Tag Archives: Brys Group

Customisation redefining Noida real estate market

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Brys Buzz, Brys Group, Noida Sector 150, Super Luxury, Indian real estate market, Indian property news, Track2RealtyTrack2Realty Exclusive: Noida real estate market seems to be marching ahead of the ‘built to suffice’ format and the discerning buyers in this part of the world are increasingly leading the developers to customise the projects and even the individual apartments as per their needs and fancy. What has been the prerogative of only the handful of the buyers in the luxury segment is today a reality across the residential segments of Noida market.

The first wave of aspiration in this market is redefining the concept of housing which has thus far been only about affordable living. The developers are also increasingly realising this change of taste & investment pattern and are proactively responding to the demands of the buyers.

Amidst the over use and abuse of the term ‘buyer friendly’, Noida property market is actually turning out to be one such case study due to increasing competition and migration of a large educated expats from across the country. They are the buyers who are well travelled and have been exposed to the customised living in other parts of the country and even abroad.

The developers are also exposed to the fact that there is enough appetite and attraction of investors in this location and the serious buyers are looking towards this market for long term better appreciation, since the other glorified markets like Gurgaon are reaching to a saturation point.

Analysts tracking the Noida market believe the credit must to go those dare devil first movers in the luxury segment who have raised the bar of expectations to a level where the aspiration for perfection is percolating down the value chain as well. This trickle-down effect is visible across the real estate segment and today Noida is witness to such demand for customisation in quality commercial space, both retail and office, as well.

This is a perfect combination of a market scaling up to a corporate city where the working class has the disposable income to spend and has quest for quality living and lifestyle. Obviously, they are today dictating the terms for customisation to suit their needs and expectations.

Navneet Gaur, Director, Brys Group believes raising the bar of expectations is both a challenge and a privilege. According to her, an informed buyer is always an asset and not a liability. If the developer is responsive to the buyers’ aspirations, it helps in lateral thinking and that leads to a better builder and buyer connect. The problem is when the developer is not responsive but reluctant. Noida, of late, has seen the paradigm shift of mindset where there is increasing focus on the consumer connect to address their causes and concerns.

“See, the challenge in Noida market for us has not only been to foray into a super luxury and go for the tallest tower of Delhi-NCR but the real challenge was how to position ourselves differently in a market which was traditionally seen low key in terms of projects’ value and consumers’ expectations. The moment we launched a big ticket project it obviously raised the bar of expectations and we were ready to respond to the buyers’ wishes for customisation. Of course, there is a cost attached to the customisation but with my experience I can vouchsafe that if you are open to listening to the customers’ needs, you can create a win-win situation for both,” says Gaur.

Nikhil Hawelia, Managing Director of Hawelia Group agrees that the trend of customisation has its genesis from the luxury housing project of Noida. He, however, maintains that the average home buyer nowadays has a lifestyle choice and luxury aspiration in any given segment of housing. And hence, the developers have no choice but to respond to the wishes of the buyers if they want to position themselves as a committed long term player.

“Even in a location like Noida Extension which has its genesis as an affordable destination we are increasingly getting the demands for customisation. To the extent that can be implemented without tinkering with the basic design and architecture element of the project, there is nothing wrong in listening to the customers. In my opinion, this flexibility on part of the developers has been one of the reasons why Noida market has done reasonably better than other peer markets during the slowdown,” says Nikhil.

Gaurav Gupta, Director of SG Estates also maintains that builder-buyer direct interface is the only way a developer can position as a responsible developer in the micro market. According to him, more than advertising spend and more than beating one’s own trumpets, the need of the hour today is to engage the customers directly and listen to them, address those concerns and customise the apartment as per their needs.

“This consumer connect is needed at all the times, but is all the more important during the slowdown and from my own experience I can vouchsafe that it has helped a lot of developers to keep the sales channel moving during the worst phase of slowdown,” says Gupta.

