55

CHAPTER 3

CASE STUDIES – MARKET SELECTED

3.1 Introduction

At present there are innumerable markets in Kolkata and they are of various
types like permanent and temporary markets, municipal and private bazars, daily
bazar and hat or periodical markets etc. Markets are divided into two types. First type
of markets is traditional or unorganized market. Examples of such markets are
Barabazar, College Street market, Hatibagan market, New Market, Gariahat market,
 56

Lake market etc. On the other hand modern or organized markets have grown up side
by side in the form of shopping malls with changing shopping needs of the customers
and also as a result of globalization. Such malls are Forum mall, South City Mall,
Quest mall, and Swabhumi Theme Park, etc. Five market places are studied namely
Barabazar, New Market, Hatibagan, Forum Mall and Swabhumi Theme Park. My
study area includes these five market places which are shown in Map no. 3.1.
 57

LOCATION MAP

Source: NATMO
Map 3.1 : Location Map of Study Area.
 58

3.2 Barabazar– Clustered Traditional Market

3.2.1 Location

Barabazar is a neighbourhood of Central Kolkata formerly known as

Calcutta. It lies between 22058’N and 88035’E. Barabazar is bounded by Posta and
Jorabagan on the north, Jorasanko and Kolotala on the east, Binoy Badal Dinesh
(B.B.D) Bag on the south and Hugli River on the west. Lal Bazar and Bowbazar lie
at the south-west corner of Barabazar143. The size of the market is 0.23 sq.kms. This
market enjoys considerable locational advantages as it is close to Howrah Station
while Sealdah station is only 3 kms away from the market place of Barabazar. The
location of Barabazar is specifically shown in (Map no. 3.2).

WARD MAP OF BARABAZAR

Source: Atlas of Kolkata, NATMO

Map 3.2 : Ward Map of Barabazar.

143
B. Gupta and J. Chaliha. “Barabazar” in: Calcutta, the Living City ed. by S. Chaudhuri. vol. 1
Oxford University Press, 1973. 113–116.
 59

The markets located in the periphery of Barabazar are Nandaram Market,

Satyanaryan Park A. C. Market, Posta Market, Bagri Market, Laxmi Narayan A. C.
Market etc.

3.2.2 Historical Background

The Great Bazar or Baro Bazar existed before the British arrived 300 years
ago. Sutanuti Hat, the thread and yarn market gave its name to the riparian village on
the Hugli or the Bhagirathi River over an area of 1692 bighas144. 80% of the market
area was crowded with houses and shops. The Sheths, Basaks, Sheels and Dattas,
pioneers of trade and the banians of Bengal moved in from Hugli town and settled in
Gobindapur at the east side of Hugli river bank. When the port of Saptagram or
Satgaon on the western bank of Hugli river, the commercial center of old Bengal
went into decline.

When the British formed their Headquarter, the new Fort William in
Gobindapur, the British displaced these native traders from Gobindapur and they
were compensated with lands in Sutanuti.

The displaced Sheths, Basaks, Sheels and Dattas of Saptagram were

compensated by the British with more lands in Sutanuti. They started their business
in Sutanuti Hat which grew in importance as the Portuguese power declined and this
bi-weekly hat grew into Barabazar, a permanent residential wholesale market. This is
also a wholesale cum retail market.

The most powerful families at Barabazar were originally Sheths and Basaks.
With the arrival of the British, these families flourished with new vigour. The
Marwaris ousted the Seths and Basaks as cloth merchants. There were also gold
merchants like Mullicks and other men of their callibre. There were also merchants

144
R. Bandyopadhyay. “Calcutta’s Market” in: Calcutta, the Living City ed. by S. Chaudhuri. vol. 1
Oxford University Press, 1973.
 60

of comparatively lesser influence. The areas around the Kalakar Street were known
as Dhakapatty as it was the home to Sahas, cloth merchants from Dhaka.

The Seths and Basaks had close links with such cloth producing center at
Dhaka, Murshidabad and Cossimbazar. With inflow of the Marwari in a large
number, the modern Barabazar attained phenomenal success in the second half of the
19th century. The Marwaris and other North Indian businessmen established their
dominance over Barabazar market by the late 19th century while the Bengali business
community being unable to compete with the Marwari traders compelled to withdraw
their business.

3.2.3 Nature

The expansion of market covers nearly about five hundred bighas and
residential area covered about two bighas. Barabazar expanded from a yarn and
textile market into one of the largest wholesale markets in India. Barabazar attracted
traders from the Armenians, the Jews and the Chinese along with their countrymen
and settled on the edge of this great Asian Bazar. The bazar area in Kolkata is
marked with narrow lanes and by lanes, garbage scattered over areas, a mad rush of
vehicles and the tinkling hand – pulled rickshaw leading to the door steps of the
shops. The bazaar forms the focal point of wholesale business transactions, the only
hub of ultimate trade and industry. The weekday population including business
travellers and commuters is more than eight lakhs. There is scarce change in the
variety of sale in this market. Porters with baskets dodge the overloaded Tata trucks
along same cobbled roads where bullock carts were once the main means of transport
of goods. This area continues to be a conglomerate of private markets huddled with
an area of a single square mile145.

145
R. Bandyopadhyay. “Calcutta’s Market” in: Calcutta, the Living City ed. by S. Chaudhuri. vol. 1
Oxford University Press, 1973.
 61

3.2.4 Morphology

From the analysis of the landuse map prepared for the market area, it can be
said that about 17.31% of the study area is occupied by Khangrapatti, 25.55% area
under mixed market, 10.07% of area covered by Sonapatti and 14.64% of area under
commercial space. About 2.11% of area is occupied by Bagri market, 2.47% area
under chemical commodities, 2.51% area under cloth market, 1.72% of area
occupied by Satya Narayan Underground market. Textile market is also covered by
5.30% of the total area. Barabazar comprises of 15.43% of the total roads
approximately (as shown in Map no 3.3).
 62

Map 3.3 : Landuse of Barabazar Market.

The pie-graph is drawn to show the different area in percentages of the

different sub-markets of Barabazar. It is observed that maximum area is covered by
mixed market and minimum area is covered by Bagri Market (as shown in Table 3.1
and Figure 3.1).
 63

BARABAZAR MARKET-SELLERS

LANDUSE AREA (IN %)

Types of Landuse
Bagri Market
Chemical market
Cloth market
Khangrapatti
Mixed market
Nandaram market
SNUG market
Sonapatti
Textile market
Other Commercial space
Roads

Source : Sample Survey

Figure 3.1 : Landuse Area of Barabazar Market

Barabazar consists of highly specialized sub-markets according to the

commodity it deals like Pagyapatti, Khangrapatii, Sutapatti, Sonapatti, Kaparpatti,
Masalapatti, Lohapatti, Fancypatti, Tullapati, Chinipatti, Basanpatii etc. Pagyapatti
offers blankets by the score, cloth by the roll and the cut pieces by kilogram.
Khangrapatti deals with broomsticks. Sutapatti is the yarn market. Sonapatti occupies
the places of gold and silver ornament business of both wholesale and retail.
Kaparpatti marks the different variety of cloth market. Masalapatti marks the
wholesale and retail market for spices. Lohapatti includes the wholesale and retail
business for sheets and nutbolts. Basanpatti deals with various types of utensils. The
sub markets are further subdivided into Katra, Chowk or Kothi. Each Katra is known
for a particular item. The Raja Katra originally belonged to the Maharaja of Burdwan
and most of the shops deal in spices. Manohar Das Katra is mostly specialized in
hardware and textile 146 . Barabazar market is covered with various other types of
shops like vegetables, sweet shops, furnitures, spare parts, electrical goods, plastic

146
B. Gupta and J. Chaliha. “Barabazar” in: Calcutta, the Living City ed. by S. Chaudhuri. vol. 1
Oxford University Press, 1973. 113–116.
 64

items. Actually anything and everything necessary for society are available in this
traditional market.

3.2.5 Hinterland

The different varieties of goods which come to this market are readymade
garments from Mumbai, Fulia and Dhanekhali Sarees from Surat and are transported
to various other big retail markets of Kolkata like New Market, Hatibagan, Gariahat
market etc. and also in other districts of West Bengal. The range of various
household items, which come from Haora, Ranaghat and Chakdah, are transported to
various big retail markets of Kolkata and to other small shops. The spare parts come
from Ludhiana, Gaziabad, Punjab and Chandigarh to this market and from this
market the goods are transported to various big and small shops of Kolkata in
Chandni Chowk and Bagri Market etc. The hardware items are brought from Barasat,
Sealdah, Medinipur, Bangalore, Delhi etc. The different variety of spices is brought
from Rajasthan, Andhra Pradesh and Maharashtra etc.

The dry food items are brought from Andhra Pradesh and Maharashtra. The
various goods like rope and tin are brought from Tamil Nadu, Kerala and local areas
of Kolkata like Belghoria etc. (as shown in Map no. 3.4).

