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Anant Raj Projects Ltd(An SPV between Anant Raj Industries Ltd and TAIB Capital)(An SPV between Anant Raj Industries Ltd and TAIB Capital)
ANANT RAJ MALL
Patel Road, Central Delhi.
ABOUT THE PROJECT
The Mall is envisaged as a community mall, with vibrant shopping environment, highlighting the Delhi market’s growing aspirations in traditional ambience.
The developers are ANANT RAJ INDUSTRIES a leading construction and Infrastructure Company of North India.
KEY LOCALITIESPrimary Catchment:
Kirti NagarPatel NagarRajouri GardenPunjabi BaghKarol BaghRajinder NagarNarainaPunjabi BaghPatel NagarNarainaKirti NagarRajouri GardenRajinder nagarKarol BaghPusa RoadGole Market
Secondary Catchment:
Rohtak RoadAshok ViharModel TownCivel LinesDelhi UniversityPaschim ViharTagore GardenSubhash NagarJanak PuriVikas Puri Dwarka
• CATCHMENT DETAILS
CATCHMENT :
RESEARCH DESIGN QUANTITATIVE – F2F
– Primary Research amongst
Shoppers
– Research Design
– Across core catchment areas:
Punjabi Bagh, Rajendra
Nagar/Patel Nagar, Model Town ,
Rajouri Gardens, Kirti Nagar,
Karol Bagh,Naraina
– Age focus: 18-40, with age &
gender quotas
– Profile focus: People with some
shopping centre exposure
QUALITATIVE- GD
• In order to ensure that the approach to the research is accurate and appropriate, we
• We identified the core catchment area to be studied
• We identified that we need to understand the mindset of a typical “lead customer”
• Towards this end, we conducted 2 exploratory Group Discussions that would provide us with inputs that help us in our larger quanti study
• Who did we meet in them ? After discussions we identified the “core customer” as the “lady in Punjabi Bagh”
WHO DID WE MEET
Research Random base
%
Gender Male 50
[Quotas] Female 50
SEC A1 50
[Quotas] A2 plus others 50
Age (%) 18 to 24 yrs 45
25 to 34 yrs 31
35 to 40 yrs 24
Occupation (%)
Student 24
Working woman 11
Housewife 27
Business man 30
Working executive 8
Research Random base
Area % Primary Catchment 50
Secondary Catchment Area 50
Income UPTO Rs.10,000 0
Rs. 10,001 to Rs. 20,000
8
Rs. 20,001 to Rs. 50,000
46
Rs. 50,001 to Rs. 75,000
30
Rs 76,000 AND ABOVE
15
• The catchment primarily shops in Rajouri Gardens malls, High
streets like Kamala Nagar, Karol Bagh& Rajouri Garden. “Only place
to hang out now is Rajouri Garden”• Currently the catchment does not like to travel beyond this area, as other malls are too far. • Thinks currently malls are a great option to doing many things in one place in a good environment
• Youngsters visit malls every weekend if possible.
• Married Couples are finding malls as ‘ the place/facility to relate to’-
depicts safe, stylish & modern India.
•Working population find malls as a Must for all brands under one
roof with great ambience and convenience like parking and kids
entertainment.
CURRENT SHOPPING PATTERN
CURRENT SPENDING HABITS:MALLS
Amount %
< Rs.1000 7
Rs.1,000 – Rs.2000 36
Rs.3,000 – Rs.4000 22
Rs.4 000 - 5000 17
Rs. 5000 - Rs. 6000 7
Rs. 6000 – 7000 3
Rs. 7000-8000 3
> Rs. 8,000 5
Food & Beverages (Food Court) 75
Apparel – Men ( Formals& Casuals) 51
Apparel – Women (Western & Casuals) 39
Apparel - Kids 27
Footwear 14
Entertainment 12
Apparel – Ethnic Fashion 12
Accessories Watches, Bags, Belts etc) 7
Jewellery & Perfume 3
Household articles 2
Personal grooming services/products 1
Health & fitness products 1
Books & Music 1
Last visit expenditure :
Last visit expenditure on :
Food and shopping take maximum share in a
shopper’s mind.
MOST IMPORTANT ATTRIBUTES IN A MALL
KEY FINDINGS:Food, product range & entertainment getting top marks.Hygiene factors like parking, cleanliness & seating still form important evaluation criteria(12%)
Total 100 points distributed amongst the important attributes
COMPETITION MAPPING (overall)
THE STRONGEST COMPETITORS
• Select City Walk is highs on products, parking, cleanliness, and washrooms – and mall layout!
• Ambience has clear peaks on the very important attributes of food, products, entertainment , fun
THE ANANT RAJ MALL & ITS CONCEPT
• A huge 5,50,000 sq. ft. mall conveniently located on Patel Road near the Kirti Nagar metro station Central West Delhi. • There is a hypermarket inside it to provide you with all the different household products under one roof.• Apart from this there will be multiple options for entertainment like games, bowling as also food court & fine dining options for spending a fun time with your family and friends.•The mall would have all an ideal retail mix of aspirational, affordable and traditional brands to cater to all kinds of customer demands•This mall will bring you a blend of Indian & International experience with state of art interiors and unique façade of 350 sq.ft. • It will have an Indian character with international standards. • There will be an emphasis on high quality Indian brands as well as on top international brands. • Regular events like type cultural bazaar, mehendi, cookery, street food etc will be held to reflect our Indian culture and local specialties.
• REACTIONS to the conceptCLICK
KEY RESULTS
• People spend the most at malls on Food & Beverages
• Apparel/shopping is the second most important attribute of expenditure.
