Emerging trends in Apparel Retailing

and Malls in Mumbai

A report submitted by Hiren Gor

Acknowledgement

I thank Mr.Sugam Chaubal, my project guide, for his guidance and kind support. This project would not have

materialized without his help.

List of contents

Introduction

Shopping Malls in India

Arvind Brands

Some facts about the group

Objectives of the study

Details of the project completed

The LAW Brands

Mall Parameters considered

Malls covered

Details of Shopping Malls Covered

Shopping Mall Score Card

Competitor Mapping Details

Observations and suggestions

Word of caution

Learnings from the study

Areas that could have been improved

Appendix

1. Actual Information on Shopping Malls Sheet)

2. Mall Averages Sheet

3. Shopping Mall Rating Sheet

4. Shopping Mall Scorecard

5. Competitor Mapping Details

Table Of Contents:

Chapter Page Number

Introduction 1Shopping Malls in India 3Arvind Brands 3Some facts about the group 4Objectives of the study 5Details of the project completed 5

Mall Parameters considered 8Malls covered 9Details of Shopping Malls Covered 12Shopping Mall Score Card 42Competitor Mapping Details 45Observations and suggestions 46Word of caution 47Learnings from the study 47Areas that could have been improved 47Appendix:Actual Information on Shopping Malls Sheet Annexure 1Mall Averages Sheet Annexure 2Shopping Mall Rating Sheet Annexure 3Shopping Mall Scorecard Annexure 4Competitor Mapping Details Annexure 5Contact Details Annexure 6

Introduction

In, India the ready-to-wear business began in the early 1950s. It has taken 10-50 years for 20 of the top

apparel companies to attain sales of Rs 150 crore. In the domestic apparel market (where the total consumer

spending in 2003 was estimated at Rs 68,000 crore), the combined share of the top six branded clothing

companies was less than three per cent (about 10 per cent in the branded segment).

According to KSA Technopak, the total organized Retail Industry stands at Rs.28,000 crores of which

39% consists of Clothes, Textiles and Fashion Accessories. This translates into a Rs.10,920 crores market for

branded goods.

The scenario is not much different on the export front. With apparel exports of US$ 5.1 billion (2003-

04), down from US$ 5.3 billion in the previous fiscal year, India competes with countries such as Bangladesh

and Thailand for the eighth position in the global share. Notably, even smaller countries like Bangladesh

exported apparel worth US$ 7.5 billion in 2003-04. In contrast, China is way ahead with over US$ 50 billion

coming from its apparel exports, which is growing at 20 per cent. The share of the top 15 companies in total

Indian apparel exports is about 18 per cent.

The protected environment of the quota and reservation regime which ended with December 2004 did

not serve any cause for the Indian apparel industry. India, despite having a large base of natural fibres, low-cost

labour and huge potential at home base, has lagged behind its neighboring countries. Things had changed a

good deal in the past few years. To start with, the government had de-reserved the garment sector, rationalized

excise duties and introduced Cenvat across the textile value-chain, in addition to reducing import duties on

machinery. The initiative on debt restructuring of existing units was also a welcome measure in the light of

interest rates that are globally competitive. Issues which the government still needs to get its perspectives right

on, is related to labor laws, research and development, and training.

If things stand their ground, the target for the clothing and textile exports from India by 2013 – set at

US$ 25-30 billion – should be achieved. This is also the time for consolidation of available resources. With the

abolition of quotas, large buyers would prefer dealing with a few select countries and vendors – ones who can

offer quality and quantity in quick time. Margins will decrease dramatically when dealing with the likes of Wal-

Mart. Profits will come only from savings across the production and management systems.

Meanwhile, the past few years have seen a churning on the home front as well. Until a few years ago,

it was an uphill task for most companies to go beyond the Rs 1 billion mark, both because retail space was

limited and investment in apparel companies was restricted by law. This deterred large corporate houses and

foreign companies from getting into the apparel sector, which was also the primary reason why large

investments could not be made in branding and marketing efforts. Today, the Indian marketplace is all decked

up to a world of opportunities. The ongoing changes both in consumer lifestyle and retailing make it the most

happening place to be in. Our apparel brands and retailers cannot afford not to take up the challenge. Infact the

brands are the ones who stand to gain the maximum from these opportunities.

With so many factors rooting for India – MNCs setting up manufacturing base in India, Indian

corporate houses foraying into fashion and retail, large exporters taking interest in the home market, global

names like Tommy Hilfiger opening shops here – the domestic clothing industry can only prosper.

