sip report surjeet
TRANSCRIPT
2011
DECLARATION FORM
I hereby declare that the Project work entitled “Marketing research on real estate sector” submitted
by me for the Summer Internship during the Post Graduate Program to IILM Institute for Higher
Education, Gurgaon is my own original work and has not been submitted earlier either to IILM or to
any other Institution for the fulfillment of the requirement for any course of study. I also declare that no
chapter of this manuscript in whole or in part is lifted and incorporated in this report from any earlier /
other work done by me or others.
Name of Student: SURJEET SINGH YADAV
Name of Company Mentor: Mr.Parthiv Majumdar
Designation: Dy Manager(Marketing)
Date:15 /07/2011
Place: Gurgaon
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TABLE OF CONTENT1. Certificate of Supervisor 5
2. Acknowledgement 6
3. Preface 7-8
4. Executive Summary 9
5. Objective of the research 9-10
6. Real estate industry review 10-12
7. DLF company overview 12-15
8. DLF Vision, Mission and Value 16
9. Other business 16-17
10. DLF presence in India 17-18
11. History of DLF 19
12. Logo our ethos 20
13. Strategic partner of DLF 21
14. Sector and company outlook 21
15. CSR activities 21-27
16. Growth of real estate sector in Tier I, Tier II, Tier III cities 27-28
17. Industry and Competitor analysis
Porter’s five force model
PEST analysis
SWOT analysis
28-34
18. Research methodology
Primary research
Secondary research
Descriptive research design
Survey
34-37
19. Major commercial project in Gurgaon
Findings
38-46
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Sample questionairs
20. Service apartment concept
Why service apartment brought into beingd
Facilities
Pricing
Advantage
Major service apartment in Gurgaon with specification
46-54
21. IMT Manaser city profile
Overview
Population
Connectivity
History
Transport
IMT Manaser map
Sector wise specification of the company
IMT Manaser business environment
Delhi-Mumbai Industrial corridor
Educational level
People’s living standers
Marital status
Income group
Employee strength
Household income
Ethnicity
Annual function
Sample questionairs
54-65
22. Learning’s 66-67
23. Suggestion 68
24. Bibliography and reference 69
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Certificate of Supervisor
This is to certify that Mr.Surjeet Singh yadav Roll No.20102533 has completed the Marketing research
project titled “Marketing research on real estate sector” under my supervision in partial fulfilment of
the Post Graduation Diploma Management.
Place-Gurgaon Supervisor (Mentor)
Date -15/07/11 Parthiv Majumdar
Certificate of authentication
This is to certify that the Project report is genuinely made by “Surjeet singh yadav” and no plagiarism
is done. The project is done on the topic “” under the guidance of “Parthiv Majumdar” and have been
completed successfully.
Date-15/07/2011 Student:-Surjeet singh yadav
Place-Gurgaon PGP20102533
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Acknowledgment
I have taken efforts in this project. However, it would not have been possible without the kind support
and help of many individuals and organizations. I would like to extend my sincere thanks to all of them.
First of all, I want to express my gratitude towards Ms.Meeta dash gupta, IILM Gurgaon, Haryana for
giving me an opportunity to do this project.
I am highly indebted “Parthiv Majumdar”,Dy manager (Marketing) to for their guidance and constant
supervision as well as for providing necessary information regarding the project & also for their support
in completing the project.
I am sincerely thankful to Mr. Neeraj Tavetia, Hr manager, DLF home Developers Pvt. Ltd. for his
help to complete my project and also my external guide.
I would like to express my gratitude towards my parents & member of “DLF Home Developers
Ltd”for their kind co-operation and encouragement which help me in completion of this project.
I would like to express my special gratitude and thanks to industry persons for giving me such attention
and time.
My thanks and appreciations also go to my colleague in developing the project and people who have
willingly helped me out with their abilities.
Preface
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India has experienced near-double-digit growth in the last several years and stories of the Indian
economic juggernaut fill newspapers and bookstores. The commercial real estate market is no exception.
The IT boom has created a huge demand for quality office space that was nonexistent a few short years
ago. Several prominent Indian developers have emerged, and more and more international investors and
developers are plunging into the country.
As with any local or regional market, there are many idiosyncrasies that color the business environment,
and India is no exception.
Real estate sector in India is witnessing tremendous boom. Real estate industry in India is presently
worth $12 billion and is growing at the rate of 30 per cent per annum. The importance of real estate
sector in India can be gauged from the fact that it is the second largest employer next only to agriculture.
The real estate industry has significant linkages with several other sectors of the economy and over 250
associated industries. According to a study One Rupee invested in real estate sector results in 78 paise
being added to the GDP of the country.
Eighty percent share of the real estate market is garnered by residential sector and the rest is comprised
of offices, shopping malls, hotels and hospitals. The sustained demand from the Information Technology
(IT) sector has fuelled the growth of real estate sector. It has been estimated that the demand for IT
space would be 66 million square feet over the next five years. Several multinational companies are
shifting their operations to India to take advantage of the relatively low costs. With human resources
being the key element in this industry, hiring people and housing them assume great importance. The
need to create space for people to work and live triggers the development of other related infrastructure.
Traditionally, the government's support to housing had been centralized and directed through the State
Housing Boards and development authorities. In 1970, the Government of India set up the Housing and
Urban Development Corporation (HUDCO) to finance housing and urban infrastructure activities. In
2002, the government permitted 100 per cent foreign direct investment (FDI) in housing through
integrated township development. However, FDI rules at the moment are quite stringent. For FDI in real
estate prior approval of the Foreign Investment Promotion Board is required, which, can be rather
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tedious and there is a lock-in period for repatriation of the original capital invested for a period of three
years. On the top of it the rules stipulate a minimum land holding of 100 acres. Getting 100 acres of free
land in an urban area is almost impossible. Hence the permission of FDI in real estate hasn't had the
desired effect.
The boom in retail industry has also spurred the growth in real estate sector. India at the moment is
witnessing a spurt in extremely large retail spaces. Shopping malls with over 1 million sq ft of space
have become the order of the day. As the competition in the market intensifies, builders are going out of
their way to be different. Specialized malls, designer brands and multi-movie options are the order of the
day. With the big players like Reliance, Big Bazaar, and Bharti entering retail market, real estate sector
would be the big beneficiary.
The prospects for real estate industry in India looks buoyant. All the factors which contributed to the
growth of real estate sector-high disposable incomes, sharp increase in global liquidity, selective capital
account liberalization, looser credit policies, a greater availability of leverage due to financial
liberalization and a consequent increase in mortgage lending and price increases-look set to continue.
So these facts shows that real estate sector have a great potential of growth in india.This sector can grow
by “leaf and bounds” if our government give special emphasis on this sector. Every Indian have a
thinking in mind that he have his own home, his own space. This mentality gives me a great motivation
for conducting research on the real estate sector on the behalf of “DLF “.I hope that this research will be
useful for the company and for the people who have a desire of their dream home .
Executive Summary
As a management trainee I hereby chosen Real estate sector because it has large opportunities and gives
me greater exposure not only professionally but morally also and creates better relationship and social
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network. Real estate sector is a vast sector and have huge chances of growth in Indian market as demand
for investment is growing up as people’s standard of living and per capita has risen up.
This sector is the second largest employer after the agriculture. Every Indian have a deep desire in his
heart that he have his own roof on his head. This psychology is the real inspiration for me . My working
area was gurgaon which is called as the New York of india. Gurgaon real estate market has gained more
prominence due to the booming IT/ITES sectors. I have done a market research on the upcoming and
existing real estate project in Gurgaon.i have collected all the necessary information like(per sq ft price,
total build up area, total area, floor plan, plate size,floor size,specification,owner,contect no..etc) so that
it is useful for buyer to compare that what suits best acoording to his need. I also have done survey on
“IMT Manaser” for creating the “Demographic profile” because it is the upcoming real estate hub after
gurgaon.It is the vibrant city which encounter with a high growth rate. It is also a noble work as real
estate sector as it provides a physical working and living space for the people. Space is need for every
individual and group whether in form of family, business, spouse etc.
Working as a trainee I got to know the real picture behind the Real estate sector in DLF Home
Developers Ltd. We understand clients need in better manner and how to fulfill their needs.
