce more jobs for
Indian people. Gone are the days when after completing degree people were not able to find a
job. Now if you are willing to work hard, then you WILL get a job. This will ultimately increase
the size of middle class in the country. Every country have its higher class (2%), it is composition
of middle and lower class that determine the state of affairs in any particular country. USA has
~90%, whereas India has ~40% middle class. (Out of which 25% are made in last decade after
opening the economy)
4. Entrepreneurship will result in innovations: “India needs innovations”. This is a fact. We cannot
apply same techniques and methods as in any other country here. By opening economy we are
going to encourage young people to think out of box and start indigenous businesses. Otherwise
quota/permit raj was plaguing the country (you have seen Guru, right!) and will continue to do
so. It is true that out of 10 trying to do start a business 9 will fail, but 10% is still a good score.
Also we have a great bania class already in country, which knows how to make money.

5. Money fluidity: Any student of economics can tell you that money fluidity is measure of the
growth of society. Higher purchasing power will not only improve the life standard but also
promote the commodity manufactures to produce more goods. (See my article on mall culture
here and here) This in turn will result in higher export, higher money coming in, and then higher
prosperity. Wasn’t India “Sone ki Chidia” due to its trade and specially export?
6. Government free to do welfare work: Above all this reason excites me most as a possible future
civil servant that government is not meant to run companies. It is made for creating a welfare
state, for education, for medical facilities, for defense and let it do its work. Running a
corporation is work of businessmen and they should be allowed to do that. Government can be
a watchdog, but not more than that.

There may be some downfall such as lower savings and higher materialistic values, but then there is
nothing like black and white, it is grey dear. What do you think?

Shopping Malls: Urban Culture Temples
A shopping mall is ultimately a sanctuary where we try to fill up our emptiness, and attempt to satiate
our
thirst for meaning.
Text and photographs by Eduardo Barraza
ShareThis
Phoenix, Arizona. “You are here,” points a small arrow on the map of the shopping mall, situating us
in an
immense world of retail and merchandise. The sign does us a favor: it gives us a position and a
location. The
mall itself is not that merciful; it does not give us a destination. It does promise us, though, the
person we
can become by reminding us just who we are. So we come as we are; leaving transformed is up to our
wallet.

Desire is breathed at each step on the shinny tile floors in this parade of vanity and appeal. Thousands
of
souls navigate there hypnotized, responding to the call of a commanding drum: consumerism. The
mall is an
irresistible, charming place where apparel, gadgets, and stuff battle against our senses. In this island
of
amazement dreaming is easy; reality comes at a price. A price that not everyone can pay, but the
mall will let
us come and dream for free.

Appealing to our emotions, the mannequins attempt to make us think they look like us; the truth is
they
want to make sure we look like them. “This look is cool; be cool,” they whisper. Thus, the underlying
message behind the shop windows is that we can actually purchase more than just a fashionable
jacket, a
pair of name brand shoes, or a hot dress: we are actually buying an identity, a ticket to join the peer-
pressure group, and the title to be called “hot” or “cool.”

Amid colors and shapes, our minds are persuaded to look, to yield, and to buy. Breathing in this
atmosphere,
walking and looking, coming in and out of stores, is not enough. We have to be holding a bag in our
hand
before we leave, preferably, a bag from a fancy and trendy store. Leaving the mall bag-less means we
have
survived the psychological battle of emotions, stoically defending our wallets from being assaulted.
However,
if we came looking for meaning and status, by leaving empty-handed we’d loose the battle.

A shopping mall is an urban culture temple where we worship the trend god and bow before the
fashion
goddess. We journey religiously through the walkways and from store to store, seeking to be shaped
and
molded into something we aspire to be. We adore name brands and designer models, looking to be
wrapped
in colorful pieces of apparel, hoping perhaps not only to cover our natural nakedness, but to disguise
or
affirm our social status. A shopping mall is ultimately a sanctuary where we try to fill up our
emptiness, and
attempt to satiate our thirst for meaning. This in spite of knowing that artificial appearance is
insatiable and
that true meaning cannot be purchased or found behind a shop window.

Shopaholics are like people with eating disorders.

About 90 percent are female.

They are more likely to have anxiety disorders and low self-esteem than normal shoppers.

They are frequently buying items they don't need (and may not even remove from the packaging).

They are more impulsive than average and tend to be perfectionists

Many compulsive buyers experience heightened sensations—colors and textures are more intense
during a
buying binge—and some claim to reach extreme levels of focus and concentration while perusing store
shelves.

A few liken the experience to a drug trip; others find their shopping trips sexually stimulating.

Boosting self-esteem might be the key motivation behind compulsive buying.

Many say that interaction with attentive sales clerks gives them a feeling of importance.

Self-esteem may even influence what they buy.

Compulsive shoppers are likely to return home with clothing, shoes, makeup and jewelry—all items
that
enhance appearance.

The biology of compulsive shopping is less understood, but an imbalance of the neurotransmitter
serotonin
could play a role.

The evidence is slim but suggestive: several compulsive buyers who were given Prozac—which alters
serotonin levels—stopped overshopping (They resumed their sprees once drug treatment ended.)

Success Mantra of 'Mall culture' in the country
Sreehari Nair, ET Bureau Dec 17, 2009, 01.56am IST

While the mall culture in India is surely rising, the moot question is, how many of them succeed
in what they set out for. As organised retailing in India grows, tier II and tier III cities, especially,
are seeing hectic activity in the mall space.

The Indian retail market, which is the fifth largest retail destination globally, has been ranked as
the most attractive emerging market for investment in the retail sector, by AT Kearney's eighth
annual Global Retail Development Index (GRDI), in 2009. The share of retail trade in the
country's gross domestic product (GDP) was between eight to 10 per cent, in 2007. It is currently
around 12 per cent and is likely to reach 22 per cent, by 2010.

Ads by Google

Retailers-Need Answers?Get more profit & cash from stores. See how, now. Watch these
webinars. www.RetailOwner.com
Sales Management Programfrom IMT Gzbd. 6 mnth program for 2+yr Experienced. Limited
Seats! program.niitimperia.com

The organised retail sector, which currently accounts for around five per cent of the Indian retail
market, is all set to witness a surge in large-format malls and branded retail stores, in south India,
followed by the north, west and the east, in the next two years.

According to the report, 'Mall Realities India 2010', by leading property consultants, Jones Lang
LaSalle Meghraj and Cushman & Wakefield India, in association with Shopping Centres
Association of India, over 100 malls with over 30 million sq ft of new shopping space, are
projected to open in India, between 2009 and the end of 2010.

Positioning of a mall

"Mall management isn't just about controlling the crowds and security, but it starts right from the
time when the mall is being designed. Before building a mall, it is very important to understand
the demographics of the area. You cannot plan a super-luxury mall, in an area where the
spending power is not much," says T Anupam, associate vice-president, Korum Mall. Korum is a
newly-opened mall in Thane, along the Eastern Express Highway.

