Option of shops benefits customers
LIVING above a business is a nightmare for an elderly resident on Felix Dlamini Road.
Not only does the woman have to deal with the noise but while she is standing on her balcony she often witnesses people getting robbed and struck by speeding vehicles.
“I don’t come out of my home unless I have to. Motorists park their cars on the pavements while they shop and this means there are no safe spaces for people to walk.
“Added to that, there are no pedestrian crossings, so the elderly and children are forced to run madly across the road or meander through the constant stream of traffic to hopefully make it on to the other side,” said the woman, who declined to be named.
“I watch everything from my balcony. I’ve seen people get knocked down and drivers mount the curbs as there are no parking spaces.”
She continued: “Because of all the shops and new flats, more garbage is thrown out by residents, businesses and shoppers. It’s lining up the road. This makes the place smell and it looks untidy.
“My other concern is that there are more beggars and thieves operating. You cannot walk far without someone asking you for money and if you don’t give them something, they will snatch your bag or pull your cellphone.
“Because there are so many people walking around, they run through the crowd and get away.
“When we were growing up, Brickfield Road was peaceful and serene. We could walk out at night without fear. There wasn’t as much noise and we could shop in peace without being harassed. But now that is impossible.
“There needs to be some major changes, especially for us elderly, who are easily preyed on.”
For long-time resident Razia Desai, shopping on Felix Dlamini Road is bliss.
It has a variety of stores and with informal businesses selling anything from fruit and vegetables to freshly caught sardines, she wouldn’t have it any other way.
Desai, 56, who has lived in Overport for five decades, said that when she was away on holiday, she could not wait to return home.
“Living in Overport is convenient. We don’t have to go out of the area to do our shopping. Brickfield Road has everything we need. There are supermarkets, fast food outlets and clothing stores all at our hands. The atmosphere is euphoric. I love the noise and people around us.”
Informal traders, Alex Mthethwa and Welcome Nzama, who were selling sardines for a fish business owner when POST was on a walkabout, said they preferred to do business here.
“Our employee told us we should come do our business here as it is an area with a variety of shops and attracts more people,” said Nzama, before his colleague Mthethwa added: “We also feel we are making it easier for the people, who don’t have to go into town and we can save them money and time.” RAVI Maharaj of Indian Delights, a vegetarian food outlet which has been in existence for 38 years, says having a variety of businesses on Felix Dlamini Road was to their benefit as it brought in more foot traffic to the smaller eateries.
His dad, Pushkar, established his brand in 1979, and was one of the first businesses in the area.
“Over the years, we have had many changes in the area, some good and some bad. With all the new supermarkets our business has been positively affected as people come in after shopping for snacks or a meal.
“Also, by having a variety of supermarkets, people have options and can save money.
“They get to see which shop is having a sale, so economically we are all benefiting,” said Maharaj.
He said other eateries, similar to theirs, have cropped up, “but because we have built a name, we never felt there was competition”.
Maharaj admitted, though, the road needed a facelift.
“It needs more parking areas and pedestrian crossings, which would make the area safer.”
There has also been an influx of franchises that have opened and this includes Save supermarket, operating since 2011.
Marketing manager Javed Aziz said the area fitted the franchise’s target market.
“After seeing the success of one of our supermarkets in the Durban CBD, we chose to open another. Through market research, Brickfield Road was selected, as the people who frequent the area fitted our living standards measure.”
Living standards measure is a means of segmenting the South African market that cuts across race, gender, age or any other variable used to categorise people.
“It was also found that this was a store of convenience as many residents do not have vehicles or time to go to the CBD or other areas to shop.”
Aziz added that competition was welcomed because it drove them to better their services.
“Competition is something that all businesses have to deal with. It is also a motivation for the employees to provide better customer service, which will keep customers returning.”
With many residents and customers from outlying areas flocking to Save supermarket and its nearby competitors, traffic congestion remained problematic. Motorists double park on the roadside, adding to the chaos.
“Due to bigger businesses being built in close proximity to residential areas, this is a common factor.
“Brickfield Road is a daily route for a majority of people travelling either by car or on foot. We are there to provide a service to these customers.
“For example, if someone wants to grab a loaf of bread or milk on their way home, we are the most convenient stop.”