TATA HOUSING LAUNCHES SPECIAL
CAMPAIGN FOR SOUTH REGION

 

Key Highlights:

The campaign focuses on providing year-long savings through 100% Cashback on booking amount, 12 months no EMI scheme offered by an external financial institution and Zero cancellation charges if withdrawn within 30 days of booking

Tata Housing Development Company (THDC), one of the leading real estate development companies in India, announced the launch of its first campaign of the financial year for the South Region. The campaign has been specially curated to provide financial assistance to homebuyers amid the second wave of the pandemic. An in-depth qualitative research was conducted among 120 homebuyers to understand the consumer preference while buying a house during this period of uncertainty and instability. Based on the insights, it was found that the homebuyers are seeking flexible home buying options and some kind of financial assistance that will encourage them to expedite the decision of home buying.

 

The campaign focuses on providing year-long savings to homebuyers interested in South Zone projects through 100% Cashback on booking amount, 12 months no EMI scheme offered by an external financial institution, and Zero cancellation charges if withdrawn within 30 days of booking. The offer is for a limited period and valid until 30^th June, 2021. The campaign is applicable on Tata Housing’s residential projects The Promont and New Haven Bengaluru in Bengaluru, Tritvam in Kochi and Santorini, New Haven Ribbon Walk and Crescent Enclave* in Chennai.

 

Mr. Sarthak Seth, Chief Marketing Officer, Tata Realty & Infrastructure Limited, shared that “Tata Housing has always been a consumer-centric brand and during these unprecedented times, we have been paying close attention to what our consumers require. In our in-depth consumer survey, it was evident that people are seeking to invest in property for security and peace of mind amid this pandemic situation. However, they were also looking for some financial aid in the form of cashbacks, holiday on EMI etc. to finalize the transaction. Hence, we have come up with this special campaign to help people invest in their safe havens. Like most of our recent campaigns, this one too relies heavily on digital channels to drive awareness and generate leads for Tata Housing’s projects in the Southern market.”

 

Further adding, Mr. Pramod Bisht, SVP & Regional Business Head, South India, Tata Realty & Infrastructure Limited said, “The South Market is seeing a lot of interest from domestic as well as international homebuyers who are either waiting for price correction or seeking some additional financial assistance. The homebuyers and their families are our number one priority at Tata Housing and we are trying to support them financially in their times of need. Even after the homebuyer moves in, no compromises are made to ensure that the homebuyer’s family is safe, healthy and well-protected- through provision of safety measures, quality infrastructure, luxurious comforts and world-class amenities. We are confident that we will get a great response for our South projects through this campaign.”

 

The pandemic has instilled a deep desire among masses to make home buying a priority and significantly impacted the home-buying decision process. A recent CII-Anarock research reveals that nearly 62% of the people surveyed consider that this is an ideal time to enter the real estate market and homeownership has gained top priority even for the millennials. Mindful of the market sentiments, Tata Housing has been providing financial assistance to homebuyers through the introduction of consumer-centric campaigns throughout the lockdown, including the ‘The Grand Indian Home Festival’, ‘The Final Rush’ and ‘#MySafeHaven’ campaigns that contributed to its remarkable growth in the residential segment.

 

Tata Housing’s two luxury projects in South, The Promont in Bengaluru & Tritvam in Kochi both have witnessed 50-60% growth in last financial year sales compared to previous years. While NRIs contributed significantly to the demand for these luxury properties in the first half of the FY, in the second half of the year it was the domestic demand that picked up hugely.

 

The Promont:

 

Promont has 312 luxury residences with select Penthouse, 3 and 4 bedroom residences that bring you landscaped terraces at right angles to each other thereby giving you panoramic views of Bengaluru. Every residence offers an exclusive, double heighted, private sit out that will allow residents to enjoy breathtaking views of the city. In clear atmospheric conditions, you can see beyond a distance of 30 km from top of the site. In terms of leisure a 3 level clubhouse host some world-class amenities from a Temperature control indoor heated pool to Squash, business center etc. A unique world of elevation and impeccable luxury in a place you could never imagine. From first-hand experience, anyone would say, the world is truly different here.

