Himanshu Joshi Project Report
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Transcript of Himanshu Joshi Project Report
Himanshu Joshi, AIMCA-2011
1.1 INTRODUCTION
India has been ranked as the fourth most attractive nation for retail investment among 30
emerging markets by the US-based global management consulting firm, A T Kearney, in
its Global Retail Development Index (GRDI) 2011. AT Kearney has also conducted a
different study which says that organized retailers should follow hypermarket concept to
penetrate through India’s US$ 435 billion industry. According to the report, given the
gigantic size of the Indian retail market, it is no surprise that many Middle East retailers,
most recently Lulu, have announced their interests to extend their retail operations to
India. According to a research report named ‘Retail Sector in India’ by Research and
Markets, Indian retail sector accounts for 22 per cent of the country's gross domestic
product (GDP) and contributes to 8 per cent of the total employment. The report further
highlighted that hypermarkets (currently accounting for 14 per cent of mall space) will
witness immense progress in the Indian landscape
Retail industry is currently on boom without any doubt & the experts predict the same
will continue in the future as well. The basic idea behind selecting the topic for research
is to find out whether the retail malls lives upon the expectations of consumer or not and
to analyze how the growth of retail malls in tire – III cites impact real estate business .
The organized retail sector is expected to grow stronger than GDP growth in the next five
years driven by changing lifestyles, strong income growth and favorable demographic
patterns. With the mushrooming of malls, multiplexes, and supermarkets consumers are
treated to a completely different shopping experience. The government has resisted
pressures from giants such as Wal-Mart, Carrefour and Tesco who want majority
control in their investments. Yet, the Indian retail segment continues to make rapid
progress, courtesy Indian firms, who want to make a killing while the going is good and
the market continues to grow.
I have chosen this topic because of the following reasons:
1. To know the advancement of real state sector in the Kumaoun reason.
2. To present a detailed study of consumer choice pattern in tier- 3 cities.
Himanshu Joshi, AIMCA-2011
1.2 CHAPTER ARRANGEMENT
In this report I have divided chapter into four different sections.
CHAPTER I: Introduction, Objective of Study, Research Methodology, scope of
study & Limitations of Study.
CHAPTER II: This part of project report states the theoretical background and profile of
the company. Industry Profile & Company Profile
CHAPTER III: This part of project report contains data analysis on the basis of
questionnaire and Findings. Data Analysis & Findings
CHAPTER IV: In this part of the project report I finally conclude the project with some
recommendation. Recommendations & Conclusions
1.3 OBJECTIVES OF STUDY
The overall purpose of this endeavor is to investigate empirically customers’
preference towards exclusive and multi brand retail outlets and to determine how
it effect on real estate business.
This study is also aimed at finding out the relation between major demographic
variables and preference of retail formats.
To study the preference given by consumers in term of quality, ambience, service,
scheme and location for retail purchase.
Identifying and Evaluating Development Impacts
A. Quantitative Changes
B. Community Perceptions
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Himanshu Joshi, AIMCA-2011
1.4 PERIOD OF THE STUDY
The period of study was of 6 weeks starting from 6th June 2011 to 16th July 2011.
1.5 RESEARCH METHODOLOGY
RESEARCH DESIGN:
Descriptive research design will be used.
Type: Descriptive Study
Scope: combination of theoretical study as well as Statistical Study
Environment: Field Research
DATA SOURCES:
PRIMARY DATA - Survey of Customers in tire – III cities like all cites of Almora,
Nainital and U.S. Nagar District.
The tool of collecting data during the study was:.
1. Questionnaire method
2. Method of observation
So we can say data was collected with the help of Questionnaire Method and Survey
Research as well as unstructured observation will also come in use at some part (topic) of
study.
SECONDARY DATA - It will be collected with the help of Internet, books, journals,
articles of newspapers & magazines and research papers related to booming organized
retail sector.
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Himanshu Joshi, AIMCA-2011
DATA ANALYSIS:
After data collection, next stage is analysis of data; it is used to transform the mass data
into some significant understandable form.
processing of data.
The following steps are taken for the
Editing: It is a process of examining the collected raw data to detect errors and
commissions and to correct these when possible. Careful scrutinizing of the complete
quest is movies.
Classification: The data arranged in groups or classes on the basis by common
character is these are place in one class and in this way the entire data get.
Tabulation: The data after classification is tabulated for easy reference and study.
Graphical representation: Pictorial and graphical representation where ever necessary
was also undertaken. Bar graphs and pi-charts are extensively used in this to make
it more reader friendly.
