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Time for Int Global 2 “ Small cities (Tier 2 and Tier 3 cities) here on referred to as ‘Shadow Cities’ are defined as cities that fall in the immediate shadow area or influence zone of the primary city, and serve as an economic back-oce for various business and industrial activities. Though an increase in disposable income and an aspirational lifestyle has presented good potential for business and economic growth, the shadow cities have been stragglers in front of the metros. However, the recent consumption trends in the current pandemic has brought the spotlight on small cities, and they are keenly being watched for reviving demand across sectors. ” Dhruv Agarwala Chief Executive Ocer Elara Group (Housing.com | PropTiger.com | Makaan.com) “Emulating megacities around the world, the economic growth in India has also been concentrated in the major cities with small cities (Tier-1 and Tier-2 cities) falling in their shadows. Owing to the economic and infrastructural pull of the ‘big-city’, small cities have not been able to constellate their strengths and allure the same kind of interest, important for regional and socio-economic development - More than half of the migrant population in the eight major cities in India is coming in from neighbouring Tier-1 and Tier-2 cities. Though development in ‘Shadow Cities’ has moved at a snail pace, the current pandemic crisis, has brought structural changes in business continuity, which will notably accelerate the process of market penetration across sectors. Steered by the thrust on digitisation, and an aspirational cohort, Shadow Cities are exhibiting readiness for global brands across categories of fashion, luxury cars, jewellery, real estate among many others. We at Housing.com have seen a significant uptick in interest levels for residential properties especially from shadow cities such as Amritsar, Chandigarh, Vadodara, Nagpur, Vijayawada and Coimbatore. Our ‘Virtual Residential Demand Index’ renders this trend more prominently post May 2020. Going forward, we believe factors such as reverse migration of the white-collar workforce along with the concept of remote working, will have powerful reverberations on the future of residential demand coming from the small cities.” Balbir Singh Dhillon Head Audi India “With an increase in disposable income and aspirations of owning global brands, the contribution to volumes is increasing steadily from smaller cities. We also see a positive trend of customers from smaller cities, who have an appetite for performance and lifestyle cars with new body styles. At Audi India, our focus has always been on expanding to Tier-2 and Tier-3 cities. These regions exhibit rising aspirations to own luxury cars. Under our ‘Workshop First’ strategy, we enter Tier-2 and Tier-3 cities with a ‘Service First promise’ by inaugurating a workshop first, a gradual plan to establish a showroom follows. Living our ‘Workshop First’ approach, we have opened gates to our state-of-the-art workshop facilities in Thane, Vijayawada, and Trivandrum, reaching closer to our customers. We will continue to expand this as per market demand. In addition, we also have seven Audi Approved; plus showrooms; our plan is to double this as per market demand.” Ashwini Kumar Tewari Managing Director and Chief Executive Ocer SBI Card “The credit card penetration in India on an overall basis is only 3 per 100. This number will be even lower in Tier 2 and 3 cities as traditionally most lenders were cautious about lending in these pockets on account of less awareness of credit culture, less acceptance infra like POS and lack of collection infrastructure. The Demonetisation, Government Digitisation initiatives and growth of e-commerce has changed these. There is a lot of potential in Tier 2 and 3 cities and the customers are now actively seeking credit (credit cards as well as personal loans). In the last quarter, as per Credit Bureaus, the Rural and Semi Urban markets share in the overall new trades increased and the Metros decreased. SBI Cards has always had a strong focus on Tier 2 and 3 markets in line with the customer base of SBI. Almost 40 percent of our Portfolio is from Tier 2 and 3 cities, additionally, in terms of new customers, the trend is even higher. The credit performance of Tier 2 and 3 cities is 10–15 percent better. SBI Cards plans to focus on increasing its market share in these cities.” Suvankar Sen Chief Executive Ocer Senco Gold and Diamonds “Tier 2 and 3 cities is the Bharat side of growing India and during the COVID-19 situation, we see a large middle-class customer base appreciating their smaller towns, a protective cocoon in the world of uncertainty. Senior citizens or families moving back to Tier 2 and 3 cities, migrant labourers moving back home to their Tier 2 and 3 