DLF Home developers Ltd gave me perfect platform to understand the market as it is already renowned
name in the market. DLF Home developers Ltd is one of the oldest private sector Real estate
Company in India and running successfully with glory. As an organization it believes in creating
standard and harmony with employees and basic importance is customer satisfaction. DLF basically
believe very much in customer loyalty. They treat costumer like god .The provide them a quality product
with great design and low maintenance cost. As DLF mission is “To contribute significantly to building
the new India and become the world’s most valuable real estate company”. Approx 50+companyies like
Emaar Mgf,Parshavnath,Ansal,Anant Raj,Omax,Vatika,Unitech, Vipul,Raheja Developers etc. are
giving fierce competition and challenges to DLF.
There is no government defined Regulatory authority in the real estate sector because it is mostly an
unorganized sector but soon govt of india is coming up with a regulatory authority for protect the buyer
and seller interest.
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OBJECTIVES OF THE RESEARCH
To know the Real Estate sector in Gurgaon.
To know the property market in India.
To identify competition in the market.
To know competitor pricing strategy.
To know the purchasing behavior of the customer .
To know what type of strategy should be there if company want to launch a new project.
To identify opportunities in the market.
To do planning for reducing the uncertainty in the Real estate business.
To know that what strategy should be made to attract more customer .
To identify the working culture and ethics of company.
To know competitors core principles of working.
Real estate industry review
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Over the past decade, India has emerged as a leader in the global economy. It is a magnet for foreign
direct investment (FDI), and has displaced Mexico as the third most preferred country for foreign
investment. FDI in India is expected to increase to US$15 billion this year, triple the 2004 figure. Many
foreign companies are starting or expanding operations in India.
One-fifth of all Fortune 500 companies including Eli Lilly, General Electric, and Hewlett Packard have
set up research and development facilities in India. The surge in foreign investment, more joint ventures
between Indian and foreign companies, and the growth of India’s domestic industries have created more
employment opportunities for India’s young, highly educated, professional workforce and fueled the
growth of the country’s middle class.
Real estate is one of the fastest growing sectors in India. Market analysis pegs returns from realty in
India at an average of 14% annually with a tremendous upsurge in commercial real estate on account of
the Indian BPO boom. Lease rentals have been picking up steadily and there is a gaping demand for
quality infrastructure. A significant demand is also likely to be generated as the outsourcing boom
moves into the manufacturing sector. Further, the housing sector has been growing at an average of 34%
annually, while the hospitality industry witnessed a growth of 10-15% last year.
Apart from the huge demand, India also scores on the construction front. A Mckinsey report reveals that
the average profit from construction in India is 18%, which is double the profitability for a construction
project undertaken in the US. The importance of the Real Estate sector, as an engine of the nation’s
growth, can be gauged from the fact that it is the second largest employer next only to agriculture and its
size is close to US $ 12 billion and grows at about 30% per annum. Five per cent of the country’s GDP
is contributed by the housing sector. In the next three or four or five years this contribution to the GDP
is expected to rise to 6%.
The Real Estate industry has significant linkages with several other sectors of the economy and over 250
associated industries. One Rupee invested in this sector results in 78 paise being added to the GDP of
the State. A unit increase in expenditure in this sector has a multiplier effect and the capacity to generate
income as high as five times. If the economy grows at the rate of 10% the housing sector has the
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capacity to grow at 14% and generate 3.2 million new jobs over a decade. The relaxed FDI rules
implemented by India last year has invited more foreign investors and real estate sector in India is
seemingly the most lucrative ground at present. Private equity players are considering big investments,
banks are giving loans to builders, and financial institutions are floating real estate funds. Indian
property market is immensely promising and most sought after for a wide variety of reasons.
Founder’s Message
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Company overview
DLF Limited, is India's largest real estate company in terms of revenues, earnings, market capitalisation
and developable area. It has over 60 years of track record of sustained growth, customer satisfaction, and
innovation. The company has 399 msf of planned projects with 56 msf of projects under construction.
DLF's primary business is development of residential, commercial and retail properties. The company
has a unique business model with earnings arising from development and rentals. Its exposure across
businesses, segments and geographies, mitigates any down-cycles in the market. DLF has also forayed
into infrastructure, SEZ and hotel busine
Development Business
The development business of DLF includes Homes and Commercial Complexes
The Homes business caters to 3 segments of the residential market - Super Luxury, Luxury and Mid-
Income. The product offering involves a wide range of products including condominiums, duplexes, row
houses and apartments of varying sizes.
DLF is credited with introducing and pioneering the revolutionary concept of developing commercial
complexes in the vicinity of residential areas. DLF has successfully launched commercial complexes
and is in the process of marking its presence across various locations in India.
The development business at present has 302 msf of development potential with 40 msf of projects
under construction.
Annuity Business
The annuity business consists of the rental businesses of offices and retail.
With over six decades of excellence, DLF is a name synonymous with global standards, new generation
workspaces and lifestyles. It has the distinction of developing commercial projects and IT parks that are
at par with the best in the world. DLF has become a preferred name with many IT & ITES majors and
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leading Indian and International corporate giants, including GE, IBM, Microsoft, Canon, Citibank,
Vertex, Hewitt, Fidelity Investments, WNS, Bank of America, Cognizant, Infosys, CSC, Symantec and
Sapient, among others.
DLF pioneered the retail revolution in the country and brought about a paradigm shift in the industry by
redefining shopping, recreation and leisure experiences with the launch of City Centre in Gurgaon in
2000. The Retail Malls business is a major thrust area for DLF. Currently, DLF is actively creating new
shopping and entertainment spaces all over the country.
The company has land resource of 86 msf for office and retail development, with 16 msf of projects
under construction.
DLF owns and operates the luxurious Aman Resorts across the world and also has an alliance with
Hilton Group for development and management of hotels in India. The hotel business is currently
undergoing a comprehensive review by the company as regards its future plans, commitment towards
resources and the extent of scale and size that the company aspires to achieve in this segment. DLF has a
development potential of 11 msf for its hotel business.
DLF has a strong management team running independent businesses, though complementing each other
in cases of opportunities of mixed land use. DLF's mission is to build a world-class real estate
development company with the highest standards of professionalism, ethics and customer service and to
thereby contribute to and benefit from the growth of the Indian economy.
Vision, Mission & Values
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DLF Vision
To contribute significantly to building the new India and become the world’s most valuable real estate
company.
DLF Mission
To build world-class real-estate concepts across six business lines with the highest standards of
professionalism, ethics, quality and customer service
DLF Values
Sustained efforts to enhance customer value and quality
Ethical and professional service
Compliance and respect for all community, environmental and legal requirements
Other business
Wind Power Projects by DLF
DLF group is the largest owner of wind power plants in India with an installed capacity of 228.7 MW.
DLF has initiated its wind power portfolio in March 2008. Currently the group owns wind farms in the
states of Gujarat (150 MW), Rajasthan (34.5 MW), Tamil nadu (33MW), and Karnataka (11.2 MW).
These projects reduce about 4.7 tone of CO2 emissions on annual basis. The wind power projects in the
states of Gujarat and Karnataka are already registered for carbon credits at UNFCCC and generating
over 3 Lakh CERs (Certified Emission Reductions) annually.
Project Locations
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1. 150 MW wind power project in Kutch, Gujarat.
2. 11.2 MW wind power project in Gadag, Karnataka.
3. 33 MW wind power project in Osisan and Ratan Ka Baas, Rajasthan.
4. 34.5 MW wind power project in Elavanthi and Panapatti, Tamilnadu.
DLF Presence in India
The following map illustrates the locations of our developments, projects and lands across India.
Dlf have a strong presence around 31 major cities in india. Now DLF also coming to tap the market in
the tire I and tire II cities.DLF also want to dicersified their business that’s why they are now plan to
come up in the retail sector .They recently have a tie up with Mango who is a Spanish fashion brand
with over 170000 showroom world-wide. Dlf also showing interest in the field of power generation
sector and road infrastructure.
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History of DLF
Following The DLF Group was founded in 1946. We developed some of the first residential colonies in
Delhi such as Krishna Nagar in East Delhi, which was completed in 1949. Since then we have been
responsible for the development of many of Delhi’s other well known urban colonies, including South
Extension, Greater Kailash, Kailash Colony and Hauz Khas.
the passage of the Delhi Development Act in 1957, the state assumed control of real estate development
activities in Delhi, which resulted in restrictions on private real estate colony development. We therefore
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commenced acquiring land at relatively low cost outside the area controlled by the Delhi Development
Authority, particularly in the district of Gurgaon in the adjacent state of Haryana.