Location of the mall is one of the main factors that decides its success. Good visibility and access
via roads are some of the main prerequisites for a mall. Zoning of the mall comes next. This
essentially means, deciding which tenants would occupy what space and where. It is very
important to have the right mix of tenants at the right place, so as to ensure smooth flow of
customers.

"When we were conceptualising Nirmal Lifestyle, we studied other world-famous shopping
destinations, like Oxford Street, etc., and came up with the idea of having an open space mall.
People can hang around and also window shop, at the same time," says Dharmesh Jain,
managing director, Nirmal Lifestyle.

The anchor tenant also plays an important role, as it is the one that would attract the crowds. For
example, anchor tenants, like Shoppers Stop and Lifestyle stores, at Inorbit Malad, have been
placed in such a way that they both have individual entrances. For the rest of the stores, there is a
common entrance to the mall, which avoids crowding at the foyer.

Promotions and marketing

You have to create visibility in the market, to get the desired footfalls. Timely events and
promotional activities in the mall, will make sure that you remain in the news. Food festivals,
exhibitions, film promotions, are some of the examples of promotional activities that malls often
undertake. According to Jain, the challenge today, is to constantly keep the interest of the people
high. "We talk to our retailers on a regular basis, to know the consumer trends," he explains.

Facility management

Facility management refers to the integration of people, place, process and technology, in a
building. It means optimal utilisation of resources, while ensuring well being of the tenants,
providing good ambience and traffic management. "You have too see to it that all things
promised to the retailer are being delivered, that the ambience of the mall is maintained and there
is a smooth flow of traffic, along with enough security," says Anuradha Gandhi, business head,
Property Solutions.

Ads by Google

MBA -Materials Management100% Online backed by Textbooks Flexible Exams,E-Library. Enrol
Now www.utsglobal.edu.in

New Project -Andheri WestPremium range 2/3/4/5 BHK Apts Starting @ 3.43 Cr. Andheri West
When we were conceptualising Nirmal Lifestyle, we studied other world-famous shopping
destinations, like Oxford Street, etc., and came up with the idea of having an open space mall.
People can hang around and also window shop, at the same time," says Dharmesh Jain,
managing director, Nirmal Lifestyle.

The anchor tenant also plays an important role, as it is the one that would attract the crowds. For
example, anchor tenants, like Shoppers Stop and Lifestyle stores, at Inorbit Malad, have been
placed in such a way that they both have individual entrances. For the rest of the stores, there is a
common entrance to the mall, which avoids crowding at the foyer.

Promotions and marketing

You have to create visibility in the market, to get the desired footfalls. Timely events and
promotional activities in the mall, will make sure that you remain in the news. Food festivals,
exhibitions, film promotions, are some of the examples of promotional activities that malls often
undertake. According to Jain, the challenge today, is to constantly keep the interest of the people
high. "We talk to our retailers on a regular basis, to know the consumer trends," he explains.

Facility management

Facility management refers to the integration of people, place, process and technology, in a
building. It means optimal utilisation of resources, while ensuring well being of the tenants,
providing good ambience and traffic management. "You have too see to it that all things
promised to the retailer are being delivered, that the ambience of the mall is maintained and there
is a smooth flow of traffic, along with enough security," says Anuradha Gandhi, business head,
Property Solutions.

The issues

"During the upswing, many jumped on to the bandwagon to grab a share of the profits. However,
they totally misunderstood the common man's psyche. Just building a mall will not get you the
footfalls; you need to have the right mix of everything - from tenants, to design, to hospitality,"
insists Jain.

'Malls are retail business'
The Sanjay Chandra Interview / Raja Awasthi, TNN Sep 13, 2003, 02.47am IST

The Delhi-based, Rs 450 crore real estate company, Unitech Ltd, plans to invest Rs 400 crore in
entertainment centres and amusement parks in Delhi, Gurgaon and Noida. In an exclusive
interview to Raja Awasthi, Sanjay Chandra, executive director & chief of real estate division,
Unitech Group, speaks on the real estate sector and future plans of his group in the retail sector.

The great Indian retail boom is being witnessed by all major metro towns. How can this
help the commercial market to grow?

Ads by Google

Best Pension = Rs.67LacOnly Rs.136 gives Rs.47K per month Compare plans & invest in L I C Now
www.PolicyBazaar.com/Smart-Invest

India, contrary to popular perception, was always a land of retailers. With 12 million retailers,
India has the highest retail outlets per capita in the world. Where India lags behind is in the
penetration of organised segment, which currently is just 1% of the total trade.

However, since the economic liberalisation, at least 50 Indian corporate entities and a few
foreign brands have entered the retail business in a significant way.

The organised retail sector is estimated to grow to Rs 35,000 crore by 2005 (6% of the total
market), amounting to a growth rate of 40% per annum.

What is more important is that the retail boom had already started happening beyond the metros,
in the tier-two cities. Although today about 80% of organised trade is restricted to the top six
cities, the next four cities currently cater to about 14%. However, the bottom four cities will see
much faster growth rate than the metros. They are likely to increase their share quite
significantly.

Increasingly, more and more people are saying "AUOR (all under one roof) chahiye", i.e., they
want to include shopping, eating out, seeing movies and entertaining themselves in just one
outing with the family. Realising this, retailers also are evolving their expansion strategy with
malls rather than on high street, giving rise to the shopping mall boom which is giving a boost to
the commercial real estate sector. It is estimated that in the next three years 70 more organised
mall schemes will come to the country with a combined space of 10 million sq ft.

Event management and mall management will definitely be the key elements in attracting
people to malls. How do you manage the systems in your malls?

Mall management and operations are a different business altogether in the developed markets,
whereas in India what we see is only the physical facility management. To bring in the more
subtle and qualitative aspects of mall management, we intend to bring in overseas expertise
through an international tie-up, subsequently when our malls are operational, to bring truly
world-class mall management.

Ownership and management with promoters is the first prerequisite for successful mall
management, which is unfortunately not the case for most malls in the country, since they have
sold space instead of leasing it; worse, some are sold to investors and not to end-users.

Another key is effective relationship management with tenants. Mall customer relationship
programme would be designed, which will enhance loyalty and ensure repeat visits and higher
average transaction value. We will also provide support services to smaller retailers, such as
Signage, windows, visual merchandising, and operational best practices.

What are the future plans of the Unitech Group in the retail sector?

We will expand from the National Capital Region first to the north, and subsequently we plan to
go national. In the National Capital Region we are currently developing malls in Delhi, Gurgaon
and Noida, totalling about 2.5 million sq ft.

Ads by Google

EliteMatrimony.comPremium Matchmaking Service From BharatMatrimony for Rich & Affluent
www.elitematrimony.com/Know_more

But more importantly we will set the benchmark for the mall business in India. This requires a
different mind-set, which currently is missing among the developer community.

