 Mumbai:
The Lokhandwala Complex at Andheri West, Mumbai, will
soon be the venue for the unveiling of a new retail frontier
— Mumbai’s first entertainment centre
targeted at young adults. E-City Entertainment (I) Pvt
Ltd (www.ecity.esselgroup.com)
is offering unique space for shops and allied retail activities
with special appeal to all those brands that are targeting
young adults.
What
makes the retail space unique is the fact that the space
being offered is part of what will be Mumbai’s
first, truly integrated ‘young-adult entertainment
centre,’ Fun Republic. Young adults as a segment
do not currently have any integrated entertainment venues
dedicatedly targeted towards their lifestyle and Fun
Republic, Andheri, is set to fill this much-felt vacuum
when it opens in the next 12-16 weeks.
Fun
Republic is spread over a total area of 1,85,000 square
feet and will have a four-screen state-of-the-art cinema
multiplex with 1,300 seats, a food court, a huge shopping
area and parking facilities for 650 cars. The top two
floors of the Fun Republic complex will house an exclusive,
membership-only, lifestyle zone aptly branded as Experia.
 Experia
will have Reviva (a fitness zone), Positivity
will be the personality zone, five-concept lounges called
El Dorado, Starz (a fine dining restaurant with
a bar), Federal Bureau of Intoxication (FBI)
(a cluster of bars and dance floors), Matrix
(a studio area), Cacophonyx (a collection of
games) and Fortune Zone, which has games of chance.
This
integration promises to make it an attractive proposition
for retail entrepreneurs and shoppers alike. The most
compelling attraction for prospective retailers is the
fact that they are guaranteed a huge captive audience
of young adults who will visit the complex to partake
the varied and integrated leisure facilities as they
are all housed under one roof.
The
estimated annual traffic to Fun Republic, Andheri, as
a whole is in the region of 3 million people annually.
The socio-economic profile of the target customers is
likely to be SEC A&B hence retailers are assured
a captive audience, which has adequate disposable income.
 The
second compelling reason for prospective retailers is
the fact that this retail space is not being offered
by a typical real estate developer but rather by an
established, marketing-oriented, entertainment service
provider with a national presence.
The
relationship with the retailers will cross the boundaries
of a typical, normal relationship between a mall owner
and a tenant. So the retailer is assured that in E-City,
the retail space owners will collaborate with them in
their business efforts by putting the marketing muscle
of E-City behind the retailer to ensure the success
of the retailer.
When
inaugurated, Fun Republic, Andheri, will be a complete
young-adult destination by itself. E-City has a proactive,
flexible and aggressive marketing and promotional strategy
to ensure that the complex continues to remain high
on the choice set of target customers.
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