Some property experts opine that for quite some time in the secondary market the apartments purchased were being customised both for civil works & interiors before being occupied. It is just that the process has started in the primary market of Noida. There are developers who have been successfully defining the concept of ‘live, work & play’ as per the buyers’ choice and taste. After all, Noida is the market which is new to the innovations and customisation in housing while many other markets have already gone through this learning curve with trial and error method.

Does it mean Noida market will see more customisation and innovations in residential segment? Analysts are of the view that the luxury living is a new concept in this market and the tone will set by the luxury apartments only. In this segment the developers have to customise the apartments as per the individual taste of the buyers as well as maintain its holistic nature.

For the mid-segment housing, this may sound like a gigantic challenge but if the developers continue to do it, a separate segment will be created where there will be no dearth of buyers also. More importantly, this will help Noida market position itself as a unique market not only in the Delhi-NCR but across the nation. The initial indications are no doubt positive; luxury developers have set the tone and the rest are following as of now.

Brys Group gives Rs 330 crore construction contract to UAE’s ACC

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Brys Buzz, Brys Group, Noida Sector 150, Super Luxury, Indian real estate market, Indian property news, Track2RealtyTrack2Realty-Agencies: Brys Group has given a Rs 330-crore contract to UAE-based Arabian Construction Company for the development of 81-storey tower in Noida.

Brys Group is developing a super luxury project on Noida Expressway which is spread over 7.5 acres and comprises 291 flats at an investment of about Rs 850 crore.

“We have awarded the contract to Arabian Construction Company (ACC) for building the structure of the tower. The value of the contract awarded to ACCBSE -0.60 % is about Rs 330 crore,” Brys Group Chairman and Managing Director Rahul Gaur said.

He said the company would award the contract for finishing the work to ACC at a later stage.

“This will be North India’s tallest residential tower with a height of 292 meters, having 81 floors,” Gaur said.

Brys Group had bought this land in 2012 from real estate firm Logix. Asked about the project cost, Gaur said it would be around Rs 850 crore, which will be funded through bank loans and advances against sales.

“We will be the main contractor for construction of the building. This would be the fourth project for ACC in India. We have expertise in constructing high-rise buildings,” ACC India Pvt Ltd Managing Director Ani Ray said.

ACC is constructing a 117-storeyed ‘World One’ project in Mumbai for Lodha Developers in a joint venture with Simplex Infrastructure, touted as the tallest residential building in the country.

Ray said the company has bagged a Rs 550-crore contract from Supertech to construct 80-storey tower and another Rs 350-crore contract for 60-floor project in Kolkata.

ACC has built some of the tallest and iconic buildings in the world like Princess Tower (105 floor, 414 metre) in Dubai Marina, he said, adding that the company has also constructed Emirates Airlines headquarters.

Brys Group unveils ‘Brys Buzz’ Show Apartment

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Brys Group, Brys Buzz, Noida Sector 150, Navneet Gaur, Rahul Gaur, Indian real estate news, Indian property news, Superluxury Apartment, Track2Realty Track2Realty: Brys Group has unveiled the show apartment of its landmark project ‘Brys Buzz’, North India’s tallest residential tower. UAE’s leading Arabian Construction Company is building the iconic tower which is standing at the highest permissible limit of 292 meters with a towering 81 storey. The project is located at Sector 150, Noida.

‘Brys Buzz’, an epitome of featuring spectacular luxury includes interior designing by global benchmark design Tonino Lamborghini CASA of Italy, state-of-the-art home automation system and impeccable craftsmanship while conforming to stringent international green building norms.

ACC that has created iconic buildings that have transformed the skylines of numerous cities around the Middle East is the construction partner of North India’s tallest residential tower, Brys Buzz.

