AlphaOne Amritsar

Let’s face it: when it comes to high fashion, fine food, and fun family entertainment, Punjab’s newest attraction, the AlphaOne in Amritsar, has it all - and then some.  So it’s not surprising that the stunning retail and entertainment complex attracted over 250,000 eager visitors since its March 5 grand opening, which, by the way, saw total sales of over 2 crore rupees! In fact, some noted dignitaries like Col. RS “Pickles” Sodhi MD, AlphaG:Corp and his wife, Mrs. Nafisa Ali Sodhi, as well as some top retailers and traders in Punjab joined the throngs of eager shoppers to enjoy the over 2 million square feet of pure retail bliss.

With 170 stores, including United Colors of Benetton, Tommy Hilfiger, Levi’s, The Body Shop, Adidas, Nike, Puma, Catmoss, and Beverly Hills Polo Club to name a few, shoppers found a mix of regional, national and international brands.

In addition to the top-notch retail stores, AlphaOne pays homage to the true spirit of Punjab with the Amritsari Bazaar – a replication of the world-famous Hall Bazaar of Amritsar – that boasts an impressive 51 stores. Here, shoppers will find a customer-friendly, convenient place to buy exquisite handicrafts and specialties of Punjab. 

But die-hard shoppers weren’t the only ones who enjoyed themselves at AlphaOne. Foodies found plenty to indulge in at one of Asia’s largest food courts, which offered hungry shoppers assorted cuisines at over a dozen counters. Entertainment junkies found excitement at Orama Krazy Kingdom – a family entertainment center that includes a gaming arcade, bumper cars and a 4D theater. And moviegoers enjoyed the Fun Cinemas - a state-of-the-art 5-screen multiplex movie theater that is home to the Magnum Lounge, a gold standard theater that features 100% recliner seating and a dedicated snack bar and lounge area.

Ms.Nafisa Ali at AlphaOne Amritsar

Here are some of the key findings of the research:

 The current scenario:

• The chief wage earner of the household, which in most cases is the man of the house, is the key decision maker when it comes to shopping.

• Although most respondents confessed that they like to dress fashionably, the awareness about brands is fairly limited, given the kind of brands they have been exposed to till now. Surprisingly, the respondents believe that all brands are available in Amritsar.

• A split has been observed in peoples’ attitude towards brands & the role they play in life. Branded apparels thus get restricted as a choice only for special occasions.

• Shopping with family is the second most preferred leisure time outdoor activity after eating out, for the people of Amritsar.

• A desire to shop for all items in one go has been observed. This desire is primarily driven by the intent to save on time and travel costs. Therefore, most people prefer to shop for groceries, toiletries and maintenance products in one go.

• The regular Amritsar shopper still does not understand the mall concept completely, given their limited exposure. However, need for a good mall that offers more brands, more styles and more options has been voiced by most respondents.

Expectations & Aspirations:

• Accessibility and hygiene are the basic expectations that the people of Amritsar have while shopping.

• Further, good range and variety, assured quality and reasonable prices have been mentioned as desirable, for a good shopping experience. However, the shopping experience becomes delightful only if the destination offers options for eating out, fun for kids and entertainment for the whole family.

• When it comes to a shopping mall, consumers expect the mall to be an imposing structure with great ambience, located in an open area, a little away from the city.

• Additionally, they feel the mall should have food courts, games and other entertainment options.

• Along with top national and international brands, the mall should house local Amritsari specialties as well.

• Last but not the least, the mall should run offers and discounts and have reasonably priced products.

If one were to closely study these findings and map the expectations to the key features and highlights promised by AlphaOne Amritsar, one would realise that it fits the retail aspirations of the people of Amritsar very well. Therefore, the above findings reinforce our belief that AlphaOne Amritsar will emerge as the one point destination for retail, entertainment and hospitality that will revolutionize the way the people of Amritsar shop, eat and entertain themselves.

 Event Profile

• We invited our Anchor and Vanilla Brand Partners/Associates to strategize and brainstorm with an open exchange of ideas, dialogue and feedback to collectively drive optimum footfalls into AlphaOne Amritsar, which is already 73% leased out. The mixed use development, AlphaOne is slated to open on October 01, 2009.

• The key people interacting at our first Brand Partners’ Meet were Mr. S K Sayal, Director & CEO, Alpha G:Corp; Mr. B S Nagesh, Managing Director, Shoppers Stop, Mr. Prodipta Sen, VP, Marketing & Corporate Affairs, Alpha G:Corp; Mr. Mukul Kumar, Chief Technical Officer; Mr. Ashish Sarin, Chief Financial Officer; Mr. Jaideep Wahi, Retail Director, Cushman & Wakefield; Mr. Pradeep Kumbhert, VP, Reliance Retail; Mr. Deepak Taluja, VP, Fun Republic; Mr. Umesh Kapoor, Head, Business Development, Nirulas;  Mr. Manish Gaur, Head, Business Development, Shoppers Stop; Mr. Samanth Jerath of Jerath Associates; Mr. Naresh Gupta of Publicis Communications and the attending Amritsar, Delhi and Chandigarh Media, among a guest profile of 350, which also consisted of the very best of current and prospective vanilla brand retailers across the spectrum. The presentation by guest speakers was followed by a brief Q&A session. The guests were provided with feedback forms to assess their genuine feedback and suggestions to optimize the footfalls in the mall.