Malls are retail business and not real estate business. Therefore, we are creating a separate retail
division with people having retail domain expertise, who understand the business from the point
of view of our partners.

This would result in our becoming the preferred partners by retailers. Simultaneously, since we
shall bring the best features for consumer convenience too for the first time in the country, we
would become the preferred destinations at all our catchment areas. It's a win-win situation to all.
We are starting with malls in Delhi and Noida

Mall management module yet to emerge
Pankaj Molekhi, ET Bureau Aug 8, 2010, 03.29am IST

Tags:

skilled manpower|
retailing|
Management|
Mall|
Business

When people in India talk about a retail boom, they refer to magestic real estate—glass facade
buildings, which house malls and supermarkets and some retail brands sprouting in the
neighbourhood, traffic jams in their vicinity and a changing lifestyle. They don't seem to suggest
that the business is booming.

For a big chunk of the urban population a mall isn't a place to splurge —it's still a place to pay a
visit on the weekends, do window shopping and spend some bucks in the foodcourt. Most
footfalls don't translate into sales. And while sales in the traditional markets in the city is on the
rise, the tills aren't really ringing in organised retail.

Ads by Google

Shop Clothes Online @ZoviBest of Men's & Women's Clothing. CoD & Free shipping. Buy Now!
zovi.com

Arindam Kunar, vice president of DLF Place, an upmarket mall in South Delhi, blames it on the
unavailability of skilled people. "Trained manpower is the biggest challenge...While in some
areas like engineering services, there is relatively better trained manpower, specialised skills like
visual merchandising, fit-outs and even leasing getting the competent candidates is certainly a
challenge," he laments.

Mr Kunar who joined retail industry after being in hospitality sector feels a mall is much like a
hotel from the perspective of facility management, building services and customer focus, yet it is
unique in the sense that it also has to cater to the tenants besides generating footfalls. "These
skills can make or break a shopping mall."

Retail experts say mall management as a concept has just begun to emerge as a possible route to
maximise profitability and reduce overheads. Being in such nascent stage, India has no formal
training module designed for mall management. "But this lacuna has been taken note of by the
retail fraternity," says Col Ashutosh Beri, managing director, property and assets management, at
Jones Lang LaSalle, a global property consultant. "India's retail sector employs around 20

million people, but the organised retailing component is still very low. Moreover, mall
management as a concept is still evolving."

Although a number of institutes have started short-term courses in retail and mall management,
including IIM-Indore and IIM-Calcutta, the formal inputs and experience will take some time to
get to the desired levels, for the trainers also need significant exposure and experience. As mall
business is less than a decade old, "trained mall management personnel are either brought in
from abroad, or teams are send abroad for training".

Naturally, the prevalent curriculum is also evolving. Says Prof Tapan K Panda of IIM
Kozhikode, "These courses start right from the supply chain management to how to bring
customer, also the internal and external environment of a mall and specific aspects of retail chain
and mall management." However, majority of the candidates taking up such courses come from
the industry itself, and not fresh graduates. "While property and asset management companies
train their people, there are lost opportunities for fresher graduates who cannot see mall
management as a lucrative and rewarding career path," says Col Beri of JLLM.

And pray what does an employer look for in the candidates while choosing mall managers?
"Their ability to think on the feet," says Mr Kunar of DLF, who feels that concepts in mall
management are a mix of art and science. Further, these concepts need to be localized to meet
the unique requirements of the Indian retail opportunities.

There is little disagreement on the fact that India needs specifically trained professionals in areas
such as mall positioning, facilities, promotions, traffic, administration, security and loyalty-
building. And as the country moves into the second phase of mall development, these formal
training will give an edge to the existing and future players in the sector.

Parking problems rising in shopping malls
Raja Awasthi, TNN Sep 14, 2003, 12.19am IST

Shop till you drop. That's what real estate developers in the country would have people to do in
the months to come. In a frenzied bid to cash in on the 'Great Indian Retail Boom', developers in
the major metro cities and towns are building huge shopping spaces. Only, there is - or will be -
such a surfeit of built-up space that there is bound to be disappointment at the end of the road.

The major problem that these upcoming malls are going to face is of parking. As the retail sector
is estimated to grow at 20 per cent, the retail space available will be more than 25 million sq ft
by the 2006 end. NCR, Mumbai and Bangalore are expected to attract a major pie at over 60 per
cent with NCR alone going more than six million sq ft with 30 malls coming up by 2006 in the
region.

Ads by Google

Parking SystemsSolving Car Parking Problems in India www.suvidhaparklift.com
Renault ScalaDual Front Airbags, Stylish Chrome Door Handles and other features.
www.renault.co.in/Scala

So most of the malls are trying to provide as much of parking as possible within the constraints
of the plot area and the relevant bye-laws. But the reality is that even this much parking space is
not enough. In fact, 40-60 per cent of the mall traffic in the country is car-borne. This figure is
higher in NCR than in the other cities. The balance consumers are less likely to be high ticket
value or serious spenders and their spend is more on categories such as fast-food,appearel and
cinemas.

Says Pranay Sinha, associate director, head - retail & leisure advisory, Jones Lang LaSalle, India:
"In times to come, malls in India are likely to have only about as many shoppers, as the car-park
may allow. Parking is bound to become the single most important success factor for malls in the
country, amidst the given horrid urban infrastructure conditions."

Agrees T Cha-krabarti head, India Property Research: "Enough and more parking and good
management of the same is critical to the success of a mall scheme, given that majority of the
malls upcoming in India are inevitably going to be car based. The importance of parking can
never be stressed enough as it is seamless parking is a critical part of the overall offer to the
shopper as much as trade and tenant mix in the mall."

Pranav Ansal, chairman, Ansal Township and Land Development Company, too recognises the
fact. "Car parking in the mall is as important as the tenant mix and in future the success or the
failure of malls would be dependent on car parking facilities. If a customer comes to a mall and
is not able to find a parking slot 90 per cent of the time, he will not return back to the mall. So
you lose a customer. Good organised parking also distinguishes malls from the street shops."

Industry experts feel that a mall that has ample parking is geared not only for the present but also
for the future, which is one of the critical parameters in defining the long term sustainability of a
mall. Also, it is important that the car parking charges are not a disincentive for the shoppers, as
given the plethora of malls coming up, it is not unlikely for a potential shopper to drive the extra
mile to go to a mall which has good parking and offers reasonable rates for the same. Now many
mall developers are using parking areas as main marketing tool to attract more footfalls.

Says Anuj Puri, managing director, Chesterton Meghraj Property Consultants Pvt. Ltd: "Yes,
now more malls are using parking as a main marketing tool. There is definitely shortage of
parking in prime areas all across the country. Parking will always be a crucial component of the
marketing plan. A mall's longevity will depend on the parking plans targeted to tap the growing
traffic in the future."

