anant raj projects ltd (an spv between anant raj industries ltd and taib capital) anant raj mall...

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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.

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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.

FIRST LOOK

NIGHT VIEW

DELHI

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 & FINDINGS

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

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.

• REACTIONS to the conceptCLICK

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”)

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.

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 -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,

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