Track2Realty Brand Ranking 2021-22
In an interesting year when Godrej Properties lost its sheen, Sobha Limited yet again bounced back as the National Brand Leader after a gap of 2 years. The 10th edition of Track2Realty BrandXReport 2021-22 finds that the market perception vis-à-vis the brands could change dramatically, and it takes all the more care to retain the Brand Leadership than reaching at the top.
It is difficult to note whether or not one strategic bad move of Godrej properties changed the public perception about the brand, even though the stock market performance clearly indicated the same. But if Sobha had lost its Brand Leadership a couple of years back due to shaky market perception post Covid, the same fate had been waiting for the next Brand Leader as well.
Most of the brands at the National Brand Leadership seems to have lost their sheen in consumer confidence index after prolonged Covid wave. Sobha Limited bounces back as the National Brand Leader after a gap of 2 years. Godrej Properties marginally loses its National Brand Rank after being Number 1 for 2 consecutive years. Prestige Group and DLF Limited retain their respective Brand Rank at Number 3 and 4.
Brigade Group improves its Brand Performance consistently to now position itself as the 5th Best National Brand. K Raheja Corp is another significant performer that has jumped from Number 9 to now at Number 6. Puravankara improves 1 spot in Brand Rank while Oberoi Realty loses 1 spot this fiscal year.
Sunteck Realty is the only New Brand in the elite list of National Brand Leaders this year. Embassy Group loses its Brand Rank significantly to scale down from Number 5 to now at Number 9. Piramal Realty exits the Top National Brands this fiscal year.
EAST INDIA
Ambuja Neotia continues to be the undisputed Brand Leader of Eastern India. South City Projects has strengthened its position as the 2nd Best Brand in the region. Emami Group storms into the Top 10 Brands in the region for the first time at Number 8. Mani Group exits the elite list of Brand Leaders in East India. Forum Group elevates its Brand Rank from Number 4 to now at Number 3. Siddha Group goes down 1 spot to be at Number 4 this fiscal year.
RDB Group scales up 1 spot to be Number 5 this time around. Srijan Realty scales down from Number 5 to now at Number 6. PS Group scales down to Number 9 this fiscal year. Hiland Group also scales down 1 spot to be at Number 10 time this time around.
WEST INDIA
All the Top 4 Brands in the region maintain their respective Brand Rank, albeit with lower Brand Score. Godrej Properties continues to be the Top Brand of West Zone despite losing its National Brand Leadership. Godrej Properties, Oberoi Realty, K Raheja Corp and Sunteck Realty nevertheless continue to top the Brand Leadership in the region. Lodha scales up from Number 6 to Number 5 this time around.
Hiranandani Group jumps up 2 spots to be at Number 6 this fiscal year. Piramal Realty drops down 2 spots to be at Number 7 this fiscal year. Adani Realty is back among the Top Brands at Number 8 this year. Kalpataru Real Estate drops down 2 spots to Number 9 and L&T Realty drops down as Number 10 Best Brand in region. Kanakia Spaces exits the elite list of Brand Leadership.
NORTH INDIA
DLF continues to be the undisputed Brand Leader of North India. Godrej Properties has cemented its Brand Leadership as 2nd Best Brand in the region. ABA Corp takes a giant leap to emerge as the 3rd Best Brand of North India. Ashiana Housing scales down to Number 4 this fiscal year. Gulshan Homz retains its last year’s Brand Rank at Number 5.
ACE Group is consistently scaling up and is now positioned at 6th Best Brand in the region. ATS is back among the Top Brands in the region after a gap of 2 years and is now placed at Number 7. Eldeco Group retains its Brand Rank at Number 8. Central Park loses 3 spots to be at Number 9 this fiscal year. Mahagun exits the Brand Leadership chart of North India.
SOUTH INDIA
Sobha Limited retains its consecutive winning streak to emerge as Best Brand in the region for 8thconsecutive times. Sobha Limited also manages to improve its Brand Score and bounce back as the National Brand Leader this time around. Prestige Group retained its 2nd position at Brand Leadership yet again this time. Brigade continues to be a brand to reckon with in the region and maintains its Brand Rank at Number 3 yet again.