The outflow of the goods of this market generally goes to various other
traditional markets of Kolkata like Hatibagan market, Gariahat market, New Market
etc. Barabazar attracted traders from near and far and it is assumed that even more
than 50,000 merchants are attracted to this market for trading. Small traders are also
attracted to this market for carrying goods from this market for trading purpose. This
market draws its purchasers not only from within Kolkata but also from other
districts of West Bengal and other states of India.
 65

Photograph 3.1 : (a) Shops of Barabazar, (b) Means of transport of goods, (c) Monohar Das Katra in
Barabazar, (d) Sonapatti in Barabazar, (e) Utensil Shops, and (f) Purchasers of Barabazar.
 66

Map 3.4 : Source of selling items of Barabazar Market.

 67

3.2.6 Demography

From the thorough demographic study of the sellers of this market, the
following aspects —age-sex structure, language, religion, case-structure, education,
marital status of the sellers are stated. The age-sex structure represents that 25% of
owners are male and belong to the age-group of less than 40 years. In the age-group
of 40-60 years, 38% of the shop owners come within this group and the rest 37% of
the shop owners belong to the age-group of above 60 years (as shown in Table 3.2
and Figure 3.2). The predominance of male sellers characterizes this market. Higher
age-group sellers are also quite common in this market. This is in my opinion that the
wholesale characteristics of the market represent the existence of experienced male
sellers.

BARABAZAR MARKET-SELLERS

Figure 3.2 : Age Sex Structure of Barabazar Sellers.

The sellers of this market generally speak in Hindi covering 62% of the shop
owners. The language of rest 38% of the sellers are Bengali (as shown in Table 3.3
and Figure 3.3). The sellers are capable to communicate well with every linguistic
group of customers.
 68

BARABAZAR MARKET-SELLERS

Figure 3.3: Language of Barabazar Sellers.

The Barabazar market predominates mostly by Bengali and Marwari
communities (75%) whereas 25% consists of Muslims and other communities. The
Hinduism is the prime religion (as shown in Table 3.4 and Figure 3.4).

BARABAZAR MARKET-SELLERS

Figure 3.4 : Religious Structure of Barabazar Sellers.

 69

The observed caste structure of the sellers of the market belongs to upper
caste group (40%) and lower caste group (60%). From the inception of the market,
the so called lower castes with business background families namely Seth, Basaks,
Sheel, Saha etc. started the trade here.

From the interpretation of the data collection regarding the formal education
level, it appears that 50% of the sellers are educated upto the primary level, 25% of
the sellers upto the secondary level, and whereas 25% of the sellers have received no
education (as shown in Table 3.5 and Figure 3.5). In this traditional market, sellers
are originally from business background family and so they have given lesser
emphasis on education. The sellers are compelled to have a minimum education (i.e.,
upto primary level) just to carry out their business activities.

BARABAZAR MARKET-SELLERS

Figure 3.5 : Education Level of Barabazar Sellers.

The early marriage has become a traditional caste rule in the marital status of
most of the sellers of this market. The preference of early marriage plan is because of
their easy earnings. But with the changes of the culture, the scenario has been
changing slowly.
 70

3.2.7 Nature of the shops in nutshell

The Barabazar market serves the demand of a large number of people. It is

observed that the this market has a half closing day on Saturday and full closing day
on Sunday. The weekday population is maximum. The stalls of this market remain
open every day. People mostly visit this market on weekdays to meet their needs.
This market has many shops run by employees. There are also shops which have no
employee and there are shops which are run by their family members. Employees are
not always fixed. Employees are hired during peak season of sale or during the
festive period. The wages given to the employee vary according to their nature or
type of work. The employees generally get wages ranging from Rs. 3000 to Rs. 5000
per month. When the selling rates of shops are fairly well, shopkeepers pay well off
to the employees. The owners of this market spend their whole time in their shops.
Some of the shopkeepers have shops in other markets of Kolkata.

The shops of this market practices no fixed price policy and the prices mainly
vary with the market fluctuation. The bargaining process is also in practice to some
extent as the shopkeepers are mainly wholesalers and retailers 147 . As Barabazar
market seems to be overcrowded by people from both inside and outside Kolkata,
discount is not in practice to create rush at any particular period.

The shops of Barabazar are made up of cement and tiles. The hardware shops
are made of sophisticated building materials. The wholesalers sit in three or four
storied building or much bigger than that building. Different parts of these buildings
are used as store for similar groups of goods. The shops are also sometimes made of
canvas, tarpaulin, plywood and wooden materials.

The market buildings are mostly unauthorized and much litigated and it is
mostly without water and electricity148. The data reveals that 50% of the shops are

147
S. Mitra and A. Prasad. “ The marwaris of Calcutta”, in : Calcutta, the Living City ed. by S.
Chaudhuri, Vol. I, 109=112, Oxford University Press, 1973.
148
Wholesale Markets in African Cities Diagnosis, Role, Advantage and Elements, FAO Corporate
Documents Repository, Agriculture and Consumer Protection, http://www.fao.org.
 71

made up of wooden material and 30% of the shops are made of plywood. Rests of the
shops are cemented and are made up of the tiles.

The sellers of this area mostly stay in close proximity to the market. The
shopkeepers generally stay close by in order to save the travelling expenses as well
as save time. 25% of the sellers stay within 5 Kms. and 75% of the sellers reside
within 10 Kms. Practically no sellers live in this market.

The peak season of sale in this market is during festive occasion and
ceremonial functions like Durga Puja, Diwali etc. During these periods, the sale
reaches the culmination point. During Diwali, the festival of lights, the market is
transformed into a huge market with more than 800 makeshift stalls spread all around
Kalakar Street and other areas. A large section of people from across the country get
interested to visit Barabazar market for immense business opportunities. The peak
sale occurs mostly in garments, silver and gold jewellery and shops of other
necessary commodities needed by a large section of people (as shown in Table 3.6
and Figure 3.6).

BARABAZAR MARKET-SELLERS

Figure 3.6 : Peak Season of Marketing of Barabazar Sellers.

The daily income of the sellers are — 12% with daily income of less than Rs.
10,000, 12% in the range of Rs. 10,000 to Rs. 20,000, 26% between Rs. 20,000 to
 72

Rs. 40,000 and 50% even greater than Rs. 40,000. (as shown in Table 3.7 and Figure
3.7) This is because Barabazar is a very big wholesale cum retail market and have a
huge variety and sale all throughout India. The data collected during survey give a
fair idea about the income of the sellers although they usually conceal their actual
income.

BARABAZAR MARKET-SELLERS

Figure 3.7 : Daily Income of Barabazar Sellers.

3.2.8 Perception Study of the Sellers

The perception survey reveals an overall idea about the sellers thoroughly and
is depicted (as shown in Table 3.8 and Figure 3.8). The perception survey about
sanitation indicates that 60% of the respondents were completely unsatisfied and
40% of the sellers are unsatisfied. The sanitary conditions are not upto the mark and
pedestrians also face the problem severely. Barabazar market is very much congested
with hand pulled rickshaws, trucks, tempos, cycle-vans and trawley 149 . These
vehicles start moving from 5.00 am to 11.00 pm and are involved in the process of
loading and unloading of goods for different markets of Kolkata. Pedestrians have to
face tremendous trouble to get space to walk on the road and visit the shops.
149
B. Gupta and J. Chaliha. “Barabazar” in: Calcutta, the Living City ed. by S. Chaudhuri. vol. 1
Oxford University Press, 1973. 113–116.
 73

BARABAZAR MARKET-SELLERS

A PERCEPTION SURVEY

SANITATION
% of Respondents 80
60 Level of Satisfaction
40 0 – Fully Unsatisfactory
1 - Unsatisfactory
20
2-Moderatory
0 Satisfactory
0 1 2 3 4 3 – Less Satisfactory
4- Fully Satisfactory
Level of Satisfaction

(a)

CONGESTION
80
% of Respondents

60 Level of Satisfaction
40 0 – Fully Unsatisfactory
1 - Unsatisfactory
20 2-Moderatory
0 Satisfactory
3 – Less Satisfactory
0 1 2 3 4 4- Fully Satisfactory
Level of Satisfaction

(b)

FIRE HAZARDS
100
% of Respondents

80
Level of Satisfaction
60
0 – Fully Unsatisfactory
40 1 - Unsatisfactory
20 2-Moderatory
Satisfactory
0 3 – Less Satisfactory
0 1 2 3 4 4- Fully Satisfactory

Level of Satisfaction

(c)
 74

PRESENCE OF NARROW LANES

70

% of Respondents
60
50 Level of Satisfaction
40 0 – Fully Unsatisfactory
30 1 - Unsatisfactory
20 2-Moderatory
10 Satisfactory
0 3 – Less Satisfactory
4- Fully Satisfactory
0 1 2 3 4
Level of Satisfaction

(d)

AIR CONDITIONING SYSTEMS

50
% of Respondents

40
30 Level of Satisfaction

20 0 – Fully Unsatisfactory
1 - Unsatisfactory
10 2-Moderatory
Satisfactory
0 3 – Less Satisfactory
0 1 2 3 4 4- Fully Satisfactory
Level of Satisfaction

