Market Research presentation.

1. CHANDNI CHOWK
The Unity In Diversity

2. HISTORY
 It was built in 17th century and the
foundation was laid by the favorite
daughter of Emperor Shahjahan,
Jahanara.
 Originally the pool was built and
the market was divided by the
canals to reflect the moonlight, as
a result, it acquired the name of
Chandni Chowk- "the moonlit
square".
 During that time itself, an arcade
of shops had been built in a half-
moon shape. Round this in no
time, grew a fabulous trading
center branched into a number of
by lanes(galis).

3. THE PRESENT MARKET:
 In the present time Chandni
Chowk is known as the largest
trading centre of North India with
around 2500 shops.
 It is a crowded place and
normally there is a maze of traffic
that one has to negotiate almost
every second.
 This place is the mixture of
religion, food, chaos, history,
modernity, tradition and
commerce.

4.  The bazaar has several Galis
each of which represents the
specialty of this market for ex:
Parathe Vali gali is famous for its
parathas and so on.
 The other shopping places are
Katra neel for fabric, bhagirath
palace for electronics , kinari
bazaar for needles and dariba
kalan for silver jewelry.
 It has the historical land marks
like sunheri masjid, fatehpur
mosque and a jamma masjid.

5. Kinari Bazar is famous
for zari work of any and
every kind. It can offer
anything any everything
one need for Indian bridal
attire.
Nai Sarak a popular book
shopping destination in
Old delhi.
It has numerous whole
sale and retails shop
selling college and school
textbooks. You will also
find shops selling on
stationary items also.

6. Chhatta chowk bazar is a
covered bazaar built in 17th
century. Today the market
has around 40 shops selling
artificial, semi precious
jewelry, embroider bags and
hand painted wall hangings.
Daliba Kalan is the perfect
place to shop Silver Jewelry.
Most shop here trade in
silver jewelry and costume
jewelry. Some also deals in
authentic itar, a special
variety of perfume.

7. EATING JOINTS
 The eating joints in Chandni
Chowk are famous not only in
Delhi, but all over India. Most of
these date from the last century,
some even earlier than that. They
have managed to retain their
essence and yet move ahead with
the times. Here, with every bite
one samples not only a delicacy
but also a piece of history!
 Handed down from father to son,
many of these businesses are
now being managed by the 4th or
5th generations. They include
halwais (confectioners), namkeen
shops, chaatwalahs

8. Est. 1872 Est. 1940
Est. 1910 Est.1790

9. SPIRITUAL SIGNIFICANCE
 Chandni Chowk has the
distinction of being perhaps the
only trade market that also
houses an equally amazing
number of places of worship of
all the prominent Indian religions.
Hinduism, Islam, Sikhism,
Christianity and Jainism exist
side by sides. Here one can find
more than seven Hindu and
Jain temples, two Churches,
three Mosques and two
Gurudwaraas.

10. POSITIONING
 Chandni Chowk's speciality is the
variety of its markets and their
Indian-ness.
 From authentic Indian food,
delicacies and sweets of more
than 1000 kinds, to sarees with
chikan and zaree work. There are
lots of narrow lanes with many
shops selling books, clothing,
shoes and leather goods,
electronic and consumer goods
and what not.
 This is also a good area for
window shopping.

11. MARKET SEGMENTATION
Geographic
Demographic
Psychographic
Behavior
People from Delhi and
near by regions as wel
as foreign tourists
Age – All age groups.
Gender – Both male and female
Income – middle class and Upper
middle class people.
People who can
withstand a bit lower
quality but has price as
main constraint in mind
and live a normal life
style.
People who love to do
bargaining are the most
attracted customer.

12. SWOT
Analysis
Strengths:
*Variety of goods.
*Availability at low
price.
Weakness:
•Unorganized manner.
•Congestion and
traffic problems.
Threats:
•Decline in sales
due to
construction work.
Opportunities:
•Going Online.
•Better shopping
experience to people.

13. CONSUMER INSIGHTS:
It is a shopaholics
delight buzzing with
life throughout the
day
Its narrow spaces are
congested & dirty filled
with characters, pick
pockets.
Avoid bringing your
vehicles inside the
market, too crowded
& roads too narrow
for it
One can buy
anything here from
stationary to clothes
, wedding attires to
wedding jewelry.

14. IMPROVEMENTS:
 Over hanging power cables
should be taken underground.
 Lamp posts, street lights and
signals should be replaced with
new ones.
 Remedial measures should be
taken to decongest the traffic
congestion.
 By making a pedestrian friendly
environment.
 By increasing the security of the
area by installing more CCTVs.