Chapter 1

INTRODUCTION

2

CHAPTER 1: INTRODUCTION

The emergence of shopping malls has already defined a new lifestyle for India. There is

rapid increase in demand for sparkling, modern-day shopping and entertainment

complexes. Indian society, being family-driven, prefer to shop from a place where varied

needs of all members of a family belonging to different age groups could be met, various

national and international brands and retail formats are available and shopping becomes

thrilling and gratifying experience. Retailers have also assessed the market potential in

developing India where „value for money‟ is the major concern, besides developing

international hypermarket formats and making available international products. India

Brand Equity Foundation (IBEF) via Ernst & Young Pvt. Ltd, 2010 reveals the upcoming

organized retail businesses in India such as the construction of shopping malls, rise in

consumer class as it is projected that India‟s consumer class is likely to increase from 50

million to 583 million (approximately 12 times) by 2025.

A shopping mall for the purpose of this study has been defined as follows:

„A shopping mall is an enclosure having different formats of in-store retailers all under

one roof.‟

- IMAP‟s Retail Industry Global Report (2010)

„Malls can be described as enclosed places with rows of stores opposite to each other and

climate is controlled in the pathway in between the ribbon of stores.‟

- Das (2009)

Increase in working population, shift from rural to urban area for better earnings,

awareness towards education led to increase in family income. Indian population with 60

percent below the age of 30 years i.e. youth of today is looking for a better lifestyle due

to increase in buying power. Consumers now prefer value, convenience and a satisfying

shopping experience than low price. They are becoming high brand consciousness.

Further, credit facility also increased their affordability to buy expensive products.

Consumers need to buy items of routine purchase on regular basis. The repeated purchase

for such items and that too from a particular place might inculcate loyalty among the

buyers. Loyalty is a mental state stimulating a person towards a specific retailer causing

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higher percentage of expenditure to be spent to the offers of the retailer than the planned.

Mall operators and retailers could focus on positioning the image of the shopping mall in

the target market by devising appropriate marketing strategies. The extent of the

association between comparative approach of an individual‟s and frequent patronage can

be referred as customer loyalty (Adiwijaya, 2007).

Major Corporates in India viz. Reliance, ITC, Birla, Tata, Mahindra, Godrej, Bharti,

Pantaloon, RPG, Raheja and Wadia Group are likely to invest Rs 1 trillion (approx.) in

retail in coming five years. The Pantaloon Retail of Future Group and Spencer of RPG

are trying at their level best to maintain leading position in retail in India. Major

petroleum companies such as IOCL, HPCL and BPCL, and other groups such as The

Lifestyle India, Wadhawan Group, Indiabulls, Vishal Retail have plans for expansion in

retail. Top 3 domestic companies in India (Metropolitan) based on revenues are

Pantaloon Retail ($2.1 billion USD), Shoppers Stop ($305 million USD), and Vishal

Retail ($292 million USD) (Retail Industry Global Report, 2010, IMAP).

The increasing interest of international retailers and expansion by Indian retailers

triggered growth in retail. The retail market in India is likely to reach 620 billion Euros

(around Rs 37 lakh crores) by 2020 at a Compounded Annual Growth Rate of more than

25% (India Retail Report, 2010, Technopak). Joint ventures, franchise agreements, tie ups

have major impact on the retail sector. The Bharti- WalMart joint venture is searching for

appropriate locations, the global retailers Metro AG and Shoprite Holdings are putting in

efforts to increase their share in Indian retail.Tata and Tesco have also undergone tie-up

for entry in retail (India Retail Report, 2009, Images F&R Research).

The major factors driving the retail in India are the demographic and psychographic

changes in consumer class, wider availability of products and brand communication,

international exposure and availability of quality retail space. The Indian economy is

heading towards a growth-and-liberalisation mode due to consumer spending (India

Retail Report, 2009, Images F&R Research). Total retail sales are expected to grow from

INR18.85trn (US$392.63bn) to INR26.64trn (US$674.37bn) by 2014 (India Retail

Report forecast, 2011, Q1, Business Monitor International, BMI). Average annual GDP

growth of 8.1% is predicted by 2014 (BMI). The Reserve Bank of India (RBI) increased

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the interest rate during the quarter to control the rising inflation and anticipate further

hike in the interest rate (Marketbeat, National Capital Region Retail Report, New Delhi,

Gurgaon and Noida (2011, Q1), Cushman & Wakefield).

There is lot of potential in second and third tier cities in India as middle and upper class

consumer base is increasing. The retail sector in India is growing rapidly and rate at

which malls are growing indicates economic affluence in the country. The shopping

malls with increasing entertainment facilities, multiplexes, gaming zones, food courts

attract shoppers. Emergence of discount malls, highway malls, speciality malls in or near

every city is causing rapid shift from small, independent retailers to large, modern outlets

in India. Sales through Mass Grocery Retail (MGR) outlets are predicted to be increased

by 145% to reach US$21.35bn by 2014 (India Retail Report, 2011, Q1, BMI).

This research focuses on shopping mall retailing. The malls with multiplexes are catering

to India‟s biggest USP, its youthful population seeking increase in leisure and

entertainment facilities at 14% p.a. (India Retail Report, 2009). BMI expects the

consumer spending per capita to increase from US$830 to US$1,439 in 2014. It is

estimated that 70 million Indians (to be 140 million soon) earn a salary of more than USD

19,500 per annum. A survey positioned India as the most attractive country among 30

emerging markets for the purpose of investment in retail (GRDI, 2010). This is due to

changing consumer behaviour, lifestyle, entry of corporate, increasing influence of

western culture and rising income. The organized retailing is now contributing

significantly to the growth of the overall retail sector (India Retail Industry, RNCOS,

2008). Numbers of shopping malls are likely to increase from 2007 to 2015 at a CAGR of

more than 18.9%.

The largest study on the Indian employment trends and opportunities, Ma Foi Randstad

Employment Trends Survey, MEtS (2011) expects huge numbers of new jobs, 1.6 million

(approx.) in the organized sector in India. The top three places are occupied by the three

metros, Mumbai, Delhi and NCR and Chennai, creating a total of 255,797 jobs. The top

performers in the industry viz. hospitality (218,200), real estate (144,700) and media and

entertainment (126,100), manufacturing - non-machinery products sector, are likely to

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create 223,400 new jobs. New Delhi and NCR, expecting about 102,616 new jobs is

becoming the second leading city in generating new jobs in India.

1.1 IDENTIFICATION OF RESEARCH PROBLEM

Mall is basically a long-term project hence; a model should be there to reap benefits

for a longer period. Besides, malls should be cost-effective, safe with the look of a

high-street mall. The objective is profitability and minimised operational costs

(Biyani, S., 2011).

The shopping behaviour of the India consumers is greatly influenced by the growth of

organized retail industry. Consumers visit shopping malls due to various motivations.

The entire concept of shopping in terms of consumer buying behaviour has been

changed now (Patel & Sharma, 2009). Store loyalty is influenced significantly by

demographic and socio-economic factors (Salim, 2008).

One view: Real Mall Revolution- Commenced

Malls emerged in India at the time when high-street shopping experience started

causing frustration. Mall shopping provided covered parking space, vivid brands,

modes of entertainment and dining in centrally air-conditioned shopping ambience

under one roof. As a result, shopping is now perceived as leisure and pleasure activity

than convenience and comfort. Rise in number of young persons in the age group of

18 to 35 years, purchasing potential of youth, and growth in middle class population

stimulated mall culture. Weekend spending in India underwent a major shift due the

multiplex and food revolution. About 5,000-10,000 shoppers pay a visit to mall for

dining, entertainment and shopping during weekends. A retailer can achieve

economies of scale quickly due to increasing number of malls, retail outlets, and

arrival of global retail majors with mega projects (Economic Times, Talwar, DLF).

