According to the BBC, as many as 41 children may be among the victims.

The incident, which first broke out at around 5 pm on Sunday, engulfed a part of the Winter Cherry complex, located in the Siberian coal-mining city of Kemerovo.

Many of the victims were in the cinemas when the blaze broke out.

According to a statement released by Russia's Investigative Committee, the roof caved in in two cinemas.

The cause of the fire is yet to be determined.

Reports further added that at least four people have been nabbed in connection with the case.

Among the detainees are the head of the company that manages the shopping centre and the owner of the complex.

As many as 660 emergency personnel have been deployed to carry out rescue operations.

More than 100 people were evacuated from the building since the fire started.

Austrian Chancellor Sebastian Kurz condoled the loss of lives in the tragedy.

He tweeted: "My condolences to the families and friends of the victims of the terrible fire in the shopping mall in #Kemerovo. It is tragic that so many children are dead or missing. I wish a speedy recovery to those injured #Russia."

Latvian Foreign Minister Edgars Rinkēvičs also mourned the loss of lives in the incident.

He tweeted: " My sincere condolences to families, relatives and friends of victims of terrible fire in shopping mall in #Kemerovo #Russia, I am very saddened that so many children are dead or missing, I wish speedy recovery to all injured."

Image: Screengrab from YouTube