Ads by Google

Ford Classic DieselBeat the High Fuel prices with Ford Classic. Book

Metro Walk Mall with an amusement park
Aman Dhall, TNN Feb 3, 2008, 05.22am IST

This week Mallrat travels to north-west Delhi to check out a mall, which is fast emerging as a
hot destination for people of all-age groups.

So what makes people throng the Metro Walk Mall in Rohini? Is it the exemplar design, world-
class amusement park, or the beauty of the man-made lake? Well, it's a combination of all these
factors. The mall comes across as a breath of fresh air in the crowded stereotypes mushrooming
as malls across the country.

Ads by Google

Amusement- Park- RidesSelbstbedient oder mit Bedienperson Self-Service or with operator
www.heege-freizeittechnik.de
Shop Clothes Online @ZoviBest of Men's & Women's Clothing. CoD & Free shipping. Buy Now!
zovi.com

The open air mall, a one of its kind in Delhi NCR, is an epitome in design and development. The
USP of the mall is — Adventure Island — a world class amusement park, which is developed by
International Amusement Parks, the operators of Appu Ghar.

The park, spread over 40 acres, features over 20 rides and attractions, supplied by European
manufacturers such as Intamin, Moser and Zamperla, who also supply rides to Disney, Universal

Studios and Six Flags. The amusement park, yet to be fully operational, has become an
extremely popular destination amongst children and teenagers, not only from neighbourhood
areas but also for students from nearby cities such as Panipat, Karnal, Rohtak and Meerut.

"The amusement park has been designed to give you a high thrill experience. By June this year,
the complete park would become operational," says Narayan Singh, vice-president-operations,
Unitech. To further popularise and build brand loyalty, the promoters, Unitech and International
Amusement Parks, are aggressively marketing the park targetting schools operating in Delhi
NCR and adjoining areas.

That's a reason why you will find amusement park always crowded even on a weekday.

For the surfers who visit mall for an experience, it is an ideal destination to explore and enjoy the
pleasure of architectural beauty and man-made lake. Not only does it offer an out of the world
experience, the mall is a perfect combination of fun, amusement, and impulse-driven shopping.
Sprawled across 62 acres, it houses popular brands such as E-zone, Nike, Biba, Titan, Benetton,
Reebok, Lilliput, Adidas, Levis. Occupying the anchor tenant space is Kishore Biyani's flagship
store, Pantaloons.

The shopping area consists of a cloud court, grand court and central court which are themed
accordingly for events and promotions. The mall also has a world-class architecture stamp to it,
designed and conceptualised by Forrec, Canada. The shopping area is separated from the
amusement park (Adventure Island) by a large lake, while themed signages and extensive
interiors in vibrant colours line the central courtyard. For making an entrance to the amusement
park, you need to cross a huge bridge, sprawled over a 3.5 acre lagoon.

There is plenty of variety in food items to delight your taste buds. Food & beverage brands
present here include KFC, Punjabi by Nature, Fast Trax, Spoon the Food Court, Pizza Hut, Yo
China, Nirula's, Pind Balluchi, Flaming Wok, Gola Sizzler, Baskin Robins, Ruby Tuesday,
Barista, Costa Coffee, McDonald's, Cafe Coffee Day, Geoffrey's & more.

Another feature of the mall is a separate zone in Adventure Island that has been designed along
with Turner Networks. The zone houses a theatre and plaza, especially for children.

Parking is not a hassle here. It has a very spacious over ground parking space that can handle as
many as 1,800 four-wheelers at a point in time. The mall is easily accessible from all parts of
Delhi and is close to the Rithala metro station

Noida to get biggest mall
TNN Nov 14, 2003, 01.34am IST

NEW DELHI: Construction group, Unitech is setting up 9.5 lakh square feet shopping mall in
Noida, which would be more than double the size of any existing shopping mall in the country.
The parking itself would be spread over another 5.6 lakh square feet in two basement levels.

Six anchor tenants including Big Bazar, Globus, Life Style, Pantaloon, Shoppers Stop, Arcus and
Rave Multiplex have already signed up space between 65,000 square feet to 1.10 lakh square
feet. For all of them it would be one of their biggest retail outlets ever.

Are shopping malls losing the game?
Jan 7, 2009, 03.52am IST

They epitomise America's consumerist society and have contributed terms like 'mall hopping'
and 'mall rats' to popular lexicon. But are shopping malls in the US losing the game to stand
alone stores? Brand Equity in association with Knowledge@Wharton investigates

Close your eyes and you could be in any mall, anywhere. At each end is an overstuffed
department store with roving fragrance spritzers and makeup artists. In between are children's
stores showing pink clothes on the left, blue on the right, interspersed with teen clothing stores
where the lighting is dim and the salespeople are rail-thin . Throw in numerous shoe stores and
another version of The Limited or The Gap. Hungry? Don't fret: Somewhere in this mall are
warm cinnamon buns.

Ads by Google

Accounting SoftwareLeading Finance Solutions For Companies Of All Sizes
www.sapphiresystems.com
New Projects in MumbaiBest Properties to Live in Mumbai. Great Location to Invest. Know More
IndiaHomes.com/Mumbai_Properties

That's the problem . According to new Wharton research , consumers are aggravated and
uninspired by the sameness and predictability of shopping malls, which for decades epitomised
America's consumer society. It's not exactly the news mall developers want to hear, given the
already difficult holiday retail environment.

In their fifth annual survey of consumer dissatisfaction, Wharton's Jay H. Baker Retailing
Initiative and The Verde Group, a research consultancy specialising in customer retention, found
that 80% of shoppers had at least one problem during a trip to the mall in the prior month. Earlier

Wharton dissatisfaction surveys concluded that fewer shoppers (50%) found fault with individual
stores — an indication that the mall environment these days has become even less appealing.

The two most frequent complaints cited in the survey are first, a lack of anything new or exciting
at the mall and second, a limited selection of restaurants. These criticisms were each cited by
35% of those surveyed. The third most-mentioned problem, cited by 28% of respondents, was
that too many of the stores carry the same merchandise. Parking was the fourth most frequently
mentioned problem, with 25% of shoppers experiencing trouble in mall parking lots.

While mentioned less frequently than sameness as a problem, survey respondents told
researchers they feel parking is the most serious problem they face on a visit to the mall.

"If the mall is boring and the infrastructure is not that great, it's easy to see why people are
stepping back and skipping the holiday buying frenzy" that is normal for this time of year, says
Wharton marketing professor Stephen Hoch, who is director of the retail initiative. "Clearly
people are spending less time shopping aimlessly. I think this is a long-term trend. People are
still shopping and spending but they do it less often and it has to be more purposeful."

According to Hoch, generations ofshoppers have grown up exploring malls, which were once
modern wonders with fountains , food courts and kiddie rides. "People have had a lot of
experience in malls. It's not that there are no new elements in them, but that people have higher
expectations ," says Hoch. "The same set of usual suspects is in every mall. In the biggest malls,
it's the same stores you have seen a zillion times, just more of them."

