From a design and branding perspective malls found in Delhi could be located anywhere in the world. As more big-name international retailers enter the market and take retail space, tenants alone can no longer provide any form of brand differentiation for malls. The malls themselves need to focus on developing distinct brands that sit comfortably in the market and in the hearts and minds of local consumers.

Naming and brand identity

Unlike more mature Dubai, where the Mall of the Emirates has a brand identity that works in both English and Arabic, Indian malls choose to communicate purely in English. Identities are generic and slightly crude.

Naming appears to have little relevance to the mall and retail mix. Admittedly, these names need to be easily pronounced and written, but they remain weak.

Lack of brand differentiation

The mall itself is simply an air conditioned box filled with retailers. Other than Emporio Mall, positioned for the luxury market, little thought appears to go in to defining who the mall is targeting. This scenario is understandable given the sectors youth, but as competition increases developers will need to create strong brands to stand out and attract the best retailers.

As the retail mix becomes increasingly similar, more intangible reasons for visiting will be required. Brand experiences are sadly lacking. Given the proliferation of malls, differentiating mass-market malls will be essential as this is where competition will be fiercest.

Modern Indian retail identity

Considering the fact that the Indian consumer shops differently to their Western counterpart, it appears strange that the mall shopping experience is based on a Western model. In addition, India has a rich history of crafts, design, iconography and color, these are sadly unrepresented in the retail sector.

There are exceptions but unfortunately not many, the retail space at Bangalore airport uses traditional Rangoli patterns as its inspiration. The scheme successfully creates a modern identity for the retail offer that is firmly rooted as Indian.

Branding challenges

The organised retail sector is in its infancy, but it is set to grow. As competition picks up mall developers need to focus more on branding if they want to attract the best retailers to their malls, and build relationships with mid-market consumers that face multiple retail choices.

It will also be interesting to see whether the Indian retail sector can develop a modern Indian identity for itself, or whether developers choose to replicate foreign business models and developments.

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