Pune’s New Highstreet

A year ago,who would have thought that the city's focus would shift away from Koregaon Park?The area,with its hip North Main Road,the fancy boutiques with attractive window displays,cosy coffee shops and upmarket eateries,would never have imagined that its neighbouring Nagar Road would steal its thunder.

A year ago,who would have thought that the city’s focus would shift away from Koregaon Park (KP)?The area,with its hip North Main Road,the fancy boutiques with attractive window displays,cosy coffee shops and upmarket eateries,would never have imagined that its neighbouring Nagar Road would steal its thunder. But the unthinkable has happened and revellers,shoppers and foodies are now driving those extra few kilometres,bypassing Koregaon Park and heading to the new entertainment zones at Nagar Road.

The last one year has seen the Hyatt Regency,Ista Hotel,Four Points By Sheraton,Inorbit Mall and Phoenix Marketcity cropping up at Nagar Road,propelling the area to the number one spot amongst the city’s it centres. Reshma Kapoor,who describes herself as a very “spoilt housewife”,and her gang of girls head out to the area almost every week. Kapoor,who lives near the Race Course,doesn’t mind the extra distance. “It’s worth it. The area is all about the ‘new’ and the ‘exciting’. We’re a group of 14-15 women and we’re really big on celebrating birthdays and having get-togethers. Lately,our destinations have been the Hyatt and Ista for brunches and lunches,” she says. And post the dining excitement,they hop over to the malls next door.

When Inorbit Mall opened a few months ago,the line of cars jammed half the roads keeping the traffic cops on their toes. And when Phoenix Marketcity launched,shoppers could hardly believe their luck. The latter boasts of Zara,Marks & Spencer,Vera Moda,Diesel,Jack & Jones,FCUK,Lacoste – the list almost puts the stores at KP to shame! In fact,on Sunday,the mall captured a footfall of 35,000. Out of its 300 stores,170 are up and running and seven of its restaurants will go live any day now. “It’s the biggest mall in the city so far and has a good mix of high and mid-range brands,” says Rajiv Malla Centre Director,Phoenix Marketcity Pune.

Stores like Zara and Steve Madden,which have made their first entry into the city,have the fashionistas hooked. “We have people from all corners coming here. Ten years ago,the city’s border was confined to Kalyani Nagar but now it extends to Wagholi. Be it for commercial or residential purposes,this area is the most happening in the city now. Also,the airport being just 2-3 kms away is an added advantage,” Malla opines. And that Phoenix Marketcity is opposite Inorbit Mall makes for healthy competition. “Competition is always good and this situation it’s ideal for consumers. They get the best of both the worlds.”

Kapoor can’t agree more. “Retail therapy is our mantra,” she says. “Earlier we had to go to Mumbai for all these brands but not anymore. In fact,every week there is a surprise opening in store at the mall. For the last few months,this area is what everyone has been talking about. Koregaon Park used to be interesting but now there’s too much of Bangkok stuff happening there. It’s very predictable,” she feels.

“Before opening Ista in Jan 2011,our feasibility study and research said that this area will be the future of Pune,” says Shibil Malik,regional head-sales,western region,Ista Hotel. This upscale business hotel caters to locals,expats coming in and a lot of Mumbaiites. “Even the locals head here for the Ananda spa. Plus,our Sunday brunches (Rs 488-Rs 1688) cater to young college kids who want to enjoy a five-star experience as well as others who don’t mind splurging for a good meal,” he adds. And even shoppers can’t resist the charm of the hotel for it houses the Hermes store which only speaks the language of class and luxury.

“Earlier,Nagar road was just a conduit to the airport. It had a few scattered buildings and offices. But I have witnessed the rapid growth and commercialisation of the area. The Hyatt Regency is now on the strip which will soon rival Koregaon Park in terms of hospitality,retail and housing complexes. I am amazed at the new malls and the opportunities that this growth presents,” says Gadi Hassin,GM,Hyatt Regency Pune.

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Koregaon Park