ANANT RAJ MALL
Patel Road, Central Delhi.
Anant Raj Projects Ltd
(An SPV between Anant Raj Industries Ltd and TAIB Capital)
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.
FIRST LOOK
NIGHT VIEW
DELHI
CATCHMENT :
KEY LOCALITIES
Primary Catchment:
Kirti Nagar
Patel Nagar
Rajouri Garden
Punjabi Bagh
Karol Bagh
Rajinder Nagar
Naraina
Punjabi Bagh
Patel Nagar
Naraina
Kirti Nagar
Rajouri Garden
Rajinder nagar
Karol Bagh
Pusa Road
Gole Market
Secondary Catchment:
Rohtak Road
Ashok Vihar
Model Town
Civel Lines
Delhi University
Paschim Vihar
Tagore Garden
Subhash Nagar
Janak Puri
Vikas Puri
Dwarka
• CATCHMENT DETAILS
RESEARCH & FINDINGS
RESEARCH DESIGN

QUANTITATIVE – F2F
QUALITATIVE- GD
–
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
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
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
Area %
Primary Catchment
Secondary Catchment
Area
Income
50
50
UPTO Rs.10,000
0
24
Rs. 10,001 to Rs.
20,000
8
Student
24
Rs. 20,001 to Rs.
50,000
46
Working woman
11
Housewife
27
Rs. 50,001 to Rs.
75,000
30
Business man
30
Rs 76,000 AND
ABOVE
15
Working executive
8
Occupation (%)
CURRENT SHOPPING PATTERN
• 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 SPENDING HABITS:MALLS
Last visit expenditure :
Amount
%
Last visit expenditure on :
< 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
> Rs. 8,000
Food & Beverages (Food Court)
75
Apparel – Men ( Formals& Casuals)
51
Apparel – Women (Western & Casuals)
39
Apparel - Kids
27
Footwear
14
Entertainment
12
3
Apparel – Ethnic Fashion
12
5
Accessories Watches, Bags, Belts etc)
7
Jewellery & Perfume
3
Household articles
2
Personal grooming services/products
1
Health & fitness products
1
Books & Music
1
Food and shopping take
maximum share in a
shopper’s mind.
MOST IMPORTANT ATTRIBUTES IN A MALL
Total 100 points distributed amongst the important attributes
KEY FINDINGS:
Food, product range & entertainment getting top marks.
Hygiene factors like parking, cleanliness & seating still form
important evaluation criteria(12%)
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
Perception mapping in one of the important
catchments
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.
CLICK
• REACTIONS to the concept
RESULTS OF SERIES OF TARGETED GROUP DISCUSSION ON
ASPIRATIONS OF MALL VISITORS IN CATCHMENT
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”)
CRITICAL NEEDS THAT ARE CURRENTLY
NOT MET BY EXISTING MALLS (…contd)
7.
8.
9.
10.
11.
12.
13.
Fun & games - play stations, bowling, sports options.
“Currently only Ambience, which is too far”
Food court – more branded options, better seating;
fine dining only for special occasions
Essentials like florists , stylists, travel agent , tailoring
shop
Pubs & Disc
Open sitting spaces to rest. Open diner spaces.
Parking convenience. Over 85% of mall visitors are
self-drivers.
An Indian Feel …something special & differentcultural reflecting state wise specialities.
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.
FLOOR PLANS OF THE MALL
GROUND
FLOOR
FIRST
FLOOR
SECOND
FLOOR
THE SOUL OF THE MALL
•
Based on the concept of
`Modernity blends with tradition‘
ANCHORS
• Hypermarket
• Food Court
• Entertainment Zone
• Kids Zone
• Departmental Stores
Wish List -Catchment
Categories
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 LIST
Categories
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,
TIME LINE
Handover for Fit Outs - April 2010
Launch - August 2010
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
FOR LEASING CONTACT :
SHILPI SINGH
(SENIOR MANAGER RETAIL)
Ph: 09818603062