SAMPLING DESIGN:
Population: Consumers of tier – III city
Survey area: Consumer located in different city of Almora, Nainital and U.S.
Nagar District
Sampling method: Non-Probability Convenient sampling plan.
Sample size: 100 respondents from Above mention city
Sample Unit - The sample Unit taken by me; General public of different age
group, different gender and different profession.
Sample Techniques - In the Project sampling is done on basis of Probability
sampling. Among the probability sampling design the sampling design chosen is
stratified random sampling. Because in this survey I had stratified the sample in
different age group, different gender and different profession.
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Himanshu Joshi, AIMCA-2011
1.6 SCOPE OF THE STUDY
This study will help in following manner
To know the awareness of people about different brands of retail sector.
Result will be the knowledge about customer’s preference towards exclusive and
multi-brand retail outlet that will be helpful to find out the factors that influence
the satisfaction level of customer.
It will be helpful to know the connection between demographic factors of
consumer like age, income, education and choice of people for different types of
product.
1.7 LIMITATIONS OF THE STUDY:
The present study is limited to the growth of retail sector in India and its impact
on real estate business only.
The bias of respondents while responding cannot be eliminated.
The study was limited to only in Nainital district, U.S. Nagar District and Almora
district.
DELIVERY METHOD:
Two hard copies in form of booklets and two softcopies in form of CDs.
First copy of project report will be submitted to project guide.
Second copy is participant’s own copy.
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Himanshu Joshi, AIMCA-2011
2.1 INDUSTRY PROFILE:
2.1.1 REAL ESTATE SECTOR: AN INTRODUCTION
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 has 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.
Advantage India: 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%.
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Himanshu Joshi, AIMCA-2011
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 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. Here’s a snapshot!
REAL ESTATE
The real estate sector in India is on a growth path. The development in the real estate
market encompasses growth in both commercial and residential spheres. Further, it has
been estimated that there would be shortage of 26.53 million houses during the Eleventh
Five Year Plan (2007-12), which provides a big investment opportunity, according to a
report by the Technical Group on Estimation of Housing Shortage. The popularity of the
Indian real estate sector is also highlighted by a report ‘Emerging trends in Real Estate in
Asia Pacific 2011’ published by PriceWaterhouseCoopers and Urban Land Institute. The
report focuses on various places where developers such as Ansal Properties and Omaxe
are building commercial and residential developments. These places include Jodhpur,
Agra, Punjab, Uttar Pradesh, Haryana, Madhya Pradesh, and Rajasthan among others.
2.1.2 INDIAN REAL ESTATE: INVESTMENTS
During 2010-11, the Indian real estate and housing sectors received US$ 1.12 billion in
foreign direct investment (FDI), according to the Department of Industrial Policy and
Promotion India (DIPP).
Further, the industry also witnessed growth in private equity (PE) investments as well.
Around 20 deals worth US$ 1.32 billion took place during January-May 2011, as
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Himanshu Joshi, AIMCA-2011
compared to 22 deals worth US$ 483 million during the same period last year, according
to Venture Intelligence, a research service focused on PE and mergers and acquisitions
(M&A).
Some of the major deals that were undertaken during the first five month of the current
calendar year include investment of US$ 320 million by Jeff Morgan Capital in Compact
Disc India’s film city project, investment of US$ 318 million by Warburg Pincus in
Oceanus Real Estate and Ascendas India’s investment of US$ 190 million in Phoenix
Info city. Further, US$ 86 million was invested by Tata Realty in Peepul Tree Properties.
2.1.3 INDIAN REAL ESTATE: MAJOR DEVELOPMENTS
Phoenix Group, an infrastructure company, plans to invest around US$ 44.68
million in six real estate ventures in Hyderabad.
Mumbai-based infrastructure and real estate company Atlanta is looking for a
partner to buy 26 per cent stake in a US$ 2.12 billion entertainment township
project it is developing at Suvali near Surat in Gujarat.
Patel Realty India Ltd, a wholly-owned subsidiary of Mumbai-based publicly-
held Patel Engineering Group, plans to launch 3-3.5 million sq ft of projects
valued around US$ 66.48 million during 2010-11 across the country.
Phadnis Group plans to invest US$ 176.68 million in sectors such as real estate,
hospitality and infrastructure in the next three years.
India Property Fund, managed by NRI investor Purnendu Chatterjee's TCG Real
Estate and US-based Vornado Realty Trust, will be investing US$ 60.32 million
in two residential developments in national capital region (NCR) and Mumbai.