• Mr. S K Sayal stated at the meet, “In order to make it a win-win experience for every shopper and retailer, we set up innovative systems and procedures based upon sustained research from the time this mega project was finalized. This spirit and its results are evident at this 1st Brand Partners’ Meet. We look forward to great success in this venture for each person present here.”

• Mr. B S Nagesh responded articulately during his address as a guest speaker, “AlphaOne, Amritsar is the first mall I have seen in my entire experience that is fully ready for operation almost 2 months before the grand launch. In my long relationship with Mr. Sayal and Mr. Sen, I have frequently admired Alpha G:Corp’s professional and result-oriented manner of doing business.”

• The interactive discussion continued during high tea later after which our top company officials accompanied retailers and guests for a detailed visit of the mixed use development.

• We are also the first developer in India to attempt this manner of interactive collaboration with our retailers and brand partners. AlphaOne, Amritsar has the best International, National and Regional mix of brands and many among them attended the 1st Brand Partners’ Meet on August 01st, 2009. AlphaOne, Amritsar. This soon to be launched mega retail and entertainment City Centre project of 2 million sq. ft., under the signature brand name, ‘AlphaOne’ – Ithhe aao happy ho jao …Be here be happy! will establish a rational and sustainable business model where optimum customer delight will be the unconditional priority in all operations and promotions.

• As North India’s largest mixed use development comprising of high quality retail and entertainment, AlphaOne would make a discernible impact on the socio-economic fabric of Amritsar and surrounding areas. Mr. Prodipta Sen, thanked the media and retailers present, “We appreciate and value your pivotal role in increasing public awareness about fresh ideas, innovations and methods and hope that as facilitators that enhance the process of public perceptions you would after your visit recognize the value we propose to add by providing our shoppers with constant happy experiences while helping to raise the bar for sustainable Destination Point models in India.”

• Last week, Mr. Sen was awarded the prestigious ‘Pride of Industry Award’ in New Delhi for his team building efforts and ever seeking ways to benefit retailers and the customers’ experience in the hitherto disorganized sector of retail in India.

• As a result of AlphaOne’s architecture, planning, facilities, location and most of all the retail and entertainment mix, this landmark development received the honor of ‘Highly Commended Certification’ and ‘Seal of Distinction’ in the category of Mixed-Use Development at the 2009 edition of the Cityscape Asia Real Estate Awards held in Singapore in May 2009. In connection with the same, Alpha G:Corp was also honored with “The Emerging Developer of the Year Award” at the inaugural Realty Plus Excellence Awards 2009 held in New Delhi.

• The Anchor brands are Shoppers Stop, HyperCITY and Fun Republic. The Vanilla Stores at AlphaOne: Tommy Hilfiger, Levi’s, Lee, United Colors of Benetton, Allen Solly, Provogue, Wrangler, Adidas, Nike, Reebok, Puma, Arrow, Lee Cooper, Planet Fashion, Spykar Jeans, Biba, Peter England, Mufti, Reid & Taylor, Kapsons, Café Coffee Day, Store – 99, F2O, No Code, 109'F, Shoe Box, Magnet Shoes, Metro Shoes, Titan, Timex, Provogue, V.I.P, Good Things, Lotus Bawa, Belmonte, Prime Watches, Hues, Catmoss, Joy and Peace, Spykar, Spykar Kids,  KingKow, Lakshita, M & B Footwear, Lilliput, Home & Apparel, Pepe, Flying Machine, Hidesign, Just Lucky, et al.

• The venue dressing for our first Brand Partners’ Meet was aesthetically individualistic of AlphaOne’s tagline: AlphaOne’ – Ithhe aao happy ho jao …Be here be happy! A promise that will bring in even more to cheer about in Amritsar.

We will be the first developer in India to attempt this manner of interactive collaboration with our retailers and brand partners at AlphaOne, Amritsar. AlphaOne has the best mix of International, National and Regional brands and many among them will attend the 1st Brand Partners’ Meet.

While the recent times have seen several crises in shopping centre projects across the country, we have enhanced our belief in focusing on the real requirements and desires of customers. AlphaOne, Amritsar is designed by leading international architects, ARCOP who are also architects of other ahead-of-times landmark developments. This, our biggest and most ambitious project to date will offer renowned national and international brands to the people of Amritsar and surrounding areas. We will of course, retain the unique and bold Amritsari spirit in the specially designed Amritsari Bazaar where local retailers will sell their wares on the top floor at AlphaOne.