This led to our first landmark real estate development project – DLF Qutab Enclave, which has now
evolved into DLF City. DLF City is spread over 3,000 acres in Gurgaon and is an integrated township,
which includes residential, commercial and retail properties in a modern city infrastructure with schools,
hospitals, hotels and shopping malls. It also boasts of the prestigious DLF Golf and Country Club with
night golfing facilities.
Logo Our Ethos
The pyramid symbol and the mission line 'Building India’ is collectively referred
to as the DLF Logo.
The company's name is represented in black capital letters. The typeface
represents the solidity of the enterprise; emphasizes accountability,
responsibility as being a strong and integral part of the Group's ethos.
The pyramid depicts nine smaller pyramids; each composes itself into a larger pyramid all-
encompassing in nature and presentation. The pyramid itself and the component pyramids convey
cohesion, interdependence, support and foundation, to a common purpose and to achieve greater heights.
The words ’BUILDING INDIA’, is in capitals like the company’s name, and at once conveys DLF’s
mission and vision. It is an intrinsic reflection of the Group’s commitment and its 60-year heritage.
Strategic partners of DLF
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Project Execution: DLF has entered into a 50:50 JV with WSP. The JV will provide engineering and
design services, environmental and infrastructure facilities as well as project management services.
Construction
DLF has entered into a 50:50 JV with WSP. The JV will provide engineering and design services,
environmental and infrastructure facilities as well as project management services.
Airport Modernization: DLF has chosen Germany's Fraport AG (Frankfurt Airport Services
Worldwide), the owner and manager of Frankfurt Airport, as its partner for fresh forays into airport
modernization. A special purpose vehicle, DLF Fraport SPV, has been set up specializing in
development and management of airports in India.
Township Development: DLF has signed a MoU with property developer Nakheel LLC of the United
Arab Emirates to build large townships in India, through a 50:50 joint venture company.
Hospitality: DLF's hospitality arm, DLF Hotels, has signed a LoI with Four Seasons Hotels and Resorts
to operate a proposed luxury hotel at DLF Golf Links in DLF City, Gurgaon in Delhi's southern borders.
IT Infrastructure: DLF has partnered with IBM to outsource all its IT requirements to the global IT
infrastructure giant. Under this partnership IBM will be responsible for the helpdesk services for all the
DLF employees across India towards the IT infrastructure requirements.
Asset Management: DLF and Prudential Financial Inc. (PFI) of US have signed a joint venture to
provide a broad array of mutual fund and investment products, including domestic and eventually
international mutual funds to Indian retail and institutional clients. The JV has been formulated on a
61:39 shareholding pattern between PFI and DLF.
Sectoral&Company Outlook
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Fall in real estate demand and resultant price decline: we expect the real estate demand to weaken
further in the next few quarter, owing to the current economic slowdown and the cautious approach of
the bank towards the sector.
This is likely to create downward pressure on property prices. We assume 15-20% in prices over the
next six month across all the segments.
Shortage of funds would hurt new launches: during Q2 2009, the company launched only 0.25 million
square feet (msf) of new space, the least since Q1 2008. We believe that the drying up of sources of
funds and high receivable (63% of sales) will intensify the shortage of funds, thereby delaying the
existing projects and new launches.
CSR Initiatives WWW.DLFFOUNDATION.IN
We dream, We dare
We grow, We share
We build, We care
While DLF continues to create world-class infrastructure throughout India, it has not lost sight of its
responsibilities as a change agent for accelerating the pace of social and economic transformation across
various segments to complement the efforts of the government.
Swapana Sarthak Informal School
In fact DLF's first social responsibility interventions date back
to the time that DLF was setting up the DLF township in
Gurgaon when instead of turning a blind eye to the local
problems, DLF decided to undertake internal development work
For DLF, Corporate Social
Responsibility is not just an add
on; rather our business and social
commitment are mutually
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in the villages of Nathupur, Chakarpur and Wazirabad by
contributing through construction of internal village roads,
additional rooms in the schools and internal village
electrification. At around the same time, DLF initiated its first
education initiative by setting up the Swapana Sarthak informal
school for children of the construction workers. This school
manned by trained volunteers conducts classes for children who
are ill equipped to join regular school or those who cannot
afford to do so. All children enrolled are provided with free
uniforms, mid day meals and learning material. Starting from
merely 10 students, the school today has on roll 220 students.
Initially getting the children out of their homes and instilling a
sense of personal hygiene and cleanliness was a challenge and
the volunteers had to really work on them to ensure the present
state.
reinforcing and neither will be
sustainable without the other. We
have a continuing social
responsibility towards the people
of the area in which we operate
more so towards the less fortunate.
It has been our constant endeavor
to create sustainable economies
and transform stagnant lives into
active partnerships through
synergized proactive handholding
in areas of infrastructure,
education, training, health and
environment. We have made a
public commitment to carry on
these trusted relationships.
Chairman, DLF Limited,
Mr. K.P. Singh
DLF Learning Excellence Centers
Taking the education initiative ahead, DLF partnered with Pratham in May 2007 and set up DLF
Learning Excellence Centers in 25 villages by involving the government schools, community teachers
and introducing innovative teaching learning material. The main hurdles faced during the project were
lack of adequate means of public transport and resistance from the local community to involve the
women. However, these were overcome through a sustained education and awareness campaign
conducted across the entire village community and by taking the village Panchayats into confidence.
This is an ongoing project likely to benefit 1100 students over a period of one year.
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DLF Labour Hutment
While all the big developers focus only on providing world-class facilities to their buyers DLF carried
its social responsibility initiatives to the construction work sites in Gurgaon once it started construction
of the DLF Township.
At DLF it was felt that even though there had been tremendous improvement in construction technology
and quality it was distressing to note that the people who actually make all the glitzy buildings were a
neglected lot and often required to do so in inhuman conditions. The sight of construction workers and
their children living in jhuggies without even the basic facilities at most of the construction sites is not
uncommon. At DLF it was their constant endeavor to improve the living conditions of their construction
workers by providing them all the basic necessities at the site itself by efficient and effective space
management.
DLF seized the initiative in this respect and became a pioneer in providing all necessary facilities to its
construction workers on site when it tied up with Laing O Rourke for construction projects. It was
decided that before commencement of the construction a suitable location be identified on site for
construction of hutments to house the workforce for the entire duration of the project. Instead of
constructing makeshift or temporary accommodation DLF sanctioned hefty budgets to build a mix of
cemented hutments and dormitories for the workers.
The entire labour hutment area was paved to ensure easy access even during the monsoons and the work
of sanitation and housekeeping was outsourced to a third party namely M/s Lion Services. All the
residential accommodation at the DLF labour hutment site is provided with electricity, water, fans, beds
and linen and separate areas have been provided for toilets and washing. In order to take care of the
children of the workers mobile crèches have been made available on site through a strategic tie up with
an NGO named Mobile Creches. A subsidized canteen manned by a third party has also been made
available on site to ensure hygienic and good quality food on site.
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Medical help is available on site along with a 24-hour ambulance to take care of emergencies. In order
to improve the skills of the workers as well as train potential workers on site a non-profit residential
"Apprentice Training Centre" for imparting skills in carpentry and masonry was started.
Rural Primary Health Centers
In March 2007, DLF decided to focus on another hitherto neglected but vital area – rural healthcare. It
was decided to set up Rural Primary Health Centres in villages to provide free medical consultancy,
health checkups and subsidized medicines to the villagers. The first Primary Health Centre was set up at
Village Shikohpur in August 2007 in association with an NGO Deepalaya. It is proposed to set up six
such centres in the present financial year.
Helping the Rural craftsmen
While at one level DLF focused at initiatives for infrastructure augmentation, education and health at the
same time it was felt that as a infrastructure creator DLF must also provide a forum for rural craftsmen
to display their wares by bringing them closer to the urban consumers thereby increase their avenues of
income. As part of this initiative in the retail malls set up in Gurgaon, wherein DLF was the pioneer in
providing international standard shopping experience, DLF awarded free space to a few NGO's like
Khushboo Welfare Society, India Vision Foundation and the Rashtriya Blind School and others to
enable them to exhibit their products for awareness and to create awareness for the cause they espouse.