Today's mall shoppers are underwhelmed by the nation's 1,200 enclosed and open-air lifestyle
centres filled with chain stores designed specifically for success in the mall environment.
"People go to the mall and nothing stands out or makes the experience fun or exciting," Hoch
adds. "There is no sense of discovery. Nothing catches the eye. It's the same restaurants and the
same stores in every mall."

Ads by Google

Shop Fashion @ 80% offExpress Shipping, Pay COD. Get 20% extra off use code GET20OFF
www.fetise.com/shop_now
Feel the Power of a SmileWin every first impression with our stunning Smile Makeovers.
www.DentzzDental.com/SmileGallery

Hoch predicts as much as 10% of the nation's retail infrastructure could disappear by the time the
current recession ends.He also suggests that the dissatisfaction survey's results canhelp guide
mall owners who are interested in repurposing space that will be abandoned in a pending retail
shakeout. Owners "need to think hard and ask if there is something else they can add that creates
an element of novelty. Is there a way to mix it up?"

The Baker Retail Initiative and Verde Group Researchers surveyed 900 customers in October
and November. They found that the typical shopper will visit five stores on an average trip to the
mall and travel 23 miles to get there. A third of the shoppers surveyed spend two to three hours

in the mall, and 90% make at least one purchase, with the majority spending an average of $150.
Apparel is the top sales category at malls, although open-air malls have a greater emphasis on
electronics and home goods compared to enclosed centres

NEWS

Gurgaon to host world’s largest mall
June 22, 2005 | Prabhakar Sinha , TNN
NEW DELHI: Gurgaon is set to get the mother of all malls ? a humungous 40-lakh sq ft
sprawling property that is being touted by its developer DLF Universal as the biggest mall of the
world. The average size of malls here is 2.5 lakh sq ft; this will be 16 times bigger. The mall ?-
christened Mall of India -? will be spread over 32 acres and will have parking space for 10,000
cars. These ambitious plans have been drawn up at a time when footfalls are down at Gurgaon...
NEWS

Ansals plan 5 malls up north
April 29, 2003 | Raja Awasthi , TNN
NEW DELHI: The Rs 400-crore Delhi-based real estate group Ansal Properties & Industries
plans to come up with five malls in north India within the next three years. The five places where
these malls are coming up are Greater Noida, Ludhiana, Delhi (North or East Delhi) and Jaipur.
The group already has two malls in Delhi and Faridabad. "The mushrooming of various markets
in the metropolis without the requisite infrastructure conducive for convenient shopping and
integrated facilities...
NEWS

Bavdhan becoming one of the best residential areas of Pune
May 26, 2012 | ARPITA SAXENA , TNN
Bavdhan, nestled amidst three hills on its south, east and west and the scenic Pashan Lake in the
north, has seen gradual growth in the form of planned development. It is strategically located on
NDA Road, the centre of Aundh and Kothrud - both well-developed suburbs free from illegal
development and encroachment . The area is easily accessible from Mumbai as well the main
city. Hinjewadi IT Park is within ready commuting distance from Bavdhan, being just 20
minutes away via the...
NEWS

Alpha G:Corp defers launch of Ahmedabad mall
September 20, 2011 | ET Bureau
AHMEDABAD: Gurgaon-based developer Alpha G:Corp has deferred the launch of its biggest
mall in Gujarat. The launch of the 1.2 million square feet mall, according to the company, has
been postponed by about three weeks upon the request of a few retailers and anchors who are
presently in the process of completing the fit-outs of their outlets. The company had planned a
grand launch of the Alpha One mall on September 28, that included a visual entertainment
show...

NEWS

Biz as unusual this Diwali
October 24, 2006 | Arti Razdan & Irshad Daftari , TNN
NEW DELHI/MUMBAI: The Indian consumer joined the celebrations early this Diwali season
and kept the cash machines ringing till late into the night. "This Diwali was certainly better than
last year. We experienced a sales growth of 100%, nationally. Gift items, household items, and
crockery were the best sellers," says MegaMart CMD RC Agarwal. The two biggest malls in
Mumbai ? Inorbit in Malad and Nirmal Lifestyle in Mulund ? saw over 50,000 visitors on
Sunday, almost double the normal...
NEWS

World's third largest mall to open in Philippines
December 11, 2008 | AGENCIES
MANILA: The world's third biggest shopping mall is to open in the Philippines capital this
week, a vote of confidence on the country's economic prospects amid a global slowdown, its
owners said Thursday. The launch on Friday of a 90,000-square-metre (22-acre) annex will make
the SM City North Edsa mall the third biggest in the world with a gross floor area of 425,000
square metres (105 acres), SM Prime Holdings Inc. said in a statement. ...
NEWS

Up the ladder
April 24, 2005 | Amitabh Baxi & Raja Awasthi , TNN
Big Bazaar, Shopper's Stop, McDonald's, Pizza Hut, PVR Cinemas, Wave Cinema ... you'd
probably say we're belting out yet another list of the retail biggies of a hip South Delhi hub.
Right? Wrong. The names you've just read are now part of the emerging landscape of the trans-
Hindon area of Ghaziabad ? where malls, multiplexes, food courts, amusement parks and a
whole lot of convenience stores are offering the best of facilities and services. Just take a look at
the rapid development in a radius...
NEWS

Imbibe a sense of style
June 25, 2005 | TNN
All of you must have read about the biggest mall in the world that is to come up in Gurgaon:
several lakh square feet of airconditioned space for people to walk around in the heat...what a
great idea. For the likes of us poor mortals who live in Gurgaon, it will probably amount to a
bigger nightmare of traffic snarls, power cuts and water shortages. Large malls like these chew
up great amounts of power and gulp enormous amounts of water. And traffic management is
not...
NEWS

Capital's biggest mall opening soon
September 5, 2003 | Ashish Sinha , ECONOMICTIMES.COM
NOIDA: It is a joint venture between Shipra Estate Ltd and the Chadha group and is being
dubbed the biggest mall in Delhi. Built a cost of Rs 97 crore, 'The Centrestage' will open for
public on September 27 next in Sector 18, Noida. The mall expects 18,000 visitors on weekends.
Spread over an area of 350,000 sq ft and built on seven acres of land, the Centrestage Mall
promises to solve the parking problems currently faced by the malls in Gurgaon. The Mall has a
double basement for...
NEWS

Malls rentals climb to two-year high
August 25, 2011 | Avinash Nair , ET Bureau
AHMEDABAD: A mall developer in Ahmedabad recently managed to get 15% raise in rentals
while renewing lease contracts with retailers. Not only did he manage to get the highest rental
quoted at his mall since 2009, but also got a few premium brands set up base in the fast
developing western part of the city. The problem of plenty for the developer is indicative of the
excitement that has returned to the malls where premium lifestyle brands have been dominating
transactions in the last six...
NEWS

JP Iscon to launch second mall in Ahmedabad
July 27, 2011 | ET Bureau
AHMEDABAD: One of the oldest mall operators in the Gujarat property market, JP Iscon Ltd ,
plans to build a 10 lakh square feet mall in Ahmedabad. This will be the second mall to be built
by the real-estate developer in the western part of the city. "We are looking to bring in at least
150 different brands for our new mall," says Amit Gupta , executive director of the company
which is expected to start work on the new mall in the next one year. "For any...