Shapoorji Pallonji Group has floated a US$ 500 million private equity (PE) fund,
mainly focussed on real estate.
Real estate company Ambuja Realty is planning to set up three more tourist
resorts in West Bengal and Sikkim on the lines of the Ganga Kutir model in West
Bengal.
Real estate industry has grown to over US$ 2.49 billion in Chhattisgarh with the
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Himanshu Joshi, AIMCA-2011
state government collecting revenue of US$ 181.65 million from stamp duty and
registration fee on land transactions.
Real estate developer DLF has decided to develop its US$ 226.18 million
Infopark project spread over 54 acres comprising of an IT block, a luxury hotel, a
retail chain, service apartments and recreational facilities in three phases.
The Government of Punjab has approved the master plans for the planned
development of eight towns - Sultanpur Lodhi, Hoshiarpur, Tran Taran, Sangrur,
Bhaga Purana, Rama Mandi, Kotkapura and Fatehgarh Sahib.
DBS Affordable Home Strategy Ltd, in association with SAATH, a non-
government organisation, will launch a 3,800 residential housing project in US$
8,985-US$ 22,464 bracket under the brand name 'Umang Vinzhol' in Ahmadabad.
Puravankara Projects Ltd has announced US$ 379.68 million luxury residential
project at Pallikaranai in the suburbs of Chennai.
Chennai-based real estate developer, True Value Homes India Pvt Ltd (TVH),
plans to invest around US$ 178.39 million over the next three years to develop
around 12 projects, majority of which will be in the residential segment.
Tata Housing Development Company Ltd plans to invest nearly US$ 22.22 billion
in developing another 40 million sq ft of housing across India in the next three
years, including around US$ 77.80 million in low-cost and affordable housing.
2.1.4 INDIAN REAL ESTATE: GOVERNMENT INITIATIVES
The Government has undertaken various initiatives to help the sector grow in the recent
past. Some of the major government initiatives include:
Allowing 100 per cent FDI in townships, housing, built-up infrastructure and
construction development projects through the automatic route, subject to
guidelines as prescribed by DIPP
Allowing 100 per cent FDI under the automatic route in development of Special
Economic Zones (SEZ), subject to the provisions of Special Economic Zones Act
2005 and the SEZ Policy of the Department of Commerce
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Himanshu Joshi, AIMCA-2011
In the Union Budget 2011-12, Mr Pranab Mukherjee, Union Finance Minister presented
various initiatives for the real estate sector, especially focusing on affordable housing.
Some of these initiatives include:
Raising the limit on housing loans eligible for a 1 per cent subsidy in interest rates
Widening the scope for housing under "priority-sector lending" for banks, making
interest rates cheaper on them
Earmarking substantial amount to the Urban Development Ministry for spending
on extension of Metro networks in Delhi, Bangalore and Chennai
Allocating US$ 20.03 million for the urban infrastructure development project.
The Urban Development Ministry received US$ 1.5 billion, an increase of US$
68.53 million from the last fiscal 2010-11.
Increasing allocation for Bharat Nirman to US$ 12.89 billion. Bharat Nirman
consists of 6 flagship programs, the Pradhan Mantri Gram Sadak Yojana
(PMGSY), Accelerated Irrigation Benefit Program, Rajiv Gandhi Grameen
Vidyutikaran Yojana, Indira Awas Yojana, National Rural Drinking Water
Program and Rural telephony.
2.1.5 INDIAN REAL ESTATE: ROAD AHEAD
The affordable housing segment is expected to play an important role in the
growth of the real estate sector in India in 2011, on the back of increasing demand
for such housing, according to the Confederation of Real Estate Developers'
Associations of India (CREDAI).
"Affordable housing will be a key factor in driving the sector and we have already
started working on progressive solutions in this area for effective and customised
implementation of such projects," CREDAI Chairman Kumar Gera said.
Further, growth in the infrastructure sector is also expected to accelerate real
estate activities, in commercial as well as residential segments, during this year.
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Himanshu Joshi, AIMCA-2011
2.2 COMPANY PROFILE
2.2.1 “ASSOTECH LIMITED”
The seeds of “Assotech Limited” were planted in the year 1987 by Mr. Sanjeev Srivastva,
a distinguished Civil Engineer with a mammoth experience of more than two decades in
doing pioneering works, designing and executing various civil construction projects. The
Group is a conglomerate of companies engaged in Real-Estate development, offering a
whole gamut of activities related development and construction. Assotech Ltd has a
sizeable presence in the northern and eastern parts of the country having completed a
number of prestigious projects. The group has close to a 23.50 Billion Rupees worth of
projects under various stages of development and execution.
