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Here's to a new `mall' game

Refreshingly new shopping experience is what Baypride Mall promises to provide

SHOPPERS' DELIGHT International shopping style comes to the city with food, clothing, accessories, beauty and healthcare, all under one roof PHOTO: MAHESH HARILAL

With new showrooms and shopping complexes mushrooming by the day, it is turning out to be a virtual yearlong shopping festival for Kochiites. The latest addition and attraction for the discerning buyer is Baypride Mall at Marine Drive.

"This is a different `mall' game altogether" says Boban Vijay, Head, Business Promotion, Abad Property Management Services, who claims that Kochi incidentally has got its first mall through its inception.

At present, with three functional restaurants and five to10 outlets selling branded merchandise, it is already got its steady share of footfalls. "At present we have on a daily basis around 5,000 footfalls but within six months, when it is fully functional, it going to be jam packed like in the other metros. This is going to be a different `mall' game altogether," promises Mr. Vijay, Head, Business Promotion, Abad Property Management Services.

Mr. Vijay also claims that this is Kochi's first mall. These claims just might ring right because the 42,000 sq feet area is going to house 34 outlets all stocking and selling the latest and premium branded lifestyle products. "Shopping under one roof has now got an international feel at Baypride Mall. We have positioned ourselves as a lifestyle mall and will cater to things like food, clothing and accessories, beauty and healthcare."

International feel

And when Mr. Vijay stresses on international you can be sure that he means it. Modern and snazzy exteriors, with female ushers at the doors who lead you to spacious interiors that have glass façade partitions, sedate lighting and modern designing with centralised air-conditioning, elevators, channel music and a public address system that's sure to find you even if you feel lost while shopping around! But it is not just the structural geometry that makes it a happening place. The geo strategic location also lies in its favour. The affluent locality, waterfront location, high visibility and most importantly ample car parking space adds to its charm. "Shopping is seen to be moving away from M. G. Road and to the suburbs due to space crunch. But we are in the heart of the city, in the thick of the action, but without the inconveniences felt on M. G. Road." Catering to a very niche decisive market, it is going to be an eclectic mix of the expensive with the economical, `something for somebody, everything for everybody.'

At present the huge complex houses Barista, the coffee joint, Metro Shoes, Home & Beyond (an eco products store), Navigator brand of clothing and so on. When it does get fully functional it's going to house all the usual brands like Levis, Reebok, Adidas, MTV clothing, Nike and Citizen. New names that Kochiites are going to familiarise themselves will be @ Price, Koutons, Hakoba, Aswera accessories, Kobbler footwear, etc. It will also accommodate the first Nokia kiosk in India, and the largest and exclusive Archies range of products.

Professional approach

And all this is going to be managed professionally. "For the first time we are going to have professional mall management services here. All the shops here will be direct licenses of the brand under consideration and not retailers. All they have done is set up shop at the quote rentals. Now the remaining work lies with us. From marketing their brands to increasing the footfalls and profits, the onus lies on our managerial team to stream in the business."

Mr. Vijay also promises that it will be a different experience when you step into the mall. "Other than just shopping about, there will be live entertainment. We are going to have live bands, mostly youngsters for whom it will be a good opening, games, thrills and shows. There will be guest relation executives assisting you around and registering your feedback, trained babysitters with whom the kids can play with at the play area set up to entertain them. We've gone into the details to make shopping really stress free."

Right now though, it seems to be the favourite jaunt of lounging youngsters in their casual clothing and plugged earphones. With its scenic waterfront view, it makes the best retreat centre for those frayed nerves that need a break from hectic studies. Says Parvathy, a BBA student, "I'm a regular at the sit out at the back of the complex. You have the same breezy feel of Marine Drive sans the hot sun." For the older folk it will take some more time for them to get used to the place. The range of products is very atypical of their segment. But it is the right place for young couples that have the time to stroll around scanning for lifestyle products that are in tune with their tastes. Says Jayshree, an avid shopper, "for a woman's day out it would be fun to drop in and spend half a day strolling in and out of the outlets just shopping for casual everyday lifestyle stuff. But Kochi, by far, has always been exposed to heavy duty shopping. Lifestyle shopping is yet to get favour here. For a certain age group and mindset this concept would be good."

It's not that Kochi has never been exposed to shopping under one roof. There are many retail outlets and centres that have given us a taste of it. But as Mr. Vijay says, "this is going to be a first hand experience of what everyone has just heard, seen or talked about. We are targeting a very niche segment but tastes are surely going to get more cultivated. And if the market whispers are anything to go by five more malls are going to surface in the next five years. I'm sure Kochi has got everything to make such malls a success."

For the shopaholic life just keeps getting better and better.

RAKHEE MOHAN

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