An Emergence of Shopping experience - Malling culture

By Meenakshi kharb

What comes to your mind when you hear the word `Mall`? Shopping, food, movies, entertainment or maybe time pass? Well, the word
may bear different meanings to different people but it definitely stands for more than any of these things. Today, shopping malls have
become a part and parcel of daily life of people living in Metros and big cities.

Introduction
Mall culture in India and especially in Delhi & NCR has grown with an incredible pace. Just a few years back, people had to make a choice
among shopping, movies or hanging out on a holiday but thanks to our malls, all these jobs can be performed at the same time, under the
same roof and that too with a wonderful experience. And it is basically the experience and not the intention that counts when it comes to
malls.

The reason why shopping malls are so popular lies in their international appeal. It seems to be a thing of history when shopping malls had
their presence only in places like Singapore and Dubai. In fact, now they are everywhere around us.

If we dive back in time to the early Nineties, Ansal Plaza appeared to be the only popular shopping mall of the region but presently there
are more than two dozens of well-established malls in the region and another 140-odd new shopping arcades are set to dot the city
landscape in days to come.

People find these malls to be the best place to shop or hang out in summer heat as they offer free entry to a completely air conditioned
complex with good music playing all around and loads of window shopping opportunity which is appreciated by one and all. Not to forget
the numerous food joints that serve different cuisines meant to magnetize the taste buds of all the foodies.

Though malls are equally popular among all ages, the true lovers of multiplexes are the youngsters for whom malls are the `ultimate place
to be`. These malls serve their various purposes like shopping, watching movies, dating or just to hang out though they really don’t need a
purpose for being there. “Malls are the coolest and safest place to go bunking”, says Raghav, a college student while the other boys and
girls belonging to the same age group have no different opinions. These malls have also come up with different ways to cater to their
target visitors like some of them have discos where the Gen-X get a chance to chill-out during nights. Mohit says, “Opening of discos has
added a new adventure and fun to my life. I can now go and party in the night too.”

These malls have changed the trends to an extent that the glamour that could be seen only on the silver screen has now come to our cities
and we can actually see it in our neighborhood. Almost all the malls present in the region can match any high-quality mall in any part of
the world.

Prospects of shopping malls in India

Global estimates say India will be home to 26.2 million square feet of shopping malls in 2006 and the good news for the people belonging
to NCR is that 40% of these will be concentrated in this region alone.

Introduction of malls has not been able to replace traditional markets, which are still popular among the pocket conscious people, but has
definitely added a new adventure to the shopping experience. The retail business in India is set to witness heady growth in the years ahead
with the number of shopping malls in Asia's third largest economy rising to a staggering 358 by the end of 2007, says a study.
The country has some 100 malls now, with the National Capital Region (NCR) and Mumbai accounting for maximum numbers of the
gleaming shopping centres, says a study by the Images fashion magazine. The retail sector will see over 34 million sq ft of shopping centre
space by the year end, said the report on shopping centre development in India.

"Performance beyond expectation is all the more significant in the backdrop of adverse reports and predictions on this sector," said
Amitabh Taneja, director (India) of International Council of Shopping Centres."Based on a complete list of shopping centre developments
taking place across the country, the projection for listed developments by 2007 is 358, with a total built up area of 87.8 million sq ft," he
added.

According to Images, there are a total of 96 operational malls in India with a total built-up area of 21.6 million sq ft. The number will rise
to 158 malls by the end of the current year. Organized retailing is projected to grow at the rate of 25-30 per cent per annum to touch $8
billion by 2005 and $24 billion by 2010, said the Images study.

Investments in the retail sector are estimated at between $400 million and $500 million over the next two to three years, and over $4
billion by the end of 2010, it added. The retail industry in India is currently estimated at $205 billion, which is likely to grow at a rate of
five percent per annum in the coming years

Changing Attitudes of the Masses
Droves of middle-class Indians have broken off their love of traditional stand-alone Indian stores that have no air conditioning; organized
parking and other public amenities. Experts say malls throughout the country are getting bigger as they are now being positioned as a one-

stop-shop for shopping, entertainment, leisure and eating-out needs rather than a place only for shopping for fashion products.
By 2007, north zone will account for 39 per cent of total mall space, followed by west zone (33 per cent), south zone (18 per cent) and
east zone (10 per cent), and said the Images study. The study said a lot more activity on the mall development front was expected from
the smaller cities in the years ahead. These cities will have about 12.8 million sq ft of mall space by 2007, with Ludhiana accounting for
about 2.5 million sq ft and Ahmedabad about 3.4 million sq ft.

The study said the fast growing middleclass population, the rise in women workforce and consumerism over the decade was the major
forces in driving demand in the retail sector. "To the present generation, shopping means much more than a mere necessity and malls are
now fast becoming image benchmarks for communities”.

Emergence of a different Culture

Shopping orientations are related to general predisposition toward acts of shopping. They are conceptualized as a specific dimension of
lifestyle and operationalized on the basis of activities, interests and opinion statements pertaining to acts of shopping. Efforts have been
made to classify consumers into distinct segments primarily for targeting purposes.

In a seminal study, Stone identified four kinds of shopping orientations:
• Economic,
• Personalizing,
• Ethical,
• Apathetic.

Others developed a three-group taxonomy of shopping orientations -- inactive shopper, active out-shopper, and thrifty innovator. Lumpkin
in studying elderly consumers, identified three additional distinct segments -- uninvolved shopper, inflation-conscious shopper, and
actively, highly involved shopper.

Korgaonkar examined six groups of shoppers:
• recreational shopper price-oriented shopper
• brand-loyal shopper, psych-socializing shopper
• store-loyal shopper time-oriented shopper.

Shopper typologies have also been developed for specific product categories. For instance, Furse, Punj, and Stewart profiled
automobile shoppers into four categories. Constructive shoppers work hard at gathering information from Consumer Reports and
showrooms. Surrogate shoppers depend heavily on others for information search and evaluation. Preparatory shoppers spend more time
talking to friends, rather than spending time with in-store sources. Routinized shoppers spend relatively less time on information search
but exhibit considerable loyalty to the same brand and dealer because of past satisfaction.
Findings are mixed with regard to the major characteristics of non-store or home shoppers. Convenience and recreational orientations were
found to be related to catalog shopping. A broad examination of non-store shoppers found them to be younger, venturesome, and
recreational. Another study suggested those home shoppers as thrifty innovators, having lower income and focusing on time management.

