Innovation remains the key to success

PVR bluO, a 51:49 joint venture between PVR and Major Cineplex Group of Thailand, is making the centres more attractive for audience by launching wellness and spa at its existing properties. Gautam Dutta, COO, PVR, believes that retailers need to bring in innovation and provide some uniqueness to attract customers.

From bowling destination to now having spas and wellness. What’s the rationale behind it?

We need to keep refreshing the concept to maintain consumer stickiness towards brand – as we get a huge number of footfalls of various age group and profile. The rationale behind associating with spas is because at the end of a physical sport people do get tired a little and spas would be a great way to make them feel relaxed.  

What is the expected ROI with these associations?

ROI is not the prime thing. We have revenue sharing or fixed rental model with them. Besides, people in spa also order F&B – we are witnessing an increase in revenue from this as well.

Who is your target group of customers?
Though we get the footfalls from 10 to 50 years, but our core audience is between 18 and 25 years.

Do you think Indian tier II and III cities are ready for such entertainment options?

These markets are open for entertainment options, however it is up to us how we can figure a product that would work well there. We have to offer a product which is low on CapEx or OpEx, because the propensity of the people to pay will be lesser compared to tier I markets. However, we see a huge opportunity which is still untapped in tier I cities. Post that we would explore other markets.

What is the average footfall and bill size at PVR bluO?

The average footfall on weekdays is about 1,200-18,00 and on weekends 2,000-3,000. And the average bill size is approx Rs 780.

Please throw some light on your expansion plans. How much are you planning to invest in FY 2014?
 

We are planning to add two centres in Chandigarh and Ludhiana by the year end. Besides, we are planning to expand in Pune and Bangalore. Per centre CapEx comes at about 80 lakh per lane. We don’t look at centres anything less than 15-16 lanes per centre.