After an exhaustive and in-depth analysis of the issues faced by the city-based Mahila Mall, the expert team from IIM Kozhikode has devised the overhaul plan under its Social Outreach Programme. The pro-bono study of Mahila Mall’s marketing model to revamp and restructure the marketing strategy for Mahila Mall was also shared with the authorities of Mahila Mall and with the District Collector by the leading Management Institute, here today.
The Mall is the biggest venture of any Kudumbasree self-help group and is stated to provide jobs to 250 women directly and 500 women indirectly. The 36,000 square feet Mall of five stories boasts of branded outlets, supermarket, restaurant, boutiques, footwear shops, beauty parlours, banks, outlets for - imported gadgets, handicraft, babycare, electronics and home appliances. Besides this it also houses conference rooms, training centres and underground parking facility. However, the women entrepreneurs who enjoy a sizeable footfall during festive season and exhibitions are currently experiencing dwindling customer numbers in off-season, resulting in an unsteady source of income for participating women entrepreneurs and outlet owners. This is resulting in a financial crunch and difficulty in paying rent, electricity bills and the salaries of the people employed in these outlets.
The proposed plan prepared by the expert team of IIM Kozhikode consists of both short-term and long-term plans. Team IIM Kozhikode has also suggested the measures that can help best execute the said plan. The short term measures include innovative steps like introducing bi-annual theme-based fests with the potential to grow into signature events, complete overhauling of the Mall’s website to make it more dynamic and interactive, along with attractive membership offerings driven through marketing campaigns suggested for conventional methods such as display signage as well as social media. The long term plans also offer valuable insights into the structural refurbishment of the Mall to maximize profits through space accessibility and strategic visibility. Several other initiatives, novel in nature, are a part of the shared plan. The intended implementation of the proposed Plan is expected to increase the foot fall in the mall, ultimately leading to increased sales thereby solving the problems related to rent, electricity charges and other expenses being currently faced by the establishment.
Prof. Debashis Chatterjee, Director, IIM Kozhikode shared that IIM Kozhikode has always stood for social cause and overhauling of the Mahila Mall is its topmost priority. “We, at IIM Kozhikode aim at providing logical and viable solutions. The makeover of Mahila Mall has to be sustainable and our plan is intended towards the same objective. We are hopeful that the facelift of the Mahila Mall at Kozhikode will open ways for several other cities in the country and the world to initiate such offerings.”
Adding, further Prof Deepa Sethi, Chairperson, International Relations and Faculty in the area of Humanities & Liberal Arts said “The IIMK Team is confident that the well-researched overhaul plan submitted to the Kudumbasree and District Authorities will not only address the falling foot fall but will also empower women entrepreneurs to overcome crisis situations to scale heights and make the Mall a brand name to reckon with.”
The submitted plan will be discussed between all stakeholders and is expected to be implemented immediately.
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