Online stores attract shoppers with certain orientations. In a recent research report, Greenfield Online found that online shopping is
preferred over in-store shopping by some Internet users because of its convenience and time savings. However, the study also found that
an overwhelming 69 percent of Internet users said shopping at stores and malls allows them to see, feel, touch, and try on the products
before they buy them. These findings suggest that the consumers who value convenience are more likely to buy on the Web, while those
who prefer experiencing products are less likely to buy online.

These findings are consistent with the current situation of most online stores. At present, the Web has demonstrated its large capacity for
disseminating information of various kinds. Many online storefronts are full of information that is searchable. That is, consumers can
examine search attributes of products such as sizes, models, and prices . With the help of shopping robots, consumers can search
information about products from different online stores with one search request . Consumers can also "experience" certain digital products
online. For instance, they can play a segment of a music CD or download a trial version of a software program to their immediate
satisfaction. Consumers also can experience non-digital products such as wines or cosmetics indirectly through reading testimonials online.
However, today's online stores have a limited capacity for consumers to experience tangible products.

Conclusion

Introduction of malls has not been able to replace traditional markets, which are still popular among the pocket conscious people, but has
definitely added a new adventure to the shopping experience. The retail sector will see over 34 million sq ft of shopping centre space by
the year end, said the report on shopping centre development in India. "To the present generation, shopping means much more than a
mere necessity and malls are now fast becoming image benchmarks for communities.” Shopping orientations are related to general
predisposition toward acts of shopping. They are conceptualized as a specific dimension of lifestyle and operationalized on the basis of

activities, interests and opinion statements pertaining to acts of shopping.

References:
www.shoppingmall.com
www.ansal.com
www.mall.com
www.indianmalls.com

Written By: Meenakshi kharb, Lecturer

Department of Management Studies
B.S. Anangpuria Institute of Technology & Management, Faridabad

meenakshi_mbahim21@rediffmail.com

Press Releases
July 02, 2009

Future Group launches Sobo Central a “Seamless Mall” in Tardeo, Mumbai
Click here to download PDF

Shop, Eat and Celebrate is the new mantra for residents of South Mumbai
Mumbai, July 2, 2009: Future Group, India's leading business house with strong presence in retail sector today
announced the launch of SOBO Central, the seamless mall to redefine and revolutionize the shopping experience for
people in South Mumbai. This is a prestigious moment for Central to yet again create a landmark in the Centre of a
city. The new destination to SHOP, EAT & CELEBRATE is geared up to welcome their customers in a grand gala
opening at Cross roads, Tardeo.

Sprawling over a massive 1,00,000 square feet, Sobo Central will offer over 500 national and international brands,
across categories like apparel, footwear, hand bags, sportswear, watches, eye wear, footwear, cosmetics &
fragrances, accessories and much more.

“We have seen tremendous success with our Vashi and Goregaon Centrals, and it was time for us to bring Central to
South Bombay. The SOBO Central will continue with our brand promise of providing complete shopping experience
to everyone. Central will entertain its audience through various event and activities throughout the year to provide
them with a reason to celebrate shopping with a difference”, says Vishnu Prasad, CEO, Central and Brand
Factory.

Sobo Central is one of the few destinations, which offer brands like Levis, Pepe, Titan, Indigo Nation, Allen Solly, Ritu
Kumar, Tommy Hilfiger, CKU, Raymond & many more, all under one roof. The new Sobo Central houses E-Zone
over an area of 19,721 sq. ft, which offers the latest range of electronic goods and gadgets. The mall also houses
Planet sports which have the largest sportswear collection from brands like Reebok, Adidas, Puma, Nike, etc.

“The USP of Central is its seamless concept which allows brands to present their true identity and experience to
customers. The seamless shopping experience has been much appreciated by customers in all existing Central as it
offers the exposure to multiple brands at the same time. The brands are also laid out in such a manner that it is easy
for a customer to locate and access a category in which all the related brands are showcased together”, says Rajesh
Seth, VP, Marketing & Customer Experience, Central and Brand factory.

For customers to enjoy a quick bite with family and friends, Sobo Central offers an unbelievable spread of food and
drinks at the Food Court offering scrumptious, delectable food. In addition, one can opt to have delicious snacks,
shakes, desserts and coffee at „The Coffee Bean‟ or hang out at the lounge bar – „The Rain‟. While for those with a
discerning palate and a more formal lunch or dinner, Sobo Central also hosts multi-cuisine fine dining restaurant for
at „Mainland China‟.

Central shoppers can also enjoy various value added service offerings at the Central hotspots such as Beauty
Central which will provide the customers valuable beauty tips and also get their free makeovers done. With Radio
Central customers can experience their favourite live music & entertainment and update on promotions at Central.
DJs will also liven up the place on weekends and shoppers can place their request for their favourite numbers

songs. Customers can get connected for free internet connectivity at Wi-Fi Central. They can also pick up Fresh
Seasonal flowers & bouquets at the Flower Central.

Sobo Central will also serve as a great community space where customers can spend valuable time with their
families. There are many opportunities for customers to participate in events and festivals where they can have lots of
fun and win prizes.

So come and hang out at the latest sensational and cool destination in Mumbai.

For further information please contact
Mr. Atul Takle
Head - Corporate Communications
Pantaloon Retail (India) Limited
Email: mediarelations@futuregroup.in
Website: www.pantaloonretail.in

In India, a Retailer Finds Key to Success Is Clutter
November 16, 2010

By Americano News

Impromptu bazaar, Delhi

Image by nimboo

In India, a Retailer Finds Key to Success Is Clutter
Consumers Like Noise, Bins, Mr. Biyani Says; Narrowing the Aisles

By ERIC BELLMAN

MUMBAI — On a tour of one of his supermarkets, Kishore Biyani notes that shopping carts are
getting stuck in the narrow aisles, wheat and lentils have spilled onto the floor, black spots cover
the onions and it‘s difficult to hear above the constant in-store announcements. He grins and
congratulates the store manager.

Mr. Biyani, 45 years old, has built a large business and a family fortune on the simple premise
that, in India, chaos sells.Americans and Europeans might like to shop in pristine and quiet stores
where products are carefully arranged. But when Mr. Biyani tried that in Western-style
supermarkets he opened in India six years ago, too many customers walked down the wide
aisles, past neatly stocked shelves and out the door without buying.

Mr. Biyani says he soon figured out what he was doing wrong. Shopping in such a sterile
environment didn‘t appeal to the lower middle-class shoppers he was targeting. They were more
comfortable in the tiny, cramped stores — often filled with haggling customers — that typify
Indian shopping. Most Indians buy their fresh produce from vendors who keep vegetables under
burlap sacks.

