BIG BRAND BIG PAIN

Patnaites revel in mall boom - Old shopping hubs undergo alterations as big brands, chains invade city, take away shoppers, retailers

AAROHI KESHAV

(From top): Women make the most of the sale season at a sari shop; a customer waits for his turn at a counter in a mall in Patna. Picture by Ashok Sinha Patna, Aug.13: The changing face of Patna seems to have influenced everything around. Not just the markets but also the shopping habits of Patnites have seen a sea change over the years. With the mall culture being enthusiastically accepted and adopted by the youths, old shopping hubs of Patna, including Lalji Market, Hathwa Market, Heera Place and Kurji Market, are also welcoming changes. This is also being done to bring back retailers who are now moving towards swanky shopping malls, super market stores etc, given their popularity and reach. If retailers are moving away it’s not without a reason. Several leading retail chains and mega brands have ventured into the Patna real estate market. They are buying property and expanding. This has not only increased property prices manifold but has alsogiven retailers more options to lookforward to. Big ventures by big builders, coming from other states as well, have widened the scope for many other brands to come up in Patna.The old system of handing over the grocery list to the Kirana store appears to be fast disappearing. Shopping for the monthly grocery items means fun shopping at the mall, followed by a good lunch at the restaurant adjoining the mall." Shopping in a mall is convenient as you know the quality of the products would be better. Fresh stocks can be seen piled up at the mega stores,” said a housewife. Offers like “buy one and get one free” always adds to the excitement.Shopping in swanky malls has become a status symbol for the people, especially the younger generation. Patna has many shopping complexes like 9 to 9, Kameshwar palace, N.P. Center, Harihar Chamber etc. However, the most talked-about mall is the one being considered a brainchild of film producer, director Prakash Jha.The youth has become more brand conscious. They buy clothes going by the label. Earlier, families had their stores fixed which they would visit regularly and make their purchases. Now, this concept of store loyalty is no more. People look around, go window-shopping and buy only when convinced the product suits their taste and style. Many people feel shopping in malls save lot of time as they are able to buy all kind of things under one roof. Also they get a number of options to choose from. Said Amber, a local, “I love to spend my evenings in these malls because I can hang out with my friends and also do window shopping.” “I can checkout some cool stuff and if I get money I can shop here,” he added. Young mothers bring their children along. These children, being brought up in mall culture, may never know what’s shopping like in old Patna and Hathwa markets. Maybe, the alterations being carried out at the older markets would be over in time to attract the mall kids. But for now, the new shopping hubs are the malls where shoppers get everything and anything. So, shop till you drop!