Vocational training centers
As part of its strategy to train and empower people with permanent skills thereby enabling them to earn
their livelihood for times to come DLF has set up job linked vocational training centres in Hospitality,
Customer Relations and Salels and IT enabled services. These training centres have been equipped with
all necessary training infrastructures from computer labs to headphones and LCD projectors.
Development of Arya Samaj Mandir
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DLF Commercial Developers Ltd. has contributed Rs.20 lacs towards the development of Arya Samaj
Mandir in DLF City, Phase-II. This will not only help in over all development of the Mandir primises
but also help the community at large wherein devotees can come and seek spiritual solace.
Environment Programs
Haryana Urban Development Authority (HUDA) has consistently over the last seven years awarded
DLF with "Excellence in Horticulture Preservation". A total of 47 awards have been received under
various categories.
DLF has installed one of its kind gas-based power generation system at the Infinity Tower. Co-
generation is also a part of this installation as we are utilising the waste heat for air-conditioning and are
in effect saving about 25 per cent of power.
This year (July-August, 2007) DLF initiated an plantation drive in 21 villages of Haryana by involving
the Government school children and the local Panchayats with support from the Forest Department .
DLF is in the process of switching its street lighting system to 36 watts CFL with electronic choke
thereby saving 15-20 watts per street light.
Challenges faced while initiating CSR initiatives
Designing, developing and executing standard uniform facilities and guidelines at all construction
sites
Identification of credible NGOs to run the various CSR programs.
Securing active partnerships with the Panchayats in the Rural CSR initiatives account of strong
internal politics and affiliations.
Securing participation of the entire community on account of Inter caste politics operating in the
villages
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Securing participation of girl child in the education programs on account of lack of awareness and
indifference to education of the girl child
Employees volunteering program
Before undertaking any CSR initiative in a region, the concerned employees in that region are contacted
to understand the need of the area and CSR programmes are developed keeping in mind the identified
need. Employees are further involved in monitoring of programmes to ensure effective delivery.
In the present financial year DLF is initiating a donation programme wherein the employees will
contribute and donate old clothes and other household articles for the construction workers and their
families employed at DLF construction sites.
Blood Donation camps are also being organised for blood donation by the employees in association with
Lions Blood Bank.
Voice from the beneficiaries group
"Pehle jab hum site per jaate the to hamaare bachhe wahin par khelte rehte the. Par ab aisa nahin hai.
Mera bachha Om Prakash ab DLF ke swapana sarthak school mein padhne jaata hai aur wahan use
khana bhi milta hai. Aur humse who koi paisa bhi nahin lete" says Dashrath, a construction worker at
Wazirabad.
"Hamare rehne ke liye saaf kamre aur toilet hain aur hamarein bachoon ke liye crèche hai jhan bachon
ke parhai bhi hoti hai aur khana bhi milta hai" says Joginder employed at the DLF Magnolia site
"Hamare gaon mein DLF ke ye dispensary banane se hamare gaon ke logon ko ab bahar nahin jana
parhta aur elaj bhi free mein hota hai nahin to pehle 14 km door jana parta tha" says Shauchan, the
Sarpanch of village Shikohpur
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Growth of real estate sector in TierI,TierII,TierIII cities
India is a large country with an even larger population, and multi-national companies are taking a
strategic approach to capitalize on this growing market and rich pool of talent. In terms of
establishing office locations, most companies consider three types of cities:
Tier I cities are the hubs of business. The financial capital of Mumbai, the political capital of
Delhi, and the technology capital of Bangalore are the first destination for most corporations and
real estate demand and rental pricing reflect this. Consider this: office space in a prime location
such as Nariman Point in Mumbai costs upwards of 350 Rupees per square foot per month (or
approximately $105 per square foot per year), making it one of the most expensive real estate
markets in the world. While bursting demand and constrictions on new supply have propelled
rental rates, these cities face significant infrastructure issues, particularly road congestion, and
the capital markets environment is somewhat stymied due to the prominence of strata title and
opaque ownership history, specifically on older, more established assets in downtown locations.
Tier II cities such as Chennai, Hyderabad and Pune are the burgeoning centers of IT commerce.
With large populations, developing infrastructure, airport connectivity and top-notch educational
institutions, many companies look to establish large operational hubs here. While demand for
space in these cities remains strong, stronger interest by developers has caused inflated land
prices and many markets are predicting an oversupply of new office supply in the next ten to
eighteen months. As a result, rental rates are leveling in many cities after several years of
growth.
Too many to list, Tier III cities are those that have yet to see the formation of a formal real
estate market, but to varying degrees have the right ingredients to attract multi-national tenants.
Corporate occupiers are increasingly looking to gain first-movers advantage into cities such as
Kolkata, Chandigarh, Kochi, Coimbatore and Vishakhapatnam due to the potential of untapped
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labor markets and heavily discounted real estate costs that accompany less established locations.
In light of rising costs, particularly in real estate and human capital, and a weaker dollar, these
cities in coming years are sure to provide plenty of competition to Tier II cities.
Industry and competitor analysis
Porter’s five force model
PEST analysis
Swot analysis
Porter’s five force model
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Th reat of new entrants
This results in high entry barriers.
Existing firm has an edge over the others due to more
Dlf have more industrial experience than competitors.
High competition in the sector.
DLF has 54% of the Market share in the Real Estate sector.
More capital requirement needed.
Government policies directly affect the business.
Th reat of E stablis hed R ivals
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Established rivals are a threat to upcoming players.
DLF ,Unitech and Ansal are the major players in this sector.
Suppliers margins have been stagnant despite strong growth in volume.
Bargaining power of suppliers is low
B argaining P ower of Suppliers
Large number of suppliers are available
This leads to shift of contracts when a supplier tries to increases in price.
Expansion of business in other parts of India
Bargaining Power of buyer
Bargaining power of the buyers is low
Difficult to predict the direction and magnitude of price movement on real estate.
Forces of demand and supply would always apply
Price movement would follow accordingly
Threat of substitute
No substitutes to the basic product
PEST ANALYSIS
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Political Factors
Change in state government land acquisition laws(effected by supreme court decision on NOIDA
Extension land acquisition).
Green phenomena implemented by government.
Energy saving concept introduced in productions.
Unnecessary advertisement regulated by various laws and customs.
Various duties and charges are mandatory.
Unwanted change in the circle rate.
Many Other Govt. Regulations.
ECONOMIC FACTORS
GDP Increasing at 8-9%.
Increase of the disposable income.
Rupee Appreciation.
RBI increases repo rate and reverse repo rate .
Increasing prices of construction material.
Increasing fair of transportation.
SOCIAL FACTORS
70% populations below 35 years.
Good awareness among the people.
Various classes of people.
Various languages.
Regional preferences in foods.
Societies and cultural ethics.
TECHNOLOGY FACTORS
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Process Innovation, New technologies implementation. Innovative Techniques .
SAP invention.
Office automation tools become necessary to complete work on time.
Daily up gradation of technology and information system.
Batter cost-cutting design using recent technologies.
SWOT ANALYSIS
Swot analysis is basically used for evaluating the external and internal environment of an
organization. Swot analysis is a useful tool which helps companies to convert their weakness in
the strength.
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Strength
DLF has a very good market share of about 54%.
High brand Value.
Huge supplier base ensures a fixed raw material cost.
A well established and firm base in north India.
High customer satisfaction.
Diversified business.
Cover all format of Real estate business.
Low maintenance cost .
Weakness
Little projects in the other parts.
no parallel products to support during times of bad.
Mostly project is in Tier I and metro cities.
Less presence in Tier II and Tier III cities.
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Mainly dependency in one type of business.
Opportunity
Expansion of business in other parts of India.
DLF can invest more in Power generation projects like
Hydroelectric or Wind power.
Investment in raw material-Backward Vertical integration.
DLF can come up with new project in small cities.
DLF can invest in the other infrastructure related project like road infrastructure,airport etc.
Threat
Competitors may try to get more market share are through improved technique.
Government policies effect business badly.
More Dependency on external condition.
Research Methodology
Primary Objective
To collect all the detail of upcoming and existing commercial project in Gurgaon
area.
To know about the competitor movement against DLF.