Shopping Mall Scenario in India

India stands on the cusp of a mall boom - a retail report by real estate consultancy Knight Frank says

about 300 malls will spring up all over the country over the next 2-3 years. Between them, they will cover more

than 25 million sq. ft of retail space. Mumbai and Delhi alone will have over 20 malls each in the next two

years.

B.S. Nagesh, CEO, Shoppers' Stop, is certain that there is a need for the malls. He says: "Consider just 1% of

the entire Indian population. Adding a reasonable assumption of 20 sq. ft of retail space per person, there is an

immediate requirement for over 200 million sq. ft of space for customers."

Today’s consumer no longer looks towards just going to a store and buying a product, he looks for a

total shopping experience. Shopping malls cater exactly to those needs. New malls come equipped with air

conditioning, food courts, entertainment zones, gaming areas, multiplexes, atriums etc. Customer Service, Valet

Parking, lifts, escalators all aim at adding intangible value to the customer. Truly, retailing in shopping malls is

the future is.

Objectives of the study

• 1. To understand the mall scenario in Western India

• To come up with parameters to be considered while deciding on whether or not LAW Brands should

be present in a particular shopping mall

• Preparation of a Mall Scorecard with measures & metrics

• To comment on earlier decisions regarding Arvind Brands’ presence or lack of presence in certain

shopping malls

• To do competitive tracking in various malls for Lee, Arrow and Wrangler

Details of the project

Time Frames

25th Dec Commencement of field Work

15th Feb Completion of field work and data collection

23rd Feb Data Analysis

24th Feb Commencement of project report

3rd March Completion of first draft of project report

11th June to 14th June Analysis of data and creation of mall rating scorecard.

15th June Final Draft

The project consisted of conducting a detailed analysis of the existing and upcoming malls in Mumbai

so as to identify appropriate locations at the end of the study. As one would know that in the current retail trend

and the emerging consciousness of branded clothing in the mind of the Indian consumer, the most happening

concept would be the malls. It is one of the areas which is currently experiencing maximum growth rate. This

has been identified as the most potential area for growth as far as brands go. Hence this project gains its

significance from the above mentioned reasons.

The method employed was a visit to the mall or the construction site and discussions with the mall

manager and other related persons apart from a detailed observation. In case of non-availability of mall

managers, sales and marketing managers were contacted for the required information.

Mall Parameters Considered:

The factors (for rating of malls) which were considered were

Anchor Stores

Presence of confirmed competitors

Total Floor Area

Parking Space

No. of Floors

No. of Stores

Mall Status

Location of the Mall

Footfalls

Age of the Mall

Zoning

Mall Frontage

Number of Nearby Malls in the same location

Efficiency Ratio

Other Factors included:

Other facilities available like efficiency of customer service, services like ATMs, and special entrance

for the handicapped.

Facilities like the food court, PCOs, multiplexes, banquet halls, entertainment centers, children’s

games and entertainment.

The number of escalators and elevators and their location in the malls concerned

Location and cleanliness of the restrooms, cleanliness of the mall and availability of space to move

around

The kind of people who walk in i.e. Middle class, upper middle class or the premium segment, etc.

List of Shopping Malls covered

1. Mumbai City

A list of 25 malls was given. The list is as follows

Sl. Mall Name Location Status

No.      

       1 Crossroads Tardeo Fully Operational2 R Mall Mulund(W) Fully Operational3 Inorbit Malad(W) Fully Operational4 Infinity Andheri(W) Fully Operational5 Centre One Vashi Fully Operational6 VAMA Pedder Road Fully Operational7 CR2 Nariman Point Operational8 High Street Phoenix Lower Parel Operational9 Nirmal Lifestyles Mulund(W) Operational10 Raghuleela Megamall Kandivali(W) Operational11 Citi Mall Andheri(W) Operational12 The Hub Goregaon(E) Operational13 Grand Hyatt Santacruz(E) Operational14 Raghuleela Arcade Vashi Under Construction15 Lake City Mall Thane Under Construction16 Eternity Thane Under Construction17 Atria Worli Under Construction18 Oberoi Mall Goregaon(E) Under Construction19 Prime Mall Ville Parle(W) Under Construction20 Megapolis Thane Under Construction21 Beaumond Prabha Devi Planning Stage22 K-Mall Chembur Planning Stage23 Huma Mulund Planning Stage24 Hard Castle Kalyan Planning Stage25 Inorbit II Vashi Planning Stage

Most of the malls in the above given list were covered. A few of them were non- existent (i.e. plans are yet to be

finalized) Care was taken to see that as far as possible the other malls apart from the list in a given location were

covered. Hence a total of around 19 malls were covered. A separate excel sheet with the details of the malls has

been attached for further details.

