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CASE STUDY
“Modern Retail: Significance of store locationâ€
The financial year 2004-05 saw India reach new heights. India continues to shine with the economy slated to grow at a rate of over 7% per annum over the next few years. In tandem with the economic boom, the psychographic profile of the Indian consumer is fast changing. Consumer spending is on the rise backed by easy availability of credit and the low interest rate regime. This has been reinforced by the proliferation of shopping centers in all major urban agglomerations offering the consumer a great deal of choice at locations not too far away from home. Large format Malls replete with entertainment, retail and leisure components have sprung up in all major cities in India. A study done by Knight Frank India indicates that by 2007, approximately 75 mn. Sq. ft. of mall space would be available in India. With this, Mumbai, Pune, Delhi-NCR (including Gurgaon, Noida, Greater Noida, Faridabad & Ghaziabad), Bangalore & Hyderabad will have a 74% share. The balance 26% will be made up by the cities like Kolkata, Chennai, Ahmedabad, Jaipur, Nagpur, Lucknow, Indore, Ludhiana & Chandigarh.
The frenzy of Mall culture is fast growing, with hardly any pocket of Delhi and the NCR region today remaining untouched by this phenomenal shopping boom. The Living Style Mall, which is ready to be thrown open to the denizens in Jasola, promises a world of shopping experience. It is the first retail mall in locality with a catchment area comprising high-income bracket living in the areas of Jasola, Sarita Vihar, Sukhdev Vihar and Kalindi Kunj and its vicinity. But, what makes living style stand out from the host of several other malls coming up in the area is that it is a place which caters to everybody’s needs— be it from the middle income bracket— all of whom would love to spurge here.
The mall, spread over an area of 60,000 sq. ft., is located on the National Highway-2.What makes it even more promising for people and the businesses to flourish is that it is strategically located on the road leading to the Commonwealth Games Sports Center and the Jasola District Center. One of the busiest roads approaching Noida and Greater Noida weaves its way, at not too great a distance from living style. Part of the attraction comes from its proximity to the industrial hub of Mohan Cooperative Area and Okhla .A 30 lakh sq ft. of office/ commercial space with a proposed five-star hotel in the vicinity is also in the pipeline.
The retail privileges that one can enjoy at the Living Style include electrical and electronics goods, readymade garments, departmental stores, retail chain brands, jewellery and accessories, gifts and toys, chemists and druggist outlets, lifestyle products, grocery stores, cyber cafes, hyper markets, computer stationary and computer games are some of the unique features that will add to shopping experience if IT buffs. Photo labs, fitness centers, ATM’s ,fast food joints, food courts, ice cream parlors, multi-cuisine restaurants, snacks shops, bakery and sweet shops— all these and more make up the mall an ultimate shopping paradise. It is going to be unique among the malls coming up in Jasola, in that it has a valet parking and a large play area for children. The mall envisages total entertainment and shopping for the family.
Q1. Do you feel that the living style mall is strategically located in Jasola in the present case?