Delhi, an ul­ti­mate shop­per’s par­adise

Shopping Center News - - CONTENTS - By Sha­bori Das, Se­nior Re­search An­a­lyst at Euromon­i­tor In­ter­na­tional

Delhi’s pop­u­lar­ity as a shop­ping des­ti­na­tion re­mains un­par­al­lel.

The city of Delhi con­tin­ues to be en­am­oured with fash­ion and glam­our. The peo­ple of the city are known for their flam­boy­ant taste in food, cloth­ing, colours and wed­dings. No won­der that the city con­tin­ues to charm ev­ery shop­per, be they do­mes­tic or in­ter­na­tional tourists. Delhi is lo­cated be­tween two agri­cul­tural states, namely Haryana and Ut­tar Pradesh. Hence, the city is the only met­ro­pol­i­tan in the ge­og­ra­phy with im­mi­grants from all the nearby states. As a re­sult of which, the city is a mixed bag of eth­nic­i­ties and cul­tures, which is ev­i­dent in the var­ied pref­er­ences in terms of prod­uct and price, among the con­sumers. Be­cause of this var­ied con­sumer mix, the shop­ping choices and des­ti­na­tions avail­able in the city are mas­sive, which makes Delhi the per­fect shop­ping des­ti­na­tion. The city pro­vides shop­ping op­por­tu­ni­ties to all con­sumer seg­ments ir­re­spec­tive of age, gen­der, bud­get, pref­er­ence of brand, and re­tail ex­pe­ri­ence.

Due to the eclec­tic mix of con­sumers, cul­tures, and per capita in­comes, Delhi’s pop­u­lar­ity as a shop­ping des­ti­na­tion re­mains un­par­al­lel. Delhi is a myr­iad of dif­fer­ent cul­tures and hence the con­sumer mix, the shop­ping choices and des­ti­na­tions avail­able in the city are also mas­sive, which makes Delhi the per­fect shop­ping des­ti­na­tion. The city pro­vides shop­ping op­por­tu­ni­ties to all con­sumer seg­ments ir­re­spec­tive of age, gen­der, bud­get, pref­er­ence of brand, and re­tail ex­pe­ri­ence.

Con­sumer pro­file and Com­par­i­son of Delhi vs In­dia in terms of in­come and ex­pen­di­ture

Due to the eclec­tic mix of con­sumers, cul­tures, and per capita in­comes, Delhi’s pop­u­lar­ity as a shop­ping des­ti­na­tion can be boiled down to three key pa­ram­e­ters. Namely: the co-ex­is­tence of tra­di­tional and mod­ern; avail­abil­ity of choice for ev­ery oc­ca­sion, and of course, the range of prices across all re­tail for­mats. The city has al­ways been a shop­per’s par­adise and it will con­tinue to be so, con­sid­er­ing the city loves to shop, and at­tracts con­sumers from across the coun­try.

A city where tra­di­tional and mod­ern fight head to head

Tra­di­tional and mod­ern re­tail lit­er­ally co-ex­ist and flour­ish side by side. When peo­ple think of Delhi, they gen­er­ally think about shop­ping op­por­tu­ni­ties for clothes and fash­ion. The city is ex­tremely fash­ion con­scious, and look­ing good is al­most manda­tory. Shop­ping lo­cales such as Con­naught Place, Saro­jini Na­gar, La­j­pat Na­gar, Pa­lika Bazaar, Karol Bagh, Jan­path, De­fence Colony, Khan Mar­ket and GK-M Block are amongst the most pop­u­lar high street ar­eas for clothes and fash­ion shop­ping. The per capita in­come varies strongly in the city, due to which the con­sumer base for lux­ury brands such as Louis Vuit­ton, Gucci, Prada and many oth­ers, co-ex­ist with those who pre­fer mass and un­branded prod­ucts. Pref­er­ence is not only lim­ited to brands, it varies in terms of tra­di­tional and mod­ern re­tail­ing as well. Con­sumers do not have loy­alty to one over the other.

Apart from fash­ion and lifestyle, Delhi has a big re­tail scape for elec­tron­ics and ap­pli­ances, Nehru Place and Gaf­far Mar­ket, are well­known un­or­gan­ised high street ar­eas which have been around for decades. Sim­i­larly, there are lots of high street lo­ca­tions in the city, which are spe­cific to prod­ucts, such as Darya Ganj for books, Panchkuian Road for fur­ni­ture, or Atta Chowk in Noida, where con­sumers can find prod­ucts rang­ing from pre­mium to mass. It is a com­mon sight to see a hawker sell­ing cos­metic jew­ellery or shoes, or other ac­ces­sories, right out­side a lead­ing in­ter­na­tional brand out­let.

One of the most dis­tinct qual­i­ties of the con­sumers in Delhi is that they do not dis­crim­i­nate against any chan­nel or brand. For ex­am­ple, in Delhi it is com­mon for a con­sumer who uses MAC Cos­met­ics, a pre­mium brand, to also be us­ing Blue Heaven, or VOV Cos­met­ics, both of which are mass brands and rel­a­tively cheaper. This is not lim­ited only to beauty and per­sonal care, it ex­tends to all prod­uct cat­e­gories. Shop­pers in Delhi truly be­lieve that as long as the prod­uct is value for the money they spend, the chan­nel is im­ma­te­rial. This also re­sults in low loy­alty to­wards any chan­nel or brand in the city.

