PXylem

What would you do to make an urgent call of the fact there is no outgoing facilities in your mobile? And it is very urgent. It is dead night at Delhi and you are outside your home and the door is closed. Will you bang incessantly on the door or call in high pitch to awaken your parents? It is sure you will try both, but after trying hard you don’t get any positive response. Again, what would you do? Imagine! TRY hard.

Of his profession in the hotel industry, my brother had to come at dead night. Usually, someone from our family, task taken by my sister, awakes whole night to receive him. A call from him alerts her that he has come and her work is over by opening the gate. This followed by watching television and browsing the net by him.

But on this very day or say un-fateful night, he came at his usual time; he banged the door and screamed aloud. But he didn’t get any respite from his maiden effort. After waiting for an hour, someone came to help him out. Imagine who would be the one, who appeared in the tiny lanes of Delhi and in the midst of unscrupulous neighbour, and who took him out from the slough of depression of not able to enter at night, so devoid of sleep. The sleep that can log out anyone’s active thinking booting process.

His all attempts failed miserably which was always armed with teeth with a mobile phone and all possible gadgets. But on that day, he was not having the outgoing facility subscribed to Idea mobile service. He called the customer service of the Idea cellular service and narrated his agonized state.

And the sentient customer service personnel responded maturely, emotively with a human touch. Someone receiving your call at 2.00 a.m and in a sweet tone and showing empathy to your concern is really a matter to write and publicized. This only happens in the Mughal kingdom, Delhi and in the customer service of the Idea cellular service personnel who are not refusenik in nature. Quite opposite to the merciless cacophony projected about the Delhi and the pesky, unresponsive so-so customer service.

The customer service personnel called at first to my brother’s mobile and it went unattended. Again he called my brother who was waiting for his call to take another number. This time he gave my sister’s mobile number. My sister who was sleeping dead like a log picked up the phone, so this way the night that seemed to be long and dreary ended this way.

So, next time you wanted to buy any mobile service available in the market, bet on Idea service so that you remain connected every time, everywhere.

The term ‘security’ is no more confined to the khaki-clad police force or CISF (Central Industrial Security Force) guarding the safety and security of person(s) and his property/assets.

With the humongous growth of business establishments witnessed in the metros and in the towns, now it has acquired a new terminology and significance, becoming the inseparable entity of the frenetic growth in the real estate sector – both commercial and housing segments.

The increasing demand for security and safety of the employees and employers in the so called modern temples of the corporate kingdoms has necessitated the security providing companies Motion Pictures Association of America (MPAA), Motorola and G4S to don an agile, responsive, vigilant service equipped with modern techniques. One could find in India the range of such security firms or companies going from incognito local made to international brands.

There are many intriguing questions which arise in everyone’s mind about these anonymous and global security providers, since the usual looking peon sitting in the office entrance is quite capable of doing their work. What has prompted and driven them to take a bigger pie in the security sector, thus ending up making a parallel growth and business presence similar to the real estate business?

The companies hiring their services have not only helped in meeting the security and safety needs of the employees, systems and infrastructure which are pre-requisite for the smooth functioning of the business, but also their dependence on regular over-stretched state police personnel says Capt. (Hony) Padma Ram Suthar, Security Officer and Administrative Officer, Aptech AG Ltd.

Asking what is the significance and importance of ‘security’ in the corporate world, Suther, who is an ex-army personnel says “security is an all-encompassing concept, whether it is the security of one’s home, company or a nation, its sole objectives remain the same”.

The market of security has been identified and marketed brilliantly by the real estate developers, commercial establishment and retail outlets. They are coming up with installation of access control, smart card, alarm and CCTV systems in their commercial and residential dwellings.

And about the security of industrial and commercial establishment, the director of Creative Security Management (CRM), Col. (retd.) M. S Mathur opines “it is to prevent any untoward loss of life and property with burglar-resistant and surveillance equipment”. He further says that the companies are now becoming more conscious about security than ever before, they are constantly seeking to improve their protection systems.

Even in the retail outlets, currently all the major shopping malls and shopping centers are heavily dependent on a comprehensive security system. With shoplifting becoming a menace - encountered by most of the outlets; retailers are installing CCTV cameras and electronic surveillance systems to detect thefts. Moreover, ordinary citizens are also not far behind in the security hullabaloo, they are concerned about safety of their home and near and dear ones.

In this regards, security agencies provide array of services from manned security to cash processing, cash transportation, cashier services, ATM outsourcing and management, mobile patrol, VIP guards, stationary guards, reception services, alarm response services, and even extending to alarm monitoring, access control, home alarms, CCTV, surveillance, alarm installations and guarding and maintaining fire extinguishers.

All these services, no doubt, come with a price-tag and it varies from company to company and the nature of work they were called for. The Plus Four Security Services charges Rs. 5,950 per month per person for a Security Guard and Rs. 7,950 for a Security Supervisor, including the ESI and EPF. A government mandatory service tax @ 12.24% is charged additionally on the total billing.

The swelling growth in the industry plus the few recent incidents where employees of security services were involved in heinous crime, have not only brought bad name and aroused suspicion, but it has triggered a growing concern about the manner of functioning of these agencies.

“Such incidents are occurring and will be often repeated in near future” says an employee of a leading security company. “Due care and attention must be given to the welfare of the personnel, as they have to work for at least 12 hours or even more continuously in a worst condition” he adds.