(e)

PARKING FACILITY
100 Level of Satisfaction
% of Respondents

80 0 – Fully Unsatisfactory
60 1 - Unsatisfactory
2-Moderatory
40 Satisfactory
20 3 – Less Satisfactory
4- Fully Satisfactory
0
0 1 2 3 4
Level of Satisfaction

(f)
 75

NATURE OF OVER CROWDING

60

% of Respondents
50 Level of Satisfaction
40 0 – Fully Unsatisfactory
30 1 - Unsatisfactory
2-Moderatory
20 Satisfactory
10 3 – Less Satisfactory
0 4- Fully Satisfactory
0 1 2 3 4
Level of Satisfaction

(g)

UNSAFE BUILDING
90
80
% of Respondents

70
60
50 Level of Satisfaction
40 0 – Fully Unsatisfactory
30 1 - Unsatisfactory
20 2-Moderatory Satisfactory
10 3 – Less Satisfactory
0 4- Fully Satisfactory
0 1 2 3 4
Level of Satisfaction

Source : Sample Survey

(h)
Figure 3. 8 : Perception survey of Barabazar Sellers:
(a) Sanitation, (b) Congestion, (c) Fire Hazards, (d) Presence of Narrow Lanes, (e) Air Conditioning
System, (f) Parking Facility, (g) Nature of Over Crowding, and (h) Unsafe Building.

It is found that 70% of the shop owners are fully unsatisfied and 30% of the
sellers are unsatisfied with the existing conditions of congestion, scarcity of space
and narrow lanes leading to overcrowding of people. The small traders also come to
Barabazar and there are thousands of cyclists who cross Howrah Bridge everyday to
purchase at Barabazar. Most of them carry back goods for sale in their localities. The
respondents are also dissatisfied for the existing system of fire services being unsafe,
dilapidated condition of buildings, lack of modernization and comfortable
 76

environment of shops and scarcity of parking facilities. The inadequate fire service
system affect 80% of the sellers and the absence of modern amenities in the market
affect nearly 85% of the sellers. The poor electrical conditions and inadequacy of
space hinder installation of air-conditioning systems particularly in old shops. The
installations of air-conditioning systems in old shops are not made by shopkeepers
perhaps due to reasons of poor electrical conditions and inadequacy of space. The
total environmental conditions of the area particularly in respect of air pollution,
noise pollution and sight pollution etc. are actually unbearable.

3.2.9 Problems

The sellers face a lot of problem in respect of slow traffic flow, congested
footpaths, accident – prone roads etc. Traffic in this area including the approaching
road to Howrah Bridge has been a long standing problem for the pedestrians who
pass through this area. Vehicles like lorry, taxi, van and three wheeler goods carriers
crowd the main roads and slow moving vehicles like cycle-van and cart clog the side
streets.

People face a great fear from the risky and hazardous unsafe buildings. In
almost every building, 50 to 100 shops were built on each floor by erecting plywood
partitions. The civic body has plans to pull down many of such unsafe buildings.

To minimize firing in this congested area the fire service department has
directed some warnings on the buildings and structures of collapsing. The faulty
electric wiring in the market area is prone to fire hazards. The temporary electric
connections in innumerable buildings ignoring all rules and regulations lead to short
circuit and fire in the locality.
 77

3.3 New Market – A Heritage Market

3.3.1 Location

New Market, a municipal market is about 136 years old. It is situated on Neli
Sengupta Sarani (Lindsay Street) of Central Kolkata (as shown in Map no. 3.5) and
was born out of an English whim. It is technically referred as an enclosed market but
today in local idiom the entire Lindsay street shopping area is often known as New
Market. New Market was opened with fanfare to the English populace on January 1,
1874 150 . Controversies regarding the origins of New Market's name persist.
According to source it was referred to as Hogg market in the olden days. It came to
be known as New Market soon after India's Independence. Factually, New Market
was formally christened Sir Stuart Hogg Market on December 2, 1903151. This name
was later shortened to Hogg Market. Bengali society in the British rule, fancifully
spoke of it as “Hogg Saheber Bazaar”. Sir Stuart Hogg, chairman of the then
Calcutta Corporation had tenaciously supported the plans for the New Market. Till
date a painting of Sir Stuart Hogg adorns Kolkata Corporation’s portrait gallery.
Beyond this historical trivia, this shopper’s paradise in everyday parlance has been
forever New Market. New market’s growth kept pace with city’s urbanization
endeavors until World War II. The northern portion of the market came up in 1909152
at an expense of Rupees 6 lakhs. Finally beneath the gathering clouds of World War
II, an extension on the south flanks was engineered. A grand finale to these structural
expansions in the 1930’s was the installation of New Market’s historic clock tower.
At the pinnacle stands a solitary and weathered lightening fender153. Through the
years, the city has spanned numerous municipal and privately promoted markets.

150
N. R. Roy. Calcutta – the profile of a city, K. P. Bagchi and Company, Calcutta, 1986
151
Omkar Goswami. “Calcutta’s economy 1918-1970 the fall from grace” in: Calcutta, the Living
City ed. by S. Chaudhuri. vol. 1 Oxford University Press, 1973. 88–96.
152
M. Bhattacharya. “Municipal Calcutta and Evolutionary Perspective” in: Calcutta’s Urban Future,
by B. Dasgupta et al. Calcutta, Government of West Bengal, 9-21, 1991.
153
F. C. Terzo. New Market Area Design Proposal, New Market Chowringhee Area Renewal, Report
4, in Technical Report, Calcutta Metropolitan Planning Organization, Government of West Bengal,
39-66, Calcutta1, 1969.
 78

None however had stolen the aura that envelops New Market. The stiff upper lipped
English and Indian intelligentsia who habitually frequented this market impregnated
it with a snobbishness which still lingers. The reconstruction of the planning and
market has continuously been going on till date. It is well past a century now, but
New Market is still new because it strangely refuses to age154.

WARD MAP OF NEW MARKET

Source: Atlas of Kolkata, NATMO

Map 3.5 : Ward Map of New Market.

3.3.2 Nature and Characteristics

The shops here are well decorated and sophisticated. The nature of items
found in this Market marks a convergence between the Eastern and Western culture.
The shops are both of traditional and modern types. The markets attract mainly rich
section of people of Kolkata as well as visitors of our country and abroad. The

154
G. Cullen. Townscape for its environment and its environ, New Market Chowringhee Area
Renewal, Report 4, in Technical Report, Calcutta Metropolitan Planning Organization, Government
of West Bengal, 15-37, Calcutta 1, 1969.
 79

vastness of shops include various types of garments, accessories, gift items, house
appliances, vegetables, fishes, meat shops, fruit shops etc. There are also shops
which sell original flowers brought from Midnapore in West Bengal. These items
also come from Bangalore, China and Thailand by airways. There are also many
items found in the shops of New Market like food and medicine for pets etc. which
are rarely available in other markets. 60% of the items are generally sold at high
prices, 28% of the items are sold at medium prices and the rest of the items are sold
at low prices.

The items or products which are available in the shops of New Market are
garments, accessories, gift items, house appliances, flowers, confectionaries, food for
pets and miscellaneous items. The products of the markets mainly come in from
different parts of West Bengal, India and abroad. In Kolkata, Barabazar, Park Circus,
Metiaburuz are the places from where the shopkeepers of New Market bring various
types of items (as shown in Map no. 3.6). New Market brings products also from
Ahmedabad, Surat, Mumbai, Bangalore, Hyderabad, Moradabad, Rajasthan, Ludhi-
ana, Chennai, Delhi, Haridwar. The market is also full of various imported items
brought from France, USA, South Africa, China, Thailand etc. The market can easily
be demarcated by the types of goods sold between Eastern and European bazaars.
 80

Map 3.6 : Source of Selling Items of New Market.

 81

Photograph 3.2 : (a) S. S. Hogg Market (New Market), (b) Shops of New Market, (c) Oldest confectionary shop,
(d) Garments shop, (e) Flower shops, and (f) Branded shops of New Market
 82

There is difference in close-day of shops. 10% of the shops remain closed

totally on Sundays, 20% of the shops are closed on Sunday and on government
holidays and the rest of the shops have Saturday as a half closing day and Sunday as
a full closing day.

Family members of the owners generally assist in the running of shops

smoothly. Most of the shops are solely run by the owners with employees, coming
from different places of Kolkata. The market, well connected by communication
network with surrounding places, helps buyers and employees to come. Some of the
owners of New Market have also shops in different leading malls of Kolkata.

New Market consists of over 2000 stalls. Guides are also available here for
hire for a nominal fee. New Market is renowned for the variety of goods it has on
offer. Shoppers visit 2000 stalls for purchasing everything from clothing to cheese.
The size of this market itself accommodates stalls grouped accordingly to the type of
goods they sell. New Market provides facilities of light to keep alive the surrounding
areas with people eating, drinking and chatting.

