Mall rats become fit and fine

Indoor shopping complexes are doubling up as safe walking areas in the US. Indian retailers could surely take a cue.

Malls in India are still worried about converting footfalls into ringing cash registers, but their counterparts in the US are doing their bit for the community by inviting local walkers to use their premises.

On the face of it, this sounds like a kooky idea of some kooky fitness guru. But spare a moment to understand the full implications of this idea. It is a win-win situation for mall managements as well as walkers.

Let's first analyse the benefits for those who would rather go for regular walks in a mall than in their neighbourhood or in a park: These indoor shopping complexes are weather-proof, unlike the pavement or park.

Rain, snow, wind, storm or heat wave, nothing will put a spanner in the works. And the air-conditioning in the mall is welcome, so no sweaty armpits or smelly socks "" major liabilities if you are also trying to chat up a fellow walker.

Even if you are walking alone, your safety isn't compromised as malls aren't a natural habitat for rapists and other anti-social beings. And unlike walking in a park, where finding a clean restroom is a huge challenge, in a mall there is always a clean toilet at the end of the walk. This means you can emerge smelling of roses and looking picture-perfect.

Malls also benefit immensely by allowing walkers to use their premises. No walker, however disciplined, can resist a good bargain. Many innocent walking expeditions end with armsful of shopping bags, much to the glee of mall managements. Food courts too benefit from hungry walkers wanting to grab a bite with fellow walkers at a time when business is normally slow.

And finally, mall-walking programmes also generate great goodwill for the establishment, and good publicity is always a better thing than no publicity, or bad publicity.

American malls are actively promoting this fitness trend. Mall managers in India should take a leaf out of their book. New apartment complexes offer their residents gyms and pools, but nothing like a fully-airconditioned walking path with entertainment, retail therapy and snacking opportunities all laid on. Indian malls can take this opportunity to walk into good books and greater profits.