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Instead, Inorbit, the biggest shopping mall in India's commercial city Mumbai (Bombay), is
buzzing with customers.

It is a rich man's world too, with multi-screen cinemas, restaurants, games and branded
shops - well out of the reach of many of the country's one billion people.

But India's middle-classes, widely travelled and with deep pockets, are flocking to malls. "I
prefer shopping in malls because I get nearly everything I need under one roof," says
Sheela.

Naina agrees. "It's fun to shop here. It's different. It offers more variety than the High
Street."

 

India's organised retail industry accounts for just 3% of the country's total retail sales,
though it is poised to grow by 97% per year in the next five years to a staggering $24bn.
uelling this growth are India's sprawling shopping malls,  VV V
which are increasingly challenging High Street stores, corner
shops and village markets alike.  

Just five years ago, there were shopping arcades but no


malls. Arun Nanda, Mahindra
and Mahindra
Today there are nearly 100 big shopping malls in the
country, more than half of them in Delhi and Mumbai alone.

And in two years there will be 360 malls across the country. More than 20 are in various
stages of development in Delhi and Mumbai.

    

Among them is India's biggest shopping mall, Ambi, which is being built in Gurgaon, near
Delhi.

Spread over 3.2 million square feet, it is set to become a


virtual town, where multi-screen cinemas, recreational
facilities for adults and children, food courts and branded
outlets will fill the space

It will have exclusive showrooms of international brands,


where, according to the developers, customers will have to
shop by prior appointment.

"It'll be like an integrated township, where you'll get Critics say the malls attract
everything," says Har Baksh of the developers Ambience.
window-shoppers in need of
And it has only just begun. a place to hang out

Developers and promoters of malls believe the face of the industry is about to dramatically
change.

As soon as the government allows foreign investors to get in   


on the act, that is. And that could happen any day now.
  V
Commerce ministry official A.K. Dua believes such V  
investment would ultimately benefit the consumer. „   „ 
"oreign direct investment will not only expand the market  V
but will also bring in competition and business is likely to get
more innovative," he says.
Nana, bakery owner at
     Inorbit mall
Moreover, the hope is that the new malls can convince India's seriously wealthy elite to take
their custom to local operators, rather than going shopping in Singapore or Dubai. <
"We Indians are not so shop savvy," says Arun Nanda of Mahindra and Mahindra, which
makes tractors and vehicles.

"To grow retail we have to promote India as a shopping destination for international
shoppers and to do that we need to give Indian retail an Indian face: The malls, the
markets, the offerings."

But critics say the malls seem better suited to window shoppers in need of a place to hang
out.

Inorbit's chief executive Yogesh Samat, disagrees: "It is not correct to say people who visit
our malls don't shop," he says.

"We get more than 50,000 people a day and many of them spend money on buying what
they need."

Besides, says Nana, who runs a bakery in Inorbit, Window shopping may not be such a bad
idea: "Today they watch what we have on display and we hope tomorrow they come back
and buy."

      

 


·  

What comes to your mind when you hear the word Ú

Ú Shopping, food, movies, entertainment or


maybe time pass Well, the word may bear different meanings to different people but it definitely
stands for more than any of these things. Today, shopping malls have become a part and parcel of
daily life of people living in Metros and big cities.

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

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

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

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

Though malls are equally popular among all ages, the true lovers of multiplexes are the youngsters for
whom malls are the `ultimate place to be`. These malls serve their various purposes like shopping,
watching movies, dating or just to hang out though they really don¶t need a purpose for being there.
³Malls are the coolest and safest place to go bunking´, says Raghav, a college student while the other
boys and girls belonging to the same age group have no different opinions. These malls have also
come up with different ways to cater to their target visitors like some of them have discos where the
Gen-X get a chance to chill-out during nights. Mohit says, ³Opening of discos has added a new
adventure and fun to my life. I can now go and party in the night too.´

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

’     

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

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

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

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

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

Π     


Droves of middle-class Indians have broken off their love of traditional stand-alone Indian stores that
have no air conditioning; organized parking and other public amenities. Experts say malls throughout
the country are getting bigger as they are now being positioned as a one-stop-shop for shopping,
entertainment, leisure and eating-out needs rather than a place only for shopping for fashion
products.
By 2007, north zone will account for 39 per cent of total mall space, followed by west zone (33 per
cent), south zone (18 per cent) and east zone (10 per cent), and said the Images study. The study
said a lot more activity on the mall development front was expected from the smaller cities in the
years ahead. These cities will have about 12.8 million sq ft of mall space by 2007, with Ludhiana
accounting for about 2.5 million sq ft and Ahmedabad about 3.4 million sq ft.
The study said the fast growing middleclass population, the rise in women workforce and consumerism
over the decade was the major forces in driving demand in the retail sector. "To the present
generation, shopping means much more than a mere necessity and malls are now fast becoming
image benchmarks for communities´.

   Œ




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

÷  
            
‡ Economic,
‡ Personalizing,
‡ Ethical,
‡ Apathetic.

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

m      


‡ recreational shopper price-oriented shopper
‡ brand-loyal shopper, psych-socializing shopper
‡ store-loyal shopper time-oriented shopper.

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

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

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

Π


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

 
www.shoppingmall.com
www.ansal.com
www.mall.com
www.indianmalls.com

     Lecturer

Department of Management Studies


B.S. Anangpuria Institute of Technology & Management, aridabad

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