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.
2021 was expected to be the year of recovery for the Indian real estate that weathered the black swan of Covid in the preceding year. Throughout the year the developers put up a brave face and the industry data of the top listed developers was enough to keep the prophets of doomsday in silence. However, the closer look at the sector and the large universe of the developers raises more questions than what it could answer during the turbulent year. Track2Realty looks in to look ahead.
I often get amused when I get into the details of the industry survey that shouts at the top of its voice – “All is Well”. Some of these industry reports claiming the business to be witness to higher consumer sentiment are based on the feedback of connected parties like developers, banks, financial institutions and private equity players. All in all, it’s a family cycle where everyone is desperate to beg, borrow or steal for sale. The most important stakeholder – the home buyer – whose sentiment is being tracked is better left out in this mutual appreciation club of vested interests.
Will the festive season of 2021 change the course of real estate is something that most of the analysts are curious to see. The festive season has just started and it is too early to guesstimate the exact sales volume & value growth at this point of time. But with a closer look at the Indian housing market one can probably vouchsafe that there are more catalysts of optimism than pessimism. How far this optimism is sentiment driven and to what extent the economic fundamentals support the business take-up is something that needs to be evaluated.
This raises a fundamental question as to whether wellness is possible only with the luxury housing or affordable housing too can incorporate it. Within the built environment of the Indian real estate it is generally accepted that wellness is an aspiration concept but it can be incorporated into affordable housing as well. This would require focusing on some of the key elements right from the planning stage. Some of the real estate companies with international exposure are now working towards cutting down their carbon footprint apart from focusing on the other aspects of wellness.
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.
Residential markets such as Bengaluru, Chennai, Kolkata, Delhi and more have witnessed price corrections ranging from 1%-2.3% during the quarter, suggesting the solidity of the housing sector even in difficult times. However, with this price increase, you will still come across certain real estate brands offering discounts and continuing to sell at the previous cost of construction. In such a scenario, how does one choose the real estate player who is honest and fair in his dealings? My simple answer would be go with a genuine brand but how does one identify what is genuine.
Much before the outbreak of pandemic Coronavirus, the Indian real estate sector battling with the consistent slowdown was looking up to the turnaround catalyst. While the success of REIT had given it a glimmer of hope, the fund managers had their eyes set on a segment that has the potential to not just spread across the country but give a piggy ride to other segments as well, most notably to the housing. Track2Realty finds the warehousing & logistics to emerge as the mainstream real estate in the last few years.
Gagan Randev has joined India Sotheby’s International Realty (India SIR) as Executive Director. Gagan, with experience in the real estate and financial sector, will spearhead India Sotheby’s International Realty’s efforts to focus on asset sales across different asset classes, land, funding, and cross border initiatives.
Projects worth INR 4,64,300 crore for a total of 575,900 units are already significantly behind schedule. These 5,75,900 units have been stuck since 2013 or before. However, what is even more disturbing than these staggering number is the fact that in many of the states RERA has been diluted to the extent that it allows the erring developers with the existing projects to get away with the fault lines.