Introduction:

This is closer to the opposite of India. In over country, people traditionally shop at local markets,
where vegetables are sold in one tiny shop and milk in another. Shoppers go from one store to
the next, buying flowers here, chicken there. They bargain for better deals. The markets often are
filthy, littered with garbage. But the malls offer everything under one roof, even stores such as
Big Bazaar, a smaller, more chaotic version of Wal-Mart (one is there in our own ShopC named
Naya Bazaar) are out of fashion now. There is central air conditioning, a novelty here. Signs tell
people how to ride the escalators, still new to India. Songs by Depeche Mode and Radiohead
blare over mall loudspeakers. People speak to each other in English instead of Hindi.

“A shopping mall (or simply mall), shopping center, or shopping arcade is a building or set of
buildings that contain stores, and has interconnecting walkways enabling visitors to easily walk
from store to store. The walkways may or may not be enclosed.”

Why people in India come to a Mall:

In our country different age groups, there are different reasons to come to mall. But somehow all
of them are related to advertisement and cultural industry and ease of shopping.

0 to 15 age group kids comes to mall for toys which some shops offers, Because their friends
goes there, they saw a TV ad.

15-25 : To see some good looking opposite sex, Chill out and time pass, To show off

25-60: Shopping, Dinner and movie, Kids force them

It’s a revolution that’s fast changing the way of life for millions of shopping crazy citizens in
India From the days of mama-papa stores at the local marketplace, Delhi and NCR is now
metamorphosing into the land of upscale shopping centers and malls, much on the lines of
Singapore and Dubai. At last count, over four dozen shopping malls were operational in the
region last year and another 140-odd new shopping arcades are set to dot the city landscape in
days to come. Vishal mega mart is indications. Global estimates say India will be home to 50.0
million square feet of shopping malls in 2012 And the developers of these malls seem to have
their finger on the pulse of discerning customer’s needs. That explains why special malls
focusing on marriages, jewellery and on high-end brands are mushrooming all over the
country. Take the example of Gurgaon, a sleepy little suburb of the Indian capital New Delhi. In
a development that surprised many town planners, Gurgaon transformed itself overnight by first
housing the headquarters of many multinational corporations and banks, and then calling itself
the “shopping-mall capital of India”. So, Malls are here, kneel before them!

Interpersonal Relationships:

Malls are characterized by their smiling workers. All of them are dressed same way and they are
trained to behave friendly and with curtsey. Many malls also give awards like “best employee of
the month” to encourage them. An ever smiling worker of malls is now stereotype of modern
culture. This is emotional labor, “the act of expressing socially desired emotions during service
transaction”

Mass Society:

Mass society is a society in which concerns of majority plays a prominent role. Malls owners
always take a deep interest in consumers need and then promote product for everyone who is
well thought of and same in core but different in packaging. It gives consumer a false satisfaction
that he is getting his choice but in reality he is getting same thing as someone else. (Everybody
now a day’s eats PIZZA

Cultural industry and entertainment:

Malls and various coffee chains have been claimed by the city’s youth as a space of their own.
From the elitist literary coffee culture of Dryden and Pope in 18th century London, to the haunts
of dedicated journos in the India of 1960s and 70s, the cuppa has had a long and varied history
around the world. Every city provides a ‘chill out zone’ to its youth that insists on ‘value
addition’ to simply sipping cola or a cup of tea. The air-conditioning, music, movies, scrabble
and discs full of wisecracks, all add up to an atmosphere that is probably a familiar, yet upscale
version of the college canteen.
Knowledge becoming source of power:

Now knowledge of market can land you a great job because everybody is searching for the mood
of customers. Advertising is a refined outcome of market knowledge. Mall is a place which
promotes the centralized advertising. Your advertisement in a mall itself guaranty reach up to a
large number of customer. But due to malls reading habits are going to drain. This is a reverse
thing from late industrial society. Books and the reading habit have not been able to survive the
onslaught of, first, television and, now, the malls and Internet. Apart from the annual book fair,
country does not see much happening in that front either. Though thousands flock the fair, few
are book-lovers. Publishers also complain that “most only come to see the books, few to buy”.
The message is loud and clear – books are still something people want to see and flip through,
not buy because they have other time passes.

Use of technology:
Most of the small shopkeepers already feeling heat as malls are using new and good technology
for food packaging and administrative task. Lifts, Escalators, air conditioners, electronic security
system are few examples. Also now online malls are also in function in India.
Haat Bazaar:
Introduction:
The haat bazaar gives small shoppers an opportunity to directly market their wares mainly in
rural areas. You can see jewellery, handicrafts, lampshades, pottery, ceramics... the mehendi
artist, the micro calligrapher who'll write your name on a grain of rice, the magician,
astrologers... and spices!

It is a cultural extravaganza because visitors get to see the diversity in India, witness spectacular
performances and also savour Indian Food.
While contemporary haats stay at some defined urban locations and spaces, and the craftspeople
change from time to time, the traditional haat originated as an impermanent village market that is
either set up on certain days or moves from one place to another.

The traditional haats were thus reinvented quite successfully to set up contemporary haats, so
village goods find their way to a more urban and global market while at the same time prevent
exploitation in this exchange.

