Infiniti Mall caters to the needs of the prime catchment areas from Andheri to Borivali Mumbai residences to many celebrities, film and TV stars, prominent business communities having high disposable income etc. Approximate population of the area will be
Infiniti Mall caters to the needs of the prime catchment areas from Andheri to Borivali Mumbai residences to many celebrities, film and TV stars, prominent business communities having high disposable income etc. Approximate population of the area will be around 3.5 to 4.5 million people. The mall is also surrounded by many multinational company offices and call centres. This destination mall is host to a 5-screen multiplex, an indoor gaming area of approximate 60,000 sq ft, food court spread over 35,000 sq ft with seven restaurants and many food counters making it relevant to the catchment. The mall has a 60:40 mix of regional and local brands, which are having a good scope in the retail market.
Mall promotional strategy
In order to attract footfall, the mall organises innovative events. For example, every year they organise Infiniti Fun Mania- Summer Event, Infiniti Funotsav- Diwali Celebration, Infiniti Christmas Carnival- Christmas Celebration, Infiniti Mast Monsoon- Monsoon Event, Infiniti Flat 50 per cent off sales etc. Besides, they also make sure to celebrate Mother’s Day, Women’s Day, and Friendship Day etc. Mukesh Kumar, VP, Infiniti Mall shared, “All our events are planned keeping customers in mind, so that he/she visiting our mall has a gala time with his/her family. We also have frequent shoppers’ reward programme for our customers.”
Role of eCommerce
As per Kumar, eCommerce will continue to grow faster than malls. Malls have to be extra careful from now on and create new touch points for people, in the days to come. Given the high growth rate of eCommerce, retailers are certainly feeling the heat. He said, “More so in the case of certain product segments. The books segment was the first one to get affected, followed by segments like music, mobile phones and white goods. While in the case of apparels, experts point that currently only low cost apparels are being purchased online. I have no doubt that both-malls and eCommerce will co-exist. Malls will continue to work towards giving better experience to the visitors for footfall growth.”
Currently, the mall developer is on the lookout for other markets to launch new projects. They follow the current market research which indicates that the metro towns are almost saturated and the growth has to come from Tier II and III cities. “Our research teams are working on these markets and we are hoping that they will present the report to us in the coming months. It is a little premature to make any announcement now. It depends broadly on the brand equity, new concepts and brand value,” Kumar concluded.
nique Estate Development Co Ltd
Number of floors: 5 Retail Floors (Excluding basement Area)
Total built-up area: 12 lakh sq ft
Gross leasable area: 8.5 sq ft
Anchor tenants: Zara, Forever 21, Westside, Marks & Spencer, Pantaloon, and Reliance Trends
Average footfall (weekdays): 25,000
Average footfall during weekends: 50,000
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