Catchment Area Analysis

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SYNOPSISOFCATCHMENTAREASTUDY
TABLEOFCONTENTS:

1.0 2.0

Catchment Area PTA, STA, TTA. 3 Bhandup & the vicinity..6 2.1 2.2 2.3 Upcoming Residential Projects. 7 Commercial/Office/IT Projects....9 Retail Presence.....11

3.0 4.0 5.0 6.0 7.0

Property Demand....13 Infrastructural Growth....15 Summary of findings...17 Integrating the findings to strategize Magnet mall...17 In a Nutshell.. .........19

CatchmentArea:

PrimaryCatchmentArea:(Within5kms.radius)

TR RADE AR REA ANALYSIS: L

Primary Catchment The Primary Catchment is within 0-15 minutes drive to Magnet Mall. The areas are: Bhandup Kanjurmarg Mulund Powai Vikhroli Ghatkopar Therefore the primary catchment of Neptune Magnet Mall is strategically situated amidst the densely populated Mulund, Ghatkopar and Powai areas Secondary Catchment The Secondary Catchment is within 15-30 minutes drive. The areas are: Thane Vidyavihar Kurla Chembur Intl. Airport Therefore the secondary catchment of Neptune Magnet Mall is the densely populated Thane, Vidyavihar and Chembur areas besides being close to the International airport. Tertiary Catchment The Tertiary Catchment is within 30-45 minutes of drive time. The areas are: Sion Santacruz Airport Domestic Jogeshwari Goregaon Therefore the tertiary catchment of Neptune Magnet Mall is the thickly populated Sion Santacruz, Jogeshwari and Goregaon areas, and within 45 minutes of the domestic airport.

BHANDUP: Bhandup is one of the strategically- located eastern suburbs of Mumbai. Like most of the suburban areas, it is also divided by the railway line into East and West. Bhandup is connected by the entire stretch of eastern suburbs through Central railway line as well the LBS Marg. The entire Stretch of LBS Marg including West of Ghatkopar, Vikhroli, Kanjurmarg, Bhandup and Mulund had developed as an industrial belt. However, owing to the real estate boom the industrial units were gradually taken over by commercial and residential developments. Today the biggest names in the real estate business have formed a bee line to grab a chunk of this opportunity

UPCOMING RESIDENTIAL PROJECTS: Neptune Magnet mall has an immediate catchment of 2000 families residing in the adjoining Neptune Living point residential towers. As seen below,

MagnetMall

Listed below are upcoming residential projects by some of the most reputed builders in the city, comprising around 20,000 flats from among thousands of more residential properties coming up in the Primary catchment.

Prestegious & upcoming projects in

Prestegious & upcoming projects in

Prestegious & upcoming projects in

Prestegious & upcoming projects in

Bhandup & Kanjurmarg

No. of Flats Joy Creations Joy Homes 3000 Neptune Neptune Living point 2300 HDIL Dreamz residential 2300 Mantri Mantri Porperty 1000 Mahindra LifespaceMahindra splendour 800 RNA Builders Royal Park 630 Shristi Group Shristi Heights 176 Lodha Group Lodha Imperia 168 Kukreja Sai Ashish 140 Rachana Group Rachana Towers 137 Sanghvi Builders Dev Darshan 120 Shristi Group Keshav Sristi 100 Akruti Group Matushri Chhaya 100 Developer Project Name

Vikhroli & Ghatkopar

No. of flats Runwal Group The Orchard Residency1000 Wadhwa Group The Address 200 Kalpataru Group Kalpataru Aura 200 Rajesh Raj Legacy 70 Rajesh Raj Legacy III 70 K.N Pokar Const. Panchratna 74 Mayfair Housing Ltd.Mayfair Sonata 70 Mayfair Housing Ltd.Mayfair Symphony 60 K.N Pokar Const. Shiv Parvati 48 Dhanista Builders Sunshine Apartments 28 Developer Project Name Developer

Powai
Project

Mulund
No. of flats City of Joy 1000 Nirmal Nagar 1000 Zircon Amethyst240 Blue Diamond 240 Colorscape 150 Harmony 120 Polaris 84 Marathon Onyx 40 Zenith 300 Project Name

