India's retail industry thrived due to the rise in shopping malls across the country in the past five-six years even as their management has emerged as a big challenge.

"Mall management is the biggest concern of the retail industry today. This is one area which has been neglected time again, either by the real estate developers or by the retailers," says a Mumbai based retail expert.

Contending the responsibility of proper management of a shopping mall is often shrugged off by builders. "Once the novelty of a shopping mall wears out, there is an urgent need of engaging the customers in promotional activities. But they should not be sporadic rather should be well spread out and customised keeping the clientele in mind. The retailers are treated as cash cows instead of being considered an integral part of mall. We decide the locations keeping all this in mind and this has limited our expansion plans," says Amit Rai business head of Oliver, an apparel brand.

There is a lot to be desired from the mall developers in India, says Wong Kok Wing, a mall management veteran in Singapore and south east Asian countries.

"The developers have started spending money but it is not being spent in the right direction. Malls were constructed keeping the demand in mind but what the customers want was not considered, leading to this problem. India will have to learn from the other Asian countries," he adds.