3.3.3 Morphology

The size of the market is 0.13 sq. kms. The spacious red brick building with
its handsome clock tower houses a number of shops of various kinds. The market is
well planned, arranged and has strong construction. The facing of the market from
Neli Sengupta Sarani is marked by shops on both sides consisting of varieties of
garments, leather goods, jewellery shops, fancy goods, etc. (as shown in Map no.
3.7). The main corridor leads to the different types of shops of selling items like
glassware, carpets, coloured silks and silverware items etc. The other corridors of the
market deal with various kinds of stationery shops, hardware and aluminium stalls
travelling requisites shops, pets supplementary food items and confectionaries shops
etc. This market also consists of different fresh vegetables, fruits and also has shops
 83

selling eggs and meat. This market has a market office and public telephone booth to
cater the needs of the sellers and shoppers.

LANDUSE OF NEW MARKET

Map 3.7 : Landuse of New Market.

3.3.4 Demography of Sellers

The composition of the sellers consists of 88% and 12% of males and females
respectively (as shown in Table 3.9 and Figure 3.9). The maximum number of
sellers of 40-60 years belongs to middle age group (50%), 25% below 40 years
 84

(primarily males) and 13% people above 60 years of age (mostly males). 12% of the
sellers are females in the age group of 40-60 years. The sellers in these age groups of
40-60 years are matured, experienced responsible, systematic and have attachment
with their families. The sellers are continuing their job and traditionally younger
section of the family members are coming to this profession. 25% of the sellers in the
age group of less than 40 years are found here. The next generation of existing sellers
of 40-60 years consists of a number of successors. Only 25% of the successors are
coming into this profession and the rest of the successors are going to other
profession and getting prepared themselves for future professional activities. Many
of them are still engaged with their studies.

NEW MARKET-SELLERS

Figure 3.9 : Age Sex Structure of New Market Sellers.

The sellers with variety of language groups were owners of the shops sailing
from different corners of India. Though this market had a great association with the
Sahibs (Europeans) but gradually the Indians replaced the original owners from the
market. This is because of transfer of old shops owners to the new shopkeepers. The
field survey reflects that the category of varying language groups is as follows:-
 85

25% Hindi language, 25% Bengali language, 25% Urdu, 12% Punjabi and
13% Sindhi language (as shown in Table 3.10 and Figure 3.10).

NEW MARKET-SELLERS

Figure 3. 10 : Language of New Market Sellers

Shop to shop survey of New Market depicts a scenario showing community

of 50% of Hindu religion, 25% of Muslim religion, 12% of Christian and 13%of
Jewish community. The presence of different religious communities helps attract
buyers of different religious communities (as shown in Table 3.11 and Figure 3.11).

In the categorization of gender, female owners consist of only 12%. Out of

12% females, the religious categories are: - 10% Hindu and 2% Muslim
communities. This meagre figure is probably owing to conservativeness of the family
and their unwillingness to come to this profession. The elite nature of New Market
and its association with the sahibs raised doubts about its suffering after
Independence. The traders suffered badly from 1948 to 1960. This may be because of
Partition of Bengal and the departure of the Europeans.
 86

NEW MARKET-SELLERS

Figure 3. 11 : Religious Structure of New Market Sellers

The sellers of this market are primarily educated. The formal education levels
are – 12% having primary education, 50% secondary and Higher Secondary
education, 25% graduation and 13% of the sellers have completed post-graduation
(as shown in Table 3.12 and Figure 3.12).

Out of 25% of the sellers in the age-group of below 40 years, 3% with

primary education, 10% with secondary and higher secondary education, 10% with
graduation and 2% of the sellers have completed post-graduation. Out of the 50% of
the sellers in the age-group of 40-60 years, 3% with primary education, 30% with
secondary and higher secondary, 15% with graduation and 9% of the sellers have
completed post-graduation. In the age-group of more than 60 years, 6% of the sellers
have done primary education, 5% of the sellers have completed secondary and higher
secondary and 2% of the sellers have completed post-graduation. The gender wise
 87

education among the sellers of New Market is found to be fair for both males and
females.

Out of 88% of the males sellers surveyed in New Market, 40% of the sellers
have completed primary education, 20% of the sellers have completed secondary and
higher secondary education, 18% of the sellers have done their graduation and 10%
of the sellers have studied up to post graduation level.

The level of education is comparatively better compared to other traditional

markets. They are able to communicate with the buyers of different languages of
different provinces and visitors of different countries of the world. They have
retained the tradition and glory of the past.

Out of 12% of female shop owners, 3% of the females have completed

primary education, 8% of female sellers have completed their secondary and higher
secondary education and 1% of the sellers have completed graduation among the
female sellers being surveyed. The education levels of female owners are
noteworthy. They are quite capable to deal with the buyers of different languages
because of their literacy.

NEW MARKET-SELLERS

Figure 3.12 : Education Level of New Market Sellers.

 88

3.3.5 Brief nature of shops

The maximum percentage of shopkeepers of any big market in Kolkata

resides very close to the market area. In case of New Market the scenario too remains
the same. It is observed that more than 50% of the sellers stay within a distance of 4
kms to reduce huge traveling cost. As New Market is located in Neli Sengupta Sarani
(Lindsay Street), the sellers mostly stay in areas like Topsia, Landsdowne,
Gardenreach, etc. The rest 40% of the sellers stay within 8 kms and the remaining
10% do not stay beyond 20 kms.

The biggest Bengali festival Sarodoutsav (Durga Puja), Diwali, Eid and
Christmas are the peak selling season of this market (as shown in Table 3.13 and
Figure 3.13). This market offers ample variety of products attracting customers from
distant place at an affordable price. This reason also causes crowding during
wedding ceremonies.

NEW MARKET-SELLERS

Figure 3.13 : Peak Season of Marketing of New Market Sellers.

 89

The daily income of 30% permanent sellers of the market are less than Rs.
10,000, 30% sellers earn Rs. 10,000 to Rs. 20,000, 30% sellers Rs. 20,000 to Rs.
30,000, 5% sellers Rs. 30,000 to Rs. 40,000 and 5% sellers earn above Rs. 40,000 (as
shown in Table 3.14 and Figure 3.14).

NEW MARKET-SELLERS

Figure 3.14 : Daily Income of New Market Sellers.

3.3.6 Problems Related to Sellers

Sellers of the market face problems like waterlogging, bad odour from meat
market, interior location of permanent shops and competition from nearby malls.
30% of the sellers of different shops are severely dissatisfied with the problems of
water logging mainly during rainy season. 30% shopkeepers suffers from bad odour
from meat market, 30% of them face keen competition from nearby malls like
Simpark Mall and City Mart. Rest of the sellers of this market also face problem
from the interior location of shops within the market.

The total environmental conditions i.e., air pollution, sound pollution, sight
pollution are better compared to other traditional markets.
 90

3.4 Hatibagan – Clustered Traditional Market

3.4.1 Location

One of the oldest and reputed traditional market place situated in the northern
part of Kolkata extending from Shayambazar Five Point Crossing to the junction of
BidhanSarani and Aurobindo Sarani is Hatibagan155. The origin of this market dates
back in the year 1914 i.e., 101 years ago. This market is 0.75 sq. kms. long.
Hatibagan market occupies the areas of Shayambazar of ward number 11 and 12 (as
shown in Map no. 3. 8). The market area is well connected by three important means
of public communication like bus, metro and tramways. The well connectivity of this
region is an additional advantage of this area.

WARD MAP OF HATIBAGAN MARKET

Source: Atlas of Kolkata, NATMO

Map 3.8 : Ward Map of Hatibagan Market.

155
P. T. Nair, A History of Calcutta’s Streets, Firma KLM Pvt. Ltd. Calcutta.
 91

3.4.2 Nature and Characteristics

The 19th century renaissance in Bengal brought about a dramatic change in

customs, culture and education of Bengalis in Kolkata. The Hatibagan areas bear this
heritage. The important trading center has bank, important shops, renowned old
schools (as shown in Map 3.9) have glorified the market area to a great extent. The
Hatibagan market includes permanent shops, stalls and temporary stalls of hawkers.
This area is an agglomeration of traditional small restaurants, hotels, sweet-shops,
cinema and theatre halls. The market consists of a few shops with fixed rate but
majority of the shopkeepers are in the habit of bargaining. The buyers generally are
able to purchase according to their needs. The price of the items are quite moderate
and people belonging to both middle and lower sections afford to buy goods
according to their own capacity. The atmosphere of the market suits the nature of the
purchasers.

