Amusement park developers Pan India Paryatan Pvt Ltd (PIPPL) , holding company of EsselWorld and Water Kingdom of Essel Group company is planning to set up seven more entertainment parks in the next two years. The parks will be set up in the cities like Bangalore, Hyderabad, Pune and along with all the four metro cities Delhi, Mumbai, Kolkata and Chennai. It has launched its first ever brand extension project- ‘EsselWorld Freeze’ at Inorbit Mall in Pune on Tuesday. With this, the company has forayed into the mall format at more affordable rates. This is company's first venture out side Mumbai. It has invested over Rs 4 core in this center.
Commenting on this, Sirish Deshpande, CEO, Pan India Paryatan Pvt Ltd said, "Land or space is the major constraint for developing amusement parks in India, so we have chosen the alternative of indoor entertainment which is very popular in Dubai. We will set up rest of the centers in big malls or shopping centres where footfall is significant. By end of 2013, the company is setting up such centres in Bangalore, Hyderabad and we will keep on adding attractions."
He added, "Through this project we are now entering into the mall format and reaching out to a larger audience. This is our first project in Pune and we are hopeful that we will receive an encouraging response. Furthermore, we are looking at new concepts and innovations to ensure complete entertainment through all our offerings.”
Deshpande also added that the Essel Group is also planning to set up another amusement park in Goa. But he did not reveal the details of this saying that it is just a suggestion from chief minister of Goa who wants Goa to be a family destination. The size of amusement park business of India is Rs 2000 crore and is growing at 25 per cent every year. For Freeze, PIPPL is expecting over 1 to 2 lakh customers every year.
Bhushan Motiani, marketing head,PIPPL said, “As our product mix comprises of Ice skating rink (on real ice!) which is a semi-skilled activity where as snow zone is meant for spending enjoyable time with real snow. Entertainment blended with mega-style hospitality is what we are aiming to offer through this project."
The format of Freeze has been conceptualized keeping in mind its adaptability to malls. Spread across 5520 sq.ft , the entire project has been divided into three zones Arctic Circle, North Pole and Freeze Bar. The temperature of these zones range from minus four to four degree Celsius.
