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 There has been a sudden spurt of activity in Spencer Plaza, Chennai, for the past one week. Waves of newly wedded couples, parents with children and girls in their late teens (must have told mom that there is a 'special class') along with their boyfriends have increased the regular shoppers and window shoppers that normally used to throng this extra-large shopping complex. The reason for this was not difficult to find out. Landmark has started its new branch in Spencer Plaza.
Landmark was started way back in 1987 by Nataraj Ramiah and his sister Hemu with an investment of Rs.6 lakhs in an area of 5000 sqft in Nungambakkam Apex Plaza. It was a bookshop when it started. Catering to the need of an elite and choosy kind of readers. Soon it was proved beyond doubt that the number of this kind of readers is really large and Landmark captured the ready support of this discerning clientele. Landmark became another synonym for books, in the city that could boast a few bookshops, which have established their business for a very long number of years.
 And then, expansion of activities is the natural outcome of any venture, especially when it finds ready acceptance. Landmark soon added quality stationery, greeting cards, CDs, audiocassettes etc. to its range and each had its own fan club, making a beeline to the shop. With the encouragement they received from the Chennai population, they joined hands with the Himami groups and started a branch in
Kolkata.
The branch in Spencer Plaza has an area of 38000 sqft, which is around 16 grounds of prestigious commercial real estate in the heart of the city. An investment of Rs.4 crores has gone into this branch. A tastefully done interior and the vast space add to the charm of the shop. The sight is really breathtaking, even when we take the first step into the branch. A range of complementing and supplementing colours and a lighting to go with create an aura around us. 'Don't your shoulder blades itch, when you see a rainbow in the sky,' asked the Russian poet Mayakovski. Our shoulder blades really itch when we step into Landmark in Spencer Plaza.
The branch is divided into three levels. The first level is for stationery items. Books and music - CDs, audiocassettes et al - in the middle level. The third level is an exclusive kid's haunt. Tons and tons of items and a stunning variety of them fill up all the three levels. There is a Café to cater to those tired souls that need a hideout for a while.
 The colour scheme is basically of three kinds - 70s pink, Dil Chata hai blue and submarine yellow. Each has a specific purpose and theme behind it. 70s pink is used in the music section, to reminder the music genius of the 70s, Elvis Presley. The Dil Chata hai blue is a lot dreamy and is used extensively in the greeting cards and the children's section. Submarine yellow is supposed to be a quite fem colour and the household section is gleaming with this
colour.
The household items that are on sale are normally not available in other parts of the country excepting places like Delhi. They are made available for the use of Chennai households, for the first time. The marketing team of Landmark says, 'People mostly like to buy quality stuff of international standards. We therefore stock and sell international brands and also the local brands that match international standards.'
The section for children measures 8000 sqft. There are a lot of items to play with and numerous books to read through. The walls shimmer with lively paintings. Lots of dress material fills the area. There is a proposal to set up a trust for children to conduct a number of contests to bring out the latent talent.
And the music. One has to say a lot about music in Landmark. It just exudes from the walls,
drips from the ceiling and softly flows from the floor. True to what Tennyson said in Lotos Eaters.
There is sweet music here that softer falls
Than petals from blown roses on the grass;
Or night-dews on still water between walls
Of shadowy granite, in a gleaming pass.
 The music in Landmark is heard, because it is not heard.
Hemu Subramanian and her husband Jai Subramanian presently manage Landmark. Though Landmark, right from the beginning, has been selling items other than books, its image as a bookshop is rather gothic and strong in the minds of the public. Now that they are into a lot of other items, how do they plan to get the message across to the public?
'Our regular clients and so many new clients have extended their overwhelming support to this new branch, just in a matter of a week. Many have met us in person to express their satisfaction and best wishes. We offer the best in the market to our clients and we are always open to introducing items that match the quality standards of discerning customers. At present our activities are confined only to households and kids' needs, apart from books and our regular items. What we see here is that this shop is a great attraction to many foreign tourists. We are seriously planning to cater to the needs of a variety of customers at different levels, to make the venture a grander success,' said Hemu
Subramanian.
 Spencer Plaza has an impressive expansion programme on slate. To add another 10,00,000 sqft to its arcade. When this work is through, Landmark would be Asia's biggest bookshop and it is getting geared up to reach that position.
Of the next phase of action, Hemu Subramanian said, 'We have plans to open branches in all other metropolis of India. It is only a question of time and getting the required space.'
All the best Hemu.
Text in English by Hari Krishnan
With input support from Saravanan
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