The footpaths along this market have become the hotspot for roadside
hawkers156. The study will not be completed without the extension of hawkers upto
the Five point crossing. The hawkers provide various services to the urban poor,
middle class and lower middle class population. They practise retail marketing and
serve the daily requirements of the buyers comparatively at a cheaper rate. The
garments, household items, accessories, cosmetics, toys, crockeries, wooden items,
shoes, puja items, fruits, flowers, vegetables, utensils, food and beverages are all
available in this traditional market. The market was once called the cinema
neighborhood with many cinema halls like Radha, Rupbani, Minar, Mitra, Darpana,
Talkie Show House and Star Theatre etc. At present many of these cinema halls lost
their existence because of the change of the attitudes of the cinema goers and now
they prefer to go to the more comfortable multiplexes. At the same time television
also badly affect both theatre and cinema halls of this area. This area also has two

156
R. Bandyopadhyay. Archiving from Below: The Case of the Mobilsed Hawkers in Calcutta. vol.
14(5) 7 Sociological Research Online, 2009.
 92

small malls namely City Mart and Bazaar Kolkata which marks new innovation in
the traditional marketing system.

People of Bengal have always been known for their particular weakness for
sweets. This market is also surrounded by many delicious sweet shops and
restaurants in Shyambazar and Hatibagan area. There are also some restaurants of
modern creations like Arsalan, KFC, Aminia, etc.

The fixed shops of this market are opened from Tuesday to Saturday. Sunday
and Monday have a full and a half closing day respectively. The weekday population
is the maximum including travellers, commuters, school goers, college goers, etc.
The shops of this market are cemented and are made of tiles. Some good shops are
well decorated shops and are made of artificial ceilings.

In this context, most of the shop comprises of multistoried building where

ground floor and first floor are generally used as trading centers and the rest of the
multistoried buildings are generally used for residential purposes.
 93

Map 3.9 : Main trading centers of Hatibagan.

3.4.3 Hinterland

The variety of items of the so called fixed shops of this market are generally
brought from various corners of India, West Bengal and from other leading
wholesale markets of Kolkata. Garments are brought from Delhi, Mumbai, Harisha
Hat, Haora, Metiaburuz (as shown in Map 3.10). Bags, toys and stationary items are
brought from Siliguri market and local areas. Shoes and magazines come from Park
 94

Street in Kolkata. Different necessary household items come to this market from
Metiaburuz, Bagri market and Caning Street. The fresh vegetables and fruits are
available in this market. Different types of fruit juices are made after extraction of
juice from fresh fruits. These delicious juices attract shoppers also to perform
shopping in the scorching sun.

In this context, it may also be referred to the area from where sellers and
purchasers come. The purchasers come from the adjoining areas of North Kolkata
like Sobhabazar, Bagbazar, Manicktala, Sinthi More, Dumdum, Belgachia and also
from surrounding areas of North 24 parganas. The sellers mostly reside nearby
Hatibagan area.
 95

Photograph 3.3 : (a) Renowned Star theatre near Hatibagan market place, (b) Shops of Hatibagan,
(c) Town school near Hatibagan market place, (d) Shops of household appliances, (e) Branded shoe
shop, and (f) Restaurants of Hatibagan market place.
 96

Map 3.10 : Source of Selling Items of Hatibagan Market.

 97

3.4.5 Demography of Sellers

From the detail demographic study of this market, the following aspects –
age-sex structure, language, education, religion of the sellers are revealed.

The compositions of sellers are 25% belonging to the age group of less than
40 years who are primarily males. In the middle age-group of 40-60 years 57% of the
sellers are found who are males and only 5% of the sellers are females. 13% of the
male sellers are found in the age-group of above 60 years. The percentage of male
sellers is more than that of the female sellers (as shown in Table 3.15 and Figure
3.15). Sellers of this market are quite matured and are running their business from
long back. It seems that most of their shops have been transferred and inherited from
one generation to the other.

HATIBAGAN MARKET-SELLERS

Figure 3.15 : Age Sex Structure of Hatibagan Market.

The sellers of this market generally speak in Bengali (95%) and 5% of the
sellers speak in Hindi as shown in (as shown in Table 3.16 and Figure 3.16). As this
market is located in the Central part of Kolkata and this area consists of mostly
Bengali and some Hindi speakers, the sellers of this market can communicate well
with different linguistic group of customers.
 98

HATIBAGAN MARKET-SELLERS

Figure 3.16 : Language of Hatibagan Market.

The data interpretation of literacy reflect that 25% sellers of this market are
educated upto primary level, 25% of the sellers are educated upto secondary level,
5% of the sellers have completed graduation and 45% of the sellers are found
uneducated (as shown in Table 3.17 and Figure 3.17). 45% sellers are found
uneducated which may be due to their negligence and lack of awareness to read and
write and receive basic education.

HATIBAGAN MARKET-SELLERS

Figure 3.17 : Education level of Hatibagan Market.

 99

Hatibagan market predominates by Hindu religion (98%) whereas 2% of the

sellers are Muslims (as shown in Table 3.1and Figure 3.18). The surrounding areas
of Hatibagan market are comprised of old traditional Hindu families who may have
been residing here for three or four generations. This may be a prevalence of higher
percentage of Hindu people.

HATIBAGAN MARKET-SELLERS

Figure 3.18 : Religious structure of New Market

3.4.6 Economy

The observed daily income of the sellers of this market are 50% of the sellers
have income of less than Rupees 10,000, 45% of the sellers between Rs. 10,000 and
Rs. 20,000 and 5% of the sellers lying between Rs. 20,000 and Rs. 30,000 (as shown
in Table 3.19 and Figure 3.19). The sale of few big shops like branded shoe shops,
sweet shops and few garments shops in this market are much higher compared to
other shops of this market. The income of few sellers has declined in the recent times
which may be due to the opening of two big malls in the Hatibagan Market namely
City Mart and Bazar Kolkata. The opening of two big malls i.e., City mart and Bazar
Kolkata has declined the income of few sellers.
 100

HATIBAGAN MARKET-SELLERS

Figure 3.19 : Daily Income of Hatibagan Market.

The shops of this Market has peak season of sale during Durga Puja and on
Bengali New Year Day which is well marked as Poila Baisakh 40% of the shops
have their sale during Durga Puja, 10% of the shops have their sale during Diwali
and Eid, 40% of the shops have their maximum selling time during Poila Baisakh
marked as Bengali month of Baisakh and 10% of the shops have sale during the
months of wedding ceremonies and on different social functions. In the traditional
Bengali families new clothes are a must for the Bengali New Year and so people
belonging to this middle class family crowd and satisfy their needs (as shown in
Table 3.20 and Figure 3.20).

HATIBAGAN MARKET-SELLERS

Figure 3.20 : Peak Season of Marketing of Hatibagan Market

 101

3.4.7 Problems

The sellers of Hatibagan market face problems of different kinds. The sellers
opine that the front open spaces of most of the shops are occupied by hawkers which
pose a big problem and hamper their selling process. The pedestrians are unable to
move freely and the sellers of this market are unable to attract the shoppers. Few
shops have interior location and are of sometimes two storied. Buyers belonging to
older age-groups often avoid these shops and choose the malls for shopping. The
sellers of this market face keen competition from the adjoining malls. Few buyers
prefer to visit these malls as these malls are able to serve their needs all under one
roof and simultaneous help shoppers to avoid the congestion within the market.

3.5 Forum Mall – A Modern Market

3.5.1 Location

Forum, established in the year 2003, is situated on the Lala Lajpat Rai Sarani
(erstwhile Elgin Road) at Bhowanipur in Kolkata (as shown in Map 3.11). It is the
first shopping mall not only in Kolkata but also in Eastern India. It was initially
conceived as an office tower of which 80% of its foundation was complete before its
being converted into a mall and its opening was credited with turning its
neighbourhood from a quiet residential area into an upmarket shopping destination.
This mall was developed by Forum Projects Private Ltd.157 .

157
S. Chakravorty. “From colonial city to global city? The far-from complete spatial transformation of
Calcutta” in: Globalizing cities: a new spatial order, ed. by Ronald van. Marcuse Peter; Kempen.
Oxford, UK: Blackwell Publishing, 56–77, 2000.
 102

WARD MAP OF FORUM MALL

Source : Atlas of Kolkata, NATMO

Map 3.11 : Ward Map of Forum Mall.

3.5.2 Evolution

The growth of malls in Kolkata is the direct impact of globalization. It is

driven by changes in the lifestyle, shopping needs and aspiration of consumers; and
also transition in retailing from unorganized to organized formats. The malls are
developed not only in accordance with present needs and taste of customers but also
with the projection into the likely growth of population in future 158 . Customers’
choice of retailing formats is governed by differentiated products, best brands,
multiplicity of stores and variety of services offered. The mall activity is becoming
attractive because of its physical ambience, sparkling sophisticated environs of
shopping specialty stores, entertainment facility and other services like parking
place, eateries, gaming area, sitting area of the shoppers particularly for the elders
and the kids,. Cinema halls, easy accessibility, lift, large elevators, etc. and

158
A. Finn and J. Louviere. Shopping center image, consideration and choice: Anchor store
contribution. Journal of Business Research, 35: 241–252, 1996.
 103

particularly offering multiple services under one roof. The mall is now generating
customers’ satisfaction and transforming their attitude towards shopping by its
glamour and service and has also becomes a place of spending time and leisure
activities, a center of family outings and a central point of community interactions.159
All such facilities and services have caused the tremendous upsurge of malls in
Kolkata in recent years.

