Interview with Puneet Varma

Puneet Varma
Puneet Varma
Associate Vice President - Marketing and Corporate Communications
Inorbit Malls
Inorbit Malls

People shopping abroad feel that there are just a few malls in India giving consumers an overall good experience. What innovative ideas can you incorporate to make malls classy and sophisticated for the consumer?

It is true that the size of the malls abroad is much bigger in area as compared to the ones in India. There are a lot of factors that need to be counted like land cost, retail policies, infrastructure, manpower, regulatory permissions etc to develop malls with a bigger space. Marketing strategies are slowly shifting to digital and social media platforms. It is important to feed customers with information and updates constantly on new brands and products. We always keep re-inventing our strategies to adapt to our consumers who are always updated. Mobile apps are the in-thing and the best way to communicate to consumers. Mobile apps, like the one Inorbit Mall has, offers consumers access to mall information, available brands, upcoming events, booking appointments for spas and checking menu of restaurants. We believe that it is not the size of the mall, but the product and experience it provides which makes a mall successful.

What are the trends with respect to consumer spending at malls?

There has been marked rise in people's standard of living, resulting in more international and luxury brands exploring the Indian market. The New Age consumer is also more than willing to try new products. Hence, it is essential to create the right kind of mix of brands at the mall. The consumer is still spending on fashion, electronics, home decor, etc. However, there is a shift in pattern, as the consumer is becoming more and more brand-conscious. This leads to more customisation of the array of brands available at malls today. The consumer also looks at spending quality time with great Food and Beverages (F&B) and entertainment options at the malls.
Published on: 19/10/2015

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of

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