Data Collection
Data has been collected through both primary and secondary approach.
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Data Sources
The research involved gathering Secondary data as well as Primary data.
Secondary data regarding sales figures, promotional expenses and other
related expenses was collected from the company’s own record to
analyse the impact on sales due to the running schemes and make
cost benefit analysis. Primary data was collected through direct
interaction , telephonic conversation,with the company’s authorized broker
or HR ,Marketing department.
Descriptive Research Design
Descriptive research design is a scientific method which involves observing and describing the behavior
of a subject without influencing it in any way.
Many scientific disciplines, especially social science and psychology, use this method to obtain a general
overview of the subject.
Some subjects cannot be observed in any other way; for example, a social case study of an individual
subject is a descriptive research design and allows observation without affecting normal behavior.
It is also useful where it is not possible to test and measure the large number of samples needed for more
quantitative types of experimentation.
Advantage
The subject is being observed in a completely natural and unchanged natural environment. A good
example of this would be an anthropologist who wanted to study a tribe without affecting their normal
behavior in any way. True experiments, whilst giving analyzable data, often adversely influence the
normal behavior of the subject.
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Descriptive research is often used as a pre-cursor to quantitative research designs, the general overview
giving some valuable pointers as to what variables are worth testing quantitatively. Quantitative
experiments are often expensive and time-consuming so it is often good sense to get an idea of what
hypotheses are worth testing.
Disadvantage
Because there are no variables manipulated, there is no way to statistically analyze the results. Many
scientists regard this type of study as very unreliable and ‘unscientific’.
In addition, the results of observational studies are not repeatable, and so there can be no replication of the
experiment and reviewing of the results.
Summary
Descriptive research design is a valid method for researching specific subjects and as a precursor to more
quantitative studies. Whilst there are some valid concerns about the statistical validity, as long as the
limitations are understood by the researcher, this type of study is an invaluable scientific tool.
Survey
Survey may refer to a method for collecting quantitative information about items in a population.
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The survey method of obtaining information is based on the questioning of respondent. Respondents are
asked to a verity of questions regarding their behavior, intentions, attitude, awareness, motivation, and
demographic and lifestyle characteristic.
For collecting data I have used survey method. In survey I have used two type of method
Telephone interviewing
Traditional method
Personal interviewing
In-office
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Major Commercial project in Gurgaon
Company Name and logo Company Projects with name and address
The Palm squre(Dlf golf course road,gurgaon)
Digital green(Golf course Extension
road,gurgaon)
Emerld plaza(Golf course extension
road,gurgaon)
The palm spring plaza(Golg course
road,gurgaon)
Central squre project(Sec-57,gurgaon)
Cyber park(Hero Honda chowk,gurgaon)
Business park(sec-84,gurgaon)
Business tower(sohna road,gurgaon)
Bettech chamber(Sec-88,gurgaon)
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Infospace1(sec-21,gurgaon)
Infospace2(sec-84,gurgaon)
Signature towerII(sec-15,gurgaon)
Uniworld tower(sec-48,gurgaon)
Arcadia (sourh cityII,gurgaon)
Platinum tower(sohna road,gurgaon)
Spaze business park(sec-66,gurgaon)
Spaze plazio(sec-69,gurgaon)
Spaze boulevard(sohna road,gurgaon)
Bptp crest(udyog vihaar phase 4,gurgaon)
Cyberwalk(manser,gurgaon)
Legends heights(sec-81,gurgaon)
Orris florel(Sec-83,gurgaon)
Vatika business park(sohna road,gurgaon)
The india next(sec-81,gurgaon)
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The first india place(mg road,gurgaon)
Vatika atrium(golf course road,gurgaon)
Vatika tringle(mg road,gurgaon)
Vatika city point(mg road,gurgaon)
Omaxe city centre(sec-49,gurgaon)
Omaxe celebration mall(sec-48,gurgaon)
Gurgaon mall(sohna road,gurgaon)
Parshavnath arcadia(mahruli road,gurgaon)
Suncity business tower(golf courseroad,gurgaon)
Suncity success tower(golf course road,gurgaon)
Suncity time tower(mg road,gurgaon)
Vipul business park(sec-48,gurgaon)
Vipul squre(sushantlok-I,gurgaon)
Vipul trade centre(sec-48,gurgaon)
Findings
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The real estate industry is a industry in which you have to make some choice about how you will
compete in the future. Past modes of behavior will not carry you through the next decade. So this
industry have seen a great fluctuation and for survive companies have to change their working
methodology. Below are the some findings which may be helpful for the companies to grow their
business.
Most of the commercial project are located in golf course road,NH-8 and sohna road.
The reason behind that is :-
These are the well recognize place in gurgaon.
companies can transport their product directly from these location
Transportation facility is easily available.
Mostly manufacturing unit is nearby NH-8 because they have to transport their
product from one location to another. it is easy for their supply chain management
department to deliver product at the right time.
These are the special economy zone.
Already establish area means better amenities available than other areas.
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Sohna road and golf course road are the hot location for the real estate companies for
developing the commercial projects because the Gurgaon-Manaser master plan 21 shows that
the purposed gurgaon inner metro cover these location.
Most of the real estate company having the tough competition from each other because most
of their project is located in same location.
Large organizations have a great benefit because land rates in these areas are very high. So if
a new company wants to enter in this business then it needs huge investment.
Those real estate companies who already brought land in gurgaon have a great advantage
over competitor. example of DLF,vatika.
Selling price of commercial space is in the range of 12000sqft to 1300000 sq ft.
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Rented price of commercial space is in the range of min 25sq ft to max 225 sq ft per month.
Real estate industry needs heavy media and advertisement because people only buy you
product when they have some idea about it. Real estate companies spend less than 5% of
their profit on the advertising. This is the field where most of the companies lacking.
Average expected rate of return is 7.5% from the commercial project. Those commercial
project which are located in golf course road, mg road, adjacent to NH-8 have more rate of
return then other project.
Most of the commercial projects are rented.
Big real estate firm like DLF,Unitech,Vatika own more than 150+ acre land in gurgaon.
Average 7 floor are there in a commercial complex projects.
There is a big difference between the price of ground, first floor and other floors.
Average build –up area is 750000 sq
Questionnaire for research
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Survey-Questionnaire
Name-
Age:-
Company name:-
Company address:-
Question1:-How many commercial project running in gurgaon.
Ans:-
………………………………………………………………………………………………………………………
……………………….
Question2:-What is the total build up area of the project?
Ans:-
………………………………………………………………………………………………………………………
………………………..
Question3:-what is the plate size of the project?
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Ans:-
………………………………………………………………………………………………………………………
………………………….
Question4:-What is the reason behind choosing this location?
Ans:-
………………………………………………………………………………………………………………………
……………………………
Question5:-what is the per sq ft selling/rented price(included maintenance charges)? Please provide the detail
according to the floor plan?
Ans:
………………………………………………………………………………………………………………………
……………………………….
Question6:-How much money did you invest in the marketing related activity?
Ans:-
………………………………………………………………………………………………………………………
……………………………….
Question7:-How much area did you own in the gurgaon and manaser region?
Ans:-
………………………………………………………………………………………………………………………
………………………………..
Question8:-what is the floor plan for the project? Please provide all the necessary details.
Ans:-
………………………………………………………………………………………………………………………
………………………………
Question9:-This project is you sole property or it is developed under partnership.
Ans:-
………………………………………………………………………………………………………………………
……………………………….
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Question10:-what is the expected rate of return from this project?
Ans:-
………………………………………………………………………………………………………………………
……………………………….
Any additional comment
Thank you
Service apartment
A hotel, but a home. Absolutely, that is the new concept that is sold by hotels, today. It is called the
service apartment. The room has a homely look and is propped with everything a home would need.
From home appliance to kitchen needs, bathroom and toilet accessories. It’s like your home, although
you are miles away from it.
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A new concept in the Indian real estate industry
This is a new concept in India but the western countries have already welcomed it. Five Star Hotels
brought this style to clients who would stay for a long period. They realized in the beginning clients
loved the luxurious service but after a month they longed for their home. Thus a serviced apartment
would offer most of the aspects of your home. Making you feel at ease, as though you were at home.
