Title: modern retailing in India: a study of the attractiveness of a shopping mall

Modern retailing in India is at a nascent stage of its evolution, but within a small period of time certain trends are clearly emerging which are in line with the global experiences. As India enters its second phase of organized retailing, capital markets gave astronomical valuation to retailing businesses, developers started creating malls everywhere. The economy also begins to gather momentum after the brief slowdown showing positive consumption pattern of fashion brands, electronics products, grocery outlets, food courts and the real estate. The retail need to play a major role in driving retail to next level. The economy which has expanded at close to 9% in the three months to June’ 2010 and is at the fastest pace in more than two years. It's being driven by high retail growth and increased private investments. Retailers in fashion & lifestyle brands have started customizing their offerings for potential markets and customer segments. Vibrant economy, combined with sustainable retail business model has encouraged ready-made apparel business to grow and expand. The massive investment taking place in developing shopping malls in Delhi-NCR is again bringing enough challenges for the developer. According to unofficial estimates only about half the retailers in merely 10 of the 200 odd malls make money. To develop and sustain attractiveness of shopping malls as a business destination in India, experts have difference of opinion. The present case study provides an insight of the strategic relevance of retail tenant mix (zoned concept) with special reference to “The Great India Place (TGIP) Shopping Mall, Noida (UP).” This case focuses on studying the genuinity of choosing TGIP shopping mall by a customer. The occupancy level of TGIP shopping mall and its retail tenants (including anchor stores) placement on various floors are studied through this case.