De­spite high streets be­ing the older chan­nel, malls are equally pop­u­lar in the city. The ma­jor­ity of the malls in Delhi have a range of brands cov­er­ing mass to lux­ury. The cov­er­age in terms of cat­e­gories were pri­mar­ily fash­ion, beauty, elec­tron­ics, food­ser­vice and other en­ter­tain­ment op­tions, such as movies. Se­lect Ci­ty­walk, Ami­bi­ence, DLF Saket, and DLF Prom­e­nade are amongst the most fre­quented malls in the city. How­ever, what is in­ter­est­ing is not the pres­ence of both the chan­nels, but the fact that these malls are fre­quented de­spite the avail­abil­ity of large tra­di­tional high streets. Con­sumers pre­fer one over the other purely based on the pur­pose

of shop­ping, which is de­cided gen­er­ally by a com­bi­na­tion of price, oc­ca­sion and prox­im­ity to the re­tail lo­ca­tion. One of the key rea­sons why tra­di­tional and high street shop­ping are pop­u­lar in the city, is the wide ar­ray of op­tions the city of­fers for oc­ca­sions such as wed­dings.

Delhi, the most sought af­ter city, for wed­ding shop­ping

Shop­ping for spe­cific oc­ca­sions is a com­mon prac­tice. How­ever, Delhi is the shop­ping des­ti­na­tion for the ma­jor­ity of the peo­ple in the coun­try for wed­dings. The city is loud in its taste and colour pref­er­ence, and cel­e­brates fes­ti­vals and wed­dings with enor­mous gusto! Wed­ding shop­ping cater­ing to both men and women, cov­er­ing price points rang­ing be­tween mass and lux­ury, hav­ing mul­ti­ple choices for each price band, make Delhi the ul­ti­mate shop­ping des­ti­na­tion for wed­dings.

In­ter­est­ingly, con­sumers are not al­ways equipped to buy or spend lav­ishly, how­ever, they would like to present them­selves as af­flu­ent. This kind of need for as­pi­ra­tional liv­ing, leads re­tail­ers to find unique ways and chan­nels to cater to the Delhi con­sumer. Re­tail­ers are rein­vent­ing the shop­ping ex­pe­ri­ence to cater to the de­mand­ing con­sumers. Delhi has on­line re­tail­ers such as http://www.lehen­gaon­rent. com, http://www.swish­list.in, and https://www.stage3.co/ from which con­sumers can rent bridal wear for both men and women. De­signer ap­parel brands, such as Sabyasachi Mukher­jee, Man­ish Mal­ho­tra, Anamika Khanna, Rina Dhaka and many oth­ers are avail­able for rent. One of the key rea­sons for this chan­nel flour­ish­ing in the city, is the as­pi­ra­tional con­sumer be­hav­iour.

Along the same lines, when it comes to wed­dings, Delhi wed­dings in short are grand. In­dian wed­dings are al­ways a lav­ish af­fair, how­ever, for Delhi, since the city al­ready loves to dress up and be glam­orous, wed­dings are a time, when every­body goes all out. High street shop­ping ar­eas of the city, namely Chandni Chowk, Karol Bagh, and La­j­pat Na­gar are known across the coun­try for their wed­ding shop­ping of­fer­ings. The In­dian film in­dus­try of­ten uses Chandni Chowk to show wed­ding prepa­ra­tions. The high street is al­most syn­ony­mous with wed­dings in In­dia. Wed­ding shop­ping and re­tail is mon­u­men­tal to the re­tail scape of the city, to a point, where there are events or­gan­ised to exhibit the new and up­com­ing trends for wed­dings and fash­ion for wed­dings in the city. These events also in­clude cos­met­ics and makeup artists.

Price is never an is­sue while shop­ping in Delhi

One of the most in­ter­est­ing fac­tors which makes Delhi a shop­per’s de­light is the avail­abil­ity of prod­ucts at var­i­ous price points; span­ning mass, masstige, pre­mium and lux­ury. Fur­ther­more, this is not lim­ited only to In­dian/ eth­nic wear, which is present across all forms of re­tail, whether it for lifestyle and fash­ion, but ex­tends to ac­ces­sories, elec­tron­ics, ap­pli­ances, and jew­ellery. The city of­fers both or­gan­ised and un­or­gan­ised re­tail­ers. Gen­er­ally, the price points by the un­or­gan­ised re­tail­ers are lower than or­gan­ised, how­ever, since these frag­mented re­tail­ers have been around for decades, con­sumers had com­plete faith in the qual­ity of their prod­ucts, and pre­fer the fact that they are priced lower. The un­or­gan­ised re­tail sec­tor of the city, like the ma­jor­ity of the coun­try, forms the larger sec­tion of re­tail chan­nels. These un­or­gan­ised re­tail mar­kets are so pop­u­lar, that Saro­jini Na­gar, a lead­ing un­or­gan­ised shop­ping high street in the city, known for its fash­ion­able yet ex­tremely af­ford­able pric­ing, was re­cently used as the brand name for an on­line store, On­line Saro­jini Na­gar. The idea be­hind this on­line store is to pro­vide fash­ion­able and af­ford­able cloth­ing, ac­ces­sories, and footwear to con­sumers stay­ing out­side of Delhi as well, es­pe­cially in tier II and III cities.

Shop­ping in Delhi has its own charm. One can en­joy the lav­ish­ness of pre­mium brands and re­tail out­lets, to the small joys of bar­gain­ing and ne­go­ti­at­ing with an un­or­gan­ised re­tailer. With a var­ied mix of cul­tures, pref­er­ence, in­comes, and re­tail chan­nels, Delhi is and will con­tinue to pro­vide the most sat­is­fy­ing shop­ping ex­pe­ri­ence, ir­re­spec­tive of the oc­ca­sion, for all.

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