ET NowDELHI-NCR: With an eye on the upper middle, higher class and Non-Resident Indians (NRIs), the NCR-based real estate developers are collaborating with the global brands. This move is helping them to charge around 30-35 per cent higher after an extra investment that ranges from 5-7 per cent.
Anil Kumar Sharma, president, CREDAI (NCR chapter) said, “Nowadays, people are exhibiting a discrete preference for international flavour, be it in their residential selections or hospitality choices. Association with international brands in executing these projects reflects the progressive lifestyles of such affluent class who are willing to shell out a premium for anything superior and enhanced. Also, international brands bring with themselves a class and unique taste in concept, designing and services.”
The CMD of Amrapali Group further added, “This new trend has started to take place in last two-three years. In Delhi-NCR, developers like 3Cs, TDI, Supertech, BRYS, BPTP et al. have collaborated with the global brands to attract the upper middle class, upper class and the NRIs.”
3Cs collaborated with Four Seasons Hotels and Resorts for branded residences in a mixed land use project in Noida, TDI collaborated with HOK for its Lake Grove project in Sonipat, BRYS with Italian Tonino Lambhorgini, Casa for a project in Noida, BPTP with Italian design house IPE Cavalli for a Gurgaon project and Supertech has recently collaborated with yoo Worldwide LLP, UK based global design, development and branding firm.
Elaborating on the reason for such a move; Kamal Taneja, managing director, TDI Infrastructure Ltd said, “In this fast-paced life we have endeavoured to offer something new and refreshing for our discerning customers so that they can live life close to nature. The Lakegrove township has been designed by World’s leading Architectural firm HOK.”
Asked about the monetary variables involved in such a collaboration; RK Arora, CMD, Supertech Limited said, “Projects with big brands attached to them are costlier than the non-branded ones. While the price differs from project to project, its location, and also the value of the associated product, there is a price difference of 30-35 per cent between branded and other projects.”
Giving details about the international tie-ups that Supertech has inked Arora added, “Supertech’s latest tie-up is with yoo Worldwide LLP, a UK-based global design, development and branding firm. yoo will work with the com- pany to create two residential projects in Sector 68 and 79 in Gurgaon.
The global brand will deliver unique design concepts to each project that will reflect the kind of innovative, international design style that is synonymous with the firm.”
Arora further informed that in last one year, the company had tie-ups with two international brands — Armani/Casa and Disney to provide design concepts in company’s projects, Supernova (Noida) and Fable Castle (Yamuna Expressway) respectively.
On kind of audience targeted through such projects, RK Arora of Supertech said, “Such luxury properties are targeted at that segment of inhabitants who prefer the conveniences and status, value of luxury projects designed, marketed and often managed by international hospitality or signature designer brands. The segment also includes HNIs, upper middle class, highly placed young business owners and professionals.”
He said that locations dominated by enterprises of overseas origin like Gurgaon, Noida and Greater Noida are ideal places for projects in collaboration with foreign brands as the employees exposed to international lifestyle aspire such co-branded properties ensuring amenities of international standards.
Whether such tie-ups help developers curtail their expenses on branding and advertisement of the project; Subodh Goel, Founder and Managing Director, Civitech Group said, “By collaborating with global brands, the leverage brand gets is just to the tune of 5 to 7 per centage and that hardly makes any difference. In fact I would say after such a move, there is a need to increase spends on marketing activities to propagate the message about such a move.”
Goel further said, “Although the developer derives numerous advantages from the brand it is getting associated with but its positioning in the market is largely dependent on reliable construction, imaginative designs, provision of desirable amenities and services, good project location and honesty in dealings.”
Anil Kumar Sharma, president, CREDAI (NCR chapter) said, “Nowadays, people are exhibiting a discrete preference for international flavour, be it in their residential selections or hospitality choices. Association with international brands in executing these projects reflects the progressive lifestyles of such affluent class who are willing to shell out a premium for anything superior and enhanced. Also, international brands bring with themselves a class and unique taste in concept, designing and services.”
The CMD of Amrapali Group further added, “This new trend has started to take place in last two-three years. In Delhi-NCR, developers like 3Cs, TDI, Supertech, BRYS, BPTP et al. have collaborated with the global brands to attract the upper middle class, upper class and the NRIs.”
3Cs collaborated with Four Seasons Hotels and Resorts for branded residences in a mixed land use project in Noida, TDI collaborated with HOK for its Lake Grove project in Sonipat, BRYS with Italian Tonino Lambhorgini, Casa for a project in Noida, BPTP with Italian design house IPE Cavalli for a Gurgaon project and Supertech has recently collaborated with yoo Worldwide LLP, UK based global design, development and branding firm.
Elaborating on the reason for such a move; Kamal Taneja, managing director, TDI Infrastructure Ltd said, “In this fast-paced life we have endeavoured to offer something new and refreshing for our discerning customers so that they can live life close to nature. The Lakegrove township has been designed by World’s leading Architectural firm HOK.”
Asked about the monetary variables involved in such a collaboration; RK Arora, CMD, Supertech Limited said, “Projects with big brands attached to them are costlier than the non-branded ones. While the price differs from project to project, its location, and also the value of the associated product, there is a price difference of 30-35 per cent between branded and other projects.”
Giving details about the international tie-ups that Supertech has inked Arora added, “Supertech’s latest tie-up is with yoo Worldwide LLP, a UK-based global design, development and branding firm. yoo will work with the com- pany to create two residential projects in Sector 68 and 79 in Gurgaon.
The global brand will deliver unique design concepts to each project that will reflect the kind of innovative, international design style that is synonymous with the firm.”
Arora further informed that in last one year, the company had tie-ups with two international brands — Armani/Casa and Disney to provide design concepts in company’s projects, Supernova (Noida) and Fable Castle (Yamuna Expressway) respectively.
On kind of audience targeted through such projects, RK Arora of Supertech said, “Such luxury properties are targeted at that segment of inhabitants who prefer the conveniences and status, value of luxury projects designed, marketed and often managed by international hospitality or signature designer brands. The segment also includes HNIs, upper middle class, highly placed young business owners and professionals.”
He said that locations dominated by enterprises of overseas origin like Gurgaon, Noida and Greater Noida are ideal places for projects in collaboration with foreign brands as the employees exposed to international lifestyle aspire such co-branded properties ensuring amenities of international standards.
Whether such tie-ups help developers curtail their expenses on branding and advertisement of the project; Subodh Goel, Founder and Managing Director, Civitech Group said, “By collaborating with global brands, the leverage brand gets is just to the tune of 5 to 7 per centage and that hardly makes any difference. In fact I would say after such a move, there is a need to increase spends on marketing activities to propagate the message about such a move.”
Goel further said, “Although the developer derives numerous advantages from the brand it is getting associated with but its positioning in the market is largely dependent on reliable construction, imaginative designs, provision of desirable amenities and services, good project location and honesty in dealings.”
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