EXECUTIVE SUMMARY

A real estate company with global presence, Earth Infrastructure is backed by a group of

dynamic investors from India and Europe. It is one of India’s most well capitalized real estate

companies. Strong financial support and engineering expertise makes it a quality infrastructure

provider.

The company develops residential, commercial, IT/ITeS parks, and farm houses. All the projects

are inspired by the elements of nature and thus substantiate company’s commitment towards

green development. All the projects by Earth Infrastructure are Leed Certified.

Earth Infrastructure’s buildings are a personification of its dynamic imagination and company’s

vision is to create the finest elements of urban living & working with its wide-ranging experience

in real estate business. Every project stands out from the rest in terms of design aesthetics and

global standards of construction. Company would like to expand to hospitality segment, power

projects, hospitals, townships and highways. 

Earth Towne and Magnifique Towers are two residential projects and are located in Sector 1,

Greater Noida. Earth Towne is in greater Noida sector-1, GH no- 04, and has apartments in

varied sizes from 540 sqft to 1355 sqft in variants of 1BHK/2BHK/3BHK with study room.

Magnifique Tower is part of Earth Towne where the company has 4BHK and 4BHK+2S

apartments of 1,795 and 2,295 sqft, respectively. Both Projects are designed by EIGEN, UK,

which has helped build the BurjKhalifa Towers in Dubai and Heathrow Airport in London

among other restigious global projects.

Commercial project ‘Earth Sapphire Court’ is at Knowledge Park, Greater Noida, and offers

290/450/750 sq.ft fully furnished green studio offices. Earth Sapphire Court provides the office

spaces which are based on “Plug & Play” concept which are ready to use with all the basic

requirements of an office setup.

Other upcoming residential projects by Earth Infrastructure are in Noida and Gurgaon.

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Introduction

The year 2012 has been a challenging one for Indian economy. Although the

2011-12 financial year started on a positive note, it got bogged down as the

monetary tightening continued to arrest the inflationary pressures. International

Monetary Fund (IMF) has estimated India’s Gross Domestic Product (GDP)

growth to be 6.1% during the financial year 2012-13, which is far lower than

what Indian economy achieved during its heydays of 2008-2009. With inflation

rate being checked to a certain extent and Reserve Bank of India (RBI)

softening cash reserve ratio, 2013 economy is forecasted to improve. The

second half of 2013 is pegged to see growth in the real estate sector.

Residential real estate

Housing prices have soared much higher than the reach of average Indian in the

past decade at an annual rate of 14%. However, price appreciation has slowed

significantly during 2012 in the top seven cities of the country, where capital

value has gone up by only 1-3 percent. Owing to sluggish sales and increased

holding and construction cost, the real estate scenario has found itself in deep

waters.

The coming year holds possibility for home prices coming down. The Finance

Ministry took serious notice of an estimated 80,000 unsold houses under

construction in the Mumbai Metropolitan Region (MMR) alone and urged the

developers for a price correction. Confederation of real estate developers

association of India (CREDAI) responded to the concerns voiced by the

government and CREDAI has asked the developers to consider selling

maximum number of units at discounted price.

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The previously offered freebies and other incentives by the developers are not

expected to revive the falling home sales. Along with price correction, there is a

possibility of innovative payment schemes and pre-launch benefits will be

offered to the buyer. Big developers with massive inventories will be under

pressure to offer discounts, so that they can sell off maximum number of units.

Although launches have come down by 50% in most of the Indian cities in the

past four quarters, residential launches are predicted to be on the rise in 2013.

While expressing his views on challenges to be faced by the real estate in 2013,

Mr. Ravi Saund, COO of CHD Developers, said “Domestic real estate will

continue to jostle with swelling cost of construction, rampant shortage of skilled

workforce at all levels, lack of availability of serviced urban lands, absence

of single window approval system, slow reforms and unavailability/dawdling

pace of growth in infrastructure.”

Despite the challenges ahead, he noted that residential sector will grow in 2013.

“The first quarter may witness a decline in project launches but the mid of

second quarter will turn the story around. The mid-segment and upper mid-

segment are likely to grow”, said Mr. Saund.

