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Kids edutainment brand KidZania is looking at setting up its second centre in Delhi with an investment of about Rs 130 crore, even as its first outlet opens to public later this month in the city.
"In about four to six weeks, we will announce our second centre in the National Capital Region...It will be bigger than the Mumbai centre. The investment in Mumbai has been about Rs 100 crore and we expect Delhi to be 20-30% more," ImagiNation Edutainment director Sanjeev Kumar told PTI.
The Delhi centre is expected to be operational in 2015, he added.
KidZania, which focusses on learning through role play, is a Mexican brand with presence in Chile, Indonesia, the UAE, Japan and Malaysia.
The domestic franchisee is held by ImagiNation Edutainment, in which Bollywood actor Shah Rukh Khan holds 26% stake.
Spread over 75,000 sqft, KidZania Mumbai features more than 60 establishments like bank, university, hotel, fire house and radio station.
"The idea behind KidZania is to help kids in the 4-14 age bracket develop real-life skills. They not only get to have fun, but they also learn how pilots, surgeons, fire fighters and others work," company's Chief Marketing Officer Viraj Jit Singh said.
To add local flavour, the centre also features a Bollywood Acting Academy, Pottery Studio, KalaShetra Art & Culture Club and Dabbawalla (the famous lunch box delivery service in the megapolis, which boasts of a 6 Zigma score).
KidZania has also partnered with local firms like Big Bazaar, Birla Sun Life Insurance, Star TV, Yes Bank, Times of India, Radio City, Hyundai, Coca-Cola, Cadbury's Dairy Milk, Mad Over Donuts and Kellogg's Chocos, among others, to help authenticate the kids' experience.
KidZania expects footfall of about 7 lakh in the first year. It will charge about Rs 800 (weekdays) and Rs 950 (weekends) for the children.
"We are expecting about Rs 45-50 crore in revenues in the first year," Kumar said, adding, it will take about 12-15 months to break-even.
The company is also investing in advertising and promotional activities across platforms.
"We expect our budget to be about Rs 4-5 crore. We will leverage the platform of our partners like Star and others also to engage with customers," Singh said.