And about how to tackle this problem marring the industry, Suthar says maximum number of ex-employees of Army, Air Force, Navy, paramilitary forces and the state police personnel must be drawn into the service. Inclusion of personnel, besides imparting professionalism, Suther says will train the untrained personnel.

In this line to regulate the security services, the Union Government brought out the Private Security Agencies (Regulation) Act, 2005. The Act, though not applicable in the state of Jammu and Kashmir, is a rule book that all private agencies must comply with.

But, how many security agencies strictly comply with the Act? One observes the agencies’ personnel and even their management making a mockery of this law. This must be checked by the government stringently.

Malls in Faridabad

Call it vanity, convenience or necessity, shopping malls and multiplexes have become a part of our lifestyle.

Malls and multiplexes are ubiquitous in the modern landscape. Thanks to the unprecedented growth in this segment. They are not simply churning out established brands from food to apparel, electronic goods to everything related to our daily needs; in this attempt they are all trying to be different from others. And to become different from others they are not leaving any stone unturned. They all are coming up with innovative, customer-friendly ways, keeping in mind the un-tested reflexes and the tastes of people.

Without an iota of doubt, pro-customer steps are always appreciated. But there needs to be ‘something’ extra that would attract the masses, before its becomes the talk of the town.

The SRS Mall located at Sector-12 in Faridabad is one such shopping arena that houses a multiplex, offering an absolutely free parking as its USP. Mr. Sushil Jain, Marketing Manager, SRS Entertainment Ltd. Says “The SRS Multiplex is the only multiplex in NCR which provides free-of-cost parking facility for the customers’ vehicles; moreover without charging a penny and validating their vehicles by providing them with parking tickets”.

The parking space in SRS Multiplex could hold over 2000 vehicles and with the free-of- cost tag, it definitely comes as a selling point and a brilliant marketing strategy. Parking hitch in malls is indeed becoming a permanent headache for many and with passing time it is turning into a pathetic and dismal shape – sometimes uncontrollable and dangerous.

Positioned in the heart of the city and spread over a total area of 1,38,000 sq. feet. SRS Multiplex showcases all leading brands for clothing and other essential items, a multiplex broadcasting latest movies, food court to serve the gourmet of your choice and mouth watering cuisines, a spa and a gym to rejuvenate the body and soul, value bazaar for shoppers with all the basic day to day amenities and even a swimming pool and gym to loosen the strained nerves. A well trimmed, well maintained garden is another big crowd puller.

In addition to it, 600 strong-employees SRS Multiplex has in its coffer bag full of excitement and unique experience to offer to the visitors for any age group and of any strata. Its services are open from low-end to high-end customers. There is ‘something for someone’ says Sushil Jain. He convincingly promises “someone dropping at morning; the multiplex has got such a vast and exhaustive pool of resources that he will find himself busy and involved and he will enjoy a lot with the array of activities for the whole day. He will never ever feel weary, unsatisfied and unconvinced”.

Strolling in the three floors of the SRS one would find fun filled activities taking place in full swing, people jostling in the entry and the exit gates, food cafeteria, garden area, in branded shops and in every corner as something undertow is excitedly happening. In weekends, Sushil Jain confirms ‘over 20,000 thousand people visits their mall. And the largest crowd puller are cinema and food cafeteria’.

Mukesh Tejwani, 24, a resident of Faridabad says everyday he spent around 3 to 4 hour with his friends ambling around the garden area and in the well-lit shops. When asked why does he come so regularly, he smilingly says ‘just to chill out, since this place has got everything to make anyone happy’.

Sushil Jain claims SRS Multiplex is the only multiplex in NCR where there is an opulent gardening area. Visitors have the choice to spent time in the ‘green’ garden area or inside the mall. Projecting a perfect combination of going trendy with exhilarating experience and moreover with the green element.

People like Tejwani who are brand obsessive, in SRS could find and explore all international brands like Provoque, Ven Heusen, Allen Solly, John Player, Cotton County, Zodiac and many more. It also houses food giants like Mc Donald, Punjabi Tadka and Dazzel Restrobar.

Siddharth, who sits in a shop selling male garments, is ‘happy’ with SRS image, its interior ambience and crowd-pulling factor. He says his shop gets customers from Faridabad, Delhi and nearby villages.

About the specialty of SRS PVR Cinema, Sushil Jain claims it has the ‘widest screen’ in NCR. SRS Group is also coming up with its more cinemas one in Gurgoan and another in Subham Tower, close to Escort Hospital. Nevertheless, they are planning to arrange outdoor games in the SRS multiplex.

SRS Group is a conglomeration of SRS Group Housing, IT Park, SRS Hotel, SRS Food Court, SRS cinema and Value Bazzar. The Group is going gung-ho in its expansion in their chosen field.

Like any big Group, the SRS Multiplex of its sheer employee strength, area, image and goodwill also faces problems and challenges. According to Sushil Jain it is more or less in the ‘co-ordination’ and the ‘facility’ aspects that they have to improve so to compete with the other malls popping up in their immediate backyard.

Sushil Jain is not complacent when he says ‘there is no competition’ from other malls that are oozing out vigorously in the adjoining areas. He is open to react positively in the changing business environment and in the public’s taste. He is not keeping the cards near his heart as he knows the secret lies in the ‘parking’ and ‘green’ elements attached to the SRS Multiplex that will leverage it for at least 2 to 5 years. The Mall is indeed causing waves in Faridabad, with food court and shops of all kinds offering a plethora of options.