A detailed analysis of the malls is given as an appendix. Based on the observations given in the

appendix, it has been possible to come to certain conclusions and recommend some suggestions.

Details of Shopping Malls Covered inMumbai, Ahmedabad and Pune City

1. Mumbai City

1. CR22. Crossroads3. High Street Phoenix4. R Mall5. Nirmal Lifestyles6. Inorbit7. Raghuleela Megamall8. Infinity9. Centre One10. Raghuleela Arcade11. Lake City Mall12. Eternity13. Citi Mall14. Atria Millennium Mall15. VAMA16. The Hub17. Oberoi Mall18. Grand Hyatt19. Prime Mall

1. CR2

Developer:

Piramal Group

Location:

Plot No.240 & 240 ABackbay Reclamation Scheme IIIBar. Rajni Patel RoadNariman PointMumbai – 400 021Ph: 56548907

Anchor Stores:

Liberty, Aftershock, Ruby Tuesday

Stores present:

Chemistry, Fujitsu Concept Store, Bateel, Biba, Zodiac, Hidesign, Catwalk, Blak, Olkos, Calzzare, Limon, Club Mahindra, Liberty Revolutions, Aftershock, Bhandare Opticians, Soles, Poonawala Fashions, Omega boutique, Swarovski, Ruby Tuesday, Japengo Café, Moti Mahal Deluxe Tandoori Trial, KIOSKS- Orange Shop, Cookie Man, Sweet World

Comments:

- Small mall- Parking is a hassle as it is on different floors and also inadequate- Mostly designer stores no fashion big names except for Zodiac- Footfall average is low and fairly constant for both weekends and weekdays- IInd floor Foodcourt is still empty- Commercial area has only offices, no other nearby stores to attract shoppers- Inox is what is drawing people to the mall

Overall Rating: 86

Crossroads

Developer:

Piramal Group

Location:

TardeoMumbai

Anchor Stores:

Pyramid, McDonalds, Wills Lifestyle

Stores present:

Bldg A – McDonalds, Mango, Pyramid

Bldg B – China Garden, Piano Bar, Pyramid Supermarket, Home Fashion, Kids World, Jammin

Bldg C (The Arcade) – Opal Times Style, Priyanka Telecom, Chinar, Sleepins, Hidesign Boutique, Tag Heur, Pallazio, Satyapaul, AND, Kachins, Ritus, Lacoste, Ermanegildo Zegna, Pyramid Megastore, Bhandari Opticians, Swarovski, Ensemble, Aavran, Ashmina, Patchi, Sargam, The Jamo Shop, Giordano Travel Gear, FX Audio, Samsonite Luggage, Home Delight, Mado Perfumes, Bose, Planet Fashion, Pyramid Megastore

Comments:

- The mall has lost its attraction power, shows signs of ageing- Crowd comes mainly for McDonalds and Pyramid- Lack of Parking Space though there is presence of Valet Parking- Bad Maintenance of Washrooms - Customer help desk not properly positioned- Mostly families, youth and young executives- Lack of Air Conditioning in the main hall

Overall Rating: 86

3. High Street Phoenix

Developer:

Ruia Group

Location:

The Phoenix Mills Ltd462, Senapati Bapat Marg,Lower Parel,Mumbai 400 013Ph: (022) 2496 4307/8/9

Anchor Stores:

Big Bazaar, Lifestyle, Pantaloon, Bowling Company

Stores present:

Skyzone: Adidas, Citibank ATM, Corporation Bank ATM, Florista, Hangten, HDFC Bank ATM, Lacoste, Lifestyle, Marks and Spencer, Nike, Oobe, Pantaloon, Pepe Jeans, Ritu Kumar, SF Jeans, Spykar, Subway, Sweet World, Weekender, Wrangler, Blackberrys, Color Plus, Inc 5, Kaysons, Killer, Metro Shoes, Watches and More, Park Avenue, Reebok, Royal Sporting House

