Catchment Area Analysis

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SYNOPSIS OF CATCHMENT AREA STUDY 
TABLE OF CONTENTS: 

1.0 Catchment Area PTA, STA, TTA………………………………………….…… 3

2.0 Bhandup & the vicinity…………………………………………………….…….6
2.1 Upcoming Residential Projects………………………………………….… 7
2.2 Commercial/Office/IT Projects…………………………………….…..….9
2.3 Retail Presence………………………………………………………...…..11
3.0 Property Demand………………………………………………………...….…13
4.0 Infrastructural Growth……………………………………………………..…..15
5.0 Summary of findings…………………………………………………………...17
6.0 Integrating the findings to strategize Magnet mall…………………………..….17
7.0 In a Nutshell.. …………………………………………………………....….....19

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Catchment Area:  

  

Primary Catchment Area: (Within 5 kms. radius) 

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TR
RADE AR
REA ANAL
LYSIS:

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Primary Catchment

The Primary Catchment is within 0-15 minutes drive to Magnet Mall. The areas are:
¾ Bhandup
¾ Kanjurmarg
¾ Mulund
¾ Powai
¾ Vikhroli
¾ 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:
¾ Thane
¾ Vidyavihar
¾ Kurla
¾ Chembur
¾ 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:
¾ Sion
¾ Santacruz Airport – Domestic
¾ Jogeshwari
¾ 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.

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 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

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 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,

Magnet Mall 

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 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 Vikhroli & Ghatkopar Powai Mulund

No. of No. of No. of No. of

Developer Project Name Developer Project Name Developer Project Developer Project Name
Flats flats Flats flats
Joy Creations Joy Homes 3000 Runwal Group The Orchard Residency1000 Shristi Group Synchronicity 1000 Nirmal Lifestyle City of Joy 1000
Neptune Neptune Living point 2300 Wadhwa Group The Address 200 Raheja Corp Maple Leaf 550 Nirmal Lifestyle Nirmal Nagar 1000
HDIL Dreamz residential 2300 Kalpataru Group Kalpataru Aura 200 Wadhwa Builders Solitaire 200 Nirmal Lifestyle Zircon Amethyst240
Mantri Mantri Porperty 1000 Rajesh Raj Legacy 70 Rajesh Builders Raj grandeur 200 Nirmal Lifestyle Blue Diamond 240
Mahindra LifespaceMahindra splendour 800 Rajesh Raj Legacy III 70 Nahar Group Jonquille & Jamaica 192 Neptune Group Colorscape 150
RNA Builders Royal Park 630 K.N Pokar Const. Panchratna 74 Gundecha Builders Gundecha Hills 150 Neptune Group Harmony 120
Shristi Group Shristi Heights 176 Mayfair Housing Ltd.Mayfair Sonata 70 Hiranandani BuildersTorinos 136 Nirmal Galaxy Polaris 84
Lodha Group Lodha Imperia 168 Mayfair Housing Ltd.Mayfair Symphony 60 GHP Group Sun City Neptune 125 Marathon Group Marathon Onyx 40
Kukreja Sai Ashish 140 K.N Pokar Const. Shiv Parvati 48 Hiranandani BuildersGlen Ridge 120 Gundecha Builders Zenith 300
Rachana Group Rachana Towers 137 Dhanista Builders Sunshine Apartments 28 GHP Group Sun City Mars 120
Sanghvi Builders Dev Darshan 120 Shristi Group Panch Shristi 120
Shristi Group Keshav Sristi 100 GHP Group Woodland heights 112
Akruti Group Matushri Chhaya 100 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.)

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 COMMERCIAL /OFFICE/IT PROJECTS:

Upcoming commercial projects in the vicinity…

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

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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 • Oriental Spice

• Rajdhani • Fine Dining
• Fusion Dhaba • Bistro Grill
• Urban Tadka • Sheesha
• Thai Chi
• Spaghetti Kitchen
• Marrakesh
• Mainland China
• Mahesh Lunch Home
• Pop Tate’s • The Yellow Chilli
• Bond – The fun bar. • Rude Lounge
• Mantra • Saffron Spice
• The Bowl House • 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
Y DEMAN
ND:

Thee demand for housin ng has incrreased andd people arre looking out for mo
ore affordable homees. The
sub
burbs are developing
d g rapidly an
nd the Ghaatkopar-T Thane bellt has witnessed a draamatic chaange.
Connversion of
o industriaal land to residential
r use and im
mproving connectivi
c ity to western suburb
bs and
the island cityy is anotheer reason for
fo its rapidd growth.

Larrge land sppaces are emmerging out of land sales and are dedicaated to resiidential and commerrcial
neeeds. Appro oximately 3 million sqq.ft. of lan
nd has surffaced from
m land saless and is beeing devoteed to
resiidential and retail pro
operties in
n Bhandup p alone.