While talking of CHD’s plans in 2013, Mr. Saund said, “At CHD we have

always bestowed the middle class with premium lifestyle that doesn’t cost a

fortune. In 2013, we will give NCR another nouveau concept. An out-of-the

box theme will rule the roost. We intend to launch Spanish Meadows, Spanish

expandable villas in CHD City, Karnal.”

The availability of debt capital in housing sector is likely to increase while the

flow of equity capital will remain stable in 2013. With Securities and Exchange

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Board of India (SEBI) allowing debt funds to invest an additional 10% in

Housing Finance Companies (HFCs), liquidity in the housing market is set to

increase.

Commercial real estate

In 2012, major cities of Mumbai, NCR-Delhi, Bangalore and Chennai absorped

72.5% of total commercial spacein the country. For 2013 also almost 75%

commercial space absorption will be concentrated in these cities. IT/ITeS sector

has been the major contributor in 2012 and the same is predicted in 2013 as

well.

Investor-driven demand to go on rising in Chennai, Hyderabad and Pune.

Corporate transactions are predicted in Mumbai and Delhi and also interest

from high net worth individuals (HNIs) and institutional investors.The

exchange rate benefits due to falling value of Indian currency is set to boost

investment from the Non Resident Indians (NRIs).

The biggest problem concerning non resident market has been slow growth of

job market, crumpled by a struggling economy in 2012. Office space supply in

India has been low in the current year due to lack of job opportunities. With

possibility of revival job market in 2013, many local markets will be caught

with insufficient supply and only then the lack of supply can be addressed.

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Retail real estate

The organised retail project completion rate will witness more than 100% rise

in year-on-year basis in 2013. 9.5 million square feet of additional mall space

will be added in 2013. Of the total mall space absorption in the

country, Mumbai, Delhi-NCR, Chennai and Bangalore will have the major

share, around 70%. Other cities like Hyderabad, Kolkata and Pune will absorb

the rest 30%.

Government’s approval of Foreign Direct Investment (FDI) into multi brand

retail is set to be the most influencing factor on the retail scenario of the

country. As per recent reports, India has replaced USA as the second most

preferred FDI destination in the world. The allowance of FDI will open up

portals to major MNC retail brands in India, which will be instrumental to

increase the retail space absorption in the country.

Government policy now permits FDI of up to 51% into multi-brand retail,

which will invite products, practices and technologies to India retail sector.

Along with it, 50% of total FDI will be directed towards infrastructural facilities

like warehousing and logistics, which will further boost the retail growth in the

long run. However, the real benefits of FDI policy may not be visible in the

retail market in 2013 itself, it will take at least two years for mall developers to

incorporate every elements to deliver world standard malls across the country.

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Predictions related to key areas

The Finance Ministry had requested the leading lenders in India to help the

developers out of cash crunch. As a result, after a gap of almost two

years, banks are likely to start offering construction finance to residential

projects in 2013.

Developers with longer operating history such as Oberoi, Shobha and Prestige

will find it easier to raise funds in the coming year, owing to have good track

record and specific target class in key locations. Joint ventures with landlords

will be given priorities considering the ever rising land prices across the

country. Big players with strong local presence will try to strengthen their

expanse locally, rather than imprinting footprints nationally.

Investment period of Private Equity funds is expected to come down to four

years from five years. Vintage PE funds from 2007-2008 will look to postpone

exit from market in 2014 rather than in 2013, considering lower returns on their

investment so far. Most PE funds will be concentrating on Tier I cities like

Mumbai, NCR, Bangalore, Chennai and Kolkata.

In 2013, investors will focus more on transparency, governance and liquidity

before investing. Issues like regulating the real estate is to find firmer ground

with passing of Maharashtra Housing and Development Bill and setting up of

bodies like Federation of Apartment Owners’ Association (FAOA). Developers

will have to be more accountable and home owners are set to get opportunity to

address their grievances in a transparent manne

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COMPANY PROFILE

EIL are an independent infrastructure provider with committed customer base.