Quorum: Amber & Shiring, AND Anita Dongre, Aura Homes, Bandhez, Be:, Bennue Sehgall, Calzarre, Cheema, Clarks, Haani, Jane Shilton, JVP, Krishna Mehta, La Galleria, Minawala Jewellers, Mogra, Mohir, Orrefors, Quorum Bar, Reflect Optics, Rocky S Jeans, Runah Station, Rupa Vohra, Studio Lingerie, Shlok, Jewellery Story, Zod

Food Court; McDonalds and others

Comments:

- Highly dispersed area- At present 80+ shops, 240 expected in near future- 6-story parking facility to be constructed- Multiplex will be coming up in the same compound- Well maintained interiors, ac, floors- Big Bazaar and the Multiplex will draw in the crowds but may not draw in big spenders- Current Parking - 800

Overall Rating: 178

4. R Mall

Developer:

Runwal Builders

Location:

Old New India industriesNext to Kelkar IndustriesNr, Mulund Check NakaLBS Marg, Mulund (W)Mumbai -400 080Ph (022) 5555 4143

Anchor Stores:

Lifestyle, Big Bazaar, Westside, Gold Adlabs

Stores Present:

Ground Floor: Trigger, Sumangal Art Gallery, Weekender, Reia Fashion Store, Lifestyle, Hakoba, MSH Sarees, Planet M, Citibank ATM, Purple Kid, Pizza Hut Express, D’designer, Provogue, Archies, Big Bazaar, Westside, Ruff Kids, My Kraft, Telebrands, Baskin Robbins

First Floor: Raymond Ltd, Dr Sanjay Shah, Big Bazaar, catwalk Shoes, Sunway Leather, Kittens Shoes, Remamika, Dreams Linen, Samsonite, Lifestyle, Bata

Second Floor: Only Women, Sleep-ins, Casio, Livin, Food Bazaar, Beauty Art, Jackpot, Tanishq, Pretty walk, Afton, Amazon, Wonder Kids, Diamond Jewellers, Guddies, Tangerian, Pride

Third Floor: Pooja Restaurant, Adlabs, Café Coffee Day, Tip Top, Chandrana, Masti Magic, Monginis, Milk Magic, Subways, Bombay Chowpatty, Jammin, Vaideshi RestaurantCream Centre, Pizza Hut

Comments:

- Powerful centralized air conditioning- Many shops displaying ‘sale’ signs, might show that sales are insufficient- Mostly a discount mall, meant for the masses- Families and students mostly come presence of theatre draws crowds- Many corner spaces still being constructed- Adequate Washroom Facilities- Footfalls Weekends – 60,000 Weekdays – 25,000 to 30,000

Overall Rating: 132

5. Nirmal Lifestyles

Developer:

Dharmesh Jain

Location:

LBS Marg, Opp. Nirmal NagarMulund(W)Mumbai – 400 080(022) 5597 3180

Anchor Stores:

Shopper's Stop, Shopritte (75,000 sq feet), McDonalds, Multiplex (under construction)

Stores present:

The Grill, Pampered Home, Pink World, Fab India, Zodiac, Archies Gallery, Little Master, Kian, Shoprite Hypermart, Health & Glow, Pizza Hut, Tandoori, My Dollar Store, Sony, lilliput, Reebok, SF Jeans, Planet Fashion, 9 to 9 Dollar Shop, Tomato, Sachins, Provogue, Biba, Pepe, Levies, K-lounge, Sports Station, Beautiful Women, Fashion Station, Smaller Designer Boutiques

Comments:

- No proper zoning- Open air concept, ac only in individual outlets- Huge expansion plans- Presence of LAW Brand Competitors- Mall is impressive initially but no boards giving proper store locations- Very difficult to move around in the daytime due to the heat- Confirmed Louis Phillipe- 8 Screen Multiplex under construction- LAW Presence is required

Overall Rating: 144

6. Inorbit

Developer:

Rahejas

Location:

Mindspace,Link Road,Malad(W)Mumbai – 400064Ph: 56 777 999

Anchor Stores:

Shopper's Stop, Lifestyle, Fame Multiplex

Stores Present:

Ground Floor: Allen Solly, Archies Gallery, Be:, Café Coffee Day, Coffee World, Cat Walk, Charter and Keith, Cookieman, D’damas, Earth, Ethos Swiss Watch Studio, Exquise Salon, Spencers Hypermarket, Giordano Travel Gear, Guess, Health & Glow, Hidesign, Hobby Ideas, Indu Art and Frames, Intouch, La Galleria, Leonidas, Liberty Revolutions, Lifestyle, Link World, Marks and Spencer, Mochi, Oobe, Orra, Regal, Remanwer, Ritu Kumar, Samsonite, Satya Paul, Shopper's Stop, Sia Art Jewellery, Sogni D’oro, Sony, Sunglass World, Titan & Tanishq, Twisted Vision World, Zodiac