cities and urban centres decluttered and less polluted. We have seen less degrowth in Tier 2 and 3 cities, more optimism and positive thoughts in smaller shadow cities compared to major urban centres. Thus, the hope for future growth in countries and development opportunities lies in the shadow cities.” Vishal Gupta Managing Director Ashiana Housing Ltd. “The pandemic will see the emergence of new cities. Tier 2 cities with good infrastructure, air connectivity and aordable real estate prices will grow into mega cities as the young will choose to live in bigger, better houses in their native environment . Many of them will be able to work for companies around the globe from the comfort of their hometown." Surat & Ghaziabad 6OUT OF Amongst the top 50 10 global cities to witness maximum increase in Shadow Cities amongst population by 2030 the top 10 best performing Smart Cities in India in 2019 3x YoY growth in virtual 45% demand for residential properties in ‘Shadow Start-ups are located Cities’ in August 2020 in the ‘Shadow Cities’ Surat, Rajkot, Tiruppur, Nagpur, Vijaywada, Agra, Jaipur, Lucknow, Tiruchirapalli Mangaluru, Guwahati & Thiruvananthapuram Pegged for fastest economic growth in the Picked up for airport world by 2035 privatisation for augmenting regional connectivity and development Agra & Amritsar Jaipur, See more than 100 Vishakhapatnam, percent growth in virtual Kochi & Surat residential demand over pre-COVID levels See maximum growth in virtual residential demand in > INR 1 crore price bracket Foreword Cities have been defined as the engines of economic While the top eight cities have become the economic growth. The increasing urbanisation in cities is hubs, the smaller cities have failed to induce as much snowballing for the simple fact that the major cities confidence and growth. Several factors like lack of account for most of the country’s economic connectivity, and more so an economic anchor, have ecosystem, which is of advantage to a household and deterred the development in the smaller cities which has pushed the workforce to migrate to the major also to a company running its operations there. It is cities. this symbiotic ecosystem, of all the cogs in place, that make the cities more ecient and attractive for Taking cognizance of the concept of regional generating employment and propelling growth. development, and to take some pressure o the major cities, the government has taken several According to the World Bank, around 55 percent of measures to boost development in the smaller cities. the world’s population lives in cities today and it is The push towards infrastructure development, estimated that by the year 2050, nearly 7 out of 10 In India too, the economic growth is concentrated in spearhead the growth of their economies, which has enhancing regional connectivity for economic growth people in the world will eventually be living in cities. the eight cities of Ahmedabad, Bengaluru, Chennai, created a lopsided development canvas where the in smaller cities was envisaged through various This growth of cities or urbanisation complements Hyderabad, Kolkata, Delhi NCR1, the Mumbai opportunities and a promise of a better lifestyle is government policies and schemes such as the and enables economic change across sectors such as Jawaharlal Nehru National Urban Renewal Mission Metropolitan Region (MMR)2 and Pune, which house concerted only in the major cities. However, there has agriculture, manufacturing and services, and other (JNNURM) 2005, Atal Mission For Rejuvenation And approximately 20 percent of the country’s been a shift in this perception in the past few years activities that demand clusters of skilled and Urban Transformation (AMRUT) (2015), Smart Cities population. Availability of infrastructure and due to the introduction of various policy initiatives unskilled workforce and capital. This complementary connectivity has created a favourable ecosystem for which have not only improved regional connectivity Mission (2015), Regional Connectivity Scheme - UDAN symbiosis also furthers development through the businesses, which has attracted manufacturing and but also upgraded development of physical and (Ude Desh ka Aam Naagrik) (2016) and Nextgen proximity to other firms within the cities. service sector industries in these key cities. The social infrastructure, which in turn has stimulated Airports for Bharat (NABH) scheme. increase in the employment opportunities has growth in the smaller cities. Through policy initiatives However, history indicates that with this While schemes such as AMRUT (2015) and Smart such as Jawaharlal Nehru National Urban Renewal attracted working population across levels to Cities Mission (2015) were conceptualised with the concentration of economic activities and the set
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