Located in Kukatpally, a major residential and commercial suburb in Hyderabad, the mall is a hub for shopping in the IT corridor, with major shopping malls and more coming up. Positioned as a destination mall for lifestyle, fashion, food and entertainment, it will cater to families, youths and the tech-savvy. It is expected to serve a catchment of about 800,000 people within an estimated 5-kilometre radius.