First Floor: Arrow, Barbie, Biba, Blue Tonic, Bose, Dak’s, Fab India, Free Look, Ginny & Johnny, Hakoba, Infocity, Jashn, JBL Audio, Lee, Levi’s, Liliput, Marco Ricci, Me n Moms, Men’s Boulevard, Millionaire, Model Art, Origin, Pepe Jeans, Planet M, Planet Sports, Proline, Provogue Studios, 1016 Pepe teens,

Revolution, Rockport, scram, SD Lounge, Sheetal, Sleepins, Spaces, Sweet World, Pampered Home, Gadget Boy, United Colors of Benetton, W, Weekender, Wrangler, Wills Lifestyle

Second Floor: Barista, Birdies, Bombay Blue Express, China Joe, Dosa Dinner, Fame, Kailash Parvath, Kool Kids, McDonalds (Not yet open), Moti Mahal Delux, Natural Ice creams, Nandus, Only Paratha, Pizza Hut, Rajdhani, Roti, Ruby Tuesday, Santinosn Samskriti, Shamiana, Subway, Thai Lotus, Timezone

Comments:

- Very well maintained- Highest footfalls- New Mall- Good Zoning- Adequate Washroom Facilities- Central Air conditioning is Inadequate

Overall Rating: 182

7. Raghuleela Megamall

Developer:

Wadhwa Group

Location:

Behind Poiser bus depot,SV RoadKandivali(W)Mumbai – 400067Ph: 28631508

Anchor Stores:

Piramyd (12,000 sq feet), Fame Multiplex (1, 50,000 sq feet), Entertainment Zone (12,000 sq feet)

Stores Present:

Ground floor: Modila, EVA, Archies Gallery, Lunettes, Selfridge, Excalibur

First Floor: Nokia Cellular World, Choksi, Star Collection, Instep, Cotton Décor

Second Floor: Kiah, Aquis, Music Masti, Fame (not yet open), Nails Studio FX, Linen World, Kliera

Third Floor: Redsavior, Kailash Parvat, foodline, Kwality Walls, Pizza Hut express, Foodline, Juice Zone, Little Punjab, Dotz, Dosa Delight, Tiny Toons, Soda Pub, Chaat Corner, New York Bite, Kailash Restaurant, Sanjay Ice Cream, Chopstick, Bowling, Entertainment Zone.

Comments:

- Very new mall, shows potential- Many unoccupied shops- Great Interiors- At present 37 stores functional estimated capacity 400

- Footfalls 7-8 Thousand on weekdays, 28,000 on weekends- Expects to be fully operational in three months time- Total mix of shops, only zoning done for jewellery, food court and entertainment zone

Overall Rating: 106

8. Infinity

Developer:

K. Raheja Constructions

Location:

Andheri, Mumbai

Anchor Stores:

Westside, Food Bazaar, Provogue

Stores Present:

Ground Floor: Westside, Cookie man, Payless Optics, Raymond Shop, Candytreats, Zodiac

First Floor: Food Bazaar, Planet Fashion, Mochi, Planet M, Archies Gallery

Second floor: Still under Construction

Comments:

- Mall multiplex yet to open- Size comparatively small- Footfalls 5000 on weekends- Footfalls 3000 on weekdays- Not very visually appealing- Not suitable for LAW Brands

Overall Rating: 78

9. Centre One

Developer:

Benzer Group

Location:

Sector 30-aVashiNavi Mumbai – 400705Ph: 2781 2222

Anchor Stores:

Pantaloons (45,000 sq feet)

Stores Present:

Ground Floor: Food Bazaar, McDonalds, Proline, Planet Fitness, Just In Vogue, My Dollar Store, 9 to 9 Dollar Store, Phone Shop, Planet M, Fotolite, Adora Venue, Pink City

First Floor: Regal, Pantaloons, Geo Net, Weekender Kids, K-Lounge, Nike, Sara, Fashion Folks, Provogue Studio, Sole One, Samsonite, Heritage, Jockey, Live-in, Benzer Men, Trigger, Indian Terrain

