Companies

PVR bluO eyes bowling centres, dart stations to hit bull’s eye

Meenakshi Verma Ambwani New Delhi | Updated on March 19, 2013

WOOING THE YOUTH

Turning its focus on non-cinema entertainment, PVR is looking to chart the next stage of its growth strategy for PVR bluO branded bowling centres.

PVR bluO, a 51:49 joint venture between PVR and Major Cineplex Group of Thailand, has about 110 cosmic bowling lanes and expects this to increase to about 400 lanes in the mid to long term.

“We have established bowling centres in cities such as New Delhi, Gurgaon, Bangalore and Pune, and are close to reaching the critical mass of 150 bowling lanes. We will now consolidate our position, pause a bit, and look at deeper analysis of consumer patterns,” said Gautam Dutta, Chief Operating Officer, PVR and Chief Executive Officer, PVR bluO. The company is also in talks with real estate players to take its bowling centres to cities such as Chandigarh, Ludhiana, Cochin, Hyderabad and Mumbai, he added.

Fashion bowling

Dutta said, “We are into fashion bowling and, therefore, need to keep refreshing the concept to increase consumer stickiness.” From offering Karaoke to tattoo parlours, to live music, XBOX lounges and, more recently, Playstation lounges, the company has been offering consumers more than just bowling.

Next, PVR bluO will be adding pool tables, darts stations as well creating sport lounges. He said the company may rethink its strategy as it would need to go, perhaps, into larger spaces in malls to be able to fit in the various concepts for entertainment.

Expansion

The company is also considering expanding into tier 2 cities. But, the format for these regions will need to be smaller to be able to achieve economies of scale, he said.

Dutta said food and beverages as well as advertising were also contributing a chunk to the revenues of its bowling centres. From striking a strategic branding partnership with Pepsi, to tying up with Airtel for activities such as offering young consumers the option of being photographed when bowling, so that they can share the pictures on social media, are some other innovative steps, he added.

meenakshi.v@thehindu.co.in

Published on March 19, 2013

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