No. of Developer Flats Shristi Group Synchronicity 1000 Nirmal Lifestyle Raheja Corp Maple Leaf 550 Nirmal Lifestyle Wadhwa Builders Solitaire 200 Nirmal Lifestyle Rajesh Builders Raj grandeur 200 Nirmal Lifestyle Nahar Group Jonquille & Jamaica 192 Neptune Group Gundecha Builders Gundecha Hills 150 Neptune Group Hiranandani BuildersTorinos 136 Nirmal Galaxy GHP Group Sun City Neptune 125 Marathon Group Hiranandani BuildersGlen Ridge 120 Gundecha Builders GHP Group Sun City Mars 120 Shristi Group Panch Shristi 120 GHP Group Woodland heights 112 Hiranandani BuildersRichmond tower 100 Skyline Group Villa 88 GHP Group Sun City Pluto 84 GHP Group Shimmering Heights 80 Hiranandani BuildersGlen Dale 60

TOTAL

10,971

1,820

3,437

3,174

(All figures are approximate.)

COMMERCIAL /OFFICE/IT PROJECTS:

Upcoming commercial projects in the vicinity Project Name Mayuresh Shristi Park Shristi Square Joy Majestic Raj Embassy Powai Plaza Dheeraj Kawal Raj Splendor V Space Dipti Solitaire Sanghvi Square Nirmal galaxy - Avior Location Bhandup Bhandup Bhandup Bhandup Powai Vikhroli Vikhroli Ghatkopar Ghatkopar Ghatkopar Mulund

Financial Institutions: There are about 39 banks & financial institutions within the Ghatkopar -Mulund belt including; SBI Punjab & Maharashtra Co-op Bank Canara Bank ICICI Bank Federal Bank Indian Overseas Bank Dena Bank HDFC Bank HSBC Bank IDBI Bank New India Co-operative Bank Axis Bank Oriental Bank of Commerce Kotak Mahindra Hospitals: LH Hiranandani Hospital Wockhardt Hospital Apollo Hospital Godrej Memorial Hospital

Educational Institutions: The Primary catchment area comprises of over 55 educational institutions including the following; Indian Institute of Technology Bombay (IIT) K.J Somaiya College of Arts & Commerce. Hiranandani Foundation School (ICSE) Ramniranjan Jhunjhunwala college of Arts, Science & Commerce. S.K Somaiya college of Science & Commerce Vaze Kelkar College, Mulund

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RETAIL PRESENCE:

and hundreds more. Restaurants/ Lounges/Banquets/Pubs etc. Barbeque Nation Rajdhani Fusion Dhaba Urban Tadka Thai Chi Marrakesh Mahesh Lunch Home Pop Tates Bond The fun bar. Mantra The Bowl House Oriental Spice Fine Dining Bistro Grill Sheesha Spaghetti Kitchen Mainland China The Yellow Chilli Rude Lounge Saffron Spice Clove Bar

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Multiplex & Cinemas: The region is surrounded by a number of standalone single screen cinemas along with the following notable multiplexes. Big Cinemas PVR Multiplex Cinemax Fame cinemas Movie Time (Coming soon to Magnet Mall)

Self sustaining townships that boast the availability of necessary amenities like hospitals, banks & financial institutions, educational institutions along with the ever increasing presence of corporate parks, IT parks, commercial projects and a plethora of malls, multiplexes, standalone retail megastores and shopping arcades are all signs of a robust and healthy destination.

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PR ROPERTY DEMAN Y ND: The demand for housin has incr e ng reased and people ar looking out for mo affordable home The d re ore es. sub burbs are developing rapidly an the Gha d g nd atkopar-T Thane bel has witnessed a dra lt amatic cha ange. Con nversion of industria land to r o al residential use and im mproving c connectivi to western suburb and ity bs the island city is anothe reason fo its rapid growth. y er for d rge paces are em merging out of land sales and are dedica to resi ated idential and commer rcial Lar land sp nee Appro eds. oximately 3 million sq of lan has surf q.ft. nd faced from land sales and is be devote to m s eing ed resi idential and retail pro operties in Bhandup alone. n p The are inc ese clusive of t followi deals; the ing A 30 acre proper belongi to API industries acquired by Wadhw develo rty ing I s wan opers. GKW estate bou ught by Ne eptune ent terprise. Rhone Poulenc ( e (RPI) phar unit at Bhandup acquired by Ajay Pi rma t p iramal group, being developed by the real estat arm Pira e te amal holdin ngs. Gas m major BOC plant sold to Kalp s pataru deve elopers. URRENT PROPERT RATES: P TY CU
Bha andupReal Es stateRates Residential 0 5,8008,500 Com mmercial 6,50 009,500

Cur rrent trend of price i d increase is resolute in Bhandup n p:

(Sou urce: ICIC Property report 20 CI y 010.)