Another view: Mall Revolution- in Vain

Retailers are forced to alter growth strategy as 6.7m sq. ft. (approx.) of mall space lies

vacant across the country. The success for the shopping mall developer lies at two

levels, customer value proposition level (end consumer & retailer/ occupier) and

financial level. At least 50-60% of malls need to deliver at these two levels for the

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success of shopping mall revolution. But, at present, less than 20% malls delivering at

both. Only 20-25 (approx.) out 150 malls (estimated) are successful in India. The

issues with malls exist at various levels, mindset, planning or lack of planning,

execution and management of mall.

Key to success for developers‟ lies in understanding, partnering and servicing

customers on a continual basis (Economic Times, Gupta, Technopak). In Delhi and

NCR where there is no shortage of quality shopping and long distances can be

travelled easily via Metro, shopping mall developers need to think something

different and fast. There is still untapped opportunity in Delhi and NCR, and if

something is thought differently and planned properly in the right direction, it would

be fruitful to all stake holders.

So, the question rises- "What strategies should be devised and implemented by

mall operators for the success of shopping malls?"

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1.1.1 RESEARCH QUESTIONS

The research questions posed in this study are:

1. “To identify how various shopping malls attributes rate on shoppers‟ evaluation

in shopping mall selection”.

2. “To determine how to categorize various shopping malls based on customer

perceptions”.

3. “To know how to profile various shopping mall customers based on

demographics and behavioral variables”.

4. “To understand how to propose strategies for creating shopping mall loyalty”.

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1.1.2 PROBLEM STATEMENT

The overall picture of a broader context of shopping behaviour of customers

helps in understanding the current position of existing malls and in

determining the need gaps not met by such malls. The study to be undertaken can

help a mall to fill up the gap, first among its competitors, by defining

“How to propose strategies for creating shopping mall loyalty by identifying

relevant shopping mall attributes in mall selection, assessing underlying customer

perceptions leading to categorization of various shopping malls and profiling

shopping mall customers based on demographics and behavioral variables?”

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1.2 SIGNIFICANCE OF THE STUDY

The study undertaken helps in identifying the latest shopping mall trends in India.

Shopping mall developers in India need to focus on the basics of good shopping mall

investment including right location, sturdy access and parking, firm functional design,

traffic generating anchor stores, in-depth research of target market, and effective

leasing and management.

It also helps in identifying elements contributing to success of shopping malls in Asia.

The top three elements include mall developer's assurance to maintain mall's

sustainability on continual basis; planning and execution of the projects to be done by

experienced professionals capable of understanding the needs of consumers and

retailers; and shopping mall investment focused on generating the highest retail sales

and thus, enabling the respective mall to get best rents and return on investment.

Major challenges for mall managers in Asia include focus by mall managers on

running mall properties in a perfect condition and using best practices and

international standards for operations. All activities in shopping mall management

should be directed at elevating the guest experience and increasing value of the mall

through effective merchandising and marketing (McArthur, 2011).

The findings of the study are of great importance for owners/ mall managers,

investors, tenants, customers, government/ statutory organizations, researchers,

academicians and doctoral students and other stakeholders viz. media partners, event

sponsors, outdoor advertisers, kiosk owners etc.

For Developer/ Owners/ Mall Managers: Occupants paying good rental always

continue to be with mall. Revenues are also earned through advertisers, kiosk owners

and sponsors. Little over nominal Return on Investment (ROI) is required to earn

profits to keep the pace high in investing and creating better projects. Better ROI

refers to satisfaction of shareholders and investors in the company. Appreciation of

the current project(s) needs to be done by people and stakeholders through its

popularity and success to enhance companies‟ brand image. Mall performing well

with happy stakeholders, good event and promotion plans, friendly and better mall

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management, high footfalls and professional developer help in selling similar projects

to brands/ franchises/ bankers with reduced efforts.

For Investors: Occupants paying good rental remain with mall on continual basis.

Better ROI can contribute to safety and long-term survival of the mall. Performing

mall management with professionals helps in enhancing brand image of the mall,

confidence and peace of mind. Mall developer with strong financial background can

run the business with long term interest.

For Other Stakeholders viz. Media Partners, Event Sponsors, Outdoor Advertisers,

Kiosk Owners- Better brand image of mall, good location, ambience, facilities, all

necessary categories/ brands, professional mall management, fulfillment oriented

events/ promos along with support from all other stakeholders, quality oriented

known or unique brands in the mall occupants, good quality customers and favorable

brand image among media, public relations value and possibility of conversion,

higher footfalls contribute to develop mall(s) with wide liking.

For Occupants/ Tenants (Brands and/ or Franchises) – more business better than

nearest market, return on investment of developer and investors based on long-term

objective of making rentals affordable. The retailers‟ preference to pay real estate cost

as a fixed percentage of sales. A very high percentage of their sales constituted by

rentals leads to drop in viability of the store and the retailer would either leave the

mall or try to renegotiate with the developer. Right customers visit the mall because

of all other stakeholders, hassle-free shopping atmosphere, place at par with brand

image, good location, ambience, facilities, all necessary categories/ brands, and

fulfillment oriented events/ promos. Increase in footfalls, and lower cost of marketing

and adequate cost of rentals also contribute to a mall success.

For Customers - Right occupants with right price and product mix, value for money,

time spent, shopping with least effort, convenience of parking, better security,

ambience, good location, facilities, all necessary categories/ brands, fulfillment

oriented events/ promos along with professional mall developer who understands

customers‟ needs, right tenant mix, spontaneous, fresh and surprising events, vision to

succeed financially attract customers to a mall.

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For Government/ Statutory Organizations: Foreign Direct Investment (FDI) in multi-

brand retail was not permitted by Indian central government until 2011, and any

ownership to overseas groups in supermarkets, convenience stores or any retail

outlets was denied. Further, single-brand retail was restricted to 51% ownership.

Announcing of retail reforms for both multi-brand stores and single-brand stores by

Indian central government in November 2011 smoothened the way for innovation in

retail and competition with multi-brand retailers such as Wal-Mart, Carrefour, Tesco,

besides single brand players such as IKEA, Nike and Apple. The retail reforms were

put on hold by Indian government due to resistance from opposition in December

2011 till it reached a consensus. Reforms were approved in January 2012 for single-

brand stores allowing any international player to innovate in retail market in India

with 100 percent ownership along with a mandatory condition to source 30 percent of

its goods from India which might delay opening of stores and creating of jobs in India

by most single brand majors from Europe, USA and Japan.

Indian government is focusing on retail transformation for multi-brand stores on

regular basis. IKEA declared in June 2012 about investment worth $1.9 billion and

opening of 25 retail stores in India by applying for permission for the same.

The opening of FDI in multi-brand retail was broadcasted by the government of India

on 14 September 2012, leaving the final decision of approval by respective state(s).

This decision has been welcomed by economists and the markets, but resisted by

India's central government's political coalition structure. The FDI reforms for single

brand retail as well as multi brand retail were notified formally by The Government

of India on 20 September 2012, thereby making it effective under Indian law.

51% FDI in multi-brand retail in India is allowed by the Federal Government of India

w.e.f. 7 December 2012. Foreign supermarkets like Wal-Mart (USA), Tesco (UK),

and Carrefour (Spain) would be allowed to open only in some states in India.