• People want more of entertainment options in a mall
• People visit malls for hanging out and not just to shop
• People visit malls to spend time and experience a good time.
• Proximity to the mall is very important to people, yet they are
ready to travel distances for the mall experience
• Women tend to be more involved with shopping and the overall
mall experience
CRITICAL NEEDS THAT ARE CURRENTLY NOT MET BY EXISTING MALLS
1. Premium Brands: Lack of premium brands in current RG malls – CK, Mango,Zara,Tommy Hilfiger etc, would like to see then in a mall closer to home
2. Bookstores
3. More medium range options
4. Bags and shoes –Need more range and variety.
5. Indian wear– in particular ladies ethnic wear brands
6. Home furnishing stores (“very limited ...only few HomeStops”)
7. Fun & games - play stations, bowling, sports options. “Currently only Ambience, which is too far”
8. Food court – more branded options, better seating; fine dining only for special occasions
9. Essentials like florists , stylists, travel agent , tailoring shop
10. Pubs & Disc11. Open sitting spaces to rest. Open diner spaces.12. Parking convenience. Over 85% of mall visitors are
self-drivers.13. An Indian Feel …something special & different-
cultural reflecting state wise specialities.
CRITICAL NEEDS THAT ARE CURRENTLY NOT MET BY EXISTING MALLS (…contd)
HIGHLIGHTS OF THE MALL
• First FDI compliant and involved project , on fully lease model and turn over based rent model• Biggest mall in Delhi city with GLA of 5,50,000 sq.ft• Accessibility of the mall, from all pockets of Central, West and North Delhi, with travelling time of 5-20 min• Easy accessibility due to Metro line and ring road.• First mall to include hypermarket.• Specially earmarked zones to cover all facets of shopping experience.• Robust vertical transportation and circulation• Dedicated zones, planned for largest world class entertainment and culinary delights.• Unique retail mix,based on the catchment area.• First ever research and catchment based tenancy mix• Huge frontage , with a two way visibility from the busiest metro route (with 4.5 lac commuters per day). Numbers to increase many folds post the development of Line 5 (Kirtinagar-Inderlok-Mundka) route.
HIGHLIGHTS: INTERIORS OF THE MALL
• Introvert Shopping• Grand central atrium space created as a hub for
shoppers.• Glass lifts core in the central of the atrium made as an
icon.• All the shop fronts facing the atrium • Food court & entertainment zone. • Kiosks at the strategic and prominent location to serve
as breakway spaces.• Open staircases in the atrium made inviting.
HIGHLIGHTS: EXTERIORS OF THE MALL
• Central double height entrance.• Two large three side signage facade.• Show windows on the ground floor as a part of event
plaza.• All fine dining/Entertainment areas abutting front to have
view of metro.• Coffee shop at first floor to have clear glass windows to
peep out or have 3M film stick signage.• Side road although not very prominent but viewable from
Rama road and metro corridor.• It is the only large project in the part of the city to have
real large mall name signage.
Wish List -CatchmentCategories Brands
International label ( Aspirational) Guess,, Mango, Zara, FCUK. Calvein Klein, Charles & Keith, Aldo, Lacoste, Nine West, Espirit,Tommy Hilfiger
Gifts, Novelties & Travel Gear& Leisure
Archies,Swaroski, Art d’nox Samsonite, Books & Beyond, Landmark, Planet M
Jewellery & watches Sia, Maya, Tanishq, TBZ, Storm, Swatch, Tissot, Johnsons Watch Co., Mehrasons, Kapoor Watches,Ethos
Wellness-Personal care & Fitness Centre
Fitness First, Celebrity Fitness, Ambika Pillai, Hair & Shanti
Home Improvement Rosebys, Maspar, White Linen, Foyer, Fab India, @home,,Home Centre,Home Stop
WISH LIST
Categories Brands
Active Lifestyle Puma, Planet Sports, Nike,Reebok,Adidas
International & Indian label
(Affordable)
UCB, Levis, Wills Lifestyle, Louis Phillipe, Allen Solly, Van Heusen
Hypermarket MORE Megastore, Walmart
Kids world:
Kids Fashion, Toys
& Maternity Care
Okaidi, Gini n Johny, Play n Pets, Mother Care, Baby Shop, Liliput, UCB Kids,
Accessories & Impulse Catwalk, Inc 5,Hidesign,Carlton London,Stupid Cupid
Entertainment Funcity, Blue O
WISH LISTCategories Brands
Departmental Store Marks & Spencers, Shoppers Stop, Westside, Lifestyle
Category Killers @ Home, Croma, Hamleys,
Beauty & Cosmetics Lush, Mac , BodyShop, Nail Bar, New U, Forest Essentials
Cafe & Bistros Barista, Gloria Jeans ,Costa Coffee
Ethnic Wear Meena bazaar, W, Panna Sarees, Shezaadi,CTC,Bombay Selection
F&B- Food Court, Fine Dine & Night Life
Food Union,Punjab Grill, Zen,Golden Dragon, Lazeez Affaire,Punjabi by Nature , Shalom, Kasbah, Beer Island,
OUR PARTNERS
Team with expertise in shopping centre development, working towards making ANANT RAJ mall , among the leading shopping centre globally
• Architects- Pradeep Sharma & Associates• Asset Management- Ideas Consultancy &
Advisory• Leasing & Marketing – Top IPCs and
brokerage firms• Advertising & Branding– Images Advertising• Strategy-Central Inhouse Team