DDA to improve brand image

By Our Staff Reporter

NEW DELHI, JUNE 18. Adopting a ``participative approach'' with its prospective customers, the Delhi Development Authority (DDA) has finally prepared a plan for disposal of its Janakpuri District Centre -- yet to become operational, even a few years after completion.

In a major deviation from the past the DDA has amalgamated smaller shopping units and made changes in its lease deed to attract companies with ``brand equity image'' so far reluctant to come here. The objective being to create this place in such a way that it becomes one of the most thriving centres of West Delhi, senior DDA officials said.

Spread over 10 acres, the commercial centre is as big as

Nehru Place and Bhikaji Cama Place with provisions for shops, hotels, cinemas and offices.

After some soul-searching on its inability to sell such a prime property, the DDA held a series of meetings with companies known for prestigious retail outlets.

During the meetings, held in Delhi and Mumbai in the past few months, these companies including Raymonds, Bata, Ebony, Archies, Nirula's, Raheja and MacDonalds, pointed that the shops were not that lucrative as the space was too small and cramped.

Citing poor maintenance and almost decaying status of other market complexes like Nehru Place and Bhikaji Cama Place, they also asked the DDA to ensure that its charm and attraction is maintained. Smaller shops mainly lead to boom of petty business, thus creating a disadvantage to bigger companies to set up their showrooms.

This time the DDA has ensured property management by better parking management, maintenance for common areas, lighting and utilities, hassle free operations, common problems redressal, efficient security, cent per cent power back up, and housekeeping and janitorial service.

Besides amalgamating smaller units, the DDA is also giving the option of movable walls to its prospective customers. Spaces earmarked for showrooms and galleries now have been spaces between 43 square metre and 288 square metre space, but most of them being over 100 sq m.

The companies would be encouraged to participate in the maintenance and cleanliness of the entire complex and bring in a more aesthetic look. Arguing that this might be a small beginning, senior DDA officials asserted that the objective behind this entire exercise is to involve market players in every aspect of land development, planning, construction and its disposal.

``It is they who would be finally using it,'' the official said, adding that similar conferences with prospective customers would be convened for other market complexes also.

According to DDA officials, they are also trying to avoid multiple ownership of shops and retail outlets here, unlike in Nehru Place and Bhikaji Cama Place. ``Instead of shopping, it's only sale and purchase of properties that happens at all these places,'' the official said.

Commenting on companies' response, DDA officials claimed that it has been overwhelming. They are planning to adopt a similar approach while disposing off other commercial properties also.

DDA officials said this was a combination of ``brand equity image'' and participative approach, that they have evolved from past mistakes. It is based on the premise that the success of any commercial complex depends primarily on the presence of at least a few brand equity shops.

This acts as a strong magnet, besides creating subsidiary units and leads to better maintenance. ``As a result the complex becomes a destination point for people of the surrounding area. We are sure of success this time,'' the official said.

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