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.
Godrej Properties has strengthened its brand leadership for the 2nd consecutive year. The 9th edition of Track2Realty BrandXReport 2020-21 finds that the K-shaped recovery in the Indian real estate has helped most of the organized developers with corporate governance, at the cost of the large universe of the companies operating like personal fiefdoms.
It is not just the fiscal performance or the stock market resilience that have elevated Godrej Properties to the coveted brand leadership across India. The performance has been remarkable and ever improving on various scale leading to better consumer experience and consumer connect. In a gloomy market of uncertainty, Godrej Properties looks most promising to meet the delivery commitments as well. Last, but not the least, while most of the corporate entities found it altogether challenging turf in the business of real estate, Godrej appears to be a natural real estate brand beyond its market presence in other businesses.
A large share of global buyers (NRIs & HNIs) don’t wish to invest in the Indian property market. 78% of them have their own reasons to look towards overseas property market. The recent banking woes have further dented their confidence to invest in India. They also feel that the property prices in India are way too higher, compared to the overall value proposition on offer.
Beyond inventory statistics, and the customary positive outlook for the year ahead, 2019 has yet again underlined the need to read the pulse of the market dispassionately to learn why the tide has been going against. The lessons are equally true for both the builders and the buyers. Unfortunately, the sector does not seem to learn the lessons yet again. The testimony of the developers’ defiance is their guarded optimism for the year ahead, while dismissing the 2019 as yet another challenging year that has gone by.
While the commercial office sector will dominate Indian REIT listings for the next couple of years, retail and logistics REITs are sure to follow. However, Indian residential REITs remain at best a distant possibility. The draft Model Tenancy Act, 2019 will make rental housing a more attractive investment play – but for Indian residential REITs to succeed as they have in countries like Singapore and the US, rental yields on Indian housing need to significantly surpass the current 1-3%.
The success of the Embassy Parks REIT has given global investors strong reason to increase their stake in multiple commercial assets across the country so that these could be listed under REITs in the future. Some of these global institutional investors who are eyeing the country’s real estate market via REITs include Japan’s NikkoAm StraitsTrading Asia, US’ North Carolina Fund, Taiwan’s Eastspring Investments, Malaysia’s Hwang Asia Pacific REITs and Infrastructure Fund, and Canada-based Sentry Global.
In terms of the overall brand gain for the year, Embassy has been way ahead of the competition curve post the REIT listing. Embassy has jumped from its last fiscal ranking at Number 5 to now at Number 2. As a matter of fact, Embassy is just 0.4 brand score behind Sobha Limited. Moreover, Embassy has taken a lead ahead of Sobha in terms of NRI perception. Moving forward, Embassy Group with diversified portfolio could have an edge over Sobha Limited.
In the second edition of evaluating the best practices being followed in the Indian real estate, Bangalore-based Sobha Limited has yet again maintained its leadership position. As a matter of fact, it has improved its performance, compared to first study with Track2Realty best Practices Report 2017.
In this sixth year of gauging the public perception for Track2Realty BrandXReport 2017-18, what comes out as no surprise is the fact that Bangalore-based Sobha Limited continues to be undisputed market leader as far as commanding public perception is concerned.