India has set to have, over 570 malls with a total area of 180 million sq. ft.
area from just 3 malls in the year 2000. The primary purpose of a mall is to cater to
the retail requirement. Related components are also being added to provide a
complete shopping and entertainment experience. Retail activity was primarily
focused in Hogg Market area which was also known as New Market area expanded
to Esplanade, Boubazar, Bagri Market, China Bazar, Barabazar Market, Chandni
Market, etc. The trend is now towards VIP, EM Byepass connector, Salt Lake, Elgin
Road and Ultadanga. There were many single market complexes such as Air
Conditioned Market, Shreeram Arcade, Vardaan Market, Metro Shopping Complex
etc. The existing malls are City Center, South City Mall, Mani Square, Quest Mall
and Metro Cash and Carry160.

3.5.3 Nature and Characteristics

The Forum mall covering over an area of 2 lakh square feet consists of big
apparel brands from Shopper's Stop to Satya Paul in clothes and Swarovsky to Nik
Nish for life style goods. The mall is spread over upto six floors (as shown in Map
no. 3.12).

159
E.B. Howard. Assessing the impact of shopping-center development: The Meadowhall case.
Journal of Property Research, 10: 97–, 1993.
160
FW. Bureau, Mall Culture Takes Root, http://www.franchiseindia.com, 2005
 104

Source : Forum Authority

Map 3.12 : Schematic Layout of Forum Mall, Kolkata.

 105

The distribution of shops in various floors in this mall are as follows:

Garments (41%), ornaments (6%), shoes (5%), sports items (2%), gifted items (5%),
food items (19%), accessories (13%), books (1%), toys (2%) and miscellaneous
items (6%) (as shown in Table 3.21 and Figure 3.21).

FORUM MALL SELLERS

COMPOSITION OF SHOPS
% of shops
14 Type of shops

Garments
12 Ornaments
Shoes
10 Sports
Gift
8 Sweets
Food
6 Optical
Watch
4 Music
Bags
2 Mobile
Artifical
0 Books
Ground First Second Third Fourth Fifth Sixth Toys
Misc.
Floors

Source : Sample Survey

Figure 3.21: Composition of shops of Forum Mall

Shoppers Stop is the big shop found in the mall and occupies a large area.
Cotton World Corp, United Colours of Benetton, Levis and Anokhi are some of the
branded shops to explore in the first four floors.161 There are also different branded
shoes like Nike, Adidas, Reebok, Woodland and Planet Sports to trawl through.

161
F. Images & R. Research Analysis. (2007) Mall space in India: A demand and supply analysis. In:
A. Taneja (ed.) Malls in India: Shopping Center Developers and Developments. New Delhi. India:
Images Multimedia, pp. 150-155.
 106

Luxury brands162 like Omega, Cartier, Citizen and Radolure are also present. Music
lovers find it hard to resist the call of Music World. Sports bar is also present on the
fifth floor which is a good place for entertainment as well. Multiplexes like INOX
are on the top floor which welcomes one and all with the latest cinemas.

There are twelve different departments exist to cater the functioning of the
mall by maintaining security in gate as well as floors, cleanliness, decoration,
parking and also looking after the entertainment section. The mall revolution hit the
city a little later than other metros but it changed the way Kolkata’s people shopped,
dined and entertained.

The provision of large parking area can accommodate a few hundred cars.
Parking fee is nominal and if one is a member of Shopper’s Stop then it is free for
them. It is observed that 33% of the cars are parked in the slack time and 67% of cars
are parked in the peak time (as shown in Table 3.22 and Figure 3.22).

FORUM MALL

Figure 3.22 : Frequency of Cars / Hours Parked in Forum Mall.

162
E.B. Howard. Assessing the impact of shopping-center development: The Meadowhall case.
Journal of Property Research, 10: 97–, 1993.
 107

The two elevators and stairs offer easy access to shops on different floors and
help minimize crowd and chaos. Nowadays, with the growing trend of window
shopping, the shopping malls stay always vibrant with different kinds of people
present inside the malls throughout the day. Children along with their parents come
to the shopping malls to enjoy as the malls keep the latest versions of video-games.
Teenagers are interested to visit the malls to keep them acquainted with the different
modern activities prevalent in the area. The adults are here to shop for their
necessities.

Being the major center of commerce, the shopping mall is the best place to
study the crowd of a city or a town. Shopping is found for different kinds of outfits
or loitering throughout the mall in search of a favourite commodity. Some big stores
in the mall provide hand basket, trolleys or shopping cart for carrying goods easily.
The mall has many foreign visitors who come from all the corners of the world.

Food courts are made up of hard surfaces which are both durable and easy to
clean. Tile, linoleum, Formica, stainless steel and glass are all practical materials
except they turn the typically cavernous space into a giant echo chamber. From the
mall’s perspective the food court has an important role to prolong the shopper’s stay.

3.5.4 Hinterland

The different varieties of items coming to Forum mall are mainly from
different parts of India and also from abroad (as shown in Map no 3.13). 27% of the
items come from within West Bengal, 33% of the items come from outside West
Bengal and 40% of the products are imported from abroad as revealed from the
survey. The items like toys, different types of cookies, chocolates and different fancy
lifestyle goods come from abroad. In this context it can also be said that the sellers
come from the adjoining areas of South Kolkata. It is not always possible for the
employers to shift their residential places to the nearby Bhowanipore area. So the
sellers commute from their residence. A large section of people of South Kolkata and
 108

its surroundings are very much attracted to this mall for the availability of imported
goods. The inflow of the buyers is mainly from Kolkata. The shoppers generally
come from the adjoining areas of Rabindra Sadan, Esplanade area, Tollygunje, Salt
Lake etc. and also from some distant places. Foreign visitors who happened to be in
Kolkata are also found visiting this mall. The modern day mall may be an American
innovation but it has gone completely global today.
 109

Photograph 3.4 : (a) Open front view of Forum Mall, (b) Branded garment shop, (c) Variety of branded
shops, (d) Escallators providing easy access to shops, (e) Multiplex in Forum Mall, and (f) Imported
Chocolate shop.
 110

Map 3.13: Source of selling items of Forum Mall.

 111

3.5.5 Demography of Sellers

The composition of the sellers consists of 80% and 20% of male and females
respectively. In the age-group of below 40 years, 40% are males and 10% are
females. In the middle age-group of 40 to 60 years 40% are found to be males and
10% are found to be females (as shown in Table 3.23 and Figure 3.23). The number
of female sellers is increasing with the advent of mall culture.

Unemployment being a serious problem, the young generation are serving

this malls with comparatively low wages. No sellers are generally found above 60
years of age because of tremendous hardworking and long duration of working
hours.

FORUM MALL-SELLERS

Figure 3.23 : Age Sex Structure of Forum Mall Sellers.

The mother tongue of the owners is Hindi, Bengali, Urdu, Telegu and Punjabi
etc. (as shown in Table 3.24 and Figure 3.24).

Natural domination of shop owners are Non-Bengali (80%) and Bengali only
(20%). As regards ownership of the malls Bengalis are generally reluctant in trading.
 112

The Non- Bengalis are predominant in Kolkata markets since long but there is a
recent trend among the Bengalis, youth to get interested in business mainly of acute
scarcity of employment both in public and private sectors.

FORUM MALL-SELLERS

Figure 3.24 : Language of Forum Mall Sellers

The education level are 10% of the sellers have primary education, 40% of
the sellers secondary education, 40% of the sellers graduation and 10% of the sellers
have done post-graduation (as shown in Table 3.25 and Figure 3.25). The sellers of
the mall are found to be educated and this education helps them to carry on their
business properly as well as communicate with buyers coming from different
corners. Owing to the location of the mall in the posh area of South Kolkata, it
attracts educated people as sellers in this mall. The mall culture resembles an
educative society and that is why the technical knowhow of the sellers are also good
enough. The gender wise education group shows that literacy of male sellers is
higher compared to the female sellers though few female sellers are found to have
completed graduation. The percentage of educational level in this mall is generally
high compared to sellers of other traditional markets in Kolkata.
 113

FORUM MALL-SELLERS

Figure 3.25 : Education level of Forum Mall Sellers.

The religious structure of the owners of this mall when surveyed is observed
that 60% are Hindus, 30% are Muslims and 10% are from Christian community. This
is natural combination of religion (as shown in Table 3.26 and Figure 3.26).

FORUM MALL-SELLERS

Figure 3.26: Religious Structure of Forum Mall Sellers

 114

The observed marital status of the sellers is 50% of sellers are married. The
sellers are mostly educated and of high class society and belong to economically
richer section of the people. The young age group owners are married at an early age
compared to other markets.

