CHANDNI CHOWK

The Unity In Diversity

HISTORY It was built in 17th century and the

foundation was laid by the favorite

daughter of Emperor Shahjahan,

Jahanara.

Originally the pool was built and

the market was divided by the

canals to reflect the moonlight, as

a result, it acquired the name of

Chandni Chowk- "the moonlit

square".

During that time itself, an arcade

of shops had been built in a half-

moon shape. Round this in no

time, grew a fabulous trading

center branched into a number of

by lanes(galis).

THE PRESENT MARKET: In the present time Chandni

Chowk is known as the largest

trading centre of North India with

around 2500 shops.

It is a crowded place and

normally there is a maze of traffic

that one has to negotiate almost

every second.

This place is the mixture of

religion, food, chaos, history,

modernity, tradition and

commerce.

The bazaar has several Galis

each of which represents the

specialty of this market for ex:

Parathe Vali gali is famous for its

parathas and so on.

The other shopping places are

Katra neel for fabric, bhagirath

palace for electronics , kinari

bazaar for needles and dariba

kalan for silver jewelry.

It has the historical land marks

like sunheri masjid, fatehpur

mosque and a jamma masjid.

Kinari Bazar is famous

for zari work of any and

every kind. It can offer

anything any everything

one need for Indian bridal

attire.

Nai Sarak a popular book

shopping destination in

Old delhi.

It has numerous whole

sale and retails shop

selling college and school

textbooks. You will also

find shops selling on

stationary items also.

Chhatta chowk bazar is a

covered bazaar built in 17th

century. Today the market

has around 40 shops selling

artificial, semi precious

jewelry, embroider bags and

hand painted wall hangings.

Daliba Kalan is the perfect

place to shop Silver Jewelry.

Most shop here trade in

silver jewelry and costume

jewelry. Some also deals in

authentic itar, a special

variety of perfume.

EATING JOINTS The eating joints in Chandni

Chowk are famous not only in Delhi, but all over India. Most of these date from the last century, some even earlier than that. They have managed to retain their essence and yet move ahead with the times. Here, with every bite one samples not only a delicacy but also a piece of history!

Handed down from father to son, many of these businesses are now being managed by the 4th or 5th generations. They include halwais (confectioners), namkeenshops, chaatwalahs

Est. 1872 Est. 1940

Est. 1910 Est.1790

SPIRITUAL SIGNIFICANCE

Chandni Chowk has the

distinction of being perhaps the

only trade market that also

houses an equally amazing

number of places of worship of

all the prominent Indian religions.

Hinduism, Islam, Sikhism,

Christianity and Jainism exist

side by sides. Here one can find

more than seven Hindu and

Jain temples, two Churches,

three Mosques and two

Gurudwaraas.

POSITIONING Chandni Chowk's speciality is the

variety of its markets and their Indian-ness.

From authentic Indian food, delicacies and sweets of more than 1000 kinds, to sarees with chikan and zaree work. There are lots of narrow lanes with many shops selling books, clothing, shoes and leather goods, electronic and consumer goods and what not.

This is also a good area for window shopping.

MARKET SEGMENTATION

Geographic

Demographic

Psychographic

Behavior

People from Delhi and

near by regions as wel

as foreign tourists

Age – All age groups.

Gender – Both male and female

Income – middle class and Upper

middle class people.

People who can

withstand a bit lower

quality but has price as

main constraint in mind

and live a normal life

style.

People who love to do

bargaining are the most

attracted customer.

SWOT

Analysis

Strengths:*Variety of goods.

*Availability at low

price.

Weakness:•Unorganized manner.

•Congestion and

traffic problems.

Threats:•Decline in sales

due to

construction work.

Opportunities:•Going Online.

•Better shopping

experience to people.

CONSUMER INSIGHTS:

It is a shopaholics

delight buzzing with

life throughout the

day

Its narrow spaces are

congested & dirty filled

with characters, pick

pockets.

Avoid bringing your

vehicles inside the

market, too crowded

& roads too narrow

for it

One can buy

anything here from

stationary to clothes

, wedding attires to

wedding jewelry.

IMPROVEMENTS:

Over hanging power cables

should be taken underground.

Lamp posts, street lights and

signals should be replaced with

new ones.

Remedial measures should be

taken to decongest the traffic

congestion.

By making a pedestrian friendly

environment.

By increasing the security of the

area by installing more CCTVs.