Second Floor: Senses, Spaces, Vastra, Classic Bindis, Memsaab, Fashion Femme, Purple Kid, Swatch, Oobe, Deejay, Hakoba, Senoritas, Pantaloons, Hastakala, Cotton Art, National Jewels and Gems, Gold Bazaar, Roop Sangam, Giny and Johny, 4 to 14

Third Floor: Pizza Hut Express, Café Bollywood, China Land, Chat N, McDonalds, Café Coffee Day, Muchos Nachos, Dosa Plaza, Subway,Virtual Wall, Ton’s of Fun, Noodles Bar, Baskin Robbins, Milk Magic, Parfait, Fruits, Bombay Blue, Entertainment Zone

Comments:

- First Mall in Navi Mumbai- Zoning Done as Ground-General Utility, 1st Floor - Men’s Wear, 2nd Floor – Women and Kids Wear,

3rd Floor – Food and Entertainment- Footfalls – Weekend 35k to 40k, Weekdays 15k to 18k- Mostly service people, NRI’s, Managing Directors, Businessmen- One Arrow shop, no major competitor shops

Overall Rating: 112

10. Raghuleela Arcade

Developer:

Wadhwa Group

Location:

Plot No.34/35/38Sector 30-aVashiNavi Mumbai – 400 705Ph: 30919342

Anchor Stores:

Big Bazaar (74,000), 9 Dollar Shop (4000), Reid & Taylor (3000)

Stores Present: None are operational

Comments:

- Mall still under construction- Expected to have 600 stores- Planning for Multiplex- Will begin operation Dec 2006- 1st phase built up area 50,000 sq feet

- Zoning Mix – Ground Flr – Shopping, 1st Floor – Hypermarket and Gold Market, 2nd Floor – Food court, Multiplex, Entertainment Zone, Banquet Hall

- Presence of Differential Rates- Talks on with Lee Cooper

Overall Rating: 90

11. Lake City Mall

Developer:

Balaji Builders

Location:

Kapurbawadi CircleNear Ashapura TempleOld Bhiwandi RoadThane(W)Ph: 30971686

Anchor Stores:

Big Bazaar (69,000 sq ft), Pantaloons (30,000 sq ft), McDonalds (5,000 sq feet)

Stores Present:

Operational: Big Bazaar

Confirmed Stores: Pantaloons, Fame Cinema, Levi’s, McDonalds, Pizza Hut, KFC, Louis Philippe, Van Heusen, Allen Solly, Fila, Adidas, Archies Gallery, Saree Bazaar, Samsonite, Reid & Taylor, Raymonds, Pepe Jeans, Biba, Gili, Spykar, Oobe, 9 to 9, 4 to 14, Touch, Nike, Lee Cooper, Café Bollywood, Zodiac, Provogue, Peter England

Comments:

- Mall expected to open Dec 2005- Expected footfalls – Weekdays 20k-30k, Weekends 40k-50k- Zoning – Ground – Impulse Buying, 1st – Men, 2nd – Ladies & Kids, 3rd – Food + Entertainment- 80% of Shops booked- Presence of 7 capsule lifts, 3 Atriums- Differential Rates: Rs.100,90,80 per sq foot- Efficiency – 85% loading

Overall Rating: 160

12. Eternity

Developer:

Kanakia Builders

Location:

Telco Compound

Teen Hath NakaJn. of Eastern Highway and LBS MargThane (W)Tel: 56242776

Anchor Stores:

Globus (4000 sq ft)

Stores Present:

Confirmed Stores: Pepe, Louis Philippe, Van Heusen, Peter England, Allen Solly, Regal

Comments:

- No major Anchor Store- 99% Booking complete- Zoning – Ground - Multibranded outlets, 1st Floor – Apparels, 2nd Floor-Food Court, 3rd Floor –

Multiplex- Expected Footfalls – Weekdays- 20k to 30k, Weekends – 35k to 40k- Expects around 175 stores totally- Good Location but weak anchor as compared to Lake City Mall- Presence of Madura Garments

Overall Rating: 86

13. Citi Mall

Developer:

Not Available

Location:

Link RoadAndheri(W)Mumbai 400 053Tel: 5698 4000

Anchor Stores: None

Stores Present:

Small negligible stores. No significant brand names of repute

Comments:

- Presence of small stores less than 500 sq feet- Management unwilling to hand out information- Footfalls Weekends – 7000, Weekdays – 6000- Mass Mall, not suitable for LAW Brands

