Know why GAP, H&M chose Delhi over Mumbai and Bangalore

Fashion conscious or higher spending power—whatever be the reason, when it comes to making a foray in India, Delhi seems to top the charts for brands. According to an ET report, several US food chains which includes Burger King, Johnny Rockets and Wendy’s chose Delhi over any other part of the country to make its debut in India.

But it isn’t the new players that are looking at Delhi to enter India, for existing players such as Arvind Lifestyle Brands that sells premium brands such as Calvin Klein, US Polo and Nautica products in India, the Delhi outlets earn 20% more revenue than its counterpart elsewhere in the country. And for exactly this reason, GAP, which will soon launch in India by Arvind Lifestyle, has chosen Delhi for its grand entry. Arch-rival H&M (Hennes & Mauritz) too will commence their operations in India by launching in Delhi first.

According to real-estate advisory firm JLL India, the Delhi-NCR region has 15 successful malls as compared to Mumbai, which has 10 successful malls in its kitty.

"The availability of quality space in premium locations in the NCR is more," said Pankaj Renjhen, MD for retail services at consultancy firm JLL India in the report. He added, “Brands usually want to launch from a top market. That market in Mumbai is south Mumbai, which only has one good mall. In comparison, south Delhi has five good, performing malls."

It should be noted that the malls in Delhi-NCR regions not only cater to the consumers in the city but also to those in neighbouring cities of Chandigarh, Ludhiana, among others.

“Delhi records higher productivity for any fashion store and Delhi is all season, where you not only sell summer apparel but also winter clothing," said J Suresh, CEO of Arvind Brands in the report. He further explained, “Also,, Delhi today is by far number one in terms of fashion adaptation.”