Brands to showcase with much relief

There’s no iota of doubt that retail in India is evolving with India’s consumption standing closer to the US and Japan (ahead of China, Malaysia and Indonesia) and aggregate consumption is set to quadruple over the next 20 years. The time is now ripe for retailers to come up with new ideas, new brands to cater to the new generation with new lifestyle and new ideas who looks for the brands that are young, trendy and affordable. 

 The situation demands a reflective look into the retail development and identification of the shortcomings. This is the ideal time for retailers and mall developers to come up with retail game plans which can ultimately produce consolidated effort to overcome the drawbacks of modern retail format that has shaped up in India so far. Now organized retail is changing its track reforming itself to embrace small retailers while continuing its fast paced development. The focus is now shifted to creating an environment that proffers scope for all to join the retail bandwagon which will welcome both mall and non-mall retailers to flourish in this conducive atmosphere. Such a retail environment will offer equal opportunities for all, a democratic shopping environment or experience which is comfortable and customer-friendly. The model will no doubt promote consumption with more new brands gaining better visibility. This will eventually create fresh desires, and generate new demands. The customers here will discover new brands through interactive and experiential atmosphere and the retailers will leverage world-class display, visual merchandising, advertising and communications. Thus it will work towards the benefits of manufacturers, retailers, retail realty developers and above all the consumers.

“NO RENT Concept”

Big malls have enough space to hosts brands, but unfortunately for the loopholes in the operational strategy, malls today are reeling under retail crisis hardly living up to the expectations of the retailers. Retailers too are finding hard too sustain for the high rent   to revenue ratio. The initiative by Entertainment World Developers Private Limited (EWDPL) to launch NO RENT concept can help find a solutions for the new retail brands to get a space in malls. The concept will nurture brands and retailers without making them bothered about the expenses on air-conditioning, pagadi (token/security deposit money), deposit, CAM (Common Area Maintenance), electricity bills, promotions and other hidden expenses. This will be done through “Treasure Showcase”, a mall in a mall, a demarcated zone in a mall where such facilities will be provided with. The only investment involved here is the amount required for becoming a partner with EWDPL in this retail initiative.

Treasure Showcase

The name Treasure Showcase stands out for being a retail space to showcase style; national, international and local brands; and new trends. Treasure Showcase intends to capture the young Indian consumers, who constitute the majority of the population, looking for quality products at affordable prices. It will be available in 20 cities across 11 states across every vertical, such as apparel, accessories, footwear, food, home, electronics and more for men, women, youth and kids. It will offer 1 million sq ft of international-quality retail space on a revenue sharing partnership model. It’s an ideal opportunity for manufacturers, retailers and regional brands to be a part of modern retail.

Treasure Showcase zone will be preset in 13 malls of EWDPL and the malls developed by its partner firms Phoenix Mills and Big Apple. The revenue share will vary anywhere between 4.5 per cent and 50 per cent of the sales depending on the category. 

Treasure Showcase launched in Delhi and Mumbai

EWDPL in partnership with Franchise India Brands have officially launched the retail initiative “Treasure Showcase” in Delhi and Mumbai. The Delhi launch was held in 6th August 2009 followed by the Mumbai launch in 8th September 2009 amidst much fanfare.

Northern India welcomes the unveiling

During Delhi launch it was announced that the Treasure Showcase will be available in the 20 cities which include the names like Mohali, Lucknow, Agra, Bareilly, Udaipur, Ujjain, Indore, Jabalpur, Bhilai, Raipur, Kolkata, Vadodara, Amaravati, Nanded, Mumbai, Pune, Hyderabad, Bangalore, Chennai and Thiruvananthapuram. The concept was well-accepted by a large number of attendees, mostly the manufacturers and brand owners, who are in search of such an opportunity where retail is being represented sans the problems of high rentals and low ROI (Return on Investment). This appeared as a major allurement for them to join retail bandwagon. On this occasion Mr Manish Kalani, Managing Director, EWDPL spoke about the future prospect of the initiative: “The group is expecting a revenue generation of over Rs 500 crore by 2011 from Treasure Showcase. A substantial amount of approximately Rs 300 crore will be invested in creating and promoting Treasure Showcase which would include the cost of real estate.” He further adds, “The whole concept will be based on a transparent / pre-determined margin sharing revenue model.” The launch highlighted the benefits from modern retail deploying retail intelligence with a new revenue model wherein the emerging brands will rub shoulders with established brands under the same roof. The launch also upholds the prospect of increased footfalls, drawing in people who are currently non-mall customers, giving them greater choice.

Western India greets the retail bonanza 

Mumbai launch too was greeted with a positive response. Over 600 prospective partners present at the function took it as a new path to tread on for its potential as an innovative incubator wherein every new retail venture will be provided with never-before-experienced support system. The brand image of Treasure Showcase, a new gateway for the brand owners and manufacturers to explore retail as a commercially viable business option, successfully managed to infuse high spirit among the business class. The do prompted a new beginning consolidating a substantial number of takers of this idea on the same platform who are keen to participate in this retail bandwagon but so long hesitated for the recent dismal performance of the industry.

On this occasion Mr Kalani said, “Treasure Showcase brings its partners, mall management experience, operational and retail expertise, trend spotting and an opportunity to be alongside the world’s best brands and reach customers directly. Further, management information systems and databases will be shared to ensure a profitable and efficient business.” 

Mr Kush Medhora, COO, EWDPL, underlined the path-breaking traits of Treasure Showcase: “With Treasure Showcase the attempt is to transform good products into great brands so that we create ‘next generation of brands’ for a ‘new generation of consumers’. It is a direct to consumer model where manufactures get a world-class platform to reach consumers directly without having to go through the conventional distribution model.”

EWDPL has roped in the well-known Bollywood actress Malaika Arora as the brand ambassador of Treasure Showcase. While unveiling she commented, “Like the concept of Treasure Showcase, my association with the brand is also a pure partnership. This is an opportunity for me to be able to reach out to emerging India at the places where they shop and not just through the small screen and movies.”   

On this occasion, Ms Sonya Chowdhry Grover, Director - Planning & Strategy, Franchise India Brands Limited, strategic partner for Treasure Showcase, said, “Revenue share is the answer to the growing concern among the retailers over unrealistic rentals combined with the viability in malls, as this would not only revive retail, but also create more consumption by capitalising the opportunity in modernising retail. We are proud to partner with EWDPL - Treasure Showcase to promote this revolutionary format.”

Franchise India Brands Limited is a franchise-specialised group that is in alliance with qualified business partner caters to small and mid market companies that demonstrate the prospective of growth through franchising.  

EWDPL: Bringing in retail revolution

Entertainment World Developers Private Limited (EWDPL) is a frontrunner in creating and operating shopping malls, residential townships and hospitality projects under the brand name ‘Treasure’. Promoted by Mr. Manish Kalani, EWDPL’s vision is to become India’s largest mall owner and operator in emerging India by 2011. EWDPL now intends to partner with emerging manufacturers / products / brands and invite them into malls across India. 

The company’s evolving strategy ensures that all its properties are up to international standards of maintenance and functionality. The company boasts of a young energetic team with strong project management skills, and has strategic relationships with top notch financial institutions and developers. EWDPL has keen understanding of the Indian retail market and is the preferred mall development partner with leading Indian retailers.