Backed by a group of dynamic investors from India and Europe, Earth

infrastructures is one of India's most well capitalized real estate company. Strong

financial support and engineering expertise makes us a quality infrastructure

provider with global presence. Earth Infrastructures Ltd. was having a strategic

alliance (Sole Marketing Right to sale their Projects) with AMR Infrastructures

Ltd. & ARN Infrastructures Ltd. The group is known in the Realty fraternity for its

professional might. Implementation of new technology and innovation has been its

constant goal and this is evident in all its projects. All these practices, policies,

heritage, success and reputation are carried ahead by its daughter company-Earth

infrastructures ltd.

Earth Infrastructures Limited, a real estate company, develops townships and

commercial complexes in India. The company was incorporated in 2007 and is

based in Noida, India with additional locations in India, Canada, Holland, the

United Kingdom, the United States, Dubai, Abu Dhabi, and Singapore.

CUSTOMER CENTRIC ATTITUDE

To ensure complaint free operations with total customer satisfaction by resolving

customer’s issues with utmost attention and speedy services round the clock

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BRAND VALUE

To deliver the projects ‘differently’ and make the customer to feel at ease and

comfort and create the ‘Earth Brand’ a most trusted brand.

INNOVATION THROUGH TECHNOLOGY

Earth would be effortful and creative to identify and deliver something new,

matching the technological up gradation in the Realty sector, all around the globe.

CORPORATE SOCIAL RESPONSIBILITY

Earth would concentrate towards development of affordable houses for the masses,

to reach to the heart of all.

Team / ManpowerTeam

MR. AVDHESH GOEL DIRECTOR

MR. ATUL GUPTA DIRECTOR

MR. RAJNISH MITTAL DIRECTOR

MR. VIKAS GUPTA DIRECTOR.

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FACT SHEET

Fact Sheet

Year of

Establishment

: 1980

Legal Status of Firm : Limited Liability/Corporation (Privately Held)

Nature of Business : Service Provider

Number of Employees : more than 1000 People

Turnover : US$ 25-100 Million (or Rs. 100-400 Crore

Approx.)

Major Markets : Indian Subcontinent, East Asia, Middle East and

South East Asia

QUALITY

We are First LEED Certified Green Township in Greater Noida.

INFRASTRUCTUREOur office is in Delhi and Noida

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Aim / Vision / Mission

Vision

To be the most innovative and trusted brand in real estate industry by adopting new

technologies with a focus on green and eco-friendly construction with focus to

fulfill the expectations of the customers.

Mission

ONE FACE, ONE VOICE

There will be one face, one voice of Earth for the outer world.

Director’s Profile

Mr. AvdheshGoel: (FCA, AICWA, ACS)

An exemplar of learning & awareness, Mr. AvdheshGoel has the power to

transform opportunities into success. He has worked tirelessly to put Earth

Infrastructures Ltd. and Real Gains Realty Pvt. Ltd. on the Map of Indian Realty

Sector.

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His responsible outlook has helped him in shouldering many additional

responsibilities in addition to his professional callings. He has brought radical

changes in business strategies, professionalized the entire group and has redefined

the internal systems.

Commandeering a powerful intuitive sense he has been instrumental in acquiring

many properties in the sunrise areas of National Capital Region. He has also been

involved in many core partnerships with prestigious and leading infrastructure

companies.

His joy lies entirely in the happiness of deeds well done and in the zest of creating

new things and fresh goals. He is also a Certified Management professional from

IIFT. His vision is to make Earth Infrastructures Ltd a global organization, whose

very name spells trust and commitment.

Mr. Atul Gupta: (Director)

Born with a strong charisma and hunger to excel, Mr. Atul Gupta is a symbol of

performance, drive and affirmation. An expert in numerous management methods,

he influences the internal and external dynamics of the organization, synergizing

them with the success.

Principled yet open to fresh thoughts and ideas, he has always used emerging

practices and business models for rapid growth and sustainment of its own kind.

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Generous by heart, he is also the founder of Utkarsh, an NGO that works for the

old aged and challenged.

