Crossroad's Retailing Lessons

The 'Shoppertainment' Contd...

The mall was created on four levels, offering jewelry and children's goods; gifts and women's wear; houseware; and men's wear. Prior to the establishment of Crossroads, Piramal Enterprises had set up a Roche factory² at that location. To utilize the real estate in a better way, the group considered many options with the help of consultants McKinsey and KSA Technopak. The surveys by these agencies revealed that the urban population always sought a shopping environment that let a family spend time together. Keeping this in mind, the group developed the Crossroads model.

Crossroads was Ajay Piramal's answer to the malls like London's Harrods or New York's Macy's. (Refer box). The shopping arcade of the mall, spread across 60,000sq.ft., offered 125 top Indian and international brands in fashion, jewelry, footwear, watches, etc. It also had an in-house department store, Pyramids, that offered about 150 brands.

Pyramids was the biggest store in the mall, followed by Pallazzio, which had 80 brands of jewelry, watches, and other accessories. Other brands available in this arcade were Levi's, Lee Cooper, Adidas, Lacoste, Swarovski, Reebok, Nike and Benetton. Outlets of Indian designers like Rohit Bal, Ritu Beri, and JJ Valaya were also a part of this arcade. (Refer Table I).

The mall had a plethora of entertainment options at the Jammin', which covered three floors. It offered simulation games, bumper cars, pool tables and a ninepin bowling alley. The entrance of the mall had a spacious atrium with a video wall. One side of the atrium featured the works of the celebrated local cartoonist, Mario Miranda, flanked by a piano bar.

On the other side, were the Jammin' and the Chinese restaurant China Garden. The ground floor was completely devoted to food. The Food Court offered six types of cuisine including Indian, Lebanese, Chinese, Italian and others. McDonald's also had an outlet here.

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2] A Swiss pharmaceutical company, which Nicholas Piramal India Ltd. (NPIL) acquired in 1993. NPIL was formed
after Piramal Enterprises acquired Nicholas Laboratories in 1988, to enter the healthcare business.

Case Details

Case Code : BSTR005
Themes: Retailing
Case Length : 6 Pages
Period : 1999-2000
Organization : Crossroads, Piramal Enterprises
Pub Date : 2001
Teaching Note : Available
Countries : India
Industry : Consumer Goods & Services

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