Developers use ‘BKC’ tag to sell more

Developers of new projects have started to re-brand areas like Kala Nagar, MIG Colony and Gandhi Nagar and Ambedkar Nagar in Bandra (east) with swanky addresses as ‘BKC annexure and off BKC Road’ in a

bid to sell their luxury 3 and 4 BHK housing inventory.For instance, real estate projects by leading developers like that of DB Realty, Rustomjee Builders, Kanakia Group, Radius Developers and Adarsh Buildestate Limited (ABL) Group located on the peripheral areas of BKC are using a unique marketing tactic of tagging areas not located in BKC as BKC annexure.

Incidentally, the project of DB Realty is exactly opposite the headquarter of the Maharashtra Housing and Area Development Authority (Mhada) which uses the address of Grihanirman Bhavan, Kalanagar, Bandra (east), Mumbai 400051. However, the DB Realty project, according to the BMC records, falls on N Dharmadhikari Road of Gandhi Nagar. But the brochure of DB Realty has claimed the project to be located “in the heart of Mumbai at BKC.”

Another two projects by the Rustomjee Group named Rustomjee Seasons, which is an ongoing project and another, is already constructed named Rustomjee Oriana, according to

the brochure and advertisement posters by the company claims to be located at ‘BKC annexure’. However, BMC records state that both the projects fall in Gandhi Nagar, which is next to MIG cricket club.

However, this is not surprising said Pankaj Kapoor, managing director, Liases Foras. He said, “Previously, developers have practiced the same marketing gimmick by using Upper Worli for Lower Parel, Upper Juhu for Andheri, Upper Powai for Vikhroli and New Cuffe Parade for Wadala, to attract buyers.”

Another example of re-branding areas are projects by Kanakia named Kanakia Paris which is located at Ambedkar Nagar on the outer boundaries of BKC, but the brochure of the project claims it is located in BKC.

A similar strategy is also used for commercial inventory in the peripheral areas of BKC. For example, a commercial complex named Kanakia Zillion by the Kanakia group according to the company is located in BKC annexure. However, in reality, the said commercial complex is located on the junction of CST Road and LBS Road in Kurla (west).

Dilip Kawathkar, joint project director, Mumbai Metropolitan Region Development Authority (MMRDA) confirmed that some of the big developers used to employ different marketing gimmicks. “As far as MMRDA is concerned, the special planning authority (SPA) of BKC there is no such extension as ‘BKC annexure’ in the layout plan of BKC,” said Mr Kawathkar.