Empty sidewalks along Main St. reflect the hard times. | Photo by Salena Tran.

Customers need diversity when shopping if businesses are to thrive. The Punjabi market on Vancouver’s 49th Ave. and Main St. – long known as the place to go for buying popular Indian products in the Lower Mainland –
is no exception.

With the increased development of Surrey’s “Little India” in Newton, the once busy stores of the Punjabi market are being abandoned for more enticing consumer pulls elsewhere.

Consumers choose to visit and shop in Surrey’s “Little India” for their goods because of the lower prices there. Many store owners on Main St. are now seeing a decline in profits. Surrey’s “Little India” also contributes to the fading of South Asian history and culture along Main St.

According to the 2011 Statistics Canada report, an estimated 217,820 South Asians live in Vancouver. With a customer target niche already in place, East Indian store owners have a large clientele to impress if they want to remain in business.

A well established history

Steven Sadurah, part-owner of A Class Fancy Jewellers on the corner of 49th and Main, says not much has changed since he first opened the store 30 years ago. Main St. became one of the places where many South Asian business owners could make money off their foreign goods.

As time has passed, competition from Surrey’s “Little India” has definitely made an impact on the landscape of the Punjabi market on Main St. Sadurah acknowledges there are still loyal customers, but it may not be enough to keep businesses afloat.

“South Asians are immigrating to Vancouver like crazy, but they settle in Surrey because of lower taxes,” says Sadurah. “The culture won’t change on Main St., though.”

Jeannie Lau, a frequent shopper, disagrees with Sadurah and says the culture in the area has changed dramatically over the past few months.

“It’s definitely disappointing to see such a change in culture. I come by this area once in a while and I’ve noticed how empty stores are nowadays,” says Lau.

Once South Asian families or businesses decide to immigrate to Surrey, it draws consumers away from the area. However, some shoppers feel the void of the businesses must be replaced. Lau says she’d visit the area more often if the original businesses appealed to a wider range of people.

“There’s not much that appeals to me here,” says Lau. “I’d like to see some fusion restaurants or other shops that aren’t just Punjabi markets. The culture here will change, but if the original stores want to stay open they’re going to have to do something drastic.”

An uncertain future

Kerry Jang, a city councillor, says the City of Vancouver has taken steps to help maintain the Main St. and 49th Ave. community.

“Well, you know everyone is moving to Surrey. Families are immigrating there, but that’s out of our control. We’ve given the community the Punjabi Market Association, the Indian gate, [tax breaks for small businesses],” says Jang.

Jang says various projects have been created to help the community. Jang says more retail space won’t change the fact the community has to develop a more diverse appeal in order to keep the area and its businesses thriving.

Jang draws parallels to Chinatown. Jang says the Chinatown neighbourhood is more diverse, and real estate agents are having no problem selling retail spaces.

“The area around Chinatown has been rediscovered. You look around and you see [other cultures’] markets and restaurants. I believe that’s what the South Asian community has to do, they need to broaden their appeal,” says Jang.

With many businesses depending on loyal customers, the South Asian community on Main St. has found many consumers are deciding to find their goods in Surrey’s “Little India.” A lot of customers drive to Surrey for their lower prices, and many families are relocating to be with their loved ones.

But for long-time residents of the Main St. and 49th Ave. area, the neighbourhood will remain the centre of South Asian culture and business in Greater Vancouver.

“Surrey is not as good as Vancouver when it comes to quality of life,” says Sadurah. “Main Street is Little India.”