Overall Rating: 60

14. Atria Millennium Mall

Developer:

Alif Enterprises

Location:

2, Wing A-1, Royal GardenDr. Annie Besant RoadWorli, Mumbai -400 018Tel: 5624 1901

Anchor Stores: Sony, Mango

Stores Present:

Confirmed Brands:

Ground Floor: Mango, Promod, Levis Boutique, Catwalk, Aldo Shoes, Chemistry, Nine West, La Senza, H2O, In touch, Nicoli, Charles & Keith, Red Earth Cosmetics, Gili, Remanika, Tommy

First Floor: Zest, Ashmina, Carbon Accessories, Identity, Orchestra, Kiah, Bijoux, W, Jashn, Barbie, Bhandare Opticians, Archies, Scram, Pretty Secrets, Biba, Bizarre, Lilliput, Hidesign, Sony, Leonidas

Second Floor: Watches of Switzerland, SF Jeans, GKB Optolabs, Samsonite, Crocodile, Nike, Van Heusen, CPS, Pepe Jeans, Jockey, Louis Philippe, Peter England, Upper Class, Provogue, Spykar

Third Floor: Anita Dongre, Suruchi, L’Oreal Saloon, Apple Boutique, Tushiv, Sonodyne

Fourth Floor: Kailash Parbat, Indygo, Shamaina, Santinos, Sala Thai, Magic Wok, Fresco, Dosa Plaza, China Gate

Comments:

- Expected to begin operations in August 2005- Presence of many LAW Brand competitors- No major anchor- No multiplex- Second Floor Space available Rate Rs.165 per sq. ft.- There will be a discotheque, entertainment zone and bowling alley- 67 shops confirmed so far- Efficiency -100% Loading

Overall Rating: 94

15. VAMA

Location:

Pedder Road

Anchor Stores:

None

Brands Present:

Pepe, Levis, UCB, Color Plus, Swatch, Giordano, Nike, Reebok, Hugo Boss, Floorsheim, Vallya, Tommy Hilfiger, Manju & Bobby George

Comments:

- It is a single floor MBO which houses all the above brands- Approximate stock of brands(on floor)- Levi’s 800-1000 pcs- Pepe 800-1000 pcs- UCB 1500-2000 pcs- Entire Store Apprx 10,000 sq feet

Overall Rating: 38

16. The Hub

Developer:

Not Available

Location:

Off Western Express HighwayGoregaon (E)Mumbai – 400067

Anchor Stores:

Food Bazaar (10,000 sq. feet), McDonalds, Movietime Multiplex (4 Screen)

Stores Present:

Ground Floor: Viva (Music Store), Century Cottons, Archies Gallery, Movietime, My Dollar Store, McDonalds, Creations, Jashn, Spaces, Biba

First Floor: Vijay Sales

Second Floor: Agni (gold Jewellery), Machu Pichu Foodcourt, Chifu(Chinese), Palm Leaves(South Indian), Dhaba(Tandoori), Hangers(Boutique)

Third Floor: Multiplex

Comments:

- 30 Operational stores, 14 more sold expects to be fully operational by August 2005- Mall is placed between E-Serve Call Centre and Nicholas Piramal- Mostly Corporate Customers- Average shop size 100 to 5000 ft- Since there are no competitors or strong anchor, the Mall is not suitable for LAW Brands

Overall Rating: 94

17. Oberoi Mall

Developer:

Oberoi Constructions

Location:

Dindoshi RoadGoregaon (E)Mumbai 400 067

Anchor Stores:

Pantaloons, Lifestyle, Big Bazaar, PVR Multiplex (8 screens)

Stores Present:

Not Disclosed

Comments:

- Expected Opening: End of 2005 - Differential Rates – Ground - Rs 130 per sq ft, First Floor – Rs 125 per sq ft, Second Floor Rs.120 per

sq ft.- Suitable for LAW Brands

Overall Rating: 154

18. Grand Hyatt

Developer:

Hyatt Group

Location:

Santacruz (E)

Anchor Stores:

Vama (40,000 sq. feet)

Stores Present:

Ground Floor: Samsonite, Catwalk, La Galleria, Bally, Men’s Boulevard, Zodiac, Barg & Olufson, VAMA

First Floor: Bandhej, Omega, Tag Heur, Aigner, Divi, Charriol, VAMA, Krisil, Indian Heritage, La Classique, Mind’s Eye, UCIE, Ma Passion, Cheemo, Skin Farm, Living Jewels

