The theory

My theory is in a booming market full of eager retailers looking to expand and consumers willing to spend, building profitable shopping malls is relatively easy. When these dynamics go in to reverse things aren't so simple, a scenario facing India.

The squeeze is being felt, AsiaProperty magazine has reported that 11 of 15 malls on MG Road, Gurgaon, have had to refit to create mixed-use schemes as demand for retail space slows. In my opinion part of the reason is that developers have been building malls, not building brands, they have been busy badging "me-too" malls instead.

While a well-positioned and clearly defined brand wont solve all problems, it will help malls stand out from the crowd. More importantly it will help the developer make informed decisions about the tenant mix and service offer based on an understanding of who their target customer is.

The question

Having asked the question, general consensus was that Inorbit Mall - due to its size - was the place to go. While the size of a mall can be important, a competitor can always build a bigger mall, in India where malls are in close proximity this would be a real problem. Regardless, I set off in a taxi with a relatively open mind.

The taxi twist

The taxi driver spoke good English and asked what I wanted to buy. Having told my story he suggested the Oberai Mall instead. His reasons were telling, it was closer and in his opinion all Mumbai malls were the same, as he put it, they have McDonald's, cinemas and the same shops.

If taxi drivers can see this, the customers they deliver to malls can too. If the retail and leisure mix isn't providing differentiation, the brand has to. If this scenario is correct Mumbai shoppers are likely to be visiting the mall nearest to home, making customer attraction and retention increasingly difficult.