Construction and Housing

Buildings and Housing infrastructure is a major input to the economic development and sustained growth of an economy. A nation on the road to development requires to be fuelled appropriately by civil and industrial infrastructure, with products and services. This sector in India has assumed growing importance with the liberalization of the economy. The rapid growth of the Indian economy has had a significant impact on the demand for commercial property to meet the needs of business by way of offices, warehouses, shopping malls, hotels etc.

The company has executed housing projects addressing the diverse needs of the market ranging from Gated Communities to luxury high end villas. The company is at present executing a gated community project of 170 luxury villas and 14 storied Tower with, located at stone throw distance from Financial District phase-II, APIIC Park and adjacent to Techno city SEZ, and strategically located within 3 to 6km from proposed US Consulate and Tata institute of Fundamental Research, NGO Housing, Microsoft, Wipro, Gachibowli Financial District.

The Group also has various urban lands at strategic locations which are being commercialized for taking up for construction of residential housing either on its own or on Joint development basis through industry partners which are being commercialized in a phased manner with projected revenues amounting to Rs.400 crores by 2015.

THE MARKETING STRATEGY

The Gated Communities undertaken by the company at present cater to High Income group. The projects offer flexibility to the customers in terms of the scalability for opting a particular unit in the project with payments options of outright purchase or on Deferred Installment payment basis. Further the company has an excellent and dedicated marketing network involving about 50 people at present who have over the years successfully marked various projects floated by the company.

This remains one of the inherent strengths of the company and has provided substantial resilience over the years even during the turbulent phase that the Industry went through. The company’s brand image that has an enhanced value over the years is substantially a consequence of the marketing strength of the company.

One of the major sections of the company’s customer base is the non-resident Indians. The company commands a premium image for all its ventures in view of its brand image and quality deliverance. The premium housing projects of the company are marketed through marketing associates, in-house corporate marketing team and through web duly supported by the promotions through electronic media and print media.

EXECUTION STRATEGY

The company follows a two tier project execution policy for the construction works under taken for the various projects. The company has a team of qualified and experienced engineering and quality control personnel in-house who undertake the total planning process and the execution plan once a particular project is conceptualized.

The construction work is awarded to various contractors who are empanelled with the company. The execution of the work is supervised by the in house technical team who are dedicated to the particular projects and deputed for the specific project on full time basis. Third party agencies specialized in project management consultancy audit and quantity survey audit are engaged to validate periodically the quality and quantity of the work done.