Like an invasion of change, Damodar City is now becoming a favourite hangout spot for many in Labasa.
The sleepy nights of the Friendly North town have awoken as traffic in the newly opened complex clogs up driveways, most times leaving no space for parking and causing heavy foot traffic on the roadsides including the Labasa town bridge.
Movie tickets almost sold out by midday when it first opened last Friday. Most were bought online.
The newly opened Extra Supermarket extended trading hours to 11pm on a few nights of the Christmas week, spawning a packed car park that did not empty out until midnight.
No doubt by the look of things, change has certainly come to this usually quiet rural town through this $50 million development.
Since the opening of this project, The Fiji Times team has done a general observation in town checking on well-known supermarkets that were usually packed especially on pay days.
Most of them now would have about 10 to 20 people in it compared to the congestion that has now become the common sight at the newly opened Damodar City complex.
The usual evening buzz along the town’s main street has dwindled and along with it the number of vehicles parked in town. Car park keepers have also told The Fiji Times that the busy Saturdays in which they run out of parking spaces are no longer an issue.
Manoj Kumar, who looks after a parking space in town, said since Damodar City opened with Extra Supermarket, the parking spaces would be available as many motorists no longer used their services.
Business has obviously been diverted with some business owners who wished not to be named saying they raked in a substantial amount of income within weeks of operation.
One particular business made about $0.5m in a few days. Commissioner Northern Uraia Rainima said everyone was excited about the change as it has created employment opportunities and boosted economic growth for Vanua Levu.
“This development has proved that we have the capacity to cater for such projects in terms of population and our economic platform being driven by agriculture which is the major backbone for this success,” he said.
“Our tourist industry in Macuata is not as big as Cakaudrove and Taveuni but we have been greatly supported by our agriculture and fisheries industry being cane, kava, vegetables, poultry, cash crops, fish, beche-de-mer, other marine lives and livestock including remittances.
“And this proves that agriculture and fisheries have a vibrant and strong platform for economic growth.
“When Extra Supermarket opened on December 1, I must admit, I was so amazed at seeing the large number of people move into Damodar City to do their shopping, some to have a grog session at the Natua Niqona Chino while others visited for sightseeing,” Commissioner Rainima said.
When the project started in 2018 under the Bainimarama government, there were a lot of sceptics but that, Mr Rainima said has died out. He believes developments in the North would continue and get bigger.
“A few years ago, I opened a new shop in town and I said that in years to come, Labasa will be a city but a few people criticised this, not believing that it will happen.
“Today, I still prove all those critics wrong because right now, we are seeing a boom in our activities in town and busses travelling from rural areas to stop near Damodar City for passengers to get off and do their shopping at the premises shows change has reached outdoors.
“This is the way forward for Vanua Levu. We will thrive because this project means we don’t have to travel a lot to Suva to do business that Damodar City now offers. Our money will remain in Vanua Levu and we will expand and grow developments.”
For Extra Supermarket, company director Kavishay Abhimannu said in terms of monetary returns, they are very pleased with the operations at the newly opened supermarket.
“The response from the community has been overwhelming, and we have seen a steady increase in footfall and sales since the opening and we are grateful for the support we have received,” he said.
“The decision to open a supermarket in Labasa was based on several factors. We recognised the potential and the growing demand for a modern shopping experience in the area.
“While Labasa may have been known as a sleepy town in the past, we saw it as an opportunity to bring convenience and a wider range of products to the local community.”
“The total investment in setting up the supermarket was substantial but we believe it was worth it to provide the residents with a modern shopping facility and a diverse range of products.”
Mr Abhimannu said they constantly looked for ways to improve and expand their services.
“While we do not have any specific coffee shops planned for the Labasa supermarket at the moment, we are open to exploring such possibilities in the future,” he said.
“We are committed to providing the best shopping experience for our customers and will continue to introduce new initiatives and offerings as we see fit.”
Labasa Chamber of Commerce President Vinesh Dayal in earlier interviews had said it was time for growth and positive changes for the people of Vanua Levu.
Mr Dayal who recently upgraded his Lunch Box facility in town giving it a new look, said such investment was imperative to as we move with time and change.
“For Labasa, we are not moving backwards. This is the way forward now with continuous developments and ensuring that our people get the best services because they deserve it,” he said.
Damodar Group chief executive Div Damodar said this project was about creating opportunities and to expand the township of Labasa.
“Since coming to Labasa, we have seen more investments, shops in town have also upgraded their game and it’s all for the people of Vanua Levu,” Mr Damodar said.
Future investments in Labasa include the new shopping centre to be built by RB Patel in Wailevu area as confirmed by the iTaukei Land Trust Board in a public consultation.
The Fiji National Provident Fund also stated in a public consultation earlier this year that it would build its shopping mall at the Fiji Sugar Corporation area.
