Deepak Fertilisers and Petrochemicals Corporation Ltd. (DFPCL) has changed the business model of its real estate division and renamed its mall in Pune city to reflect the changing format.
The firm had changed the name of its 10-acre mall campus from Ishanya to Creaticity with an aim to provide more entertainment and engaging facilities to customers. There would be more provision for food, beverages (F&B), sports and entertainment.
“The aim is to enable everyday creativity elements in every person who visits and engages with the campus called Creaticity and inspire them with the joy of creation,” the company said in a statement.
“Ishanya has been transformed into Creaticity,” said Mahesh M, CEO, Creaticity. “We hope to provide a platform where everyone can explore, engage and express their creativity.”
The company had undertaken an intensive re-branding and re-positioning exercise and planned to build on its strengths developed over ten years.
Occupancy rate
DFPCL had invested ₹10 crore to add new facilities and upgrade the existing ones. The company is expecting an occupancy rate of more than 80% by end of next fiscal. Ten years ago, the company invested ₹200 crore to develop the property. Creaticity is now home to more than 100 national and international brands across the categories of home, F&B and entertainment, including sports.
The brands which feature in the mall include Ashley Furniture from North America, Gautier from France, Natuzzi Editions from Italy, M&D Casa Italia, Magniflex from Italy, King Koil USA in the home and living category and Baraza, Zora, Iron bar ‘n’ grill, Rasta Cafe, Publiq and Good News Dhaba in the F&B category with XLR8 adding to the sports entertainment zone.