3.5.6 Shops in nutshell

The Forum shopping Mall remains open on all days throughout the year. It
has no special off day. The mall attracts people mostly in Sundays and holidays
whereas the traditional and wholesale markets of Kolkata remain closed on Sundays.
People like to visit the Kolkata malls not only as a purpose of buying but also for
recreational purpose. So Sundays and specially holidays are those particular days
when the malls are set in a great rush. Forum shops reveal that 40% of the owners
have side jobs apart from this shop in this Forum mall. 60% of the owners do not
have shops in other markets. The owners who have side jobs also have their shops in
other traditional markets of Kolkata. The shops of this mall are cemented and made
up of concrete structure. The roofs of the shops are made of false ceiling asbestos
fixed, and the walls are made of soft boards which are of permanent structure. The
floors are made up of tiles and the malls have a centralized system of air-
conditioning.

Sellers here in most cases are employees. In few cases the sellers are owners.
They have got their residential places nearby. This Mall depicts a picture of 40% of
the sellers staying within 5 kms distance and 60% of the sellers staying within a
distance of 10 kms. The sellers manage to stay close by in order to save travelling
expenses and time as well. The sellers mostly stay in and around South Kolkata.

3.5.7 Economy
 115

Selling is a continuous process in this mall as there is no definite peak season.

The malls of Kolkata attract visitors when the mall management committees
announce different kinds of discounts or special offers given on special occasions
and festivals. People come to watch movies in malls and engage themselves
purchasing in 30% of the shops. 66% of the shops in this mall have fixed price and
34% are the shops offer discount but no bargaining. The discounts are generally
given on the eve of the new Bengali calendar, pre-winter and other important
festivals. 50% of the shops in Forum mall have peak season of marketing throughout
the year, 20% during wedding ceremonies and 30% during visit to INOX (as shown
in Table 3.27 and Figure 3.27).

FORUM MALL-SELLERS

Figure 3.27 : Peak Season of Marketing of Forum mall sellers.

The income of the shop owners are found that 90% of the shops have daily
income of less than Rs. 10,000/- and 10% of the shops have daily income between
Rs. 10,000 to Rs. 20,000 (as shown in Table 3.28 and Figure 3.28). A number of
sellers of Forum mall have shops in other leading markets of Kolkata. The shop
owners invest huge amount for the purpose of construction and decoration.
 116

Comparatively price of the products are high. Naturally investment is the maximum.
In general the selling is not up to the satisfaction of the shop owners because the
prices of the products are quite high. In a country like India where 77% of the people
i.e., approximately 85 crores earn below 25 rupees per day, the bulk of these
population is not in a position to be a purchaser in the mall. The major portion of
these 23% of the population is also not capable. Naturally the purchaser are very few
and limited in the malls.

FORUM MALL-SELLERS

Figure 3.28 : Daily Income of Forum Mall Sellers.

The owners of the shopping mall practise forward trading and this leads to
crisis and hamper small shops. Economic conditions of those small shops are
deteriorating and their family is dwindled. The socio-economic environment for the
creation of the shopping mall as a whole in India does not suit well and this may not
stay in the long run until and unless the Government of India take proper steps to
improve the economic conditions of people in general.
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3.5.8 Perception Study of Shop Sellers of Forum Mall

A perception study of the sellers of Forum mall was made (as shown in Table
3.29 and Figure 3.29). It is observed that 90% of the sellers are totally dissatisfied
with the window shoppers and 10% of the sellers are unsatisfied with the buyers’
concept of window shopping. The sellers opine that the buyers are mostly interested
in amusement and recreation purpose like visiting INOX and spending a lot of time
in food court. 90% of the sellers are of the opinion that few persons who visit malls
are engaged in buying.

80% of the sellers of garments, accessories, toys etc. are found to be fully
unsatisfied with the shoppers visiting to food courts and spending time for
amusement. 10% of the sellers are unsatisfied with shoppers’ nature of visiting food
courts. The sellers opine that food courts in the malls have a positive attitude in order
to prolong the stay of shoppers and make them stay for longer duration in the malls,
but this simultaneously make a negative attitude of buyers in the concept of buying.
Buyers are mostly reluctant in the buying process and are highly interested in
spending time for amusement and recreation.

FORUM MALL - SELLERS

A PERCEPTION SURVEY

WINDOW SHOPPERS
100
% of Respondents

80
60 Level of Satisfaction
40 0 – Fully Unsatisfactory
20 1 - Unsatisfactory
0 2-Moderatory Satisfactory
3 – Less Satisfactory
0 1 2 3 4
4- Fully Satisfactory
Level of Satisfaction

(a)
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SHOPPERS VISIT TO FOOD COURT

100

% of Respondents
80
60 Level of Satisfaction

40 0 – Fully Unsatisfactory
1 - Unsatisfactory
20
2-Moderatory Satisfactory
0 3 – Less Satisfactory
0 1 2 3 4 4- Fully Satisfactory
Level of Satisfaction

(b)

NATURE OF AMUSEMENT BY SHOPPERS

100
% of Respondents

80
60
Level of Satisfaction
40
0 – Fully Unsatisfactory
20 1 - Unsatisfactory
0 2-Moderatory Satisfactory
0 1 2 3 4 3 – Less Satisfactory
4- Fully Satisfactory
Level of Satisfaction

(c)

CONCEPT OF BUYING
100
% of Respondents

80
Level of Satisfaction
60
40 0 – Fully Unsatisfactory
20 1 - Unsatisfactory
2-Moderatory Satisfactory
0
3 – Less Satisfactory
0 1 2 3 4 4- Fully Satisfactory
Level of Satisfaction

(d)
Source: Sample Survey
Figure 3.29 : Perception Survey of sellers of Forum Mall: (a) Window Shoppers, (b) Shoppers visit to
food court, (c) Nature of amusement by shoppers, and (d) Concept of buying.
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3.6 Swabhumi – A Theme Park

3.6.1 Location

Swabhumi 163 has been modelled as shopping arcades, breaking the city’s
dependence on the older market complexes. Swabhumi represents as one of the most
potent symbols of modern living. Initially this park exhibits and demonstrates art,
crafts, heritage and culture from different regions of India. This park can be
described as cultural diversity of India and that is why this park is called a heritage
park. Swabhumi is situated closer to Eastern Metropolitan Bypass on the
Narkeldanga Main Road opposite to Subhash Sarobar164 (as shown in the Map no.
3.14). This Swabhumi Theme Park is 4 kms away from Park Circus connector and 30
minutes from the heart of the city. This Theme Park is sited on a natural mound made
up of garbage as earlier spot was a dumping ground. The natural hillock, the only site
in the whole of the city creates a certain ambience to the site. The site is ideal to
induce the Kolkatans to get away from the hustle and bustle of the city.

163
Swabhumi URL Official Website, http://www.swabhumi.com/home, html.
164
P.Nag and A. K. Malik, Atlas of Kolkata, National Atlas and Thematic Mapping Organisation,
2006.
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WARD MAP OF SWABHUMI THEME PARK

Source : Atlas of Kolkata, NATMO

Map 3.14 : Ward Map of Swabhumi Theme Park.

3.6.2 Evolution

The Kolkata Municipal Corporation entered into a joint venture with Gujarat
Ambuja Cements in 1994 and formed ’Ganapati Park’. Its central aim was to build
groovy Theme Parks. This park was a project of the Ganapati park. Swabhumi in
English means ‘my land’. The very name suggests that visitors of this place feel a
sense of oneness and intimacy within the park as one enters.

3.6.3 Nature & Characteristics

Swabhumi covers an area of 13.5 acres of land. The shops of this park
resemble the cultural beauty of natural India. They are set up in a rural atmosphere
which marks the visitors to feel the presence of a secluded village with plenty of
trees which were already at this site. This is the most frequented park as it imbibes
within itself the cultural beauty of rural India.
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The way to Swabhumi Theme Park lies with the winding staircase having
platform for resting a while at the waiting area and move either left or right or head
ahead straight to the park area.

It should also be noted that it has a bioscope, open air courtyard with
performance area available for cultural programmes. It also has a Ranga Mancha for
organizing seminars, trade fairs and exhibitions165. The popular exhibitions in the
park display famous works and schools of paintings (Madhubani and glass), popular
crafts like Dokra Crafts and designer garments by famous Indian fashion houses.

The heritage park of Swabhumi had 38 shops. The type of shops which were
found earlier in the heritage park of Swabhumi include readymade garments,
handicrafts, antique jewellery, furniture, food shop, traditional crafts, wooden
terracotta items etc. The distribution of shops at Swabhumi account for garments
(20%), accessories (20%), handicrafts (20%), furnitures (5%), shoes (5%), books
(1%), food (19%), and miscellaneous items (10%).The cost of the items found in
these shops vary widely. The prices of items in these shops were fixed and no
bargaining was allowed. The shops provide no discounts. The handicraft shops have
items which vary from Rs. 10 to Rs. 10,000 indicating vastness of the variety. It also
includes items like paintings, wood carving, stone carving and brass metallic
materials etc. The handicraft shops were very much traditional in nature and include
room decorative items, eco-friendly items etc.

The cost of the items found in Swabhumi is generally high. 38% of the items
are found at medium price and the rest of the items can be found at low price rate
which includes shoes, toys, etc.