Speaking on the occasion Rahul Gaur, CMD, Brys Group, said, “It is our flagship project and we have made all efforts to raise the benchmark of luxury housing in this part of the world. At a time when the Indians have emerged as largest property buyers across the Middle East and London, I feel Brys Buzz is the right answer to bring those luxury aspirant buyers back to India. Laced with world’s best ultramodern facilities this premium luxury housing project is amalgamation of world’s best names in the field of architecture, design and engineering. Right from conceptualization to execution, some of the best experts have put in their best to make Brys Buzz India’s answer to what a destination address should be.”

Brys Buzz boasts of unmatched design elements that ensure maximum utilization of area. It has been designed to provide maximum flexibility for internal space planning. One can get desired customized home with their choice of preferred facilities with a promise of never seen before super luxurious experience in this part of the world. Some of the features include; home automation, integrated entertainment system, high end finishes, huge balcony space and temperature control.

Navneet Gaur, Director, Brys Group explains how the project is a trend setter in this market, “In terms of location we are the first-movers to spot the potential of sector 150, Noida for such an iconic project. We believe the time has come when the Noida market is set to emerge as the new luxury destination. As far as project is concerned, Brys Buzz is going to redefine the concept of luxury as we have tried to ensure the real ‘wow’ factor comes out of this project. The incomparable features & amenities and never before seen exclusivity of this iconic tower will surely be liked by the connoisseur of luxury and choosing Brys Buzz as their home will make them proud.”  

Spread over an area of 7.5 acres, the iconic tower is uniquely designed to enjoy the great scenic view. It comprises of 2 BHK + Study, 3 BHK Gold, 3 BHK Platinum, 3 BHK Villa, 3 BHK Duplex Platinum, 4 BHK, 4BHK Duplex, 5 BHK Duplex, 6 BHK and 6 BHK Duplex. The size of the apartments ranges from 3000 sq. ft. to 8250 sq. ft and the price of apartments starts from Rs. 12,500 per sq feet.

Everything about Brys Buzz strives to push boundaries in luxury living and eco solutions; be it maximizing use of renewable energy sources and conserving resources, from rainwater harvesting to solar efficient street lights, nothing has been overlooked when it comes to making Brys Buzz planet friendly.

The iconic tower is uniquely designed to enjoy the great scenic view. The Sky villas have unique rooms designed to offer panoramic views of the Noida Expressway and the city. All units facing Golf course/Expressway with 270 degree view.

The prominent features of the building are 6 levels at the top for all social activity needs, wide sundecks, terraces and balconies attached to living spaces, private plunge pools and terrace garden available in all residences with luxurious low-density complex (360 degree Open). 5 Star luxury services would be managed by hospitality division of Brys group. Highest observatory deck in North India, plush lounge and jogging track with a perfect viewing gallery perched at the top of Brys Buzz.

All areas of the project are accessibility compliant for elderly & differently-abled residents. 111 lifts with 11 high speed elevators, 1 lift for each duplex apartment, high speed elevators with efficient and state-of-the-art vertical transportation system for travel within the building with key card access system.

Fisher & Paykel brand ambassador, internationally renowned Celebrity Chef Ritu Dalmia and Sanjeev Wadhwa, Country Manager – Fisher & Paykel was also present at the unveiling.

Among other associates of Brys Buzz are H-AO Architects, Principal Concept Architect, Innowaves Design, Chief Architect, Arabian Construction Company as engineering consultant & contractor, MEP Consultant as Electrical System

Synchro Energy Consultants, PluMech Solutions as mechanical & plumbing Services, Bureau of Engineering Studies Consulting Engineers as structural consultants, Universal Consulting FZE as strategic consultant, Design Confidence as fire & life safety consultant and Lerch Bates Inc. as vertical transportation consultant.

