City kids mall-ed!

Come Sunday and TV’s high-profile couple Archana Puran Singh and Parmeet Sethi along with their two sons can be spotted at a suburban mall. While catching a movie at the in-house multiplex is the main priority, shopping, eating at the multi-cuisine food court and of course, playing games in the kids’ zone are the added attractions.

“It becomes a family outing for us. Besides, it’s better than sitting in front of the TV all day,” reasons Archana, adding, “Unless one goes out of town, there is absolutely nothing else to do with kids in the city.”

Mall owners are obviously cashing in on this sentiment shared by several Mumbaikars. Besides the regular facilities, special programmes on holidays with the main emphasis on kids are often organised. “We always have children’s festivals with painting competition, talent shows etc. during summer holidays,” informs T Anupam, unit head, In Orbit.

Cinemax has branched out with its Eternity Mall in Thane, and going by the average age of its customers, its gaming centre Giggles seems to be the main draw. “We are the first in India to have outdoor games like bungee jumping indoors,” claims Devang Sampat, GM, marketing and sales, Cinemax.

This trend has  acted as a money-spinner for housewife and mum Nirupam Hiremath, whose kids’ carts at In Orbit have become an instant hit with parents. “Being a mum, I realised the need for these carts in large malls, as it’s difficult to manage babies and shop at the same time. So I started Kidz On Wheels,” she explains.

On any given Sunday, each of her 12 carts is hired for as long as six hours.  “We always fall short on holidays. But seeing that these have come as a boon for parents, I am looking at expanding,” she informs.

Security has also been beefed up at these shopping plazas, with special care like tags with parents’ telephone numbers on kids, lost and found counters and CCTVs, in place.

But not everyone is convinced about the safety measures.  While he frequents  malls with his family while holidaying abroad, choreographer Marc Robinson says he is not comfortable going to the local ones here. “You get the wrong kind of crowd, loiterers who letch even at kids as small as four! Also, everything on offer is very mediocre and the food courts are over-crowded and badly organised,” rues the father of two.

But he does admit that malls are a convenient option. “Mumbai is not a very child-friendly city. I mean, look at our zoo! So yes, I am glad we have them as they do offer variety,” he says.

g_sheree@dnaindia.net