So Mr. Biyani redesigned his stores to make them messier, noisier and more cramped. ―The
shouting, the untidiness, the chaos is part of the design,‖ he says, as he surveys his Mumbai store
where he just spent around ,000 to replace long, wide aisles with narrow, crooked ones: ―Making
it chaotic is not easy.‖

Even the dirty, black-spotted onions serve a function. For the average Indian, dusty and dirty
produce means fresh from the farm, he says. Indian shoppers also love to bargain. Mr. Biyani
doesn‘t allow haggling, but having damaged as well as good quality produce in the same box
gives customers a chance to choose and think they are getting a better deal. ―They should get a
sense of victory,‖ he says.

The approach has made Mr. Biyani rich. His company, Pantaloon Retail (India) Ltd., is now
India‘s largest retailer; it expects to report sales of more than 5 million for the fiscal year ended
in June. He and his family own a 42% stake in Pantaloon, valued at about 0 million.

Mr. Biyani is proving that modern retailing, with a bit of spice, can work in a country where
traditional markets dominate. On the back of his success — and rushing to close his head start —
are some of the world‘s largest retailers. While few may subscribe to Mr. Biyani‘s chaos theory
of retail, all will be struggling to find ways to attract the millions of Indian consumers who are
shopping at branded chain stores for the first time.

Wal-Mart Joint Venture

Wal-Mart Stores Inc. agreed this week to set up a joint venture with Bharti Enterprises Ltd. —
which runs India‘s largest cellular company — that will open wholesale stores to sell goods to
small retailers, manufacturers and farmers in India. Bharti plans to spend .5 billion to build a
nationwide network of supermarkets and small stores. Wal-Mart has to use this route into India
because Indian regulations don‘t allow multiple-brand retailers to sell directly to consumers —
but they can run wholesale operations and provide support to Indian retailers. Tesco PLC of the
United Kingdom and carrefour SA of France, are also eyeing India. Petroleum refiner Reliance
Industries Ltd., one of India‘s largest companies by market value, plans to spend more than
billion in the next five years to open thousands of supermarkets.All are hoping to tap into the
rampant consumer spending sweeping India amid fast economic growth. India‘s total retail
market is about 0 billion a year and will expand more than 55% in the next four years, estimates
Technopak Advisors, a New Delhi-based retail consulting firm. It says sales of branded chain
stores now represent less than 5% of total retail sales — but are expected to grow more than five-
fold by 2011, accounting for 17% of retail sales.

Many more Indian women are working today and don‘t have the time to visit several mom-and-
pop stores. ―I can‘t go to 10 different stores to get 20 different things. I‘m a working mother,‖
says Candice D‘Souza, a 28-year-old public-relations firm manager, who recently became a
convert to Mr. Biyani‘s Big Bazaar stores.

Wealthy Indians often employ servants who do most of the shopping. Many of Mr. Biyani‘s
unique touches are designed to make the household help, rather than their employers, feel
comfortable shopping. Indeed, he says that the greatest potential pool of customers for retail
chains in India comes not from the wealthy but from those who work for them.

Mr. Biyani divides India‘s 1.1 billion people into three types of consumers. ―India One,‖ as he
calls them, are those with good educations, good jobs, and much disposable income. They also
are the target audience for many foreign companies seeking to sell their wares here. Mr. Biyani
estimates that such customers comprise about 14% of the total population.

Where he sees the greatest sales potential is among consumers he calls India Two: the drivers,
maids, cooks, nannies, farmers and others who serve India One. He estimates that 55% of
Indians — roughly 550 million people — fall into this category. They are seeing their wages rise
and their children frequently pursue further education and careers that will vault them up the
social ladder. India Three, he says, is the rest of the nation — those at, or slightly above,
subsistence level, who don‘t represent much of a market for modern retailers.

He thinks any retailer that tries to re-create a Western store in India will miss most potential
customers. ―People like to do what they think works in the West,‖ but India is different, he says.

Mr. Biyani has been studying Indian consumers for more than 20 years. Though many of his
innovations are distinctly Indian, he credits icons of U.S. retailing as his inspiration. His copy of
Wal-Mart founder Sam Walton‘s book ―Sam Walton: Made in America‖ is battered from
constant use. From Mr. Walton, Mr. Biyani says he learned how to ―rewrite the rules‖ in
retailing. Mr. Walton‘s photo hangs on his office wall below Mother Teresa‘s. He also has
written his own autobiography called, ―It Happened in India.‖

In the 1980s, Mr. Biyani left his family textile business to launch a business selling ―stone
washed‖ denim. He started his own line of shirts and trousers at a time when few Indians bought
ready-made garments, and later opened clothing stores because he couldn‘t get others to carry his
products. When he decided to enter the supermarket business in 2001, his friends and executives
told him India wasn‘t ready. He thought otherwise.

Food Bazaar, Mr. Biyani‘s Western-style supermarket, now has 93 outlets in the country. Big
Bazaar, which sells household goods and clothes and frequently is housed under the same roof as
Food Bazaar, has 65 outlets. Mr. Biyani also has expanded into other businesses, including
restaurants, bars, property, mall management, media, a private-equity fund and a bowling alley.
All his businesses are loosely gathered under an umbrella company called the Future Group,
based in Mumbai.

The Big Bazaar and Food Bazaar stores make up more than 60% of the annual sales of
Pantaloon, the main listed company in the group.

Public Market

Both Big Bazaar and Food Bazaar stores seek to invoke the atmosphere of a public market, Mr.
Biyani says — albeit in the air-conditioned malls that are springing up around India. The outlets
have floors of gray granite tiling, common in markets and train stations, so newcomers who have
never been in a large, modern store feel at home.

Instead of long aisles and tall shelves, the stores cluster products in bins and on low shelves.
With long aisles, he says, ―the customers never stopped. They kept on walking on and on so we
had to create blockages.‖

The bins let customers handle products from different sides. Decades of shopping from stalls
also means that most customers feel more comfortable looking down when they shop, he says.
Narrow, winding aisles create small traffic jams that make people stop and look at products. Last
month, one of his first stores in Mumbai changed from long, straight aisles to the haphazard
cluster design. ―Sales are up 30% since the change,‖ Mr. Biyani said, as he struggled to walk
through the knots of shoppers at the store.

Indian consumers aren‘t used to processed and packaged goods, so the stores sell wheat, rice,
lentils and other products out of large buckets. Housewives want to grab handfuls, checking them
out for pebbles, quality and smell, he says. Mr. Biyani tells his staff not to tidy up, as he noticed
that customers are less likely to check out a product if it is in neat stacks. He scoops up a handful
of plastic razors from a pile in a bin. ―When it is like this,‖ he says, ―it feels like a good deal.‖

Because he says Indians like to talk and consult and bicker as they buy, the stores have up to
three times the number of employees per square foot than a typical Wal-Mart. A few employees
walk around the store using megaphones to announce promotions, adding to the din from
constant music and commercials playing in the background. Mr. Biyani doesn‘t want his stores
to be quiet or relaxing. Many of the stores aren‘t air-conditioned — on purpose.

Radha

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Ähnlich wie Radha

Ähnlich wie Radha (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Radha