Shopping Malls in Pune: Shaped by culture or culture shaper?

The bustling streets that have been Pune’s shopping destinations since decades wear an increasingly deserted look; and it’s not just the blazing sun, traffic or dearth of parking spaces that have driven shoppers away. They’ve been drawn rather to the heady mix of ease, variety and convenience proffered by the vast air-conditioned spaces of Pune’s shopping malls.

 

And why not? There’s enough here to satiate the senses of the most ADHD afflicted. Brands representing the best of global, desi and everything in between draw trend setters and fashion followers with equal fervor. A cornucopia of gastronomic delight tempts all and sundry with delectable wares ranging from cheesy European to spice-laden Indian. And for those who prefer to watch from the sidelines, there’s just as much to enjoy. An event calendar to rival the most active socialite’s diary offers entertainment as diverse, food-fiesta, fashion-show and weekend – events—and this is just one typical week at the Nitesh HUB, in Koregaon Park.

Malls in the city are evolving far beyond the shopping centers they once were and Nitesh HUB is in the vanguard this transformation. It is now one-stop-shop for just about anything anyone could crave in the nature of food, clothing and entertainment. This is the venue of choice for just about every occasion—children clamour to celebrate birthdays here, drawn by the varied permutations and combinations of food and fun on offer; adults go ga-ga on the discount shopping and first arrival bonanzas; and even senior citizens have been known to sit back and reminisce about chai on the katta while sipping their grand-lattes—without the slightest trace of irony. 

With so many new malls springing across the city, one might be tempted to dismiss the plethora with a seen-one-seen-em-all wave; nothing could be further from the truth. Every mall has its own personality—created by the particular mix of brands it houses, the events it hosts, its interiors and, of course, the audience it draws. While one mega mall might strive to become the be-all for bargain hunters and economy-minded citizens, another may enthrall with the opulence of the wares it offers, while yet another may stake claim to being the venue for any and every event. 

Only rarely does one mall bring all these disparate elements into seamless union to create an address that excites the young and not-so-young alike, draw fashionistas and fashion followers with equal ease and hold its audience spellbound by the combined charms of its artful interiors and ease of access. Nitesh HUB, with its premium location in the heart of Koregaon Park, expansive layout, and unique mix of stores and eateries, is proving to be all this and more.

Behind the fun and games it’s business as usual—and what a great business it’s proving to be. Driven by the changing lifestyle aspirations, higher disposable incomes and increasing footfall, business owners are beginning to appreciate the big difference an outlet in the right mall can make. And with yields in real-estate, particularly shopping malls, beating other segments, there’s little doubt that Pune’s shopping malls are definitely the place to be—whether business owner or value-conscious customer.