Girish Shah, CMO, Godrej Properties Limited: Redefining Luxury Living

A lot has changed in the world of real estate today. The sector has been one of the quickest to evolve and adapt to technology as well as the needs of the modern day buyer. Real estate companies are going all out by creating the right product mix with the added convenience of being available to buyers at the click of a button. Girish Shah, CMO, Godrej Properties, talks to us about their plans on luxury projects and how innovative marketing techniques based on deep consumer insights have helped Godrej Properties become a brand of choice for customers.

How has Godrej Properties redefined the way luxury property is being sold in India?
Luxury is an over-abused term today. Luxury means different things to different sets of people. To some it means more space, to some it means more amenities. Also luxury takes different meanings for different cities.

Within the residential sector, we were amongst the first to build innovative luxury apartments, Planet Godrej at Mahalaxmi (Race Course) which has become a landmark in itself today.

We have residential projects spanning market segments – studios, apartments, town houses and villas; each with distinct design, high quality construction and innovation which are slowly becoming the trademark of all Godrej Properties projects.

With the emerging higher middle and HNI class in mind, what unique features is Godrej Properties providing in its projects?
The aspirations of buyers are growing and every developer today is trying his best to please the buyer. The new-age home seeker is well travelled and well- heeled and has a taste for fine living along with the income to support such a lifestyle today.

Also, the definition of luxury has changed. Some years back having personal space was considered luxury. Then a phase came when swimming pools were considered a luxury. The definition of luxury is evolving and changing with times and what was considered luxury in the past is today considered hygiene.

People travel around the world today and stay at plush resorts. They are willing to spend money on comfort and a good lifestyle. In addition to this, the recent emergence of the walk to work concept has also changed the way a lot of Mumbaikars look at homes today.

Developers are trying very hard to meet the expectations of the modern buyer and are leaving no stones unturned to make customers happy. A lot of developers are toying with the idea of “Let’s create resort-like luxury at home” and in doing so some of the developers are paying extra attention to certain important facets like the maintenance cost of living in such homes, facts like generations living together and so each one’s space needs to be created. What are a person’s daily requirements and the wish list for comfort. E.g. gymnasiums, swimming pools, jogging & cycling tracks, yoga pods, dedicated kids play area, dog crèche, senior citizens corner, community halls, amphitheatres, large playgrounds- this list is endless.

Are the projects by Godrej Properties targeted at the first home buyer or for buyers who want to buy additional property by way of investment and would like to rent it out?
At GPL, we believe in homes that provide a holistic living experience to all end users be it a customer who has bought it for personal use or an investor who sees it as an investment. At the end of the day, there is someone going to use that house to stay and spend precious moments of his life with his family in the house. So, for us, what really matters is creating homes that suit the needs of buyers and stand tall for generations. GPL is currently not developing any second home type of properties.

Tell us something about some of the recent projects by Godrej Properties that have been developed?
We have a project, Godrej 101, coming up in Gurgaon comprising of premium 2, 2.5, 3 BHK residences which has an excellent connectivity and premium amenities. At Godrej 101, you can indulge is a 101 activities and make the most of your time at home.

Godrej 17 in Bengaluru is a project comprising of 17 plush row houses. Each row house is designed to your fine tastes; grand spaces, expansive sundecks, world-class fittings and exceptional luxuries. Strategically located at Hebbal, directly accessible from the international airport road, 30 mins. from the airport, 11 kms. from CBD, close to major hospitals, schools and malls. Welcome to a living, meant only for a select few.

Located in the heart of Chennai, is Godrej Azure which gives you the opportunity to turn every moment into a lasting memory. Thoughtfully- designed compact 2 BHK, 2 BHK, Compact 3 BHK & 3 BHK residences, lush gardens, buzzing social spaces and world-class amenities, Godrej Azure is a home where you can discover the little joys of life and rediscover yourself.

What make these dwellings truly outstanding?
Simple comforts of life are what most customers look for when buying a home and that will not change even in the future. People today prefer an all-encompassing location which can take care of all their needs be it work, play, live or eat. At Godrej Properties, our aim is to provide a holistic living experience to our customers.

Anything else you wish to add about luxury property market in India, Godrej property, your brand, plans…..
With mobiles becoming ubiquitous, it is natural that multiple devices would become a part of the internet of things—an interconnected network of smart devices that are in constant communication with each other will be the order of the day soon.

Such enabling infrastructure would make it possible to automate most home functions and also save energy by monitoring its use, and possibly consuming it during off-peak periods. Similarly, smart plumbing and water-saving gadgets would follow the same principles as far as reducing the consumption of water goes.

Security would be another area where camera systems, biometric entry and exit control, visitor tracking and keyless entry would ensure security and safety of residents. ‘Smart Living’ will be the new-age mantra and technology will be at the forefront of this change that is coming about in the way we live.

(Advertiser Sponsored Feature – a marketing initiative.)

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