Stress in market during 2013; yet realty moving in right direction

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By: Rahul Gaur, CMD, Brys Group

Rahul Gaur, CMD, Brys Group, Brys Buzz, Tonino Lamborghini, India real estate news, Indian realty news, Property new, Home, Policy Advocacy, Activism, Mall, Retail, Office space, SEZ, IT/ITeS, Residential, Commercial, Hospitality, Project, Location, Regulation, FDI, Taxation, Investment, Banking, Property Management, Track2Media, Track2RealtyTrack2Realty Exclusive: To say that the year 2013 has been stressful for the Indian real estate would be like stating the obvious. A major reason why the sector could not perform up to its true potential this year is the negative market sentiments. This, of course, is not just due to macro-economic slowdown or high interest rate; rather the challenges before the sector are multiple-ranging from policy uncertainty to liquidity crisis and over and above that is ever increasing consumer expectations and media scrutiny that again affects the buyers’ psyche.

I am not saying that delayed project delivery or piled up inventory is not a reality, but there are reasons behind that. Often the eco system in which we developers operator is so business-unfriendly that despite of our best of efforts it takes the project out of our hands. The sector has already been witness to the stage where there is hardly any room for the fly-by-night operators and only the developers with genuine intention and track record have been able to withstand the challenges in the last 4-5 years.

I would maintain that right product for the right market is one loud message coming out of the year 2013 and the developers who have done this research are doing well despite of the impending slowdown. I am hopeful that the year ahead will be better than this year, especially in the second half of 2014 when post the General Elections there will be lot more clarity from both political and economic standpoint. A lot is expected out of the next Budget as well and I feel the market sentiments will start changing thereafter.

What makes me see 2014 as the year of real estate maturity is the fact that post the elections REIT, FDI in retail and a number of other funding options for the sector will actually be put in place. Real estate, after all, is as game of market sentiments and if those sentiments are bullish our economic fundamentals and market demand can be revived within a few months. Even the foreign investors maintain that Indian economic fundamentals are worth a look, but the worry is the policy ambiguity that deters the serious investors.

I would also maintain that despite of being a stressful year the real estate in the country is moving in the right direction. My confidence is a reflection of the fact that the policy makers will be forced to take cognisance of the contribution of the sector to the Indian GDP. Now whether that happens with the next budget or post the elections is to be seen. But what can be vouchsafed is that managing the shortages is not the solution any more. The government has to take investment-friendly steps to create surpluses now.

From buyers’ point of view this is the right time to buy, even with higher interest rate, due to two reasons: first and foremost is the fact that prices across the major markets have bottomed out and then keeping in view the RBI’s tough posturing to tame inflation interest rates are not coming down in the next one year at least. So, any fancy expectations of a price crash or correction is an argument that defies merit.

As a matter of fact, the global investors’ sentiments, which is one of the key indicators of gauging the prospects of the market, have gone up and hence the PE investments in the sector during the period Jan-Sep has gone up by 26% which is quite remarkable in today’s financial climate. Since majority of the PE investment have come into the commercial real estate, chances of revival are pretty high. Then we have Real Estate Investment Trust (REIT) coming into effect and that will also bring the quality investment into the sector.

In retrospection I must again add here that the developers who are offering the right product in the right market are not facing inventory hangover. For instance, while many of the luxury projects have not taken off well in markets like Mumbai and Gurgaon where there is over-supply in the segment, we have been seeing genuine interest level for our luxury project in Noida market since our research made us realise that the market has actually been waiting for the iconic project.

The year 2013 has also taught the developers that instead of shifting focus on the land bank and more launches, it is better to focus on the timely execution of the project in hand. I think this realisation will do a genuine image makeover to the sector. In terms of raising funds also, this year the developers who have maintained a good track record and reputation have been able to raise funds at a reasonable interest rate.

Looking forward, the first half of the year 2014 may not be much different than 2013, but the second half promises to change the market dynamics and while the policy makers have no option but to address our issues & concerns if they are serious with the growth of the GDP, the developers also seem to have learnt their lessons with trial & error of 4-5 years ever since the slowdown started hurting our business. I think collectively this indicates a turnaround year ahead and create a win-win situation for all the stake holders-the developers, buyers, investors as well as the economy of the nation.