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PRI ICE ESCA ALATION & DEMA N AND: ces termined b the forc of demand and su by ces upply. Mar sentim has im rket ment mproved in n Pric are det rece times l ent leading to further price escalat tions. Illust trated belo we see that at the current r ow, e rates of Rs. 5,800-8,50 for resi 00 idential and Rs. 6,500 d 0-9,500 for commercial spaces the rise i property s, in y pric has bee the high in the Bhandup region of the easter suburbs. Indicatin that in t ces en hest e f rn ng the face of the ab e bove menti ioned supp of large spaces of land, dem ply emand is s steadily an rapidly on nd ly o

the rise. e

Mo and mo people are lookin at the ea ore ore ng astern suburbs as a p preferred l location fo residenc or cy. Ow to mo afforda rates a compare to those in the Isl wing ore able as ed e land city an improv connec nd ved ctivity to t rest of the city al the long with g good amen nities and i infrastruct the po ture opulation density in d Mu umbais Ea astern subu is on t rise. H urbs the However, th growth in popula his h ation is unmatched b the by pro oportional growth in organized retail. d Wh the den hile nsity in population is concentr s rated in Mu umbais isl land city, t growth rate is hig the h ghest in t western & eastern suburbs as indicate in the c the n n ed charts belo ow.

%Growth inPopulationDensity
Easter rn Suburbs % 45%

Western bs Suburb 50%

IslandC City 5%

However, as seen in the diagra below, organized retail acti n am d ivities have been una to kee pace e able ep in the east tern suburb in parti bs icular.

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%Distribu utionofOrg ganisedRet tail

Western Suburbs 44% Ce entral Suburbs 14% 1 NaviMum mbai 9%

IslandCi ity 19% Thane& Kalyan 14%

This rende a great opportun waiting to be exp ers nity g ploited. rank Repor India R rt: Retail Mark Review 2009) ket w, (Source: Knight Fr FRASTR RUCTURA GROW AL WTH: INF umbai Metr Rail Pro ro oject: Mu Being the financial c capital of India, Mum is the heart of c I mbai e commercia and trad activities of al de s the countr Considering the f that th existing suburban transporta ry. fact he ation syste is und ems der immense p pressure an with a v nd view to bo conne oost ectivity bet tween Mum mbais wes stern & ea astern suburbs, t govern the nment has i introduced the Mum metro rail project. The go news is that d mbai o ood the path of this new metro rai project p o w il passes thro ough the vi icinity of t Magnet mall and its the immediate catchmen e nt. Slated to b launche in three phases, th rail netw be ed he work will e enhance Bh handups c connectivi ity regions in the western suburbs like Band and Ve dra ersova. Th success & completion of thi he is to he bility of the suburb and is lik to dra hoards of ese bs kely aw project is expected t boost th accessib kers he uent ng ailers and c commercia parks. al home seek and th subsequ thron of developers, reta

(Source: MMRDA website) : A f mbai rom Ghatk kopar to V Versova is e expected to give a fil to llip Phase I of the Mum Metro project fr the connectivity of t eastern and west the n tern suburb as show below. bs wn
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METRO RAIL ROUTE:

Opportunity in the near future Located right in the path of the Magnet Mall, the Metro Rail project will not only work as a crowd-puller for the mall but will also create a surge in the residential demand within the Primary catchment area, further increasing the malls commercial prospects!