For Researchers, Academicians and Doctoral Students – enriching the quality of their

research work by providing insights in the area of study, with a scope to explore

further in the field of the study undertaken.

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1.3 OBJECTIVES

Title of the Study: Strategies for Shopping Mall Loyalty

To achieve this main objective, the study focused on the following objectives:

1. To identify shopping mall attributes in mall selection.

2. To categorize various shopping malls according to customer

perceptions.

3. To profile shopping mall customers on the basis of demographics

and behavioral variables.

4. To propose strategies for creating shopping mall loyalty.

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Objective 1: To identify shopping mall attributes in mall selection.

The review of existing literature in India and abroad and being a frequent mall shopper

herself, the researcher made an attempt to identify major shopping mall attributes in

attracting the customers towards the mall i.e. to build desire, leading to footfalls and

ending in sales: the right mix effective in food and beverage area, the tenants; facade of

the mall itself, the ambience; quality, value for money, the price; communication i.e.

signage, messages, store ads; limited time, using own vehicles or public transport, the

parking, time, location; window display; „In-mall‟ events and following a calendar of

activities, in sync with the seasonality of festivals etc. via „below-the-line‟ activities.

The study mainly focused on mall attributes viz. multiplexes, food courts and games for

children; full department store, choice of stores, well known brands and anchor stores;

value for money, utility based and credit terms; visual merchandising, atmospherics,

personnel services, guarantee policies and loyalty cards; security, parking and proximity

to home; facilitating shoppers in mall selection. An attempt has been made to determine

whether different shopping mall attributes have different importance as perceived by

customers.

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Objective 2: To categorize various shopping malls according to customer perceptions

The researcher observed that the categorization of shopping malls rests mainly on

perceptions of consumers. The emphasis these days is increasing towards Entertainment:

specialty, value, one stop shop, and convenience. The review of literature revealed that

the shopping malls have been categorized as mall, strip center, neighborhood center,

community center, regional center, superregional center, fashion/ specialty center, power

center, theme/ festival center, outlet center; manufacturers' outlet center and a traditional

suburban mall; created agglomerations, such as shopping centres and malls, and evolved

agglomerations such as shopping streets. To get the buy in from the customers, it is

important to know where they like to shop and what do they like to shop for.

New upcoming formats such as Big Bazaar and Cineplex under one roof; Indian Scenario

is different from that of US; new formats such as hypermarkets, supermarkets, shopping

malls, retail chains like Pantaloons etc.; Strategic use of pop-up stores, luring non-

traditional tenants, and turning the mall into a multi-purpose, community-centric

environment; Traditional-Very large, Large, Medium, Small: Comparison-based,

Convenience-based; Specialised-Retail Park Large, Medium, Small; Factory Outlet

Centre, Theme-Oriented Centre: Leisure-based, Non-leisure-based. The researcher has

made an attempt to categorize various shopping malls according to customer perceptions

and to identify whether it is different from the traditional classification based on location

and convenience.

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Objective 3: To profile shopping mall customers on the basis of demographics and

behavioral variables

The researcher made an attempt to investigate whether it is possible to profile various

customers visiting shopping malls on the basis of demographics and behaviour. The

major mall shoppers‟ demographics variable focused in the study include gender, age (in

years), occupation, education and income (in Rs. per month). The behavioral variables

focused in the study include number of stores shopped, number of purchases made,

frequency of visiting the mall, time and money spent; shopping decision, visiting

unplanned, seeking products and bargain, time consciousness, socialized shopping,

familiarity shopping, shopping aversion, experience sharing, managing stress, purpose of

shopping, price consciousness; ambience of shopping malls, assortment of stores, sales

promotions, comparative economic gains.

A shopping centre is built for the customer, who will come and shop there and not for the

developer or investor or retailer.

The review of literature revealed that mall customers have been profiled as loyal vs. non-

loyal mall shoppers; convenience (economic) vs. recreational shoppers; utilitarian vs.

hedonic shoppers; mall enthusiasts, traditionalists, minimalists; out-of-town vs. local

shoppers; traditional mall vs. manufacturer's outlet shoppers; male vs. female shoppers.

The various categories of emerging consumer groups include teens from relatively

affluent families as well as call centre kids; young entrepreneurial professionals travelling

internationally; rural shoppers; the retired folks aged 65 and above having children who

live abroad; visiting consumers, increasingly high number of expats (foreigners);

changing demographics in a target location will change mall merchandising. The

variables to profiling shopper(s) were focused on identifying how shopper thinks, feels,

reasons and selects between different alternatives whether brands or products;

environment and influence of culture, family, signs and media; (SCAI).

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Objective 4: To propose strategies for creating shopping mall loyalty

The researcher felt motivated to identify strategies for creating mall loyalty. She observed

that this is an era of shopping along with entertainment i.e. shoppertainment the major

factor are service quality, location factors, value perceptions, and store image.

The behavioral variables refer to measures of characteristics such as shopping

confidence, sociability and anxiety. The major determinants of loyalty are sales

promotion, loyalty intention retail mix (which includes price, assortment, variety, retail

store personnel service), store promotional activities. The consumers visiting select

mall(s) due to identified tenants, for fulfilling their specified needs i.e. why every mall is

planned differently.

The basis for proposing strategies is focused retail mix strategy-effective in the food and

beverage area, bundling related concepts - a particular lifestyle offering; owners and

managers reconsider the retail mix when letting vacancies, remerchandising, or

repositioning the shopping mall; developing a strategy which links online and offline

experiences; 50% percent of the retail mix to be entirely tailored for the local market

with focus on anchor retailer; experiential shopping - no need depth of merchandise. To

ensure the Mall has Longevity; effective mall management includes management of

parking area, marketing and other promotional activities, selection of tenants,

housekeeping, improvements on regular basis for the image building of the mall.

Though a good mall is created and has a good opening, only effective mall management

can ensure sustained customer flow into the mall.

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1.4 HYPOTHESES

Following assumptions have been framed to achieve various objectives as stated

above, in order to realize the main objective:

1-Ho: Different shopping mall attributes have different importance as perceived by

customers.

2-Ho: Categorizing shopping malls on the basis of customer perceptions is different

from the traditional classification based on location.

3-Ho: It is possible to profile various customers visiting shopping malls on the basis

of demographics and behaviour.

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1.5 AN OVERVIEW OF SHOPPING MALLS

1.5.1 WORLD’S LARGEST MALLS

The retail outlets are extended across malls/ shopping centres, high/ main streets and

neighbourhood strips in major cities across the world. The per capita total retail space as

well as per capita mall space in different countries throughout the world is shown in

Table 1.1 below.

Asipac estimated that the Per Capita Mall Space (PCMS) in top 20 urban centres in India

may vary from 1.0 sq ft and 1.5 sq ft in different micro markets, though the ideal PCMS

is about 1.2 square feet per person; taking into consideration India's current per capita

income, spending power, estimated growth rates for the next five years, and comparisons

as per Table 1.1.

The opening of first Department Store in Paris in 1850 laid the foundation of modern

shopping malls, which, in turn, moved shopping from streets to buildings.