With AlphaOne, we aim to set in motion the renaissance of retail operations in India. This soon to be launched mega retail and entertainment destination point of 2 million sq. ft., under the signature brand name, ‘AlphaOne’ – Ithhe aao happy ho jao …Be here be happy! Will establish a rational and practical business model where optimum customer delight is the unconditional priority in all business decisions, promotions and operations. This work culture we believe will prove to be the foundation of success of this development.

In order to make it a win-win experience for every shopper and retailer, we set up innovative systems and procedures based upon sustained research from the time this mega project was finalized. This spirit and its result will be evident at the 1st Brand Partners’ Meet, especially during the exchange of ideas, dialogue and feedback between the retailers and our team to collectively drive footfalls into AlphaOne.

AlphaOne would make a discernible impact on the socio-economic fabric of Amritsar and surrounding areas. We will provide our shoppers with constant happy experiences while raising the bar for sustainable Destination Point models in India. We see AlphaOne as not only a business opportunity but also as a great way of building and strengthening relationships.

You would perhaps be aware that as a result of AlphaOne’s architecture, planning, facilities, location and most of all the retail and entertainment mix, this landmark development received the honor of ‘Highly Commended Certification’ and ‘Seal of Distinction’ in the category of Mixed-Use Development at the 2009 edition of the Cityscape Asia Real Estate Awards held in Singapore in May 2009.

Our recent experiences:

The year 2008 was a year for corrections. The retail industry felt the sharp impact of the economic slowdown resulting in a cash crunch. As a natural reaction, the companies started correcting their expansion plans, which were actually set in frenzy without much thought thereby leading to high cost structures. Interestingly, the earlier phenomenal growth of organized retail sector and its downturn were both inextricably linked to the real estate sector. The background of the real estate sector was very similar wherein no real homework on the consumers and the retail potential was done before starting to build large scale shopping centres. Sadly, even the commitment to ensure long term success was missing. Instead, the sale model was to ensure a quick return among many.

But even as the great shopping experience in India hit a few road blocks, it is being seen by us as a blessing in disguise by way of sound preparation for the long-awaited renaissance in retail in which only the strong and focussed players will continue to survive and grow. The new government at the centre has also instilled new faith for both the retailer and the developer, providing the indication that the sector is through with the initial round of corrections. A sound beginning to herald Retail’s Renaissance would be the rationalisation and opening of FDI inflow in this crucial sector.

Alpha’s contribution to this Renaissance:
While the recent times have seen innumerable shopping centre projects across the country being put on hold or being scrapped totally, we believe in continuing to focus on the real requirements of customers. We have always worked collaboratively with the retailers be it at the time when the growth in retail was at its peak or when the sector is recovering from a correction mode. It is this approach that has resulted in a high level of interest from national as well as international brands for our soon to be launched City Centre development, AlphaOne in Amritsar at a time when the overall demand for retail space is at an all time low.

A comprehensive research was conducted by us not just of the existing and potential retail and related real estate in the city, but more so of the catchment areas. The consumers, their demographics and aspirations were the key ingredients of the research. We incorporated the findings of this extensive research in the planning of the City Centre development in Amritsar resulting in a strong foundation for our project.

The technical aspects comprising of both civil and the services plans are all designed in consultation with the retailers while keeping the requirements of end-customers in mind. Advanced and planned facilities for parking, all-round accessibility and strategic zoning are fundamental to our retail mix as are choices in price points, customer relationship management; interesting marketing schemes and promotions, customer research and focus group discussions. For us, the customer is always at the heart of everything that we plan or do!

Further, we have identified mall management as a critical factor for the success of malls, because ultimately both the retailer and the developer will benefit from marketing promotions, which will result in increasing footfalls. And we all agree that a customer friendly mall will make the customers want to come back time and again to relish the experience. It is only with a dedicated and experienced mall management company that this can be ensured. To this effect, we have set up a designated and professional mall management company that will service all our City Centre projects.

Our first retail development entailing 2 million sq. ft., AlphaOne in Amritsar will bring about the much needed revitalization of the retail sector by offering the best of national and international brands to the people of Amritsar and surrounding areas while retaining the best of the local Amritsari spirit.  As a result of AlphaOne’s architecture, planning, facilities, location and most of all, the retail and entertainment mix that will offer continuous luxury and delight in shopping and entertainment options, this landmark development has received the honour of ‘Highly Commended Certification’ and ‘Seal of Distinction’ in the category of Mixed-Use Development at the 2009 edition of the Cityscape Asia Real Estate Awards held in Singapore in May 2009.