Virtuous Retail mapping the future

The demand for quality retail shopping outlets is increasing at a steady pace. This phenomenon is already evident in the metropolitan cities; Tier II and Tier III towns are also witnessing a demand for superior shopping experience and retail spaces. Swanky lifestyle malls and luxury retail brands replace traditional mom and pop stores. Experts are of the opinion that Indian lifestyle retail is set to grow faster than the growth of India’s GDP (Gross Domestic Product).

Rentals are one of the major cost overheads for retail companies. A major shift from the property-selling model to a leasing-and revenue-sharing model has been perceived in recent years. Virtuous Retail Services Pvt. Ltd. is a company that specializes is the development of retail space for lease. Its portfolio includes lifestyle centers, neighborhood shopping centres, and luxury retail centres. Virtuous Retail owns premium retail space for rent in India’s top cities – Bengaluru, Chennai, Mumbai, Pune, Surat and Kolkata. Virtuous Retail works in a developer-operator role. It develops urban social and commercial hubs (mall and shopping centres) and then manages the day-to-day operations of the mall. Global expertise is smartly fused with local data to create high performance prime commercial hubs, attractive to national and international retail players. This has made Virtuous one of the leading institutions in retail management and leasing.

Nowadays, apart from leasing space, promotion and marketing has also become crucial. According to Govind Shirkhande, CEO, Shoppers Stop’s, “With the revenue-sharing model, it has become important that tenant and owner both have a transparent business relation. This is the reason that specialized contracts are becoming popular.” Thus Virtuous Retail, in addition to its developer and operator role, also offers specialized services like consumer experience design and tenant relationship management. Consumer experience design is nothing but experiential marketing – the practice designing promotions and services with a focus on the quality of the customer’s experience. In today’s challenging scenario, it is not enough to make ensure 100% retail space on lease. The right mix of tenants adds stability; tenant relations and retention is a key component in mall management. Tenant relationship management today has evolved into a specialized field where dedicated managers are focused on developing mutual trust and smooth operational flows between the mall tenant and mall owner.

Backed by extensive research, Virtuous Retail is currently developing 8 large-format retail shopping centers in Surat, Bangalore, Pune, Chennai, Mumbai and Kolkata and Jaipur and Udaipur are on the anvil. The company is looking at outright purchase or commercial space on lease for these projects. With the backing of The Xander Group Inc., a leading emerging markets investment firm, Virtuous Retail is on the path to map India’s retail future.

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