Table 1.1 Per Capita Total Retail Space and Mall Space

Country Per Capita

Total Retail Space (sq ft)

Per Capita

Mall Space (sq ft)

Dubai - 25.3

USA 46.6 23.1

Singapore 15.7 7.2

Australia, New Zealand 24 to 31 5.5 to 6.8

Sweden, Netherlands - 4.8 to 5.1

UK 16.7 to 8 3.9

Hong Kong, South Korea 14 to 16 -

Japan 12 to 13 3.8

South Africa - 3.2

Spain, France, Italy - 2.7

Russia, Turkey, Belgium - 0.6 to 0.7

Source: ASIPAC, Shopping Centre News, Developing Retail in India, May-June 2011

The Grand Bazaar, Istanbul, 1461, is considered to be one of the largest „covered‟

markets in the world with 4500+ shops and 250,000 to 400,000 visitors per day. The 5.4

million square feet Grand Bazaar, Isfahan, Iran, 17th

century has 26 entrances. The

570,000 sq. ft. Gostiny Dvor mall, St. Petersburg, Russia, opened in 1785. The first mall

in USA probably is The Arcade in Providence, Rhode Island, 1828. The first modern

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Mall might be the Northgate Mall, Seattle, USA, 1950. This reflects the modern-day

malls came into existence 60 years back.

Malls or Shopping Centres as known in many countries have to be big. In UK, a „mall‟

can be referred to as a boulevard with shops. It is a place where a person can do

shopping, dine, drink and gets amused along with friends and family. There are18 Super

Malls and 2,700 odd Regional Malls in UK whereas in USA, there are 69 Super Malls/

Super Regional Centers out of which 39 are larger than 2 million sq. ft. GLA (according

to a Comparative Index) and 33,465 Regional Malls. In USA, only 1200 malls have

minimum two anchors, enclosed and have 610,000 sq. ft. average size out of 47835 malls

(as per 2005 census). In Australia, there are 15 Super Malls and about 75 Regional

Centres whereas in South Africa, there are 21 Super Malls and 48 Regional Centres.

Some of the biggest modern world malls include The Dubai Mall with 6,000,000 sq. ft.

GLA, nearly 1200 shops, 14,000 Parking; West Edmonton Mall, West Edmonton,

Canada with nearly 3,770,000sq. ft. GLA, more than 800 shops, 20,000 Parking; Berjaya

Time Square, Kuala Lampur, Malaysia with nearly 3,440,000 sq. ft. GLA, more than

1000 Units, 18,000 Parking; Mall of America, Minneapolis, USA with 3,074,000 sq. ft.

GLA, 540 shops, 12,550 Parking); Cevahir, Istanbul, Turkey with 3,600,000sq. ft. GLA;

Golden Resource Mall, Beijing, China with 6,000,000 sq. ft. GLA, 1000 shops; S. M.

Mall of Asia, Manila, The Philippines with 4,200,000 sq. ft. GLA as shown in Table 1.2.

To measure the size of a mall, GLA or Gross Lettable Area is the only universally

acceptable measure. It is the area available to tenants on rent and is generally less than

the Built-Up Area (BUA) of a mall. The BUA of a mall includes areas which are

common such as corridors, washrooms and areas providing services such as rooms for

generator and areas that are exhausted are not measured as lettable. In Indian malls, GLA

multiplied by 1.4 is the average „loading‟ factor. The retail buildings with a GLA of more

than 200,000 sq. ft. in the metros and more than 150,000 sq. ft. in other cities are referred

to as a „Mall‟.

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Table 1.2 Some of the World’s Largest Malls

Mall Name Location Shops Visitors

pa

Parking GLA in

sft

The Dubai Mall Dubai, UAE ~1200 NA 14,000 3,770,000

West Edmonton

Mall

West Edmonton, Canada >900 20,000 ~3,400,000

Berjaya Time Square Kuala Lampur, Malaysia ~1000 24 million ~3,400,000

Mall of America Minneapolis, USA 520 40 million 12,550 3,074,000

SM City North

EDSA

Quezon City, Philippines ~800 43 million 4000+ ~3,000,000

SM Mall of Asia Manila, Philippines 5000+ ~2,800,000

King of Prussia Mall King of Prussia, PA, USA 400 3000 2,793,000

South Coast Plaza Costa Mesa, California,

USA

300 2,700,000

Milcreek Mall Erie, Pennsylvania, USA 241 2,600,000

Cevahir Istanbul, Turkey 343 80 million 2500+ ~2,400,000

Mall of Emirates Dubai, UAE 472 30 million 2,400,000

Aventura Mall Aventura, Florida, USA 280 9800 2,400,000

Sawgrass Mills Ft.Lauderdale, Florida,

USA

350 2,261,550

The Galleria Houston, Texas, USA 397 24 million 2,350,000

Roosevelt Field Garden City, New York,

USA

294 2,245,000

Woodfield Mall Chicago, Illinois, USA 300 27 million 2,224,000

Sandton City Gauteng, South Africa 300 10,000 2,017,000

Chadstone Melbourne, Australia 530 2,007,000

Metrocentre Newcastle upon Tyne, UK 330 9850 1,818,000

Bluewater Dartford, UK 330 27 million 13,000 1,610,000

Source: Asipac, Research Studies on Malls in India, India’s Largest Malls, March 2010

In general, malls can be classified as „Enclosed Malls‟ i.e. the malls are enclosed and

air-conditioned and „Strip Malls‟ i.e. an attached row of stores managed as a consistent

retail unit, parking located in front of the stores, storefronts might be connected by open

canopies, but does not have enclosed walkway(s) linking the stores. According to

International Council of Shopping Centers (ICSC), different types of malls/ shopping

centres included neighbourhood centre, community centre, regional mall, super mall,

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fashion/ specialty mall, power centre and outlet mall. Regional mall provides general

merchandise (with a major percentage of apparel) and services in complete depth and

variety, with major attractions as its anchors viz. hypermarkets, discount department

stores or fashion specialty stores. It is usually enclosed and multi-storied with inner

direction of the stores connected by a common walkway. Super Mall is similar to a

regional centre, but is larger in size; anchors are more, selection of merchandise is

deeper, variety is more, and represent from a larger population base and

market-dominating.

There is no Super Mall in India at present. All the 12 largest malls in India are Regional

Malls followed by 6 Community Centres. Mantri Square, Bangalore with five department

stores, benefits from market supremacy of being a Super Mall. The Fashion/ Specialty

Malls in India are DLF Emporio, Delhi and The Collection, UB City, Bangalore. The first

Power Centre might be the Neomall, Bangalore and the only Outlet Mall in India might

be The Forum Value Mall, Whitefield, Bangalore.

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1.5.2 LARGEST MALLS IN INDIA

The first Shopping Mall/ Centre in India is Spencer Plaza, Chennai. New Market in

Kolkata is India‟s oldest enclosed Shopping Mall/ Centre, opened in Jan 1, 1874 which

was rebuilt after major fire broke out in 1985 and now has 2 separate complexes.

