Over the past few years, I have tried to devote a day in each week to my family. It gets difficult often, but I have tried hard to do that.
Usually, we either go out for a long drive, or head out to a mall for a day of unrestrained fun. Or it is a mix of the two. For me personally, going to a mall is very enjoyable, as I observe everything carefully, and try validating it with my personal management learnings.
So today we were at a mall, and had a great time. Some observations, learnings & ruminations
- The mall-culture is a parallel culture that's strongly getting embedded in lives of a significant percentage of our urban population. It's about glitz, glamour, people, warmth and retail-therapy.
- India is surely a nation of the young. At least 60% plus of the crowd one sees at a big mall in a city is of the age-group 15-35 years.
The "acceptable" mores in society, especially for women, seem to have evolved substantially. There is a lot of visible freedom for women. Good news.- Lots of young people are taking lots of things for granted. For me, these constitute novelty. When I was 15, the best we had in Indore was a '56 Shops' (string of eating-out joints and miscellany) and that too was considered too modern for boys of my age to visit frequently! How times have changed.*
- What's fun for us, is tiresome for many. The tens of parking staff and security guards in the basement minus two level parking have a harrowing task spending the whole day without natural sunlight or maybe even a view of the outside for many hours straight. Even the air is not good to breathe (fumes, oh deadly vehicle fumes). We surely are lucky to have job-descriptions qualitatively better than that.
- The shiniest of branded stores often hide odious truths behind the glitzy facade. The staff room of one such big home shopping brands I visited was dungeon-like and dirty, & that must make the staff feel like they are in a ghetto. Maybe management does not want staff to spend a lot of time during lunch. But this is hardly the way to treat them. Use the simple acid test : the MD of the company must be able to use the staff toilet that he allots his people.**
- There are citizens from all strata of society who visit. I am sure children drive their parents most of the times. I really appreciate the grace with which several parents manage and control the never-ending and costly demands of their children at such places. It's an education.
- High value purchases are generally rarer than they ought to be, to sustain a drama like the high-street malls. Many brands learn this fast, and evolve variants to suit local tastes, to drive traffic.
- Games constitute a big draw for the young. Lots of spending happens in the GameZones.***
- Fast food is the way to go. Interestingly, lot of the taste across menus is driven by common elements (almost the same spices and butter, etc.)
- People do not wash hands or mouth after meals at such locations! Very few go to the washrooms.
- There is almost no discipline while using the Lift. Those who push hard and brash, get the pride of place. Unless a Q-manager is forced on people, there is no queue ever. As a society, we need to learn these manners fast.
- Movies are such a big draw! And there are so many nicely crafted and interesting movies being made now-a-days. Indian cinema has truly come of age.
- Lots of cross promotions happen. You can win more ice-creams than you can eat, if you play well in the GameZone.
- The Mall Promoters must be perpetually thinking of "drive consumtion harder, harder". At times, I truly find that amazing. We have seen the American consumer now thinking seriously of reversing her spending habits. What happens here will be interesting to watch.
- Malls are generally not child-friendly (just visit the washrooms to understand what I mean).
- I often find people who find me, and want to strike a conversation (maybe to get some business interest served). Despite clear signals, they do not understand that a mall is not the best place to pursue someone who is with the family, and not in a mood to talk business with almost strangers. Today some NLP trainer found me and despite my repeated insistence that he mail me, he persisted and sent his business card to my mobile (for which I had to volunteer my number). Guess what I did with that sms!
* the jaded-youth-syndrome of the West will surely hit the youth in India too. When too much luxury and choice is apparently within reach, the mind just gives way.
** at my office and campus locations, senior staff are instructed to ensure neatness and cleanliness in toilets. We succeed often. At least we sincerely try.
*** Alongwith my son, I have steadily practised PaintBall shooting, Bowling, Net Cricket and Mini BasketBall over past few weeks. We win lots of bonus overs and ice-creams now! Performance is at an all-time high :)
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