Anant Raj Projects Ltd

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ANANT RAJ MALL Patel Road, Central Delhi.
Anant Raj Projects Ltd (An SPV between Anant Raj
Industries Ltd and TAIB Capital)
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ABOUT THE PROJECT
The Mall is envisaged as a community mall, with
vibrant shopping environment, highlighting the
Delhi markets growing aspirations in traditional
ambience. The developers are ANANT RAJ
INDUSTRIES a leading construction and
Infrastructure Company of North India.
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FIRST LOOK
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NIGHT VIEW
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DELHI
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KEY LOCALITIES
CATCHMENT
Secondary Catchment Rohtak Road Ashok
Vihar Model Town Civel Lines Delhi
University Paschim Vihar Tagore Garden Subhash
Nagar Janak Puri Vikas Puri Dwarka

• 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

• CATCHMENT DETAILS

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The CATCHMENT

• Primary Catchment
• Economic Drivers
• Self-employed businesses
• Joint family business houses
• Nouveau proffessionals, employed in MNCs in
  Gurgaon in fields of IT, BPO Finance
• Demographics
• High average income/resident INR 150,000/- to
  200,000/-month
• Predominantly youth 42 from 0-19 age group
  Population 1,091,260
• Employed category from 28 20-34 age group
  Population 727,506
• 30 belong to 35-60 y/o age bracket Population
  779,471
• 1/3 people in West Delhi are actively employed,
  indicating considerable spending ability
• Secondary Catchement
• Demographics
• High average income/resident INR 250,000/- to
  350,000/-month
• Youth Population 1,547,322
• Population of the employed category with an age
  group of 28-34 yrs1,031,548
• Population of 35-60 yrs age group 1,105,230

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RESEARCH FINDINGS
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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

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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 24
Occupation () Student 24
Working woman 11
Housewife 27
Business man 30
Working executive 8
Research Random base 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
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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.

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CURRENT SPENDING HABITSMALLS
Last visit expenditure
Amount
lt 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
gt Rs. 8,000 5
Last visit expenditure on
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
Food and shopping take maximum share in a
shoppers mind.
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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)
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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

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Perception mapping in one of the important
catchments
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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 concept

CLICK
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REACTIONS ON THE CONCEPT
likely to check it out..
Not at all Likely 0
Not Very Likely 0
Dont know / Cant say 2
Somewhat Likely 20
Very Likely 80
like to visit it instead of your favourite mall
Not at all Likely 0
Not Very Likely 0
Dont know / Cant say 2
Somewhat Likely 33
Very Likely 65
why?
It will be a good place for shopping eating out 25
It is a new mall 24
All things are available in this mall 18
It is a big mall 18
It has more brand outlets 12
There is good food choices 10
Near to house 7
VERDICT Shopping, eating out novelty are the
key draws
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RESULTS OF SERIES OF TARGETED GROUP DISCUSSION
ON ASPIRATIONS OF MALL VISITORS IN CATCHMENT
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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

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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)

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CRITICAL NEEDS THAT ARE CURRENTLY NOT MET BY
EXISTING MALLS (contd)

• 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
  different-cultural reflecting state wise
  specialities.

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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.

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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.

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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.

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FLOOR PLANS OF THE MALL
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GROUND FLOOR
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FIRST FLOOR
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SECOND FLOOR
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THE SOUL OF THE MALL

• Based on the concept of Modernity blends
  with tradition

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ANCHORS

• Hypermarket
• Food Court
• Entertainment Zone
• Kids Zone
• Departmental Stores

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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 dnox 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, _at_home,,Home Centre,Home Stop
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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
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WISH LIST
Categories Brands
Departmental Store Marks Spencers, Shoppers Stop, Westside, Lifestyle
Category Killers _at_ 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
FB- Food Court, Fine Dine Night Life Food Union,Punjab Grill, Zen,Golden Dragon, Lazeez Affaire,Punjabi by Nature , Shalom, Kasbah, Beer Island,
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TIME LINE
Handover for Fit Outs - April 2010 Launch -
August 2010
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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

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FOR LEASING CONTACT SHILPI SINGH (SENIOR
MANAGER RETAIL) Ph 09818603062