Table 1.3 Ranking of India’s Largest Malls

SL Mall

Name

City Suburb GLA (sft) Total Avg Unit Parking Month of Avg Daily GLA as per

Units Size (sft) Spots Opening Footfalls Mall Rep

1 Mantri

Square

Bangalore Majestic 919,516 202 4552 2080 Mar-10

2 Ambience

Mall

Gurgaon NH-8 873,000 165 5291 2500 Oct-08 59,356 1,600,000

3 Great

India

Palace

Noida Sector

38A

850,000 190 4474 5500 2007 52,808 1,000,000

4 R City

Mall

Mumbai Ghatkopa

r (W)

657,000 140 4693 3000 Mar-09 59,205 1,200,000

5 High Street

Phoenix

Mumbai Lower

Parel

650,000 165 3939 1800 2001 41,753

6 South

City Mall

Kolkata Jadavpur 610,000 150 4067 2000 Jan-08 56,158

7 Inorbit

Mall

Hyderabad Cyberaba

d

576,000 158 3646 1500 Oct-09

8 Inorbit

Mall

Mumbai Malad

(W)

545,000 149 3658 1200 Jan-04 29,000

9 AlphaOne Amritsar GT Road 540,755 170 3181 1200 Apr-10

10 City

Centre

Mall

Mangalore Hampank

atta

536,000 150 3573 1100 Apr-10

11 Spencer

Plaza

Chennai Mount

Road

530,000 580 914 1300 1863 35,651

12 Select

City Walk

New Delhi Saket 512,000 159 3220 1800 Oct-07 26,055

13 Nirmal

Lifestyle

Mumbai Mulund

(W)

495,000 157 3153 550 Oct-03 38,603

14 Oberoi

Mall

Mumbai Goregaon

(E)

484,442 88 5505 1250 Apr-08 26,301 552,893

15 DLF

Place

New Delhi Saket 483,418 220 2197 900 Nov-08 22,896

16 DLF

Place

New Delhi Vasant

Kunj

461,700 160 2886 900 Jan-09 19,853

17 Triton

Mall

Jaipur Jothwara 460,000 182 2527 800 Dec-08 24,027

18 Iscon

Mega

Mall

Ahmedabad SG

Highway

450,000 150 3000 700 Jun-06 29,479

Source: Asipac, Research Studies on Malls in India, India’s Largest Malls, March 2010

23

There are about 150 Regional Malls in India, out of 264 modern day malls, the remaining

being Community Centres. Other Low-end Malls, especially in Tier II and Tier III cities

are in Neighbourhood Centres. Most of the malls (top 18) came up in the last decade

(Refer Table 1.3 and Table 1.4).

Only eight, out of top 10, malls are operational. The High Street Phoenix started its

operations nine years back only. The Top 2 started their operations just 18 months back.

Express Avenue, Chennai and Magnet Mall, Mumbai are likely to be among top

5 largest malls in India.

Table 1.4 Top 3 Malls in North India

SL

Mall Name City Suburb GLA

(sft)

Total

Avg

Unit

Parking

Month

of

Avg

Daily

Units Size (sft) Spots Opening Footfalls

1 Ambience Mall Gurgaon NH-8 873,000 165 5291 2500 Oct-08 59,356

2 Great India

Palace

Noida Sector

38A

850,000 190 4474 5500 2007 52,808

3 AlphaOne Amritsar GT Road 540,755 170 3181 1200 Apr-10

Source: Asipac, Research Studies on Malls in India, India’s Largest Malls, March 2010

The malls from Australia, Malaysia, The Philippines, Turkey and South Africa, which are

smaller economies, are included among the list of 50 largest malls in the World but not

from India (acc. to 2010 census). In India, the mall concept is not even three decades old,

the reason being the purchasing power especially in context with large malls and very

small size of anchor stores.

The average size of the two largest anchors across the 18 largest malls in India is half of

the global average, as it is only 60,000 square feet against that of about 120,000 square

feet (carpet area) across the world‟s 30 largest malls. This has an enormous impact on the

overall size of the mall. So anchors need to be grown much before the malls. Further, the

30 largest malls in the world have an average of 350 stores whereas in India, malls are

still under pressure to fill up 225 stores.

24

1.5.3 DELHI AND NCR MALLS

Delhi and the National Capital Region (NCR) malls include malls established in the cities

of Gurgaon, Faridabad, Ghaziabad and Noida for the purpose of study undertaken.

The emergence of the great Indian middle class has resulted in retail revolution all over

India including Delhi.

Table 1.5 Existing Malls in Delhi and NCR (as of April 2011)

SL Name of the Mall Location GLA (sq ft)

Delhi

1 Select City Walk Saket District Centre, Delhi 600,000

2 Ambi Mall Vasant Kunj, Delhi 560,000 3 Mahagun Metro Mall Vaishali, Delhi 415,373 4 DLF Place Saket District Centre, Delhi 400,000 5 Pacific Mall Subhash Nagar, Delhi 350,000

6 MGF Metropolitan Mall Saket District Centre, Delhi 335,000 7 V3S East Centre Laxmi Nagar, Delhi 300,000 8 Westgate Mall Shivaji Place, Delhi 265,000 9 DT City Centre Shalimar Bagh, Delhi 260,000

10 D Mall Pitampura, Delhi 250,000

11 Vasant Square Mall Vasant Kunj, Delhi 250,000 12 D Mall Rohini, Delhi 245,000 13 DLF Promenade Vasant Kunj, Delhi 225,000 14 DLF Galleria Mayur Vihar Centre, Delhi 210,000 15 Pearls Omaxe Pitampura, Delhi 203,000

16 Metro Walk Rohini, Delhi 200,000 17 Northgate Orbit Plaza Gujrawala Town, Delhi 200,000 18 Rohini City Centre Rohini, Delhi 200,000 19 Cross River Mall Shahdara, Delhi 175,000

20 DLF Emporio Vasant Kunj, Delhi 175,000 21 Shop-in park Shalimar Bagh, Delhi 175,000 22 Ansal Plaza Andrews Ganj, Delhi 170,000 23 City Square Mall Rajouri Garden, Delhi 165,000 24 Star City Mall Mayur Place, Delhi 163,500

25 Aditya Plaza Shahdara, Delhi 156,000 26 D Mall Paschim Vihar, Delhi 150,000 27 Westend Mall Janakpuri District Centre, Delhi 150,000

Faridabad

28 Crown Interiorz Mathura Road, Faridabad 350,000 29 Ansal Crown Plaza Sector 15, Faridabad 300,000 30 Senior Mall Destination Point, Faridabad 175,000

31 Eldeco Station 1 Mall Mathura Road, Faridabad 150,000

25

32 Parasvnath Mall Manhattan Mathura Road, Faridabad 150,000 33 SRS Mall Sector 12, Faridabad 150,000

Ghaziabad

34 East Delhi Mall (EDM) Kaushambi, Ghaziabad 360,000

35 Shipra Mall Indirapuram, Ghaziabad 350,000 36 Pacific Mall Sahibabad Industrial Area, Ghaziabad 325,000 37 MMX Mall GT Road, Ghaziabad 250,000 38 AEZ Brand Factory Vaishali, Ghaziabad 210,000

39 Celebration Mall Nehru Vikas Minar, Ghaziabad 210,000 40 The Opulent Mall GT Road, Ghaziabad 200,000 41 East End Mall Kaushambi, Ghaziabad 175,000 42 Krishna Apra D Mall Indirapuram, Ghaziabad 175,000 43 Eros Market Place Indirapuram, Ghaziabad 171,500

44 Ansal Plaza Vaishali, Ghaziabad 150,000

Gurgaon

45 Ambience Mall NH-8, Gurgaon 1,030,000

46 South Point Mall Golf Course Road, Gurgaon 300,000 47 DT Mega Mall DLF City, Gurgaon 290,000 48 Raheja Mall Sohna Road, Gurgaon 290,000 49 Ansal Plaza Palam Vihar, Gurgaon 260,000 50 DLF City Centre MG Road, Gurgaon 260,000

51 Sahara Mall MG Road, Gurgaon 247,000 52 MGF Metropolitan MG Road, Gurgaon 245,000 53 Star Mall NH-8, Gurgaon 212,000 54 MGF Megacity Mall MG Road, Gurgaon 200,000

55 Centrum Plaza Golf Course Road, Gurgaon 186,000 56 Omaxe Celebration Mall Sohna Road, Gurgaon 185,000 57 Senior Automall NH-8, Gurgaon 183,000 58 Gold Souk Sohna Road, Gurgaon 180,000 59 Orchid Agora MG Road, Gurgaon 170,000