The sellers of Swabhumi bring their materials in their shop from

Shantiniketan, Lucknow, Karnataka, Delhi, Rajasthan, Jaipur, Mumbai, Bikaner,
Hyderabad and also from local areas including Kolkata, Haora, Shibpur and
Duttapukur. The garment shops those include items like Kanthastitch materials,
Batik materials, leather bags mainly coming from Shantiniketan area of Bolpur. The
handicraft materials found in Swabhumi include rosewood items with inlay work,
165
The Indian Craft House, http://www.the indiacrafthouse.com
 122

sandalwood items and eco-friendly items of Karnataka without the use of chemicals
(as shown in Map no. 3.15 ).

Source : Prepared by the fellow herself

Map 3.15 : Source Region of selling products.

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The selling items of this heritage park ranges from accessories, readymade
garments, handicrafts to food items. The family members usually participate in the
selling process. Here shops are generally run by employees and not by owners. A
part of the shop owners of this plaza have also shops in other leading markets of
Kolkata. The shops are mainly rented and structure is concrete. Shops here remain
open throughout the week except Monday and on festivals.

The shopkeepers and employees stay close by to the heritage park. The
distance of the shopkeepers from their place of residence to the shop varies from 2
kms to 10 kms. The shopkeepers do not require to pay any subscription to union as
there is no market union. The daily selling rate of the shops differs from one shop to
the other. The average daily selling rate was Rs. 1500 approximately. Most of the
shops had employers not exceeding two in numbers. The employers employed in the
shop have no side jobs.

3.6.4 Morphology

The park area is divided into various sections with each section presenting a
speciality of its own (as shown in Map no. 3.16). The five main sections of Swabumi
Theme park include Shilpagram,Sambhar, Santusthi, Meenabazar and party ground
called Sabhaghar166.

Shilpagram is marked on the map of Swabhumi Theme Park, which is mainly

used to display traditional crafts and is known as the Karigarhaat. Sambhar is marked
as the urban zone. This urban zone is on ground floor and first floor. The Ground
floor consists of different items which specializes in exclusive dokra, wood carving,
handloom from Burdwan, ethnic designer kurtas and Punjabis of men's ornaments,
wrought iron furniture, tables lamps, metal table, lamp shades, boxes, brass idols,
wooden paintings, leather items of bags, belts, wallet, folders, herbal and ayurvedic
products, madhubani paintings, teracotta potteries, glass and bamboo handicrafts,

166
Swabhumi URL Official Website, http://www.swabhumi.com/home.html.
 124

stone carvings, wooden crafts, original paintings of contemporary artists. The First
Floor includes Silk and Khadi sarees, dress materials, books of informative, classics
and fiction etc. Swabhumi is a gateway to Indian arts and culture. The architecture
dates back to the 19th century Bengal. Santushti is known for food park, Meenabazar,
is well known for accessories and Sabhagar is used for party ground for organizing
different cultural functions. There is also presence of well decorated lush green
vegetation around the theme park to create the ambience of a secluded village in
rural atmosphere.

This Heritage Park is practically non-existent in its earlier form and now it
has become an earning center and is used for wedding ceremonies, conferences and
also for different cultural functions etc.
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Photograph 3.5 : (a) Handicraft shops in Swabhumi Theme Park, (b) Open air courtyard for cultural programmes,
(c) Winding staircase leading to shops of Swabhumi Theme Park, (d) Shops displaying traditional crafts, (e)
Ranga Mancha for organizing seminars, and (f) Bioscope in Swabhumi Theme Park.
 126

Source : Landuse prepared by the fellow herself.

Map 3.16: Landuse Map of Swabhumi – Heritage Park.

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3.6.5 Demography of sellers

The demography of the sellers of Swabhumi Theme Park shows that 80% are
males sellers and 20% are female sellers. In the age-group of less than 40 years 40%
are males and 10% are females. In the age-group of 40-60 years, 40% are males and
10% are females. Female sellers have increased with the advent of separate type of
marketing scenario (as shown in Table 3.30 and Figure 3.30).

SWABHUMI THEME PARK- SELLERS

Figure 3. 30 : Age-Sex Structure of Swabhumi Theme Park

The shopkeepers mainly speak in Bengali. Few sellers are found who can
speak in Hindi. The data reveals that 70% of the people speak in Bengali and 30% of
the sellers speak in Hindi (as shown in Table 3.31 and Figure 3.31). As the theme
park of Swabhumi is located on the eastern fringes of Kolkata city, it attracts buyers
from in and around Kolkata.
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SWABHUMI THEME PARK -SELLERS

Figure 3.31: Language of Swabhumi Theme Park.

The sellers are found to be fairly educated. The sellers of Swabhumi are
almost educated and they are seen to have passed at least graduation level. 40% of
the sellers have passed primary level, 40% the sellers are educated upto secondary
level, 10% sellers are graduate and 5% of the sellers have completed post-graduation
and 5% of sellers are without any formal education (as shown in Table 3.32 and
Figure 3.32). None of the sellers can be stated to be uneducated.

SWABHUMI THEME PARK -SELLERS

Figure 3.32: Education Level of Swabhumi Theme Park

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The sellers of Swabhumi are studied and are found that 60% of the sellers are
found to be Hindus and 40% of sellers are found Muslims and other communities (as
shown in Table 3.33 and Figure 3.33).

SWABHUMI THEME PARK -SELLERS

Figure 3.33 : Religious Structure of Swabhumi Theme Park.

3.6.6 Nature of Stalls in Heritage Park

The sellers of Swabhumi stay nearly within 5 Kms and the rest of the owners
stay within 6 Kms. The number of shops has reduced from the year 2010 to 2015. So
the number of sellers has also declined. The park is utilized for various other
purposes like fairs, conferences, wedding ceremonies etc. A few sellers have
permanent stalls in this Theme Park.

Stall means small shops mainly with an open front from where items are sold
in Kolkata markets. Due to inadequacy of space, there are small stalls found which
can accommodate only few items and run their business from here. Kolkata markets
are surrounded by roadside stalls making the footpaths overcrowded. The stalls of
Swabhumi were 65 in number but now at present the stalls have declined in number.
The environment often seems to be crowded and chaotic. Most of the stalls of
 130

Swabhumi maintain fixed price in goods and no system of bargaining has become a
practice in such shops. Swabhumi is marked as one of the best and colourful heritage
theme park in Eastern India made on a natural hillock set amidst picturesque
surrounding and welcoming its visitors with warmth and grace. This heritage park
cum entertainment arena also has stalls galore displaying junk jewellery, Indian
handicrafts of terracotta and jute items. The stalls are mainly made of plywood and
wooden materials. They are of temporary structure and the upper part is covered with
plastic material. The stalls of this heritage park bring their selling items from
Rajasthan, Jaipur, Delhi, Mumbai, Hyderabad etc. The materials are also brought
from the adjoining places of Kolkata like Haora, Shibpur and Duttapukur. The stalls
of Swabhumi mainly specializes in goods made of jute, terracotta, wood, stone
carving which resemble traditional heritage of India. The stalls have a peak season of
sale during winter. The monthly profit of sellers varies from Rs. 700 to 1000
approximately.

3.6.7 Economy

The sellers of Swabhumi Heritage Park are reducing day by day and so the
details of the existing nature of sellers are studied. The different shops in Swabhumi
Theme Park have their peak sale in the winter season compared to other seasons of
the year. It is seen that out of 20% of the garments, 15% of the garments shop have
their peak season of sale during winter season. The shops of handicrafts, accessories,
shoes, toys, jewellery, food and other items have their highest selling period during
the months from November to February. This heritage park is also used for the
exhibition purpose and thereby includes a large number of visitors from various
places of Kolkata and often abroad during the winter season. Foreign visitors who
happened to visit Kolkata, also visit this theme park. It is observed that selected
customers visit this place not only for the purpose of buying but also for amusement
from the park itself.
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The daily income of the sellers of this Theme Park is meagre as there are only
few purchasers who are interested in buying. So this park is in a process of shifting
for utilization in different other cultural activities for more profit (as shown in Table
3.34 and Figure 3.34).

SWABHUMI THEME PARK SELLERS

Figure 3.34 : Daily Income of Swabhumi Theme Park Sellers

3.6.8 Perception Survey

A perception survey was made to reveal the responses of the sellers regarding
the nature and liking of the persons visiting the Swabhumi heritage park. As it
appears from survey, 60% of the visitors are present here mostly for spending leisure
time by means of amusement and recreation, 20% visitors for attending cultural
functions and other programmes, 5% for window shopping, 8% visitors for buying
articles and the rest seem to be gradually losing interest in visiting this park (as
shown in Table 3.35 and Figure 3.35)
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SWABHUMI THEME PARK SELLERS

Figure 3.35: Perception Study of Swabhumi Theme Park Sellers

3.6.9 Problems

Swabhumi was a unique heritage park and an ideal entertainment zone for all
ages and population. But the number of shops is being declined since 2010
presumably owing to the reason of price of the products being much higher than that
of other markets of Kolkata. This results in reducing the number of shoppers as well.