India’s traditional bazaars have evolved into today’s high streets. They – particularly the prominent high streets – enjoy respectable positioning in the Indian retail scenario today, says a latest research paper ‘High Streets In Vogue – Always’ by Jones Lang LaSalle(JLL).
The report examines the character of 24 of the most popular high streets in India, and confirms that high streets have successfully stood the test of time in India. These are markets that have created a unique selling proposition distinctly their own through constant evolution and, in many cases, catering to specific niche segments.
These high streets have managed to attract favour of not only local brands that operate in India but also national and international brands that would otherwise not consider venturing beyond posh mall interiors. In every city that we looked at, there are 2-4 high streets that have constantly evolved and managed to retain their reputation as important retailing destinations, says the research.
A better understanding of the various Indian high streets – from their origins to their successful evolution over time – can help retailers refine their strategies and strengthen their presence in these markets. Brands that seek volume growth may choose to have a store along the ‘transit-oriented’ high streets, while those more focused on effective brand positioning need to opt for the right ‘destination’ high streets.
“In the years to come, we foresee that their individual attributes will play a bigger role in changing the shape of each of these high streets. We are, in fact, looking at the beginning of a great revolution in high streets across Indian cities, much in the manner that informal shopping centres have been making way for organised malls,” JLL asserts.
Irrespective of the challenges of high streets – largely external factors – individual landlords and retailers of these markets will see immense benefit in collaborative efforts towards improving the overall experience of shoppers that visit these markets. The scope for such collaboration is huge, and can include marketing activities, sales strategies, organising events, parking arrangements, etc.