Malls make a killing by turning into one cease for all the marriage buying – ET Retail


Malls make a killing by turning into one stop for all the wedding shopping By Meenal Arora

MUMBAI: The place is abuzz, simply as in a typical huge fats Indian wedding ceremony.

The scene — replete with monks, wedding ceremony planners, décor, cake specialists, photographers, make-up artists and items — is replicated throughout at the very least half a dozen malls, that are cashing in on wedding ceremony buying — to date insulated from any actual or perceived slowdown.

Treasure Island in Indore is in the midst of its maiden wedding ceremony pageant, whereas Seawoods Grand Central (SGC) in Navi Mumbai concluded its first this weekend. Related promotions and occasions are happening at Viviana Mall in Thane, Ahmedabad One in Ahmedabad and Elante in Chandigarh.

The goal: to seize a slice of an business that’s price $40-$50 billion, in response to a KPMG report.

Different main mall operators, akin to DLF and Phoenix, which had tried their very own variations of wedding ceremony festivals earlier, are planning to scale them up at extra places.

“We realised it’s going to be a tricky 12 months and actually upped the ante by way of initiatives, and it’s paying off huge time,” stated Nishank Joshi, chief advertising and marketing officer at Blackstone Group’s Nexus Malls, which has held such festivals at six of its malls, together with SGC and Treasure Island, throughout October-December. “The shops noticed 10-12% progress in gross sales (wedding ceremony themed) in 2018 over the earlier 12 months. This 12 months, traits present that it has been an virtually 16-17% rise for the shops that participated,” Joshi added.

The response has been comparable within the case of DLF.

DLF, which organises Couture Weddings at Emporio in Vasant Kunj and Marriage ceremony Tales at Mall of India in Noida, sees gross sales of Indian and ethnic manufacturers rising 15-20% throughout these annual fests. “This 12 months, too, progress has been round 15%,” stated Pushpa Bector, govt director, DLF Procuring Malls. “We try to offer a one-stop answer for all parts of a marriage,” she stated.

DLF additionally plans to do one thing comparable at its revamped mall, Avenue, in Delhi’s Saket. The mall can have more room for Indian and fusion put on. “We are going to do this probably subsequent 12 months,” Bector stated.

In India, most weddings observe auspicious dates within the Hindu calendar, the lull being round March-April and August-September. Marriage ceremony season, nevertheless, varies from area to area.

For instance, within the North, there are mainly two wedding ceremony seasons – in summer season after March, and one other that peaks round December-January. Within the South, nevertheless, weddings happen around the 12 months.

Marriage ceremony associated buying can be extremely unorganised, and takes place at historically common markets like Chandni Chowk in Delhi, and Manish Market and Zaveri Bazaar in Mumbai.

Consumers are, nevertheless, slowly shifting to branded gamers today. “It is principally about comfort. You could have a number of manufacturers beneath one roof and there’s lots to select from,” stated Sneha Thakur from Mumbai, who made the majority of attire and accent purchases at malls for a latest wedding ceremony within the household. “The merchandise are of fine high quality and it’s simple to search out what you’re searching for. Additionally, trial and returns are simpler. In addition to, one also can redeem factors,” she stated.

Roy Jacob, a Thane resident, additionally affirmed that it was about comfort and worth. “The mall is close to my house. Quite a lot of retail manufacturers and collections can be found. There have been low cost affords at a few of the retailers. Value competitiveness is what I all the time search for,” he stated.

No marvel malls are investing money and time into such initiatives.

Phoenix Mills Ltd, which hosted its first such pageant in India at Marketcity Chennai in March, can be exploring the thought of extending the idea to its different properties. The 2-day occasion was focused at summer season weddings and skewed in direction of high-end designer attire.

“We clearly intend to take it ahead from there. We are going to our learnings to make it higher within the subsequent editions, not essentially at Chennai however perhaps different malls as nicely,” stated Rajendra Kalkar, president – west, The Phoenix Mills Ltd. Kalkar added that 50% of the issues “you want from a price perspective can be found at a mall.”

For manufacturers like Regal, Raymond, Kalki, Manvayar, Meena Bazaar, Louis Philippe and Blackberrys, a surge in gross sales throughout wedding ceremony season is nothing new. What has modified although is the aggression malls are displaying to hawk their wares and make an occasion out of it.

“Manufacturers do unique tie-ups with us and we guarantee that we showcase them accordingly in our promotions,” stated Manoj Ok Agarwal, CEO, Viviana Mall. “We offer them the house. Ideally, the visible merchandising half is extra with the model itself,” he stated.

Viviana has prolonged its wedding ceremony honest this 12 months by per week, making it a month-long extravaganza, and has additionally launched the idea of a flea market. “Gross sales throughout the wedding ceremony honest are increased by round 10-12% for the mall in comparison with the remainder of the months,” Agarwal stated.

The numbers bear witness to this.

Entries for the {couples}’ contest that Viviana held rose to greater than 2,000 this 12 months from 600 in 2014 when it held its first wedding ceremony honest. The mall, in partnership with retailer Dwelling Centre, finally gave away a bed room set to the winner.


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