Puravanakara retains its last fiscal’s Brand Rank at Number 4. Godrej Properties scales up as 5th Best Brand in South India. Embassy Group scales down 1 spot to be at Number 6 this time around. RMZ Corp, Akshaya Homes, Total Environment and Salarpuria Sattva retain their respective Brand Rank of last fiscal year. No new Brand has entered into the elite list of Brand Leaders in South India this fiscal year.
RESIDENTIAL
Sobha Limited continues to be Brand Leader in Residential Segment, as it has also bounced back as the National Brand Leader. Godrej Properties stays as the 2nd Best Residential Brand this fiscal year. DLF takes a giant leap of 3 spots to be 3rd Best Brand in the Residential Segment. Prestige loses 1 spot this time around to be at Number 4 now. Brigade retains its Rank 5 yet again this year.
Oberoi Realty scales down 2 spots to be at Number 6 now. Sunteck Realty scales up 1 spot to be at Number 7 this time around. K Raheja scales up at Number 8 in the Residential Segment. Puravanakara loses 2 spots to rest at Number 9 this fiscal year. Piramal Realty retains its Number 10 spot yet again.
SUPER LUXURY
Sobha retains its Numero Uno positioning as the Best Luxury Brand. DLF scales up 1 spot to be 2nd Best Luxury Residential Brand. Godrej Properties also scales up 1 spot to be at Number 3 Best Brand in Luxury Segment. Prestige Group loses its Brand Rank significantly to scale down as Number 4 Brand in the segment. Sunteck Realty Scales up as the 5th Best Luxury Residential Brand this fiscal year. At Number 7 Piramal Realty makes an impressive re-entry into the elite league of Super Luxury Residential Brands.
Oberoi Realty loses its sheen this time around and loses 2 spots to be at Number 8 now. The Phoenix Mills loses 1 spot to scale down at Number 9 this time around. Kalpataru also loses its 9th Brand Rank of last fiscal year to drop at Number 10 now. Embassy Group exits the elite league of Super Luxury Brands in Residential Segment.
SENIOR HOUSING
Senior Housing continues to get traction by the NRIs and affluent Indians post the pandemic. No new trend has been reported in this segment of housing. No new brand has found its way into the elite list of Top 10 Senior Housing this time around. Ashiana Housing continues to dominate this space even though the Brand Leadership has got more competitive in this space. Antara with limited footprint continues to retain its Number 2 Rank.
Columbia Pacific has stormed its way into the Top 3 Brands of Senior Housing. Brigade Group has scaled down to Number 4 this time around. Vedanta Senior Living and Adani Realty are performers in this segment and scale up 2 and 3 spots respectively to be at Number 5 and 6. Covai Property Centre and Paranjape Schemes lose 2 spots to be at Number 7 and 8 respectively this fiscal year. Silverglades is pushed down 1 spot to be at Number 9 and Rakindo retains its Brand Rank at Number 10.
OFFICE SPACE
Very challenging year for the Office Space segment for obvious reasons of pandemic. Most of the Leading Brands have lost their sheen a bit this time around. DLF continues to be the Brand Leader in this segment yet again. All the Top 4 Brands retain their Brand Rank even though they lose their respective Brand Score this fiscal year.
Nucleus Office Parks storms into the Top League of Brand Leaders in this segment. It has been phenomenal entry of Nucleus Office Parks as the 5th Best Brand in Office Space. RMZ is pushed down to Number 6 this time around. Panchshil Realty loses 2 spots to be at Number 8 this fiscal year. Brigade Group and Godrej Properties lose 1 spot each to be at Number 9 and 10 respectively. Salarpuria Sattva goes out of the Elite League of Top Brands in Office Space this fiscal year.