Noida and Greater Noida

60 Great India Place Sector 38, Noida 900,000 61 Ansal Plaza Pari Chowk, Greater Noida 525,000

62 The Centrestage Mall Sector 18, Noida 256,000

Other Miscellaneous

63 Other Miscellaneous 2,983,736

TOTAL

19,703,009

Source: ASIPAC, Shopping Centre News, Developing Retail in India, May-June 2011

26

According to the Asipac Report on the demand and supply scenario for mall space in

Delhi and NCR, malls indicate that total mall space of 32,460 mn. sq. ft. in GLA (Gross

Lettable Area) can be utilized in the region, based on an ideal mall space ratio of 1.2 sq.

ft. per capita along with estimated population in urban areas of about 27 mn. people (as

per census 2011 provisional data). 62 malls are operational in the region with a total GLA

of 19,703 mn. sq. ft. (including developments less than 150,000 sq. ft. referred as „other

miscellaneous‟). The existing malls, upcoming malls and malls currently on hold in Delhi

and NCR are shown in Table 1.5, Table 1.6 and Table 1.7 respectively as above.

More than 1.04 million sq. ft. retail space is on hold, 16 upcoming malls in Delhi and

NCR region are planned till 2014 (Table 1.6), covering 7.341 million sq. ft. GLA.

Table 1.6 Upcoming Malls in Delhi and NCR (as of April 2011)

SL Name of the Mall Location Opening GLA (sq ft)

Delhi

1 MGF City Khyber Pass, Delhi 2013 550,000

2 Moments Mall Patel Road, Delhi 2011 400,000

3 Paradise Mall Rajouri Garden, Delhi 2012 390,000

4 The South Court Saket, Delhi 2011 250,000

5 Parasvnath Mall Rohini, Delhi 2014 240,000

6 Kings Mall Rohini, Delhi 2012 162,500

Ghaziabad

7 Shipra Mall-2 Indirapuram, Ghaziabad 2012 360,000

8 The Gateway Mall GT Road, Ghaziabad 2013 300,000

9 Angel Mega Mall Kaushambi, Ghaziabad 2012 280,000

Gurgaon

10 The Metropolis MG Road, Gurgaon 2011 737,000

11 Raheja Innovation Mall Sector 84, Gurgaon 2012 210,000

12 Emerald Plaza Golf Course Extension Road, Gurgaon 2013 187,600

Noida and Greater Noida

13 Omaxe Connaught Place Beta 2, Greater Noida 2011 1,000,000

14 Mall of India Sector 18, Noida 2012 980,000

15 Grand Venezia Mall Near Pari Chowk, Greater Noida 2013 650,000

16 Gardens Galleria Sector 38A, Noida 2013 385,000

Other Miscellaneous

17 Other Miscellaneous 2011 259,000

TOTAL 7,341,100

Source: ASIPAC, Shopping Centre News, Developing Retail in India, May-June 2011

27

Table 1.7 Malls on Hold in Delhi and NCR (as of April 2011)

Source: ASIPAC, Shopping Centre News, Developing Retail in India, May-June 2011

The population of Delhi and NCR is expected to be 29,233 million in 2014 with the

assumption of the annual growth rate of Delhi and NCR's population to be the same as it

was from 2001 - 2011 (2.62%). A footfall shortage of 49 per cent is created if 54 percent

(assumed to be the proportion of the population of SEC A and B) visit malls at least twice

a month, the total footfalls per month may hardly cross 31,571 million in 2014. This

reflects that increase in footfalls is critical even in a retail market like Delhi and NCR,

where there appears to be an undersupply of malls, emphasizing the significance of

effective marketing and mall management.

Demand and Supply Analysis: Various shopping malls have come up in the past few

years in Delhi, the city preferred by shoppers. The combined existing population of 27

million in Delhi and NCR region is increasing rapidly and is expected to reach 30 million

in coming three years (Table 1.8).

Table 1.8 Delhi and NCR Mall Space Demand and Supply - I (2011 to 2014)

YEAR 2011 2012 2013 2014

(Figures below in Millions of Square Feet except %)

Total Demand in Delhi 32.46 33.31 34.183 34.079

Adjusted Demand in 80% Area 25.968 25.648 27.347 28.063

New Supply during the year (Confirmed) 2.646 2.383 2.073 0.24

Total Stock at year end (Confirmed) 22.349 24.732 26.804 27.044

Shortfall (for Oversupply) 3.619 1.917 0.542 1.019

Shortfall % 14% 7% 2% 4%

Oversupply % NA NA NA NA

Source: ASIPAC, Shopping Centre News, Developing Retail in India, May-June 2011

SL Name of the Mall Location

1 Parasvnath Metro Mall, Akshardham Near Ashram Metro Station, Delhi

2 Parasvnath Metro Mall, Welcome Near Welcome Metro Station, Delhi

3 Parasvnath Metro Mall, Seelampur Near Seelampur Metro Station, Delhi

4 Parasvnath Metro Mall, Azadpur Near Azadpur Metro Station, Delhi

5 Parasvnath Metro Mall, Near Subhash Place Near Subhash Place Metro Station, Delhi

28

The demand for retail space is rising with increase in population. Though there are very

famous bazaars and open markets like Connaught Place, Karol Bagh, Chandni Chowk,

Sarojini Nagar, Lajpat Nagar etc. with huge variety and quality of merchandise in Delhi,

still a lot of untapped demand for organized shopping spaces like shopping malls.

The reason being the average per-capita income in the region appears as one of the

highest in India.

Four of the 16 new malls under development in Delhi and NCR are too small (less than

250,000 sq. ft.) to make any significant impact. Five malls have a GLA of more than

500,000 sq. ft. of which three are coming up in Noida and Greater Noida, one in Gurgaon

and one in Delhi.

Delhi has maximum number of upcoming malls (six), followed by four in Noida and

Greater Noida and three each in Ghaziabad and Gurgaon. Faridabad, with its six existing

malls, has no malls under development.

In Gurgaon, only one new mall is planned as MG Road/ NH-8 area is already occupied

with malls.

Indirapuram, Ghaziabad has nine functioning malls and two more are likely to open up

by 2013.

Greater Noida has only one mall, Ansal Plaza and only two upcoming malls are there in

the emerging growth centre. While Delhi is facing a gross shortfall of mall space,

Gurgaon, Noida and Greater Noida are already experiencing an oversupply situation.

The situation is worst in Gurgaon, where the total reserve of mall space is approximately

four times the estimated demand, and is expected to remain same till the year 2014.

Noida is facing an oversupply of 50 per cent, which might turn out to be 150 per cent in

2014. Similarly, Greater Noida, at present having supply levels double to that of

projected demand, might reach an oversupply of 163 per cent by 2014.

Ghaziabad and Faridabad are underserved with shortfalls of 31 per cent and 43 per cent

respectively, and are expected to face an undersupply of mall space in 2014 also.

The Collective, the home-grown high end fashion point, entered the NCR market for first

time. Even large format retailers like Lifestyle and Fun city opened their first outlets in

29

South Delhi and others such as Shoppers Stop, Pantaloons and Marks and Spencer‟s have

made their footprints stronger within micro market. The debut of these brands contributed

to generating footfalls initially.

The operational Grade A Malls in the NCR market had full occupancy rates in Saket,

West Delhi and Vasant Kunj (on the supply side). The Grade B high street locations and

malls continued to experience regular improvements and vacancy rates.