Haat Bazaar is a common market place where consumers and producers meet once or twice in a
week to sell whatever is produced in their farm or sometimes sell as intermediaries.
Farmers especially small scale and from poor families come with certain products may
it be from their own farm or collecting some underutilized crops / forest species from common
land.
Haat bazaars in the past have been the specialty of the rural sector, and a special market zone
where several vendors would sit in a row and sell different types of products, articles and
commodities. Now, with the Rajasthan government's efforts, this culture being revived, but in
cities this time. Started off by the Jaipur Municipal Corporation (JMC), haat bazaars have
gradually emerged as the first choice for the local masses, especially in the capital city of Jaipur.
They have come to become an everyday affair in the city, at different locations. “ as these haats
or markets not only help in conserving the age-old heritage look of the city, but have also opened
new avenues for several small vendors and traders,” “The haat bazaar not only mirrors the rural
culture, but in a way has also reincarnated the age-old rural culture in a swanky urban society”,
Thousands of people visits these haat everyday. Be it crockery, utensils, electric equipment,
shoes, clothes for kids, cosmetics, bed sheets and cushions, furniture, toys, or any other item of
daily-use, these bazaars are today considered to be the best option.

Benefits of “haat” market:

“The best thing about the haat bazaar is the quality of the product, and the fact that goods are
affordable. The Haat market system is a big relief to the middle-class,”

Rural consumers are fundamentally different from their urban counterparts. The lower levels of
Literacy and limited exposure to product and services are well-known, but there are also
Differences in occupation options, with a direct impact on income levels and income flows, and
ahigh level of inter-dependency affecting the dynamics of rural community behavior. All
contributeTo make rural consumer behavior starkly distinct from the urban.

Why people rush towards the Mall:

• All-in-one stores. With everything from groceries and vegetables to footwear, clothes,
cosmetics, furnishings and electrical items available under one roof, a growing
middle class with higher disposable incomes is heading for the malls in droves.

• For some, it is a way to chill out on movies and food in the added comfort of a fully
air-conditioned space. “In short, it is a living room for most of them.”

• The malls are another sign of the new, prosperous India, of call centers, outsourcing
and more disposable income, of fashionable young people who look as though they
belong on MTV. Although much of rural India remains in deep poverty, many urban
Indians are becoming richer. The country’s economy is forecast to grow up to 6.9
percent this year.
• People can shop at stores selling U.S. brands. But they also can buy expensive
pillows from Indian stores, statues of Hindu gods and fancy outfits. They can watch
movies, eat Indian “street food” from the food court or have their pictures plastered
on Coca-Cola cans at a promotional stand. At night they can dance and drink alcohol
in the mall’s swanky nightclubs, also relatively new in India.
 • Foreign mall operators cannot enter India as foreign companies are not allowed to
own real estate in India. Companies like Nike, McDonalds and Reebok sell at mall
outlets through their Indian subsidiaries or franchisees. McDonalds, for example, has
appointed two master franchisees in India, and these in turn have appointed numerous
sub-franchisees all over the country. A sub-franchisee, therefore, could open a
McDonalds outlet either as a stand-alone store or as one of the many stores in a mall.
• On festivals, the malls can undoubtedly compete with a mela what with the carnival-
like atmosphere and no elbow room for the visitors.
• Earlier, a large majority of Indians believed in the Spartan asceticism of the Father of
the Nation, Mahatma Gandhi. But the new generation of shoppers – like their
contemporaries worldwide – believe in living for today and splurging at the
mushrooming malls over the weekends. These consumers, many of whom have been
exposed to shopping trends in the West, are also more aware and discerning.

Movement Of Mall Culture Towards Rural Areas:-

ITC-Choupal Sagar - Successful Rural Model

CONCEPT –
A rural shopping mall where farmers can sell their commodities and can buy almost everything
including cosmetics, garments, electronics, appliances and even tractors. It serves as an agri-
sourcing centers, shopping centers, and facilitation centers.

IMPACT –
Chaupal Sagar stores have become meeting point for farmers to transact commerce and exchange
useful information. ITC awarded - Innovation for India Award 2006 for e-Choupal in the Social
Innovations category for business organizations. e-Choupal specially cited in the Government of
India's Economic Survey of 2006-07 for its transformational impact on rural lives. e-Choupal is
one of the top five alternative channels for LIC Policy sales, and accounts for 10percent of the
national weather insurance market.

Overall, there is a huge market which is waiting to be served, ready to splurge, willing to explore
new products and services. Retailers can tap on their wallets given they do their homework well.
According to India Retail Report 2009 by Images, - India's rural markets offer a sea of
opportunity for the retail sector. The urban-retail split in consumer spending stands at 9:11, with
rural India accounting for 55 percent of private retail consumption

“The idea is to penetrate lower income level rural areas through the smaller Choupal Sagar
stores, spread over about one acre,” Mr S. Sivakumar, Chief Executive Officer, Agri Business
Division, ITC Ltd, said on the sidelines of the CII Marketing Summit. The stores would cost
Rs. 2 crore each and would be set up in small towns and rural areas of Uttar Pradesh, Madhya
Pradesh, Rajasthan and Maharashtra, he said without disclosing the number of outlets the
company planned to open.

ITC plans smaller outlets that would have a capacity to house between 12,000-13,000 stock
keeping units at 40 locations, out of the existing 170 across the country where it already runs its
big format stores.

In the next 5-6 years, ITC is also planning a multi-fold increase in the number of its e-Choupals,
a platform where villagers can access the Internet. “they will increase the number of e-Choupals
from the current 6,400 in 130 districts to 20,000 across 350 districts,” said Mr Sivakumar.

the company would open around 200 new Choupal Fresh outlets, food and beverage stores in
major towns of the country, including metros, to expand its presence in urban areas.