Sidra Nadeem is a Chief Operating Officer of Sindbad—a familiar name of family entertainment in Karachi and Pakistan. She foresees entertainment industry as flourishing and important for development of children through healthy activities and games.
She spokes to The News Tribe recently after the successful launch of Sindbad’s third branch at Dolmen Mall Clifton.
The News Tribe: How would you describe the success of Sindbad?
Sidra Nadeem: With more than 20 years of experience in children’s entertainment, Sindbad has been operating a number of indoor and outdoor attractions since 1991 in Karachi. Sindbad is a household name and a pioneer in the family entertainment center industry in Pakistan. It has games and rides that appeal to the entire family. The indoor versions of Sindbad for example, have kiddy rides for children under 6, as well as video and prize games that appeal to people of all ages.
Our journey has been great. We have served two generations of Pakistani children and advanced and improved with changes in technology, so that we can bring the latest product to our customers.
TNT : How do you come up with ideas to innovate Sindbad?
SN: Sindbad is a customer focused /market oriented business. We conduct extensive market research to find out the needs of the customers and then go about trying to satisfy those needs. We also stress upon staying in touch with the latest trends and technology in the Family industry of the world. However we only adopt those ideas that are compatible and desired by our local market.
TNT: What are Sindbad’s offering and what is the vision behind it?
SN: Sindbad simply offers fun for the entire family, in a safe, secured and quality controlled environment. Our vision is to provide quality entertainment for families belonging to all walks of life.
TNT: Sinbad has been there in the market for a long time. What has been the reason for its success?
SN: Sindbad attributes its success to maintaining quality and innovation over the years. Cleanliness and safety are two principals that Sindbad never compromises on which sets a certain standard that customers have grown accustomed to and associate with our brand name. Sindbad also realizes that even successful businesses also need to constantly improve on their services, which is why we never stop the process of research into new products.
We do not seek to make Sindbad different from others. At Sindbad we have set our own stringent standards of quality and we only seek to meet those standards and satisfy our customer’s needs.
TNT: What are some of the new things people can expect from the new Sindbad at Dolmen Mall Clifton?
SN: A lot of new concepts and entertainment can be found at the new Sindbad. Apart from lots of new games and rides, Sindbad now has a state of the art indoor playground for children under 12, where they can run around and play. The playground includes: slides, mazes, tunnels, ball pool, trampoline, ball shooters etc and is completely secure so that parents can leave their children and come back and pick them up in an hour. We have also introduced an interactive toddler play area for children under 5 which will foster learning in them as well. The biggest change however at the New Sindbad at Dolmen Mall Clifton is the switch from the coin system to the swipe card system. All machines will now be run by cards instead of coins. This is great news for our customers as they can store cash and tickets on their card as well as earn points as they play so that Sindbad can reward them for frequent visits by awarding them free membership. Many more discounts and deals will also be possible through the card system.
TNT: What are your thoughts on the deteriorating conditions of amusement parks around the country and how it can be changed?
SN: I believe amusement parks and family entertainment centers need to understand that the local market is sophisticated and well aware of international trends and thus they need to improve their standards and adopt international standards of quality control and safety. The government also needs to support this industry instead of levying additional taxes on them as they are providing healthy entertainment to the masses, in the absence of safe public parks for families in recent times.