The saturation in the prime markets/ malls led to exploring developments in suburbs and

pre-committing space in upcoming developments. Upcoming projects in Gurgaon and

Noida are transacted mostly on a lease only model (Marketbeat, Cushman & Wakefield N

Retail Report - New Delhi, Gurgaon and Noida, 1Q11).

Rental Trends: 800,000 sq. ft. of new mall supply is expected in Gurgaon. Mall rentals

are projected to remain constant except in West Delhi where values may increase slightly

due to limited quality space. Mall rental values are expected to increase in well-known

Central Avenues viz. Khan Market, Connaught Place whereas turn down is expected in

Basant Lok due to low leasing activity and declining retailer interest.

Therefore, it is becoming essential for upcoming malls to be attractive and differentiated

from others and their viability needs to be tested for their long run survival. The

significant investment of time and money is required for the purpose. Malls also decide

the fate of their tenants' business and profitability.

30

1.5.4 SELECT MALLS UNDER THE STUDY

Most of the leading brands all over the world are looking at opportunities to make an

entry into India due to growing economy and housing youngest population in the world

along with rising levels of buying power. The upcoming generation, being wealthy and

fashion-conscious, is attracting international luxury brand players to the capital of India,

New Delhi with huge number of urban households.

In the current study, the researcher tried to position select shopping malls in Delhi and NCR

(India). The malls selected for the purpose were Ambience Mall (Gurgaon), Ansal Plaza

(Delhi), DLF Emporio (New Delhi), Sahara Mall (Gurgaon), Shipra Mall (Ghaziabad),

SRS Mall (Faridabad) and The Great India Place (Noida).

Asia is attracting biggest shopping malls in the world. Delhi, the capital of India, along with

National Capital Region (NCR) is now dazzling with wide-ranging shopping centres.

Gurgaon, in NCR, is regarded as „core for shopping malls‟ in the country. The tourists from

corners of the world are also visiting these malls. The major attractions being global top-class

brands, style, and food courts, leisure services i.e. the kind of ease they are searching for. The

footfalls during weekends and festive seasons are really significant.

31

Shopping Malls in Delhi

Delhi, the Capital of India, is offering various alternatives to spend leisure time to all the

persons visiting the city, including foreign tourists. Select Citywalk (Saket), Ansal Plaza

(Vasant Kunj), DLF Emporio (Vasant Vihar) are some popular shopping malls in the region.

1. DLF Emporio, Delhi - India’s Finest Luxury Destination

Figure 1.1 DLF Emporio, Delhi

DLF Emporio, Vasant Vihar, Delhi is one of the most luxurious malls in Asia. It is also

one of the most expensive malls in the country since its opening in August 2008. The five

star luxury mall Emporio developed by DLF Universal has been designed as a name

synonymous with luxury. The one and only purpose is of creating the ultimate lavishness,

exclusive and excessive shopping experience for its valued customers with focus on

uniqueness, space and aesthetics. It has four floors including ground floor and covers an

area of 320,000 square feet (30,000 m2) and has high rental rates.

Emporio Retail Mix: The entire focus is on ensuring the most premium global retail

community at Emporio. The tenant mix dominates the mall, as all spaces are leased. It

houses only the finest signature brands designer labels and high end lifestyle products

with 65 International luxury brands and 129 Indian designers (Retail and Consumer

Merchandise) namely, Gucci, Louis Vuitton, Harry Winston, Fendi, Christian Louboutin,

Cartier, Fendi, Dior, Just Cavalii, Armaani, Aigner, Tods, Tiffany‟s, Burberry, Escada, JJ

Valaya, TarunTahiliani , Manish Arora, Ranna Gill, Ashima and Leena and so on. It is a

shopper‟s paradise in real sense where India's and world‟s finest blend with each other.

32

New entrants at DLF Emporio include Diesel Black Gold, Vertu, Daum and Lalique,

Bally, Van Laack, Monisha Jaising ,Tumi, Falguni and Shane Peacock to name a few.

Setz with a bar, a 180-seater high end restaurant; lounge and section style seating serving

seven International cuisines has been opened recently.

The lavish stores and the flashy walkway of the mall created the wonderful ambience

where various luxurious brands were spread across all the floors presenting the best

offers to customers. DLF Emporio is making every effort to organize various attractive

events time to time.

DLF Emporio positions on some high end markets, offering a right blend of tasteful

ambience targeting high value customers. It is a place housing huge designer labels,

finest merchandise, lifestyle offerings all under one graceful roof in a way found only in

the fashion centers in the world.

The central theme is the sense of openness conceptualized around two atriums courtyard

with a skylight. Public spaces have been considerately designed, offering broad passage,

rich materials like Italian marbles, brass elements, crafty illumination, and huge

chandeliers. A classy marble fountain welcomes the visitors of the mall. The retail spaces

are balanced with high ceilings and large display windows to display the merchandise.

Mall facilities include air-conditioned boulevard for shopping, sufficient parking area,

wide open spaces with greenery, easy access from most parts of Delhi, multiple lifts,

escalators, dining restaurant, spa, member‟s only club attract public to spend whole day

leisurely. Other facilities include full power back up, broadband connectivity; and

services such as valet parking, safety, security, imported parking equipments. The seven

star look decorated the wash rooms and conveniences, the essence of the luxurious

experience that Emporio aims to offer its high end customers.

33

2. Ansal Plaza, Delhi - First Major Shopping Mall of Delhi

Figure 1.2 Ansal Plaza, Delhi

Ansal Plaza, Delhi‟s first world-class shopping mall is a shopping spot for the entire

family with a shopping compound, best brands, a range of top retail outlets, a 3 screen

multiplex, fine dining outlets in a food court, wide open courtyard and wonderfully

designed amphitheater with a center stage around which the mall is built in a circular

fashion along with a 45-feet high foyer French glass curtain wall filtering out ultraviolet

and other harmful radiations.

It is located at Andrews Ganj on Khel Gaon Marg, near the posh market area of South

Extension in South Delhi. The mall, established by Ansal Properties and Infrastructure

Ltd. in November 1999, is still one of the most popular malls in the city. It is a shopping

destination for specialty seekers for clothes, jewelry, designer items, footwear, and

cosmetics. The anchor brands are Marks and Spencer, Shoppers Stop. Ansal houses

nearly all the well-known brands, among them Weekenders, Adidas, Music World and

Ferns „n‟ Petals; Geoffreys, Mirchi, Subway and the ever-present McDonald‟s;

for snacks, yummy American corn or hot dogs. A few beauty kiosks promising a better-

34

looking attract the young and the old. It is a place for serious shoppers as well as window

shoppers. There‟s Osho World on the ground floor.

The „Dubai-like‟ ambience attracts masses and provides them an absolute shopping

experience along with entertainment under one roof. This spacious, air-conditioned mall

covering an area of 2,00,000 sq. ft. has a footfall of around 8000-10000 a day. It has

2 basements; twin level parking and 4 upper floors connected though lifts.

The mall is considered an outstanding section of modern architecture making shopping

experience memorable. The amphitheatre is the major attraction where stressed shoppers

and young philosophers gather to rest or to discuss their future plans. It pulls masses as

various cultural shows and events viz. fashion shows, cultural events, rock concerts, arts

are organized regularly. It offers a complete family experience.

35

Shopping Malls in Ghaziabad (Uttar Pradesh)

Ghaziabad has rich cultural heritage. Now, a large industrial city. Indirapuram is rapidly

emerging as an upcoming retail hub easily accessible, located at the junction of three

cities- Ghaziabad, Noida and Delhi. Some of the regularly visited shopping malls are

Shipra Mall (Indirapuram), Shopprix Mall (Ghaziabad) and East End Mall (Ghaziabad).

