The towering concrete building that is comfortably ensconced in a strategic location of the city, the imposing glass facade that is emblazoned with logos of brands ranging from apparels to shoes, the ubiquitous billboards and banners that proudly proclaim the availability of fast food, electronic gadgets, gifts and novelties, swarms of people, consisting mostly of trendily-dressed teenagers and 20 somethings buzzing around and enjoying the luxury and ambience of the centrally air-conditioned floors - welcome to the Shopping Mall, the neuve symbol of India's tryst with economic boom.
The retail network in India, as elsewhere, has come a long way from the small stores in the neighbourhood that sold everything from groceries to trinkets to stationery. The market reforms of the 1990s and the subsequent information technology revolution have given rise to a thriving middle class and a cosmopolitan culture. To the young generation, which grew up in this atmosphere thick with inst changes, the traditional neighbourhood store looked an anachronism, something that was too dreary and dull for their too fast and furious lifestyles. Their cash-rich middle class parents in the cities were looking for a place that combined family outings, shopping, and entertainment. And when the malls appeared, they took to them like a duck to water.
A mall is the visible manifestation of India's retail boom. It is all about organized retailing, better distribution, and sound logistics. The glistening exterior and the tastefully-done interiors, the neatly arranged sections of stores, the availability of a host of necessities under one roof, the convenience of shopping at your own pace without any hassles, and above all, ample parking space - malls offer all these and much more. It's no wonder that India's growing middle class, with disposable incomes, are flocking to these fashionable and rich mini-worlds. As more and more Indians throng the malls, more and more malls seem to be popping up on India's landscape. Businessmen and real estate developers, who are only too eager to cash in on the mall mania, have already swung into action. By 2009, some 600 malls are expected to dot the market map of India, with New Delhi and its vicinity accounting for 100 of them. |
