The makeover
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Chennai was conservative but never boring. It had a quaint charm of the old world. Not anymore! With a quick makeover Chennai has shifted gears and made rapid transformation towards becoming a 'hip and happening' metro.
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Enabling this is lifestyle change is:
Salary increase
Media exposure
Awareness of international brands
Lucrative offers from credit finance companies
Irresistible deals/offers from retail
Travel becoming affordable
Here is the verdict - Chennai has shed its inhibitions and is living life to the hilt. Earlier Mount Road meant movies. Today there are multiplexes. There is abundance everywhere; and the people are not complaining. Movie-going is not just restricted to viewing. "When on a movie date I need to plan. It starts from choosing the movie - no action/adventure flicks; only premium multiplexes (like INOX or Sathyam) followed by a coffee at Mocha or Cafe Cofee Day," says Rahul Santhanam, a BPO employee.
Raghu Vaidyalingam, an entreupreneur exclaims, "Filter coffee meant Saravan Bhavan or Sangeetha. Today you have coffee pubs and I drink cappuccino or a frappe." The fact that 'a good old cuppa' is going to cost more is not lost on the consumer. The 'experience' overrides the costing. Vandana Raman, a college student quips, "I prefer Cafe Coffee Day to a restaurant." The accent is on the trendiness of the place that makes the date special.
Prakash Ramasamy, 35, says, "When I was dating only Woodlands Drive-In was there. Today youngsters have a lot more options. Even a trip to the mall is a date."
Egmore with its Fountain Plaza (FP), Alsa Mall or Cisons, was popular. Today Spencer's Plaza with increasing Phases, Citi Centre, Ispahani Centre are the preferred places. Family outing has never has had so many interesting vistas. Shobana Ramesh a mother of two thankfully says, "The malls not only provide them distraction but also have gaming centers that they enjoy."
Reeta Ravishankar, a multi-national employee says. "Earlier I used to pick Western formal attire from my trips abroad. Today I go to Van Heusen/Wills Lifestyle outlets. I don't have to worry about the fit."
Gone are the days of salwar-kameez/churidhars. Today a short kurta donned with patialas and afghanis or with jeans is for informal/college wear. "Besides looking trendy it is also comfortable and decent." says Rashmi Khurana, a college student.
Even the good old kanjeevaram sarees have given way for the designer silks and the more popular silk - cottons. "I prefer silk-cottons to silks. They are light and easier to drape," says Jaya Madhavan a lecturer.
Recreation and relaxation have taken new significance. Eating out is an almost everyday occurrence more so in working households. Latha Mohan, software professional says, "I come home tired that I microwave 'ready to cook' or order a take away or dial in for something. Home cooking is reserved for week ends." Prabha Ravi a homemaker says exasperatedly, "Though cooking is done at home, my children need to have at least one snack outside. Only then are they willing to eat home cooked food."
Where the ubiquitous vendor sold provisions, fruits and vegetables, today you have retail chain stores. In addition to Pazhamudir cholais and nilayams, you also have the biggies like Reliance and Birla entering the retail segment along with the Nilgris' and Spencers. Not to be outdone is the growing segment of organic produce.
Satish Nambiar, a Purasaiwakkam resident goes all the way to Mylapore because he gets 'quality' organic fruits and vegetables. "For my dhals, pulses and grains I only go to the supermarket," says Vanmati Bhanuchandar.
There seems to a conscious shift towards branded retailing consumption, perceived to provide quality. There is willingness to experiment and explore than never before. This changing dynamics of the 'suburban' Chennai towards 'hyper metro-ism' communicates that Chennai is on path of the more 'hep' Bangalore and 'happening' Mumbai.
Sound Bytes
Devadarshini, t.v. personality
"Chennai accommodates all. You get everything at any budget. People with taste can freak out here -many exhibitions to look out for. I love to unwind at Amethyst because it gives you space and anonymity."
Vijay Adiraj, t.v. personality
"Chennai has metamorphed into truly cosmopolitan. The beauty lies in its ability to retain its old charm and yet absorb the trendy. Clubbing is hip. Left to myself I am at peace watching the sea."
Trisha, actress
"Being a total foodie I love the way Chennai has developed many specialty restaurants. My favourites include Lotus of The Park, which has great Thai cuisine, The Kebab Factory and Hip Asia where you get sushi."
Priyamani, actress
"As a visitor, I see lot of change. Chennai is a happening place. Many malls have sprung. I love to go to Mocha and chill out with my friends at the INOX theatre."
talktoretailplus@yahoo.com
SANDYA DEV
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