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.
Berkshire Hathway HomeServices, the real estate brokerage arm of global investor Warren Buffet has entered into the Indian market through its tie-up with Orenda India. Sanya Aeren, its Chief Advisor-Marketing & Communication, says the global best practices of Berkshire and the huge untapped opportunities in the Indian market would position this alliance into the top league. In an Exclusive Interview with Ravi Sinha, she spells out her plans to organize the property brokerage, penetrate deep into the market and also give a new experience to the investors. Excerpts of the interview:
The economists and the real estate analysts are unanimous over the inevitability of the real estate recovery in India. What is nevertheless being debated is when will the sector revive to its normal course of business. What is even more important is to assess what would be the shape of the recovery. In classical economic definition, three of the commonly used recovery shapes are V, U & L shapes. V-Shaped is a strong recovery after the debacle, U-Shaped is a slower and long-drawn recovery, while an L-Shaped aftermath is where the previous peak is not recovered.
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.
Lockdown is not a new reality for the developers across India, and more particularly in the Delhi NCR region. The NGT construction ban, often for months together, has hampered the execution cycle of the business. However, the comprehensive lockdown due to Coronavirus could multiply the woes of the business with supply chain hurdles leading to cost escalation, labour migration and the job losses in the market leading to standstill sales and even foreclosures. However, Amit Modi, Director of ABA Corp who is also a known face of CREDAI in this part of world thinks otherwise. In an exclusive video conferencing with Ravi Sinha, he feels some of the input costs might come down to clear the material inventory in a competitive market.
Private Equity funds, domestic and multi-national, have become major players in the Indian real estate market, investing tens of thousands of crores. While Blackstone and Brookfield have hitherto been largest foreign investors in Indian real estate, a gamut of Japanese Private Equity giants are also making waves. Heavyweight Japanese Corporations such as Mitsui Fudson, Mitsubishi Corporation, Sumitomo Corporation and Genkai Capital too have made big-ticket investments in Indian metro cities.
Colliers International foresees robust demand from GICs, with leasing by GICs across six major cities in India to be in the range of 32.5 million sq ft between 2019 and 2021. Over 2014-2018, occupiers leased about 53.0 million sq ft of office space in multi-tenanted buildings for their GICs. Bengaluru led the demand with about 20.1 million sq ft, followed by Delhi NCR and Hyderabad. Further, we found that companies from the engineering, energy and manufacturing sectors favoured Bengaluru, which accounted for 32% of GIC demand between 2014-2018.
Furniture players are also experimenting with design and interior modelling of homes. Through an online presence and an influencer network, players are investing in this side of the business. As a result, furniture players are not just your simple sofa sellers, they are much more! They now offer new-age designs, suggest home improvement tips by way of customization and site visits by their own ‘design officers’. These specialized services win over the traditional furniture store operators in terms of post-sales services delivery and customer satisfaction.
It was not the magic wand it was hoped to be. However, over the past two years, the Real Estate Regulatory Act (RERA) has brought more sanity – and the return of consumer power – than seemed possible in such a short time. The real estate sector is still struggling with it and the Act is very much work-in-progress in many states, but RERA nevertheless hangs like a sword of Damocles over a previously unregulated industry. Eventual compliance across the board seems inevitable.
ANAROCK research indicates that out of the total new supply in H1 2019 – approx. 1,39,480 units in the top 7 cities – over 53% (73,930 units) were launched by branded developers, and 47% by non-branded entities. In H1 2018, branded developers’ share was 52% and during H1 2016 – before DeMo and RERA – non-branded developers had a 60% share (approx. 95,600 units) of the total of 1,59,090 newly-launched units in the top 7 cities. Branded developers accounted for 63,490 units (40%) of the total supply in the period.