Many corporate who travel to other states or countries find it difficult to adjust to the new culture and
setting. For some time the hotel service is welcome but later you long to dwell your own style.
why service apartments were brought into being
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You cook and eat and live the style you want. You are even provided with a maid/manservant who will
get you groceries or any other requirement. Making it just the way it would be at home.
Nowadays Indian immigrants coming to India to settle opt for this type of apartments. As they hunt for a
new house they accommodate themselves in comfort in a service apartment. So they do not have to
compromise on their lifestyle or go through the hassles of shifting in a rented home with zilch amenities
then shifting out.
It is an acceptable alternative even for foreign nationals who travel to other countries. Once a Chinese
citizen reported that he was tired of eating the food of another culture that didn’t suit his body. Ultimately
the service apartment came to his rescue. He was happy that he could cook and live the way he wanted.
Facilities available in service apartment
The service apartment is made to look and feel exactly like a home. Every room is furnished with a
television & music set, microwave and other electronic goods. Moreover some hotels also provide you
with magazine and shoe racks. Cleaning is done every day. However a senior hotel manager mostly
accompanies the cleaning staff so that they are never alone in the room.
Pricing of the service apartment
The cost of a service apartment too is as attractive as the concept. It can vary from Rs. 7000 a month to
over Rs. 11 lakhs a month for a well equipped 3 bedroom apartment with all the amenities including a
swimming pool, gymkhana, a garden or even more.
The tariff charge depends on how long is the stay. It is less expensive if the person has a prolonged stay. It
can be bargained if the stay is for a month or even more for a year. A service apartment generally provides
you with an AC furnished flat, equipped kitchen, TV, fridge, washing machine, landline, internet, power
back-up, fire safety & security and some even provide you with a locker. However before booking the
apartment always make sure what is inclusive and what is exclusive. For instance who will pay the
electricity, maintenance? Hence make sure what are you paying for that.
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Advantage of the service apartment
Service apartment is a new concept in the Indian real estate industry. This concept has given a new
direction to the realty sector. This concept have emerged as a booming concept in the real estate
industry.Here are the some example who shows the advantage of this concept-
Provide a comfort like as our own home.
you don’t have to adjust with your lifestyle.
Better for both the party.
Apartment owner have a regular income from this concept.
Provide batter security then hotels.
Batter for longer stay.
Rented price are adjusted according to your requirement.
Easy connectivity is there.
Every facility was in there means you can make your own food..etc.
Easy availability of regular uses things.
Major Service apartment in gurgaon with their specification
1. project name unitech escape premiere
Location sector 71 & 72 gurgaon
Specification fully fuenished villa ,basic sales price rs. 7075600
space 1595 per sq. ft.
price list depend on the different size,like for espace premiere villas type duplex
size 36955 sq. ft.
price rs. 3653025 for b1 duplex
size 5572 per sq. ft. price rs. 31047184
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2.project name godrej frontier
Location scetor 80 gurgaon
Specification basic selling price rs.9330 sq. ft.
EDC RS. 328.14 PER SQ.FT.
IDC RS. 50 PER SQ. FT.
price can be depend on the term and condition
3. project name vipul greens
LOCATION sohna road nh-8 gurgaon
SPECIFICATION all facility are available
for 2170 sq.ft. 4bhk 5500 per sq.ft.
total price is 1.26 crore
18 floor in a complex
owernership is free hold
4. PROJECT
NAME VIPUL BELMONTE
LOCATION golf couse road gurgaon
Specification fully furnished apartment
2bhk,3bhk,4bhk apartment available for sale
3bhk area 2450 per sq.ft. price 2.32 crore
4bhk 3110 per sq.ft. in 29545000RS.
AVRAGE price 2490 sq.ft. in RS. 9500sq.ft.
contact no. 9999011603
5. PROJECT
NAME Emaar mgf palm gardens
LOCATION ADJACENT TO NH-8 NEAR SOHNA ROAD GURGAON
SPECIFICATION price RS.4500 per sq.ft.
approximate area 8 acres
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primium 3 bedroom , lounge and s. room
6. PROJECT
NAME TATA PRIMANTI
LOCATION SECTOR 69 GURGAON
SPECIFICATION 3 bhk 6500 per sq.ft. area 2185
4 bhk small 6600 per sq. ft. area 2625
4 bhk large 6600 per sq. ft. area 29056 sq. ft.
ex. Appt-RS. 7400- area sq.ft. 3300 sq.ft.
7. PROJECT
NAME MADELIA
LOCATION MANESAR GURGAON
SPECIFICATION offer 2,3,4bhk apartment
2bhk-1292 sq. ft.
3bhk - 1772 size sq.ft.
4bhk - 2175 sq. ft.
price 2bhk - RS.3697 PER SQ. FT.
PRICE 3BHK - 3310 PER SQ. FT.
PRICE 4 BHK -3211 PER SQ.FT.
CONTACT NO. 91 124 4816400
8. PROJECT NAME ANSAL ALBA ESENCIA
LOCATION SECTOR 67 SOHNA ROAD GURGAON
SPECIFICATION offer 3bhk room
ground + basement area 1269 sq.ft.
first floor 1357 built up area price of 57 lack
second floor 1357 built up area of 63 lack
9.PROJECT NAME BPTP AMSTORIA
LOCATION SOUTH DELHI THROUGH THE DWARKA EXPRESSWAY
SPECIFICATION spread over 200 acres
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10. PROJECT
NAME RAHEJA DEVELOPER
LOCATION SCETOR 108 DWARKA GGN EXPRESSWAY
SPECIFICATION 1365 sq. ft. 5396 sq. ft.
penthouse - 6027 sq. ft.
pent house-4547 sq. ft.
3bhk -1963sq.ft.
3bhk - 1953 sq.ft.
2bhk -1432sq. Ft.
2 bhk 1408 sq. ft.
11. PROJECT
NAME JMD GARDENS GURGAON
LOCATION SITUATED ON MAIN SOHNA ROAD GURGAON
SPECIFICATION 10000 SQ. FT. BUILT UP AREA 11 ACRES
FLAT TYPRS 3 BEDROOM 1875 SQ.FT.
3+STUDY 2020SQ.FT.
4 BEDROOM 2315 SQ FT.
12. PROJECT
NAME SUNCITY HEIGHT
LOCATION SUNCITY TOWNSHIP GURGAON
SPECIFICATION BUILT UP 6.16 ACRES OF LAND
160 APARTMENT AND 16 PENTHOUSE
IN HOUSE CLUB OF 1500 SQ.FT.
3&4 BEDROOM AREA FROM 2302 SQ.FT. TO3117 SQ.FT.
13. PROJECT
NAME UNITECH SOUTH PARK
LOCATION SOHNA ROAD SECTOR 70 GURGAON
SPECIFICATION 1200 SQ. FT. TO 1600 SQ. FT.
2$3 BHK APARTMENT RANGING 1015SQ.FT. TO 1610 SQ. FT.
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LAND AREA 27 ACRES
2BHK - 6 LACK
3BHK - 8 LACK
2 BHK+2T 1200 SQ. FT.
3BHK + 3T 1500 SQ. FT.
14. PROJECT
NAME IREO SKYON SPACE AGE LIVING
LOCATION SECTOR 60 GOLF COUSE ROAD
SPECIFICATION 1365 SQ.FT. 3927 SQ.FT.
500 ACRE IREO CITY
2BHK -1365 SQ. FT.
2BHK+5Q -1542SQ.FT.3BHK +5Q -2045SQ.FT.
5BHK-SIMPLEX-3927 SQ.FT.
15. PROJECT
NAME IREO VICTORY VALLY
LOCATION SECTOR 67 GOLF COURSE ROAD
SPECIFICATION 1435 SQ. FT. TO 5977 SQ. FT.
TOTAL LAND AREA 25 ACRES
NO. OF APARTMENT 762 APPROXIMATE
RANGING 2 TO A CRORE TO 5 CRORE
2BHK 1435SQ. FT.
3BHK 2490 SQ.FT.
4BHK 2841 SQ.FT.
5BHK 5883 SQ. FT.
16. PROJECT
NAME SPAZE PRIVY AT4
LOCATION SECTOR 84 GURGAON
SPECIFICATION 1465SQ. FT. TO 3200 SQ. FT.
11.5 ACRES OF PRIME LAND
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2BHK 1465 SQ.FT.
3BHK 1745 SQ.FT.
4BHK 2670 SQ. FT.