 

Tritvam:

Tritvam has 572 state of the art 3, 4 BHK and spacious duplex flats with a fine view of the Arabian Sea. The project boasts of world class amenities like a fully equipped club house, fitness center, yoga court, exclusive facilities like squash court, jogging track etc. for the sports enthusiasts, swimming pools with pool decks and cafés, spacious parking areas and a state of the art security system. Designed by the internationally renowned architect Woods Bagot – Australia, Tritvam promises the most exquisite and international living experience that Kochi has to offer.

 

*Disclaimer: The 12 months EMI holiday is not applicable for Crescent Enclave, Chennai.

TATA HOUSING LAUNCHES ‘A HAPPY PLACE

TATA HOUSING LAUNCHES

‘A HAPPY PLACE CALLED HOME” CAMPAIGN

·         Launched at a webinar in presence of 2000+ channel partners

·         The scheme allows homebuyers to pay 10% now and rest in 2021*

·         Valid across 17 Tata Housing properties in India across 12 Cities

Tata Housing Development Company (THDC), one of the leading real estate development company in India, launched the “Happy Place Called Home” campaign in an effort to provide homebuyers an opportunity to purchase their dream home even during this time of uncertainty. The campaign is extended across 17 Tata Housing projects with Ready- to- Move- in (RTMI) properties.

The scheme allows customers the flexibility to pay 10% now on their preferred property and rest in January 2021. The customer needs to pay an EOI amount of 1/2/3 Lakhs depending upon the type of unit before 31^st May. The customer has time till 15^th June to visit the property and decide whether he/she wants to continue with the booking. In case of any uncertainty, the customer has the liberty to get a 100% refund on the EOI.

The scheme was launched through a webinar which witnessed registration from 2000+ channel partners from across the country and overseas joined.

Speaking on the launch of this campaign, Mr. Sanjay Dutt, MD & CEO, Tata Realty & Infrastructure Limited said, “In a dynamic country like India, changes in the housing trends are witnessed every few years. Amid COVID-19 the realty market has seen shifting buyer preferences from under construction to Ready to Move In properties (RTMI) due to the comfort and convenience it provides the homebuyers. Hence, even developers must embrace it and evolve themselves to keep up with these trends. At Tata Realty, we believe in providing our customers with the best properties with the best amenities at competitive prices. Keeping up with the brand ethos of the Tata Group, we launched “A Happy Place Called Home” to encourage our homebuyers to invest in their dream homes, while providing the financial assistance they require during such trying times.”

As per the data shared by Prop equity, absorption percentage of ready to move in units is 46% in India, as compared to 27% in under construction units which is a change in trend witnessed over the years. Cities like, Mumbai, Pune, Bengaluru & Kolkata have a high absorption for ready to move in inventory which is 45- 60% of the total inventory available. Additionally, the new home loan rated of 7.5% (effective from 1^st May, 2020), the volatile market conditions leading to securities, gold, mutual funds being slow, the embracing of work from home culture and the option of a long term assured wealth option provide homebuyers more of an incentive to invest in real estate now.

Adding to this, Mr. Sarthak Seth, Chief Marketing Officer, Tata Realty & Infrastructure Limited said, “As the world moves Digital, There are more than 687mn internet users who spend more than 6 hours on the mobile internet every day and if we are not reaching out to them we are losing on our customer bank. Amid COVID lockdowns this number is increasing every minute as we speak. We, at Tata Realty, have ensured that this campaign and scheme is also introduced and undertaken digitally. This campaign allows customers to view properties through virtual tours and transact over an online platform. We have also introduced our new website www.tatarealty.in for easier communication and viewing of our projects. He added, this campaign highlights the message of 'Home is centre of it all', as these testing times has made all of us homebound and made us realize the essential aspects of our life – Family, love and relationships”

Mr. Amit Parsuramka, Chief Sales Officer, Tata Realty & Infrastructure Limited said, “The introduction of EOI (Expression of Interest) which gives a window of 45 days for cancellation with a full refund is a first in the industry. The offer has been launched thinking about our customers and their desire to own their dream home. Also, given the fact that social distancing will be the norm in the coming times, we have launched DigiAssist, which is a unique culmination of technology, experience and expertise and is the way to the future sales, which will facilitate the Channel partner for better customer connect. The Digi Meet to launch this campaign was a success which received a positive response from channel partners, and we are confident that our customers will also respond similarly as they make their first step towards owning their own home”