Mr. Rajnish Mittal: (Director)

Being an expert in Impression management he has done wonders to the company’s

Public Image. He possesses a strong sixth sense always offers our organization

wise judgments. His alert and intelligent thinking patterns create a win-win

situation for all. His pioneering strides towards relationship endeavours such as

corporate assets and legitimizing long term competitive advantages has helped in

getting the company maximal social recognition.

Mr. Vikas Gupta: (Director)

With the reputation of a valuable and trust worthy marketing expert, Mr. Vikas

Gupta has fulfilled all the expectations of the customers and has also managed to

build a unique corporate identity on the other. An innovator and youth icon, he

implements his vision with sheer perseverance and hard work. A well-established

player in the realty industry, he is known for giving value for money to the

customers. His zeal and enthusiasm has earned him the image of a youth icon and a

team player. That’s not all; he has also made many outstanding contributions to

many American and European counterparts. An entrepreneur and pioneer to the

core he has created urbane and smooth choices for the customers, realty sector and

institutional segment. After choosing the roads less traveled he has reached the

pinnacle of success by his hard work, visionand determined spirit. His approach

has enormously added to the reputation capital of the company.

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SWOT Analysis

A scan of the internal and external environment is an important part of the strategic

planning process. Environmental factors internal to the firm usually can be

classified as strengths (S) or weaknesses (W), and those external to the firm can be

classified as opportunities (O) or threats (T). Such an analysis of the strategic

environment is referred to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm's

resources and capabilities to the competitive environment in which it operates. As

such, it is instrumental in strategy formulation and selection. The following

diagram shows how a SWOT analysis fits into an environmental scan:

SWOT Analysis Framework

Environmental Scan

/ \

Internal Analysis External Analysis

/ \ / \

Strengths   Weaknesses Opportunities   Threats

|

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SWOT Matrix

Strengths

A firm's strengths are its resources and capabilities that can be used as a basis for

developing a competitive advantage. Examples of such strengths include:

patents

strong brand names

good reputation among customers

cost advantages from proprietary know-how

exclusive access to high grade natural resources

favorable access to distribution networks

Weaknesses

The absence of certain strengths may be viewed as a weakness. For example, each

of the following may be considered weaknesses:

lack of patent protection

a weak brand name

poor reputation among customers

high cost structure

lack of access to the best natural resources

lack of access to key distribution channels

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In some cases, a weakness may be the flip side of strength. Take the case in which

a firm has a large amount of manufacturing capacity. While this capacity may be

considered a strength that competitors do not share, it also may be a considered a

weakness if the large investment in manufacturing capacity prevents the firm from

reacting quickly to changes in the strategic environment.

Opportunities

The external environmental analysis may reveal certain new opportunities for

profit and growth. Some examples of such opportunities include:

an unfulfilled customer need

arrival of new technologies

loosening of regulations

removal of international trade barriers

Threats

Changes in the external environmental also may present threats to the firm. Some

examples of such threats include:

shifts in consumer tastes away from the firm's products

emergence of substitute products

new regulations

increased trade barriers

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RESEARCH METHODOLGY

(A) Research Objectives:-

Delhi is now more or less saturated and the high demand for residential properties has increased

rates beyond the reach of middle class. As a result, the suburban towns within the NCR; Gurgaon,

Noida, Faridabad and Ghaziabad have become destinations for new residential projects that offer

affordable quality housing to the middle class as well as luxury housing for high end users. As

these suburbs are now increasingly generating employment, they will decide the future growth

pattern of the NCR

(B) Research Design:-

The research design for this research is descriptive.

(C) Data Sources:-

Data was collected by using primary as well as secondary methods of data collection.

Primary Method

1) Questionnaires

2) Survey through E-Mail

3) Survey through Reference

Secondary Method

1) Magazines on Property24

2) Internet sites on Property

3) Internet websites of popular property developers of India

(D) Sample Design

Sampling Method and Sample Size

Stratified method of sampling was used for face-to-face survey while snowball sampling method

was used while conducting telephonic survey. People living in Gurgaon Housing and Society

Complexes were surveyed. Total Sample Size was 90 Persons.