5BHK 3200 SQ. FT.
17. PROJECT
NAME VIPUL WORLD
LOCATION SECTOR 48 SOHNA ROAD GUEGAON
SPECIFICATION 150 ACRES OF LAND
PRICE 1.98 CRORE
AREA AVAILABLE 360 SQ YARD NORTH
240 SQ.YARD. SOUTH
192SQ.YARD. WEST
IMT Manaser city profile
Manesar is a fast growing industrial town in Gurgaon district of the State of Haryana in India, and is a
part of the National Capital Region (NCR) of Delhi.[1] It has transformed from a sleepy village to one of
the fastest growing townships in India. It is an upcoming area of NCR. Some of the developers have
added a new tag to Manesar calling it as "New Gurgaon".[2] Proximity to political nerve center
- Delhi has also led the government to establish headquarters of some institutes of national importance
here like the National Security Guards (and its training center), National Bomb Data Centre
and National Brain Research Centre.
Population
More than 100,000 people go to work in Manesar from adjoining places. The Gurgaon-Manesar Master
Plan projects the population of 37,00,000 by 2021.[3] It has many factories, offices, hotels and
educational institutes.
Connectivity
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There are several sightseeing spots around the area, some overlapping with Gurgaon.Manesar is 32 km
from IGI Airport and has some of the best urban infrastructure in northern India. Located on NH 8, the
area is well connected with Delhi, Jaipur, Ahmedabad and Mumbai; air connectivity is equally good.
History
Original Manesar village was a sleepy village of about 1000 dwellings on Delhi jaipur highway (NH-8),
but since late nineties it has been transformed in to a boom town with some of the world-brands opening
factories here. Its growth has been helped by government's drive to move out factories from Delhi as
well as booming of Gurgaon city (15 minutes away) and proximity to Delhi's Indira Gandhi
International Airport (approximately 40 minutes). The original Manesar village has people from
different communities but 80% of the residents areYaduvanshi Ahirs also called Yadav and their main
profession was agriculture. However today it is swamped by people from all across the globe, and any
thinkable profession you can think of in the modern India.
Transport:-
Manesar lies on National Highway 8 and is served by local buses plying on this route. The nearest
railway station is Gurgaon station.
Haryana Metro Rail Corporation
Haryana will set up its own Metro Corporation to extend the metro-rail facility to areas in the national
capital region (NCR) falling in Haryana, also plans to extend the Metro-rail up to Manesar town.
Proposed Delhi Metro Link to Manesar
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The sustained demand from the IT and ITeS sector has resulted in Sector 8 of IMT, Manesar emerging
as a "Next Generation IT-ITeS Destination" in the Gurgaon district. Significant infrastructure
improvement is underway in Manesar. The Delhi-Jaipur highway has reduced the travel time from Delhi
to Manesar from 90 minutes to 30 minutes. To improve public transport further, plans have been made
to extend the Delhi Metro to Manesar. However no plans or work has started and Metro officials denied
any possibility even in near future.
Kundli-Manesar-Palwal Expressway
The construction work for 135.6 km long Delhi Western Peripheral Expressway, also known as
the Kundli-Manesar-Palwal Expressway, is going at full swing.Kundli-Manesar-Palwal (KMP)
expressway was planned to become operational by June 2009 but may not be ready before 2012. Delhi
will be relieved of the congestion of heavy night traffic. The expressway will act as a bypass for the
night vehicles.[17]
KMP Expressway has been divided into three packages of 45 km each. Three major camps at Kundli,
Manesar and Palwal have been established, supported by three ancillary camps at Jassoure Kheri, Badli
and Taoru. Four flyovers have been proposed at places where the expressway will cross national
highways, namely, NH 1, NH 10 and NH 8. Sixteen overpasses and underpasses at crossings on state
highways and major district roads; 7 overpasses, 9 underpasses and 27 underpasses at crossings on
village roads; and 33 agricultural vehicular underpasses, 31 cattle crossing passages, 61 pedestrian
crossing passages, four railway over-bridges, 18 major and minor bridges, cross drainage works
(culverts) at 292 locations, and two truck parking and four bus bays.
IMT Manaser map
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Sector wise specification of the companies:-
IMT manaser has been divided into eight sectors.there are approximately 1500+ companies are doing
their business.so during making city profile of manaser it seems to be necessary that what type of
companies are located in each sector and what are their business type.
So here is the some detail which gives you the bucket of information about the business type of the
company:-
Sector1:-under development, real estate firm’s mainly residential projects in this area. there is not very
much manufacturing going on.
Sector2:-mainly banking companies , shopping mall are located in this area.
Sector3:-Major auto-firm like HONDA PVT LTD,Bosch,JNS are located in this area.this sector is a
completely mass up with the auto-parts manufacturing firm.
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Sector4:-This area is mainly covered by the garment export firm who manufacture jeans,t-shirt,ladies
item and all the garment related product. some wooden,lather companies are also there.
Sector5:-Mainly electric related firm are there like Mitsubishi electric,kuma who manufacture
switches,elevetors,cables etc.
Sector6:-In this area mix-up of companies are there like sports, lather and electric.etc.
Sector7&8-Mainly IT/ITES companies are there. These sector are the hub of BPO/KPO companies.
IMT Manesar- Business Environment
Industrial Model Township (IMT) is a 1,750-acre (7.1 km2) ultra modern Integrated Industrial Park that
was initially planned as a joint venture of the Centre, Haryana government and a Japanese company. But
it was finally taken over by the HSIDC in 1997 to be developed exclusively as an industrial area. IMT is
strategically located along the National Highway 8, linking Delhi and Jaipur and is just 23 km
from Gurgaon. It is one of its kind in the country and was conceived to provide services and facilities
that would place the state on a global map of industrial competitiveness.
Development strategy:-
Manesar has been developed in four phases. HSIDC has developed 1,750 acres (7.1 km2) of land in
phase I, while work is in progress in Phase II (180 acres) and Phase IV (650 acres). HSIDC has allotted
phase III (600 acres) to Maruti Udyog Limited for their expansion project. Manesar is an integrated and
independent industrial town having all the basic infrastructure to facilitate industrialisation of the area.
The facilities include hi-tech Telecommunication, 220KV Substation, water supply, sewerage
disposal, helipad, shopping arcades, health centres, schools, wide metallic roads, Golf Course and Clubs.
32 km from the IGI airport and 45 km from Connaught Place Manesar is well connected with Delhi and
Gurgaon. Manesar is a natural choice for both entrepreneurs and employees working there.
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With industrial units employing thousands of people, there is no dearth of buyers for the residential
projects. It takes about 20–25 minutes to drive to the Indira Gandhi International Airport, New Delhi. 5
Star Hotel, Golf Course, Business Conference facilities, Super specialty hospital, Helipad and many
others are soon to come.
After the authorities have hired RITES as their consultant to audit the condition of roads
within Gurgaon, the quality of roads can only be expected to improve. RITES will conduct quality-
control tests to ascertain if the required standards have been followed while laying the roads. Money to
contractors will be released only after they come clean on quality control tests. So far their own
engineers and technical staff checked and approved the payments. With conditions like clearance from
third party (RITES) in force, roads can only improve.Agilent Technologies Inc, the world's premier
measurement company and a technology leader in communications, electronics, life sciences and
chemical analysis, has strengthened its presence in the country by opening its new campus in Manesar.
Agilent has invested about $40 million in this facility.
Medical facilities
A 250-bed multi-speciality hospital is being constructed in Manesar. It will provide all OPD and
emergency services, life saving, therapeutic and curative secondary care to the general population and
tertiary care will be added as per need.Rockland Hospital in Delhi will provide its expert backup for
tertiary care to begin with. Since this facility is close to NH-8, one of the key specialties will be critical
care and trauma.[3]
The hospital will be operational by 2010. With immediate effect, the group has commissioned a clinic
on site of the main hospital
Why manaser counted as a booming city
Manesar is set to emerge as a focal point for future real estate development in Gurgaon. Manesar on
Gurgaon-Jaipur NH-8 has got a booster dose as Gurgaon’s new master plan projecting massive
expansion of the cyber city takes 300 more will start production in 6 months time.
