By: Babulal Varma, CMD, Omkar Realtors & Developers
Track2Realty Exclusive: In recent times a lot of people have asked me as to whether Omkar Realtors is making a strategic shift from the slum redevelopment to super luxury segment.
Those who have understood our philosophy of catering to both the bottom of the pyramid (BoP) as well as the top of the pyramid (ToP) are questioning whether balancing our brand positioning has been challenging in a market where every other company is zeroing down on communicating to specific target audience.
However, I must say with fair amount of conviction that we as a company feel the demand for quality housing has been consistently rising in all the segments, ranging from luxury residential, mid-income housing to low cost homes.
While, most realty firms operate in one or two of the related segments due to the convenience of similar business model and consumers, walking through the roads less travelled has traditionally been seen as a challenge.
From our own experience I can vouchsafe that we had a lot to introspect before taking an unconventional path of creating panache on either side of the project spectrum.
Since the company traditionally has been into the slum redevelopment segment, there has been no case study worth mention of getting into the extreme continuums of the realty business of super luxury residential segment. The challenge of this unique business model was to establish strong presence of the Omkar brand in the respective markets.
However, this has not been the sheer lure of scaling up the ToP that was the driving force. Rather it has been an evolution and hence the company achieved success through detailed audience research, market & product analysis, perseverance and working with the best.
Our vision has always been to provide the best “luxuries for all” in each product category, be it rehab, mid-segment or high-end. The definition of luxury does vary in different target segments.
