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The Essel Group subsidiary Pan India Paryatan Pvt Ltd, the parent company for amusement theme parks, EsselWorld and Water Kingdom, has made its first brand extension in over two decades with the launch of a new format that can be located in a mall.
EsselWorld Freeze, the new product, is first being launched in an Inorbit mall at Pune, and plans are afoot to extend the mall format to at least eight more cities, including Hyderabad and Bangalore in the next two years.
“We are introducing the concept of EsselWorld Adrenaline,” Mr Shirish Deshpande, Chief Executive Officer, PIPPL, said, adding this was planned as an umbrella for new products, and Freeze was the first of these.
Another option being examined was a larger format that could have amusement options such as wave surfing or walls for rappling, he said.
Spread across 5,520 feet, Freeze is divided into three zones, an ice skating rink designated Arctic Circle, a snow zone termed North Pole and the Bar. The ice and snow technology has been imported from Europe.
According to an estimate, the size of the active amusement market in India was around Rs 2,000 crore annually and growing at a rate of 15-20 per cent.
Though Mumbai’s EsselWorld, which is spread on 64 acres of land, was launched 23 years ago, the lack of affordable land banks has restricted setting up more parks, Mr Deshpande said.
The company is in now in talks with the Goa government and may plan an amusement park in that State, he added.
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