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NEPTUNE MAGNET MALL: SUMMARY OF FINDINGS On the basis of our study, its analysis and our in-house expertise, there is clearly a compelling need for entertainment, amusement and food & Retail options to cater to the needs of this fast and steadily growing catchment. Since Bhandup lacks organized retail activity the retail development on the subject site would act as a magnet, attracting people not only from Bhandup but also from the surrounding suburbs (Mulund, Kanjurmarg, Vikhroli, Powai & Ghatkopar) The MAGNET mall is positioned with a catchment which will house over 20, 000 new and prestigious homes within the PTA is slated to be a destination for shopper-tainers from the suburbs. Being a unique, well planned & researched proposition, it is set to change the Mumbaikars perception of a mall experience.

Integrating the findings to strategize Magnet mall.

Strategically located within a 10-15 minutes driving distance from Mulund, Ghatkopar & Powai, Magnet is slated to be the ultimate destination to shop, meet, eat, greet & entertain!. At 10,00,000 sq.ft, it will be among the largest malls in the city that caters to every need & expectation of the middle and upper middle class segments.

USPs:

Biggest food offering at 70,000 sq.ft. Indias first multi Anchor Mall 45,000 sq.ft Food & Entertainment centre. Highest number of corner stores. Wide retail-friendly frontages. Integrated FC & FEC With 4 grand atriums, majority of the shops are atrium facing. 1000 ft. Mammoth frontage. Massive floor plate 2,35,000ft. Scientifically zoned mall. Customer-oriented circulation and layout.

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Desig gned to inspire awe o e

53ft t.Main ent trance

FEC45,000 indoo or/Outdoo or Tw woLevelm mezzanine e foodc court

4Gran nd Atrium ms 4The emed lobb bies

7Fin nedining options

SkyLounge 45,255sq.ft

Scien ntifically plann mixture of various catego y ned s ories bas on sed consumer behavior pattern r ns.
Services/oth mas s ers Entertai inme Cinem 8% % 1% % nt 4% Food 20%

Shoppin ng 67%

Tr radeMix

Scien ntifically engin y neered la ayouts a floo plans that en and or s ndeavor to r conv foot vert tfalls int purch to hase.

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IN A NUTSHELL: Bhandup is poised to be the next residential and commercial hub after Thane & Mulund, mainly due to its central location and excellent infrastructure. Strategically located amidst excellent catchment of Ghatkopar to Mulund and Powai (10 mins), not to forget a few minutes drive from Bhandup, Kanjur Marg and Vikhroli. Primary catchment population is in the region of 34 lacs and the income profile is mainly a SEC A & B combine estimated at 38 % as per secondary data. The Target catchment has a good combination of businessmen and professionals with a high blend of nuclear families and youth. Steadily growing demand for residential spaces. Proximity to IT parks, Corporate and Commercial hubs like HCC 24x7, Akruti Corporate Park, Rajesh Commercial etc thereby changing the location dynamics. Near to Residential projects like HDIL , Great Eastern Gardens , Marathon, Neptune, Mayuresh, Kukreja, Sai Radha, Nirmal Lifestyle , Lodha, Vikas Paradise, Ekta , Hiranandani Gardens, Raheja Vihar, Nahar Amrit Shakti etc. Immense future potential due to proposed further conversion of Industrial parcels to Residential and commercial hubs. Huge concentration of youth due to presence of 55 educational institutions in vicinity. Expected boost in connectivity to the western suburbs on account of the upcoming metro rail project. Prolific growth of concrete spaces and high rises, sturdy complexes with all amenities and self sustaining townships.

CREDITS, SOURCE & REFERENCES:

Knight Frank - India Retail Market Review 2009 ICICI Property report 2010. Newspaper Articles Times Property, Expressindia, DNA. CB Richard Ellis Market View India Retail Mumbaiproperties.com Google Maps Jones Lang LaSalle Megraj Report - March 2009 for Neptune Group Knight Frank Report Real Estate Report 2009 Interface by Beyond Squarefeet Advisory Pvt. Ltd. India Retail Report 2009

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Report Compiled by:

Beyond Squarefeet Advisory Pvt. Ltd. Neptune house, 3rd floor, Karma Stambh, L.B.S. Marg, Vikhroli (W), Mumbai - 400 083, INDIA T: 91.22.4215.5315 F: 91. 22.4215.5314 info@beyondsquarefeet.com www.beyondsquarefeet.com

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