In a sales driven and measurable ROI dictated environment of the Indian real estate, the ad campaign comes as a market disruption. It is a result of great thought, deeper understanding of the urban housing realities and a bold statement that the company has not only been witness to a turnaround (after controversies of the past) but also confident enough to gamble now to stay ahead of the competition curve.
This growth is witnessed across five major cities – Mumbai, Gurugram, Noida, Bengaluru and Pune, where 4000 homebuyers were surveyed by 360 Realtors to understand buying trends. One of the key driving factors for the increase in investor interest is the impact of policies such as RERA. Assured rentals and EMI payouts after possession, offered by developers have also significantly boosted investor confidence.
Housing Shortage in the urban areas is particularly high in Economically Weaker Sections (EWS) at 10 million units, followed by 7.4 million units in Lower Income Group (LIG).Until now, Central assistance to the tune of INR 13,583 Crore has been released and Interest subsidy of INR 1,859 Crore has been credited. Under the PMAY(U) scheme ( as per 8thJuly 2018 release by Ministry of Housing and Urban Poverty Alleviation, Government of India), 51 lakh units have been approved, 28 lakh units have been grounded and only 8 lakh units have been completed.
As home buyers rise up the economic ladder and get more exposed to the lifestyles of the rich in other countries, they demand similar services here in India as well. This phenomenon then becomes a ‘brand driver’ for developers who possess the skills and resources to cater to this segment.
The transition of the real estate market has changed the dynamics of the sector completely. After the advent, multiple policies and regulation of the real estate industry has seen a paradigm shift with systemic checks and streamlined process.
There are five locations across Mumbai that offer better rental returns than the average rental in the city. These are the markets where the average rental values are in the range of 3% and above. These markets are spread across the Eastern and Western Suburbs.
The MMR was notified in 1967, in an effort to address the rising problems faced by inhabitants. More areas were also included in the region and today the MMR covers Greater Mumbai, Thane, Kalyan and Navi Mumbai, apart from several more towns and villages. Over the years, property price rise has been astronomical in the original core parts of Mumbai.
Mumbai, as a matter of fact, demands rental housing to be promoted as the feasibility of such an option provides a broad choice of homes to both the investors as well as the expat professionals. The recent economic turmoil also underscored the many advantages of renting and raised the barriers to home ownership, sparking a surge in demand that has buoyed rental markets across the MMR.
Urban planning experts believe this is a much deeper question because it is not just about the existing urban centres but also about the way urbanisation is eventually going to happen in this country. As per the UN statistics the urban population of 40 crore in India would be 60 crore in less than 20 years of time. It clearly suggests that the existing cities won’t be able to fit in this additional 20 crore population, whether indigenous or migrants.
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