3. Shipra Mall, Ghaziabad

Figure 1.3 Shipra Mall, Ghaziabad

The Shipra Mall is the first International Standard Mall known for Retail with

Entertainment. It served as base for opening of many retail and food brands in city. It is

developed by Shipra Motel and Restaurants Limited and offers an exclusive never-ending

shopping experience under one roof, with parking space at the ground floor. It houses

more than 100 national brands, international brands besides entertainment. „Just About

Movies‟, state-of-the-art 3 Screen Multiplex possess one of the widest and largest screens

in the country, making it much more beyond a Cineplex/ Multiplex.

It is one of the popular family malls. It thrills the families with hours of quality time

during visit. It has taken retail to an extra-large scale. It has a total area of 4,50,000 sq. ft.

of which retail sales covers the area of 3,60,000 sq. ft., three new generation cinemas,

kids zone shares 17,000 sq. ft., food court occupies 15,000 sq. ft. Renowned retailers

such as Shoppers Stop, Food Bazaar, Globus, Fashion Station and others have occupied

80 percent of mall space on lease. Keeping in view free flow of customers and visibility

and better space for retailers, the mall is designed with two atriums. The designing of the

mall is inspired by classical Roman-style architecture. It is a lifestyle destination.

36

Shopping Malls in Noida (Uttar Pradesh)

Noida, housing many units of the world‟s major automobile industry players, has become

a major industrial hub. Popular malls in Noida (New Okhla Industrial Development Area)

are The Great India Place and Centrestage Mall (Sector 18, Noida).

4. The Great India Place, Noida 900,000 GLA (sq ft)

Figure 1.4 The Great India Place, Noida

As the name of the mall „The Great India Place‟ reflects, it is large in size, more than a

million sq. ft. in total, providing it the status of one of biggest malls in India. Visiting

various outlets inside the mall needs minimum one day, making it a complete destination.

It is opened in 2007 in Noida near the posh sector 18 market opposite the popular

Centrestage Mall with total floor area of 1,500,000 square feet (139,400 m2).

The mall itself is a part of the larger Entertainment City amusement park, „Worlds of

Wonder‟, making it a fun destination to spend weekends. The interior theme of the

complex „shoppertainment‟, integrates shopping and entertainment in the same location.

The mall houses a variety of big retail outlets, viz. Shopper's Stop, Pantaloons,

Big Bazaar, Woodland, and international brands Nike, Marks and Spencer. The mall is

37

divided into particular zones, home and grocery in basement, women and men apparel,

and an 180,000 sq ft (17,000 m2), food and entertainment on top along with a 6-screen,

1220-seater BIG Cinemas multiplex.

Wedding Bazaar, and a Home Saaz section, covers an area of 850 sq. ft. (79 m2) or

1,80,000 sq.ft. The Home Saaz section is catering to national and regional retailers

involved in home improvement i.e. to build, renovate or decorate home(s). Major area of

the mall is occupied by Future Group ventures, including Big Bazaar, Pantaloon. It is the

right place for perfectionists where Jewellery from R C Jellewers, Taraash, attire from

Dulhan Libas, study by Janak and renowned fashion designers are available.

The front wall of the mall facing main road is solid without any window resembling a

giant warehouse, designed deliberately in a fashion to raise inquisitiveness among

passersby as they can't see the offerings inside (Sanjay Chandra, M. D., Unitech).

Unitech, the firm behind the mall emphasized convenience and has placed a bench every

10 steps for relaxation. It is one of the largest operational malls in India.

38

Shopping Malls in Gurgaon (Haryana)

Gurgaon is enjoying the status of Hub of Malls in India, housing many national and

international brands and other attractions. Some of the most popular shopping malls in

Gurgaon are Ambience Mall, Sahara Mall, MGF Plaza and DLF City Centre.

5. Ambience Mall, Gurgaon 1,030,000 GLA (sq ft)

Figure 1.5 Ambience Mall, Gurgaon

Ambience Mall, a modern destination mall is located in the main strategic site of

National Highway-8 on Delhi-Gurgaon border. This largest operational retail shopping

mall in India (Jones Lang LaSalle Meghraj) is a part of the „Ambience Island‟ integrated

township opened in 2007. A kilometer long each floor is the unique selling proposition of

the mall. It has parking capacity for 2500 cars in three basements.

It provides various facilities viz. wide space for reception area, elevators, and escalators

with high speed, many entrance / exits and power back-ups. It offers a broad variety of

services including top global and family retail brands, six anchor stores, seven-screen

PVR Cinemas, food court, car showroom, fitness and meditation centre, beer

garden, bowling alley, a 15,000 sq.ft. indoor ice-skating rink, iSkate, first in Delhi-NCR,

simulated golf course, kids play zone and recreational zone. The tenants include

Debenhams, Reliance Retail, Pantaloon, Fitness First, Rockman's Beer Island, BMW and

BJN food chain. Leela Kempinski opened in 2009, enhancing customer experience and

introducing fresh, innovative formats, changing the concept of shopping mall experience.

39

6. Sahara Mall, Gurgaon- Commercial Shopping Complex

Figure 1.6 Sahara Mall, Gurgaon

Sahara Mall is the first Brand Super Mall in India located on the main Mehrauli -

Gurgaon (M.G.) Road, Gurgaon, away from residential area.

It is one of the most preferred shopping regions with royal elevation, exclusively

designed magnificent entrance hall based on the latest concepts ensuring visibility to all

shops and showrooms, and huge range of international brands on all the three floors

varying from apparels to jewelry. The major anchors of the mall opened in March 2001

are Haldiram and Big Bazaar. Pantaloons, Tanishq, Big Bazaar are some of the major

retail chains inside the mall besides PVR Cinemas established later on top floor, backed

by uninterrupted power supply and ground floor parking managed by Interpark ICS.

Sahara Mall is also famous for Odyssey, a restaurant and bar.

Sahara Mall, having built up area of 3,94,000 sq. ft. has an unusual characteristic that the

visitors need to come back to the starting point, to go to other side of the mall. It is a

perfect grouping of lavish showrooms, stylish openings and convenience stores.

40

Shopping Malls in Faridabad (Haryana)

Faridabad is now housing a very large number of persons migrated from Delhi to

Gurgaon and Noida. A large number of industries have already been set up, followed by

boom in IT and BPO. Some of the most popular shopping malls are SRS Mall, Crown

Plaza and Crown Interiorz. There is capacity of four to five more malls though only ten

shopping malls are there (Gandhi, R. S., Chairman, Crown Plaza).

7. SRS Mall, Faridabad

Figure 1.7 SRS Mall, Faridabad

SRS Mall, one of the oldest and finest malls in Faridabad, was launched in the year 2004.

SRS Multiplex houses renowned brands in various categories. It offers complete

enjoyment to families by providing them facilities to spend quality time with lots of fun.

Visitors watch movies, enjoy shopping, play games, taste cuisines, workout at health

club, relax at spa or even take a swim, all under one roof.

It is a flagship project of the SRS Group, spread in 37970 sq. ft. of retail space. It has a

big parking area around the mall. Some places worth visiting inside the mall such as

Flamez (Disc), SRS Value Bazaar retail store, SRS Jewells, SRS 7Dayz Sweets and Food

Court, SRS Cinemas, SRS Dazzle Restrobar, and SRS Club and Spa and a swimming

pool. SRS Multiplex is a masterpiece in architechture with fine design, bright colors

along with flourishing green gardens and complete security. It is a full service mall.