Comments:

- Mall is placed within the hotel- Highly wealthy clientele- Good For super-premium brands, good for Tommy Hilfiger,Hugo Boss,Bally etc

Overall Rating: 66

19. Prime Mall

Developer:

Prime Developers

Location:

Irla Society Road,Off SV RoadVille Parle (W)Mumbai – 400056Tel: 30968714

Anchor Stores:

Food Bazaar (10,000 sq ft)

Stores Present:

Confirmed: Nike, Adidas, 9 to 9 Dollar Store, Provogue, Nokia, Titan, Food Bazaar

Comments:

- 80 stores confirmed- Puzzle Parking being introduced (German Technology)- Expects 25,000 footfalls per day- Zoning: Ground and 1st –Retail Mix, 2nd Floor – Amusement Park, 3rd Floor – Food Court- Rentals – Ground Rs.300, 1st –Rs.250, 2nd -Rs.200 per square foot- Outrates – Ground – Rs.31,000, 1st – 28,000, 2nd – Rs.20,000- CAM - Approximately Rs.15-20 per sq foot- Mall features a musical staircase- 40% Bookings Completed so far- Expected to open Dec 2005- Efficiency -100% Loading

Overall Rating: 92

Shopping Mall Score Card

All Malls visited were rated using a rating sheet on a maximum score of 210, with special Weightage

(2:4:6) given to certain parameters:

Quality of Anchor Stores (6)

Presence of Existing/Confirmed Competitors (4)

Total Floor Area of the Mall (4)

Other parameters (2)

A cut-off of 145 was set as the minimum acceptable standard

Malls falling within the range of 130 to 144 can still be considered

Individual Mall Scores are as follows:

1. Mumbai City

Sl.No. Mall Name LocationWeighted Score

1 Inorbit Malad(W) 182

2 High Street Phoenix Lower Parel 178

3 Lake City Mall Thane 160

4 Oberoi Mall Goregaon(E) 154

5 Nirmal Lifestyles Mulund(W) 144

6 R Mall Mulund(W) 132

7 Centre One Vashi 112

8 Raghuleela Megamall Kandivali(W) 106

9 Atria Worli 94

10 The Hub Goregaon(E) 94

11 Prime Mall Ville Parle(W) 92

12 Raghuleela Arcade Vashi 90

13 Crossroads Tardeo 86

14 Eternity Thane 86

15 Infinity Andheri(W) 78

16 Grand Hyatt Santacruz(E) 66

17 CR2 Nariman Point 60

18 Citi Mall Andheri(W) 60

19 VAMA Pedder Road 38

Observations and Suggestions

The top performing Shopping Malls were as follows:

Sl.No. Mall Name Location Weighted

      Score

1 Inorbit Malad(W) 182

2 High Street Phoenix Lower Parel 178

3 10 Acres Mall Mani Nagar 162

4 Lake City Mall Thane 160

5 Iskon Megamall SG Highway 158

6 Oberoi Mall Goregaon(E) 154

7 Kakde Magnum Mall Arsenal Camp 146

8 Nirmal Lifestyles Mulund(W) 144

These were the malls according to the study and observations based on the various parameters listed above, that

were decided that the brand presence was absolutely necessary or at least could be tried if a good location is

available.

The short listed malls are:

Inorbit (Mumbai)

High Street Phoenix (Mumbai)

Nirmal Lifestyles (Mumbai)

In case of Centre One (Vashi – Mumbai) it is suggested that the company convert the same into a franchisee

store as soon as possible.

Word of caution

The study was done in the different malls and observations were noted only during some part of the

day. There was no second visit to the mall to observe patterns during other parts of the week. So the

observations wrt footfalls are correct wrt the time observed and chances are that they might not be

accurate. A second review of the data is recommended to have a more accurate estimate.

Learnings from the study

Analytical skills at the end of the day to identify the possible locations for the brand in different malls

based on the needs and expectations of the brands.

A sense of more detailed observation which improved over time

Observation of consumer behavior

Skills to convince the mall manager about the genuinity of the project undertaken and the identity of

the observer

Importance given to minute details which could play major role in the success of the mall.

Learnt to give more importance to factors such as external environment and location of the mall to

decide on the type of consumer who would walk in.

Areas that could have been improved

Better observation of the malls under construction other than the mall manager’s statement

Work on better convincing skills at least initially to get the details of the mall.

A second review of the malls studied to get a more accurate estimate of the details collected.