How the Malls Transformed Our Cities

chillibreeze writer — Aarti Phekar

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Picture this- a sleepy town, no a small city, umm, no actually a mini metro, say for example a place like …Nagpur – hitherto known only for its closeness to Sewagram and Gandhiji’s Ashram, Oranges, and…well, yes, the winter session of the State Assembly. Thanks to a visionary bureaucrat like Municipal Commissioner Mr. Chandrashekhar, who cleaned up the city a few years ago, gave it a well defined look, and made it green and clean as no other city in Maharashtra can boast of being, Nagpur and other similar 2 tier cities are poised at the brink of a retail explosion.

The people here, hitherto happy with their corner shops and friendly neighbourhood grain merchants, and roadside tea stalls, are now suddenly exposed to an array of Malls and multiplexes. 5 new places in the last 3 years, with at least 5 on the anvil, to quote a fact.

Is this good for Nagpur and other 2 tier cities like it? Air-conditioned, Dust- free shopping, glass domed ceilings and exciting escalators, Mega stores that lure the consumers with unbelievable schemes, and give them a chance to touch and feel everything they look at? Yes, it certainly cant be bad, going by the crowds of people thronging these new ‘hot-spots’ made even more attractive by their ample parking facilities, food courts and enhanced cinema experiences. What better way to spend a day off from work, or even college for that matter, shop, hangout at the coffee shops and grab a movie!! The factor to consider being the Leisure time available to the citizens at tier 2 cities as opposed to the large metros, which is more but options to spend this time are not available. So, malls become very attractive to such people.

Suddenly the NRI returnees and holiday makers who flock to their small town India every winter, have a lot more to do, take their kids for a day out, deposit them in designated play areas and enjoy trouble- free shopping, something they have so gotten used to doing back in the USA.

The consumers have a wider choice, better prices thanks to the competition for getting a better footfall into their stores, and a far more relaxed atmosphere than visiting the corner shop that stocks every item from hosiery to toiletries, but everything is so covered in dusty boxes, piled so high up to the ceiling, and you are allowed to only see what the saleswoman decides to show you, and god forbid if she doesn’t like your face!! You may still be lucky in finding something which then will not be available in your size. You can most certainly not try on anything, and the exchange policy is strictly within 2 days of purchase!

In the new luxurious mall, you can touch every garment lovingly, try on as many as you like, and the poor salesgirl will only be happy to fold up all that you have dumped on the floor of the trial rooms. You can buy, pay by credit card, and go back after a month to return something you don’t fancy anymore and they will take it back- no questions asked.

If you consider the hard facts, such as the upcoming MIHAN (Multimodal International Airport Hub at Nagpur), and large conglomerates like Boeing who have already committed to setting up bases at Nagpur, then it is certainly going to bring around a great change in terms of retail investment. Similar developments are happening in many Tier 2 cities which will ensure such investments thronging there. Most offerings will be localized to suit the market in these cities – this is already underway by most of the developments in retail and other industries. Nokia is a great example with their Hindi language menu / sms compliant phones.

India and in fact the world is waking up to Tier 2 & 3 cities as being the ‘Real India’ where the bulk of consumption will take place in the future. Cheaper land prices means larger retail centres and cities like Raipur, Nagpur, Indore, Baroda, and Lucknow are all going to benefit from this reality.

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—About our writer:

Aarti,

Fulltime mother to a 7 year old girl and a 4 year old dog! Loves the theatre, films, Music, travelling, food, and cooking. While not busy with the above, loves playing internet games and keeping fit.

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