Theese are incclusive of tthe followiing deals;

• A 30 acre properrty belongiing to APII industriess acquired by Wadhw wan develo opers.
• GKW estate bouught by Neeptune entterprise.
• Rhonee Poulenc ((RPI) pharrma unit att Bhandup p acquired by Ajay Piiramal group, being
developed by thee real estatte arm Piraamal holdin ngs.
• Gas major
m BOC’’s plant sold to Kalp pataru deveelopers.

URRENT PROPERT
CU P TY RATES:
Bhaandup Real 
Esstate Rates

Residential Com
mmercial
0
5,800‐8,500 6,50
00‐9,500

Currrent trendd of price iincrease is resolute in

n Bhandup
p:

(Souurce: ICIC
CI Propertyy report 20010.)

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PRIICE ESCA
ALATION
N & DEMA
AND:

Pricces are dettermined bby the forcces of demand and suupply. Marrket sentim ment has im mproved in n
receent times leading
l to further price escalattions. Illusttrated belo
ow, we seee that at the current rates
r of
Rs. 5,800-8,5000 for resiidential andd Rs. 6,5000-9,500 for commercial spacess, the rise in i propertyy
pricces has beeen the high
hest in thee Bhandup region off the easterrn suburbs. Indicatin ng that in the
t
facee of the ab
bove mentiioned supp o land, dem
ply of large spaces of emand is ssteadily an ly on
nd rapidly
thee rise.

Moore and moore people are lookinng at the eaastern suburbs as a preferred
p llocation fo
or residenccy.
Owwing to mo
ore affordaable rates as
a compareed to thosee in the Islland city an nd improvved connecctivity
to the
t rest of the city allong with good
g amennities and infrastruct
i ture the po
opulation density
d in
Muumbai’s Eaastern subuurbs is on the
t rise. However,
H th
his growthh in populaation is unmatched by b the
pro
oportional growth in organized d retail.

Wh hile the den

nsity in population iss concentrrated in Muumbai’s islland city, tthe growth
h rate is higghest
in the
t western n & easternn suburbs as indicateed in the charts
c belo
ow.

% Growth in Population Density

Easterrn 
Suburbs
%
45%

Western 
bs
Suburb
50%
Island C
City
5%

However, as seen in n the diagraam below, organizedd retail actiivities havee been unaable to keeep pace
in the easttern suburb
bs in partiicular.

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 % Distribu
ution of Orgganised Rettail 

Western 
Suburbs
44%

Ceentral 
Island Ciity Suburbs
19% 1
14%

Thane & 
Navi Mummbai
Kalyan
9%
14%

This rendeers a great opportun

nity waitingg to be exp
ploited.

(Source: Knight Frrank Reporrt: India R

Retail Markket Review
w, 2009)

FRASTR
INF RUCTURA
AL GROW
WTH:

Muumbai Metrro Rail Pro

oject:

Being the financial capital

c of India,
I Mummbai is thee heart of commercia
c al and trad
de activitiess of
the countrry. Considering the fact
f that th he existing suburban transportaation systeems is und der
immense pressure
p an
nd with a view
v to bo
oost conneectivity bettween Mum mbai’s wesstern & eaastern
suburbs, the
t govern nment has introduced
i d the Mum mbai metro o rail project. The goood news is that
the path of
o this neww metro raiil project passes
p thro
ough the viicinity of tthe Magnet mall and its
immediatee catchmen nt.

Slated to be
b launcheed in three phases, th
he rail netwwork will enhance
e Bh handup’s connectivi
c ity
regions in the western suburbs like Banddra and Veersova. Th he success & completion of thiis
project is expected to
t boost th
he accessibbility of theese suburb
bs and is likkely to draaw hoards of
home seekkers and thhe subsequuent thron
ng of developers, retaailers and ccommerciaal parks.

(Source:: MMRDA
A website)

Phase I off the Mum

mbai Metro project frrom Ghatkkopar to Versova
V is eexpected to give a filllip to
the connectivity of tthe eastern
n and westtern suburb
bs as show
wn below.

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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 mall’s 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
Mumbaikar’s 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.

USP’s:
• Biggest food offering at 70,000 sq.ft.
• India’s 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
o inspiree awe…
…

53 ftt. Main 
enttrance
FEC 45,000  4 Gran
nd 
indoo
or/Outdooor Atrium
ms

Tw
wo Level m
mezzaninee  4 Theemed 
food ccourt lobbbies

7 Fin
ne dining  Sky Lounge 
options 45,255 sq.ft
™ Scien
ntificallyy plann
ned mixture of variouss catego
ories bassed on
consumer behaviorr pattern ns.
Services/oth
Entertaiinme Cinem
mas erss
nt 8%
% 1%
%
4%

Food
20% Shoppin
ng
67%

Trrade Mix

™ Scien
ntificallyy enginneered laayouts and
a floo
or planss that en
ndeavorr to
convvert foottfalls intto purch
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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