RETAIL SPACE
Retail Spaces have been the worst hit after Office Spaces post the pandemic. Most of the Brand Leaders in Retail Spaces seem to have lost their Brand Value this time around. The Top 3 Brands continue to have their respective Brand Rank but their Brand Score has been lesser this fiscal year. The margin of difference between the Top 3 Brands have been very narrow. Phoenix Market City continues to be the National Brand Leader in Retail Spaces. DLF and Prestige Group retain their respective Brand Rank of Number 2 and 3 yet again
Virtuous Retail continues to be impressive in the segment and has moved up as the 4th Best Brand this fiscal year. Lulu Group also scales up to be at Number 5 this time around. K Raheja Group has a loss of fortune in Retail Spaces and scales down at Number 6. Brigade, South City Projects, Oberoi Realty and Ambuja Neotia retain their last fiscal Brand Rank at Number 7, 8, 9 and 10 respectively.
HOSPITALITY
A silent year for Hospitality Segment but many names falling out of public memory vis-à-vis their Brand Equity. Prestige Group continues to be the Brand Leader in the segment. Brigade Group & K Raheja Corp scale up as the 2nd & 3rd Best brand in Hospitality Segment respectively. Embassy Group drops down 2 level to be at Number 4 this time around. Panchshil Realty & The Phoenix Mills retain their respective Brand Rank of last fiscal year at Number 5 and 6.
Bennet & Bernard makes an impressive entry into the elite list of Top 10 Brands at Number 7. Kanakia Group also makes its entry the first time at Number 8 this fiscal year. Oberoi Realty loses its Brand Rank significantly to drop from Number 7 to Number 9 this time. Salarpuria Sattva drops from Number 9 to Number 10 this fiscal year. ABIL Group and Ambuja Neotia exit the Top Brands list in Hospitality Segment.
HOME FINANCE
HDFC continue to be the Top Home Finance Brand unchallenged yet again. SBI has managed to retain its 2nd Best Brand Rank for the 3rd consecutive year. Indiabulls Housing Finance takes a giant leap from Number 5 last fiscal year to now at Number 3. LIC Housing Finance also scales up impressively as 4thBest Brand from its last fiscal rank of 7. ICICI Home Finance loses its Brand Rank significantly and drops down at Number 5. Axis Bank is also witness to loss of its Brand Equity and drops from Number 4 to Number 6 this time around.
Bank of India scales down from Number 6 to Number 7 this fiscal year. Piramal Capital & Housing Finance retains its Number 8 Rank yet again. L&T Finance Holdings and Home First Finance makes their entry among the Top Brands of Home Finance for the 1st time. Bank of Baroda and Tata Capital exit the list of Top Home Finance Brands.
METHODOLOGY
Track2Realty BrandXReport 2021-22 had to rely on a hybrid model of survey; with 5000 respondents that included 400 online sampling and only 1000 one-on-one interviews. In a post-pandemic year when the personal contact points were restricted, this was the best possible means to assess the brand perception, and the changing landscape of brand consciousness. In this representative sampling, Track2Realty could get the mood of the nation with a very heterogenous audience profile.
The methodology had been three pronged: In-house research with whatever information available in the public domain. In a business where the large universe of the brands is not listed; even debt is not necessarily on the books; and the developers’ reluctance, denial, and/or non-cooperation in sharing data; the information gap does exist. However, the research team tracked all the developments through available public data and sources within the sector.
Second stage has been to collate the information and get into online and offline survey across India. The consumers were asked open-ended and close-ended questions to understand their brand consciousness, liking/disliking, acceptance/rejection, and future choices in the property market.
Finally, we also solicited the opinion of independent and neutral experts in our jury board. In all this exercise, more than half the weightage was given to the consumer survey.
Track2Realty is an independent media group managed by a consortium of journalists. Starting as the first e-newspaper in the Indian real estate sector in 2011, the group has today evolved as a think-tank on the sector with specialized research reports and rating & ranking. We are editorially independent and free from commercial bias and/or influenced by investors or shareholders. Our editorial team has no clash of interest in practicing high quality journalism that is free, frank & fearless.
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