Catchment Area Analysis for

Food Mall

- Saranya Rajesh
FRM Batch 2019
 INDEX
1. Location
2. Core Identity
3. Customer base
4. Justification
5. Location
6. Aerial photography and map
7. Site availability and regional access
8. Public transportation
9. Neighbouring land use
10. Quality and Stability of Neighbourhood
11. Competition
12. Estimated trade area
13. Catchment area
A) Primary catchment area
B) Secondary catchment area
C) Tertiary catchment area
14. Community attitude towards new development
15. Site dimensions and approximate cost
16. Demographics of Kundalahalli
17. Zoning building controls
18. Infrastructure elements
19. Visual exposure – Frontage
20. Land Use Area
1) Brand Opted – Food mall
Name – The Bouffage
Synonym: It means “a large feast” in old French.

The primary reason for selecting this particular brand is that I am a foodie, and the
neighborhood I reside in has no delectable restaurants within a travelable distance. Since I
have been a living in Thubarahalli for more than 4 years, I have always wondered the reason
for the absence of a savvy restaurant on the left side of the road towards Whitefield area.
Hence, the goal of this project is to analyze the catchment area for setting up of a food mall
called “The Bouffage”

2) Core Identity:
The Bouffage is a three-storey building with each level serving a different variety of food
with a planned space for parking.

 Basement – Car and two wheeler parking

 Ground level – Fresh salads, soups, starters, dessert
 Level 1 – South Indian
 Level 2 – North Indian

The list of brands which will be present in each floor are listed below,

Ground level shops:

 Pure and Natural

 Green Theory
 Natural Ice cream
 Milano Ice cream

Level 1 shops:

 Thalapakatti Briyani
 Junior Kuppanna

Level 2 shops:

 Chulha Chouki Da Dhaba

 Gramin
3) Customer Base:
The Bouffage stands the chance of resonating well with people from all walks of life because
it definitely offers something for everyone. For instance, it not only satisfies the sweet tooth
of younger generation, but also caters a multi-cuisine array of food for the much demanding
millennials.

4) Justification:
Although the concept of a food court is already prevalent among people, The Bouffage will
definitely be a refreshing experience for all the food lovers for the following reasons,

 Presence of various retailers

 Volume, quality and product mix of retail offerings
 Additional services like advance booking for restaurants 24/7
 Leisure provision like sit out area
 Accessibility
 Parking
 Right ambience

5) Location:
A. Description of location, address

This is the sphere of influence form which the business is about to draw its customers. So the
site chosen for catchment area analysis is located exactly 300 metres from Kundalahalli
junction towards Whitefield.

The Bouffage,
Varthur main road,
Kundalahalli Gate,
Bangalore - 560037
6) Ariel photography and map:
7) Site availability and regional access
 The chosen site is available for sale at Rs.3000 per square feet.
 As the majority of the traffic inflow has to take this road to go ahead, the number of
passerby’s can easily drive in for a sumptuous meal.

8) Public transportation
 The site is located right next to a bus stop. Bus series ply from Marathahalli to
Varthur such as 322, 323, 324, 325, 327, 328, 329 stops at this bus stop. Apart from
which, the local commuters have always been looking for a place to park and eat.

9) Neighbouring land use

 Although the adjacent land has been occupied by small businesses, which can be
cleared in the future when they are willing to move. So, this area can be considered as
an area for expansion.
 Whereas the area behind “The Bouffage” is an empty real estate land which might
look as danger. But BBMP has already started the proposed expansion right in front of
the catchment area which inturn eliminates the element of surprise in the future.

10) Quality and Stability of Neighbourhood

The neighbourhood is quite predictable environment and has many apartments within one km
range like

 Purva Rivera, Fountain square

 Spectra Cypress, Mahaveer Maple
 Sriram Samruddhi
 UKN Esperanza, Miraya rose

11) Competition
The most enticing component of this business opportunity is that currently there are no
competitors. The reasons may are,

 Few individual restaurants started as a standalone which could not thrive more than a
year. Also they were located on the wrong side of the road, where customers where
spoilt for choice just a few kilometres ahead.
 Presence of fast food chains like Pizza hut, Dominos and McDonalds which seem to
do well, will add to the business of “The Bouffage” as the variety of food offered here
is completely different.
12) Estimated trade area

13) Catchment area

A) Primary catchment area (within 3km)

Location Driving distance

Spice garden layout 3 mins
Marathahalli bridge 5 mins
Siddhapura 7 mins
Munnekulalu 10 mins

B) Secondary catchment area (within 15-30 minutes

driving distance)

Location Driving distance

Marathahalli market 15 mins
Yemalur 18 mins
Whitefield 20 mins
Hope farm 25 mins

C) Tertiary catchment area (more than 30 minutes)

Location Driving distance

Brookefield 30 mins
Kadugodi 40 mins
Panathur 45 mins
Domlur 35 mins
14) Community attitude towards new development
 The residents of this area have always been welcome to developments which might
increase the commerciality of the overall locality.
 For instance, BBMP has started to build an underpass in Kundalahalli gate junction 3
months back.
15) Site dimensions and approximate cost
 The vacant commercial site located near Kundalahalli junction spans over 2 acres and
sale terms are dealt by a company called “Pride real estates”
 The Bouffage plans to occupy almost 20,000sq.ft of area, where the approximate
value per square foot is Rs.3000. Hence, the estimated land value alone comes around
6 crores.

16) Demographics of Kundalahalli

17) Zoning building controls

Source: Revised Master Plan for Bengaluru - 2031 (Draft) - Pg.no .55

 Non-Residential Land Use Zone Regulations

This section of the zoning regulations covers the regulations applicable for all land uses other
than the residential land use covering aspects related to permitted activities, permissible
activities, FAR and Ground Coverage and other specific provisions related to a particular
land use.
 Fire safety requirements:

For all non-residential buildings with built-up area above 5000 sqm, irrespective of the
height, the necessary fire fighting arrangements shall be made as per the directions of the
Authority.

 Parking requirements:

18) Infrastructure elements

The building is designed with Black, red and a hind of Golden colour scheme to add a touch
of luxury.

19) Visual exposure – Frontage

20) Land Use Area

 Existing Land Use Map - District 11 (Doddanekkundi–Whitefield)

 BDA Revised Master Plan 2031