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the IMT Manesar has been the most sought after industrial township is clearly evident from the high
demand and steep rise in the prices of industrial plots here. About 3 years back, these industrial plots
were available for about Rs 3000 per square meter. Today the market rates have shot up to over Rs
15,000 per square meter,” says Sandip Sharma of Nimmi Industrial Consultants.
Delhi Mumbai Industrial Corridor Project
The Delhi Mumbai Industrial Corridor Project is a State-Sponsored Industrial Development Project of
the Government of India. It is an ambitious project aimed at developing an Industrial Zone spanning
across six states in India. The project will see major expansion of Infrastructure and Industry – including
industrial clusters and rail, road, port, air connectivity – in the states along the route of the Corridor.The
ambitious Delhi Mumbai Industrial Corridor (DMIC) has received major boost with India and Japan
inking an agreement to set up a project development fund.The initial size of the Fund will be Rs
1,000 Crore (about $212 milion). Both the Japanese and Indian governments contribute equally.
The corridor would include six mega investment regions of 200 square kilometers each and will run
through seven states Delhi, Western Uttar
pradesh,Southern Haryana,EasternRajasthan,Eastern Gujarat,Western Maharashtra and.[22] Manesar-
Bawal is one of the investment regions selected for development in the first phase of ambitious Delhi-
Mumbai Industrial Corridor. More than 60 per cent of Haryana's area comes under the project area of
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this ambitious DMIC project, which is extended up to 150 km on both sides of the alignment of Delhi-
Mumbai Dedicated Freight Corridor.
This would open a floodgate of opportunities all along NH-8, NH-2, NH-1 and NH -10 for developing
industrial, urban and supporting infrastructure through public-private initiatives, seven Investment
Regions and 13 industrial areas have been planned along this Corridor and Manesar-Bawal is one of the
investment regions selected for development in the first phase.The Growth Centre Bawal has been
evolved as a mega industrial hub and large numbers of multi-national companies have selected Bawal as
their manufacturing base.
During last three years, HSIIDC has allotted 78 Industrial plots in Bawal under prestigious category for
medium and large scale projects with capital investment of around 1.18 billion USD.
Educational level
As constitution of India says that “a person who is able to read and Wright his name is called as
literate person and literacy rate is also measures using this measurement.In IMT manaser around
97% people are literate. The reason behind this higher literacy rate is that most of the people are
job person.
People’s living standard
Most of the GradeI,GradeII,GradeIII employee are come from outside.Only GradeIV class
employee come from adjacent villages of manaser. So people living standard is above poverty
level. Every household own a TV,VCD,Refrigrator,Cooler,Fan.
Marital status
Based on the 250 companies data I have ,I can say that the ratio of married and unmarried is
55%:45%.
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Income group
Different companies have different salary package for different grade of employee.
Grade I-(Head of HR,Admin,Account,Marketing,Operation,IT.etc.) average salary
package are in the range of 65000 to1.50000 rs per month.
GradeII-(Junior HR, Assistant manager Marketing, Account,IT,Secutrity) average salary
package are in the range of 25000 to 50000 rs per month.
GradeIII&IV-(including labour class,Marketing executive,fresh management trannies)
GradeIII- Average salary package are in the range of 10000 to 30000 Rs per month.
GradeIV-Average salary package are in the range of 5000 to 12000 Rs per month.
Employee strength
Most of the people belongs to the level third and fourth grade.
Grade I employees:-Strength about 5% of the total organization strength.
Grade II employees:-Strength about 15% of the total organization strength.
GradeIII employees:-Strength about 30% of the total organization strength.
Grade IV employees:-strength about 50% of the total organization strength.
Household income
The income of the family mainly depends on the working people. Their expenses and savings
also included in this but as we are doing this survey on the behalf of a private company so
companies denied giving this confidential data.
Ethnicity
Around 91%people who are working there belongs to the Hindu community rest of the people
belongs to the Muslim, Sikh , Jain, Christian etc.
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91.00%
4.60% 4.40%
HINDUMUSLIMOTHER( jain, sikh, chris-tian etc.)
Annual Function
Average every organization organised one annual in one year. These functions are organised in
the March-April, August-September, and November-December month.
Survey- Questionnaire
Name:
Age:
Address:
Company Name:
Question 1. What type of business do you own?
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Ans:- Sole proprietorship _________ Partnership _________ Corporation _____
Question 2 where do you sell your products?
Ans:- _______ In a business premise ______ Online ______ At home
Question 3. How many People are working in your organization?
Ans:-
Question 4. How many People of your organization are?
Ans:- ------------Full Time ------------Part Time
Question 5. How many people in your organization reside here in Manesar and how many of them
commute from outside?
Ans:-
Question 6. How do the people commute everyday to the office? (Company Bus, Cab, Private Car, Two
wheeler).
Ans:-
Question 7. How many People in your organization are:
Ans:- ------- Married or -----------Single
Question 8.If they are in need of Something Where do the people go for Shopping or Social Office Meeting
generally?
Ans:-
Question 9. Does your Organization organize any Annual Event or Function for the Employees if yes
When?
Ans:-
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Question 10. Please provide us with the following details (Name, Designation, Contact no.) of the
Respective Heads of the Respective Department? (Human Resource, Administration, Marketing).
Ans-:
Question 11. Please could you provide us the Income Group of your Employees in the Organization?
A) 5000-10000
B) 10000-20000
C) 20000-40000
D) 40000-100000
E) 1 lakh & above.
LEARNINGS
During Summer Internship at DLF Home Developers Ltd. I have learned uncountable things and gain
par knowledge with the help of well experienced guides & they cannot be written and summarized.
Some of them are mentioned here:
Practical Knowledge of up and down of market-
I have learned how a market behaves with little changes in environment and how it affects the
business.
Get aware of various factors that affect Real estate business-
Various factors like; cost, supply, raw material, quality, perceptions, nature, government policies,
various laws etc. plays a vital role in decision of a consumer.
Learned how to make contacts and coordination with vendor-
I have learned to make contacts and coordination with vendor for long term results. This is very
necessary because in the real estate industry construction material cost about 50% of the total
expenses.
Learned how to fulfill commitments-
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I have learned if you make a certain commitment you must obey that and fulfill in time and if you
don’t then always regret yourself, this will generate trust in the eyes of your mentor.
Competitor’s position and their effect-
By understanding various forces and analysis I am able to know the exact story of competitors and
their market share their profits and also the factors responsible for that.
Importance of time-
I have learned to work in time and according to the time because if you lose a single piece of
information then it will cost at least 20 to 25 lacs Rs business for a single week and this will also
make you and to your company very badly advertised.
Flexibility to do work-
You should ready to work 24*7*365 and anywhere in the world at any time. Once you decided to
work like that success will follow you accordingly.
Communication with Broker, Hr executive of the company
I have learned how to start a conversation with a retailer? How to seek his permission for starting
thing done? How to take him in confidence to close a call as a successful call?
Marketing manager experience and his guidance is the real asset that I have got during
training-
Our marketing manager Mr.Parthiv Majumdar was always ready to help me whenever I have
required. He has mastered both in theoretical knowledge but as well as practical work and he also
makes me aware about the practical scenario of Real Estate working.
Culture knowledge of a vast Real Estate company-
I learned how a big Real Estate player operates and how can we fit into these type of organization? So
while working in the DLF it was felt that once you join a Real Estate company you should be very open,
very polite, with full of your senses, work with full of commitments, expression of thoughts must be
clear and many other things too
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Suggestions
Below are the some suggestions which may be useful for companies to attract more customer and
increases profit.
Real estate companies have to change herself according to the market condition. This means that
organization have to be dynamic in nature.
Vendor management has to be done properly because if companies are not able to deliver their
product at the right time then customer loyalty and credibility towards company image may be
lost.
Real estate firm have to invest more money in the training and development program of their
agents. These are the person who directly interacts with the buyer on behalf of the organization.
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BIBLIOGRAPHY AND REFERENCES
www.dlf.in
www.dlffoundation.in
www.timesofindia.in
www.scribe.com
http://www.hindustantimes.com/
http://economictimes.indiatimes.com/
www.emaarmgf.com
www.vatika.com
www.gurgaonproperty.net
www.propertyvertical.net
Govt of Haryana website
Books:-
Marketing research-k.malhotra
Research paper:-
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Harward business review on “competitive strategy and real estate development” by
Professor Michael.e.porter
Real estate forum, real estate review magazine, DLF real estate review magazine
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