Police disperse crowd at Infiniti Mall in Malad West after viral Re 1 sale sparks chaos
Chaos erupted in the early hours outside the NEWME clothing showroom at Infiniti Mall in Malad West, Mumbai, after a massive crowd gathered for a viral "Re 1" promotional sale. The overwhelming turnout raised immediate crowd management and safety concerns, prompting local police and mall security personnel to intervene to control the situation.
The promotional offer, launched by the fashion brand NEWME, promised to give one product for Re 1 to the first 100 to 125 customers. This drew an overwhelming response from shoppers, who began assembling outside the showroom in the early hours of the day.
As the crowd grew, the situation quickly turned chaotic. Videos circulating on social media showed a massive crowd packed tightly outside the outlet. In several video clips, people could be seen pushing near the entrance of the showroom as mall security personnel struggled to manage the situation.
The crowd was so dense that the showroom staff were reportedly unable to even open the store's shutters, fearing that the situation could spiral out of control.
Following the circulation of the videos, local police clarified that the crowding was limited only to the narrow space outside the concerned showroom. The rest of Infiniti Mall remained largely empty and operational as usual.
Police personnel were immediately deployed to the spot to control the gathering and prevent any untoward incidents. Authorities managed to disperse the crowd after repeated public announcements were made by the showroom owner, informing the visitors that the store would remain closed for the day in view of the situation.
Following the announcement, people gradually began leaving the premises, and the situation was brought under control without any major incidents or injuries being reported. Senior police officials later confirmed that the situation is stable and fully under control.
In response to the incident, NEWME issued an official statement regarding the "Re 1 Offer" controversy. The company stated that due to the overwhelming response at its stores—including those at Amanora Mall, Phoenix Avenue Of Stars, and Westend Mall in Pune, as well as Infiniti Mall in Malad West—local authorities directed the immediate discontinuation of the offer in the interest of public safety.
The brand stated that the safety of its customers, team, and the public remains its highest priority, thanking everyone for their support, understanding, and cooperation.