(E) Scope of the project:

The scope of the marketing research could cover the business problems relating to

the following:

1. Types of consumers that compromise present and potential market.

2. Buying pattern and habit of consumers.

3. Size and location of different markets, not only in Delhi but also in NCR.

4. New mantras of emerging segments.

5. Most suitable entry timing.

6. Chances of improvement of current channels.

7. Optimum use of promo tools.

(F) LIMITATIONS OF THE RESEARCH:-

Travelling to far-off places from Delhi everyday.

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Analyzing the perception of people about different cities of NCR was little difficult as

some respondents didn’t have much knowledge about Ghaziabad and Faridabad. Study was

restricted to Gurgaon, Noida, Greater Noida, Vaishali and Indirapuram.

Study was restricted to occupied housing complexes, shopping malls and under-

construction housing complexeties.

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1. Do you know about EARTH INFRASTRUCTURE?

S.NO TYPE OF CHOICE %AGE

1 YES 75

2 NO 25

75

25

CHOICE

YESNO

Interpretations

From the above pie chart, it is clear that 75%of the people know about EARTH

INFRASTRUCTURE as compared to 25% of the people which do not know about EARTH

INFRASTRUCTURE .

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2. If yes, have you invested in any property from earth infrastructure?

S.NO TYPE OF CHOICE

1 YES

2 NO

60

40

CHOICE

YESNO

Interpretations

From the above pie chart, it is clear that about 60% of the people have invested in a property from

EARTH INFRASTRUCTURE as compared to 40 % of the people which had not invested in the

property.

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3. How did you come to know about EARTH INFRASTRUCTURE?

S.NO TYPE OF CHOICE %AGE

1 Advise of friends 20

2 Advertisements 45

3 Family members 20

4 Others 15

20

45

20

15

%age

Advise of friendsAdvertisementsFamily membersOthers

Interpretations

From the above pie chart, it is clear that about 45% of the people came to know about EARTH

INFRASTRUCTURE from advertisements as compared to 20% of the people which came to

know about EARTH INFRASTRUCTURE from advice of friends and family members.

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4. Have you seen any advertisement of EARTH INFRASTRUCTURE?

S.NO TYPE OF CHOICE %AGE

1 YES 55

2 NO 45

55

45

%AGE

YESNO

Interpretations

From the above pie chart, it is clear that 55% of the people have seen the advertisement of

EARTH INFRASTRUCTURE as compared to people which had not seen the advertisement.

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5. Have you ever recommended EARTH INFRASTRUCTURE properties to other persons?

S.NO TYPE OF CHOICES %AGE

1 YES 70

2 NO 30

Interpretations

From the above pie chart, it is clear that 70% of the people have recommended Earth

Infrastructure properties to anyone as compared to 30% of the people which have not

recommended them. Recommended because of high satisfaction level.

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70

30

%AGE

YESNO

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6. Do you feel there is a need of any celebrity endorsement in the company?

S.NO TYPE OF CHOICES %AGE

1 Yes 85

2 No 15

85

15

%age

YesNo

INTERPRETATION

From the above pie chart, it is clear that about 85% of the people feel that there is a need of

celebrity endorsement in the company as company to 15% of the people which feel there is no

celebrity endorsement to attract more customer celebrity endowment is required.

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7. Do you think company has proper marketing segment for its Real Estate Infrastructure?

S.NO TYPE OF CHOICES %AGE

1 YES 65

2 NO 35

65

35

%age

YesNo

INTERPRETATION

From the above pie chart, it is clear that about 65% of the people say that the company has proper

marketing segment for its product as compared to the 35% ratio of the people which think that the

company does not proper market segment.

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8. Do you think that company has positioned its Real Estate Infrastructure in the market in a better

way?

S.NO TYPE OF CHOICES %AGE

1 Yes 39

2 No 61

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61

%age

YesNo

INTERPRETATION

From the above pie chart, it is clear that about 39% of the people feel that the company has

positioned its Real Estate Infrastructure in the market in a better way as compared to 61%

ratio of the people.

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9. Do you think that company is targeting its customer in the market in a proper way?

