KoD Field Report

7/27/2019 KoD Field Report

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Neha Maan S133F0013

FIELD REPORT Abstract India has rich cultural fabric. In fact, entertainment here is defined by colour,

bling and over the top decor. Delhi as a city has very limited to offer for its

citizens in terms of good past time. A thematic concept on Indian cultural

inheritance “Kingdom of Dreams” has been established in NCR town of

Gurgaon. Its vision is to recreate traditions and culture in a profitable manner. In

this report KoD‟s business model is analysed and compared with respect to

globalization and its impacts on society and community at large.



Introduction There is desire in society to have quality public places which are safe, pleasant

to spend time with near and dear ones. This dream or aspiration to find quality

leisure places to spend time is formulated into a business model where historic

culture and traditions can be experienced and celebrated. The vision to recreate

those traditions and cultures in a form which is acceptable to wealthy and

profitable led to making of “The Kingdom of Dreams” (KoD).

It is essentially „Indiani-zed version of Indian culture as well as western culture

brought in its pure form, so pure that it doesn‟t reflect reality. It is and ordered

version of streets of Chandni-Chowk or gullies of Mohallas without their chaos.

These impressions or westernized images which are portrayed of culture are

sold to city in an impressive way, where glamorous personalities (Sharukh Khan

is brand ambassador) from film Industry vouch for KoD as an entertainment

hub.

Observations India has rich cultural heritage fabric. In fact, entertainment here is defined by

colour, bling, grandeur; often incorporating classic architectural elements that

creates a flourish, reminiscent of land of kings. KoD is built to encapsulate this

objective in its mission. It is spread over 5.6 acres of land and built at cost of

Rs. 200 crores. It‟s run by Great Indian Nautanki Company(GIWC) a joint

venture of Apra groups and Wiz crafts.

KoD is North India‟s first live entertainment destination at Gurgaon. It brings

together challenges to set design and architecture to capture cultural milieu of

diverse and vibrant land at a single venue. It is made on same lines of opera and

Broadway Theatres by being live entertainment and leisure at one place.



Kingdom of Dreams houses two major zones

Nautanki Mahal –an 850 seat auditorium designed like Indian Palace where one

can enjoy live performances. There are routine SHOWSHAA Theatre for stand-

up, routine and interactive sessions; and

Culture Gully –a lavish air - conditioned boulevard spreading over 100,000

square feet. It is thoroughfare of multifarious Indian cultures, culinary delights

and shopping experiences. Apart from IIFA Buzz Lounge there are six

restaurants, six live food courts, coffee and tea house and two bars.

Our field trip focussed on culture Gully only. Cultural Gully has the entrance

with a gateway which is 6.1 m high and made with Golden Lotus petals

sparkling with tiny mirrors.



It is a boulevard with retail shops restaurants, live food courts and bars. It has

Lounge IIFA Buzz which themed on Bollywood IIFA awards. Also they have

six restaurants themed on six states namely Punjab, Rajasthan, Goa, West

Bengal, Chennai (with non-veg Dosa speciality), Lucknow (most earning

restaurant, most expensive among all also hold Quawallies in the evenings). The

six live food courts are of Delhi, Mumbai, Karnataka, Kerala, Assam and

Hyderabad. It also have famous Madras coffee house and two bars namely as

Mehekhana bar and Kerala bar.

In all there is a total of 350 exotic food preparations offer from fourteen pan-

India‟s state. Each state pavilion‟s architecture has something resembling the

respective state‟s culture and thematic. For example, Mumbai is represented

through local train compartment that resemble Victoria Terminus while GOA‟s

stall has beach shack serving Goan treats. Other than regional delicacies, the

state pavilions regularly hosts street performances, puppet show, artisan and



handicraft stores. This street also has an indoor mystic centre and a massage

centre that provide dry massage. Opened in July, 2010 it illustrates

magnificence, lavishness and imperialism.

Business Model Every business has a motive; to have sustaining business, the objective must

incorporate principle of value maximisation. It should strive to create value and

maximise value for its consumers, community and society as a whole.

KoD is co-founded by an event management company which seriously overlook

on some very critical factors like customer retention, creation of differential

positioning etc.



Firstly, current occupancy of Nautanki Theatre was less than 20% because it is

priced very high- as high as hit Broadways. Also, Culture Gully is overpriced

and over hyped. There is entry fee of Rs750 per person which includes Rs 100/-

as entry fee and Rs 600/-

mandatory to be spent on food or retail. It is only place

where cover charges and entry fee both are charged. For instance, suppose a

family of 4 decide to come to culture Gully, they paid 3 thousand to enter and

have to compulsorily spend 2400 on food /retail (mostly haat material at much

higher price, so food will be choice). For Lunch or dinner with no such product

differentiation it is not a favourable proposition.

They don‟t compare their products and its value with other market substitutes.

For Example, I interviewed price of ball pen, it was on sale at Rs 150/- and a six

inches brass statue of Lord Shiva is offered at Rs 4500/- and funny looking stuff

toys of size of palm are on sale at Rs 250/- each.

Secondly, the zone of ticket is culture Gully which houses food and retail of 14

Indian States over area that takes about 20 minutes to cover. Hence, it doesn‟t

have anything to offer after 30minutes, once the grandeur of place is consumed.

It is functioning just like a one day event and has no offering to sustain

consumers for repeated visits. Therefore repeat visits are doubtful.

India is such an opportunity that once sale can be made on superficial, but KoD

doesn‟t understand its customer‟s needs. Entertainment Business in India has

succeeded on price points. A good product at right price is required. McDonald,

KFC, and DT cinema are live examples.

Understandings According to KoD‟s current strategy, yes it‟s making approximately 7 crore

profit every year, however, peripherals are so high that it doesn‟t make sense as



business. It is making entry barrier for main business. In the current monopoly

time, it has completely ignored society and community imperatives. In long run

KoD will see major price revamp or have to alter its product combo completely

or competitors will enter this business segment market and change the rules of

game for this business proposition.

Conclusions Every business must decide its vision and mission judiciously. Consideration of

the concepts of globalization, community and society needs are to be

considered. Creating values and value maximisation for consumer must be

incorporated and consumer retention or loyalty must be invested in. Most

importantly business must strive for good product at good price for sustaining in

long run.

Documents

KoD Field Report