S.NO TYPE OF CHOICE %AGE

1 YES 68

2 NO 32

68

32

%AGE

YESNO

Interpretations

From the above pie chart, it is clear that 68% of the people think that the company is targeting its

customer in the market in a proper way as compared to the 32% ratio of the people which think

that the company is not targeting its customer in the market in a proper way.

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10. Do you think that company has good channels of distribution for its real estates ?

S.NO TYPE OF CHOICE %AGE

1 YES 35

2 NO 65

35

65

%AGE

YESNO

Interpretations

From the above pie chart, it is clear that 65% of the people think that the company do not have

channel of distribution for its real estate infrastructure.

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75%of the people know about EARTH INFRASTRUCTURE as compared to 25% of the

people which do not know about EARTH INFRASTRUCTURE.

60% of the people have invested in a property from EARTH INFRASTRUCTURE as

compared to 40 % of the people which had not invested in the property.

45% of the people came to know about EARTH INFRASTRUCTURE from

advertisements as compared to 20% of the people which came to know about EARTH

INFRASTRUCTURE from advice of friends and family members.

55% of the people have seen the advertisement of EARTH INFRASTRUCTURE as

compared to 45% people which had not seen the advertisement.

About 85% of the people feel that there is a need of celebrity endorsement in the company

as company to 15% of the people which feel there is no celebrity endorsement.

70% of the people have recommended Earth Infrastructure properties to anyone as

compared to 30% of the people which have not recommended them.

65% of the people say that the company has proper marketing segment for its product as

compared to the 35% ratio of the people which think that the company does not proper

market segment.

39% of the people feel that the company has positioned its Real Estate Infrastructure in the

market in a better way as compared to 61% ratio of the people.

68% of the people think that the company is targeting its customer in the market in a

proper way as compared to the 32% ratio of the people which think that the company is not

targeting its customer in the market in a proper way.

65% of the people think that the company do not have channel of distribution for its real

estate infrastructure.

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RECOMMENDATION and CONCLUSION

• In order to attract more and more customers company should provide services at

reasonable costs.

• No doubt the flats, offices, farmhouse etc provided by the company is superior to that of

the rivals but to attract more customers. They should be given some better lucrative offer.

• EARTH is providing a premium quality of flats, offices, farm houses with the latest

technology. NH-24 project in the Noida. But the irony is that people are not aware of it

and its advantages so they must be made aware of it by showing its advantages and what

it actually does in both the press ads and T V ads.

• Some more R & D should be carried out and the earth sapphire court should be made to

give make services than what it actually does.

• Company should continuously keep on providing new versions to enable people to have a

choice and variety of products in these way customers will be attracted and motivated.

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QUESTIONNIARE

Name: Age: Gender:

Address:

1) Do you know about Earth Infrastructure?

a. Yes

b. No

2) If yes, have you purchased any products from Earth Infrastructure ?

a. Yes

b. No

3) How did you come to know about Earth Infrastructure ?

a. Advice of friends

b. Advertisements

c. Family members

d. Others

4) Have you seen any advertisement of Earth Infrastructure ?

a. Yes

b. No

5) Have you ever recommended Earth Infrastructure’s properties to other persons ?

a. Yes

b. No

6) Do you feel there is a need of any celebrity endorsement in the company ?

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a. Yes

b. No

7) Do you think company has proper marketing segmentation for it’s real estates ?

a. Yes

b. No

8) Do you think that company has positioned its real estates in the market in a better way ?

a. Yes

b. No

9) Do you think that company is targeting its customer in the market in a proper way ?

a. Yes

b. No

10) Do you think that company has good channels of distribution for its real estates ?

a. Yes

b. No

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BIBLIOGRAPHY

1. Dr. singh avtar ,Principles of insurance law ,S Chand and Sons, delhi 2003

2 .Kotler Philip,Marketing Management pearson education inc 11th edition

3.Ravt Shankar , Services Marketing Prentice Hall,2009

Websites

www.earthinfra.com

www.shikhagroups.co.in

www.omega.com

www.dreamzrelator.com

Magazines

Economic times news paper.

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