Assotech Ltd with a motto to build ‘Next Generation Spaces aims to change the meaning
of Real Estate Development in the country by creating tailor made world class
Residential, Retail, Corporate, Hospitality, & Healthcare projects within the reach of a
common man.
Assotech Limited, an ISO 9001:2008 company, is one of the leading real estate
developers with almost twenty five years of rich experience. It is advancing at a fast pace
to be one of the most creative, innovative and lustrous developer of residential, retail,
corporate, hospitality and healthcare spaces in the country. Its innovative projects are
symbols of "Reliability with High Standard Quality" undertaken with extensive research-
led engineering, design and construction experiences with strong observance to ethical
business practices. Currently the group is developing projects in various verticals of real
estate in States like Delhi-NCR, Uttar Pradesh, Madhya Pradesh, Uttarakhand, Odisha,
Bihar, etc. Assotech having developed over 7 million sqft of built up area for its esteemed
customers is currently developing more than 8 million sqft of built up area in these
states?
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Himanshu Joshi, AIMCA-2011
PHILOSOPHY
The philosophy of continuous improvement is practiced at Assotech Limited which
believes in delighting customers and not just the customer satisfaction. The secret of our
success can be attributed to a combination of total quality management and the 7 Cs of
excellence - Competent, Capable, Comprehensive, Credible, Cost Effective, Consistent
and Confident.
A dream realized on time is worth too. Our "possession handover" record is exemplary
that translates into customer delight.
MISSION & VALUE STATEMENT
We are customer-focused and dedicated to providing a comprehensive range of next
generation realty products under a single roof. Our value lies in establishing long term
relationship with each customer we work with and endeavor to help them meet their
housing, commercial and business related real estate requirements on an on-going basis.
We are committed to providing our customers complete satisfaction through a wide range
of products, professional assistance and advanced information tools necessary to put them
at the most advantageous position in the market. Our customers trust us for quality,
reliability and integrity, because we “build it right the first time”. Our most valued assets,
our personnel, Assotech provides an environment where people are excited to work,
perform and achieve personal and professional growth.
LEADERSHIP TEAM
ASSOTECH vertical integration provides unrivaled expertise through its team of highly
qualified engineers and professionals from diverse disciplines i.e. Architecture,
Environmental Engineering, Landscapers, Horticulturist etc. The team comprises of 61
strong like-minded professionals and is growing at a rapid pace.
Mr. Sanjeev Srivastva
B.Tech in Civil Engineering, Founder of ASSOTECH, has led from the front. Under his
leadership, ASSOTECH has taken strides from a Construction House to a Real Estate
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Name Designated As Functional Areas
RAKESH SHARMA CFO Finance & Accounts
SHYAM KISHORE MATHUR Principal Officer Corporate Business Development
SANJAY GUPTA Senior General Manager Projects (Windsor Court)
RAJINDER KUMAR KOHLI General Manager Services
Himanshu Joshi, AIMCA-2011
Developer. An executive member of NAREDCO (National Real Estate Developers
Council) and CREDAI-NCR (Confederation of Real Estate Developers Association of
India), he is an expert on Real Estate and has delivered numerous lectures on changing
trends in Real Estate.
Mr. Rajiv Srivastva
B.Sc in Civil Engineering, has been instrumental in implementing Just in Time (JIT)
Procurement and Six Sigma in Construction. He is passionate about making Assotech
attain new heights in quality and process automation. His efforts have resulted in creating
Quality Products and Delivery System, within Assotech, in line with the International
Standards.
Mr. Manoj Srivastava
B.Tech in Civil Engineering, possesses hands on experience in integrated project
management, material management, systems and resource planning and budgetary
control. His enthusiasm and zeal for quality focused has resulted in timely delivery.
Lt. Col. Harendra Singh
Masters in Civil Engineering spearheading the Strategic Planning activities. His spirit of
a fighting soldier combined with sharp business acumen has led to Assotech's success in
construction and financial planning.
CORE TEAM
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SUJIT SEN General Manager Contracts and Billing
PRAKASH BHAGAT General Manager Sales and Marketing
DEEPAK AULEK General Manager Projects (Celeste Tower)
J. RAJASEKHARAN General Manager Projects & Construction
SANDEEP JAIN General Manager Hospitality
BIBHAY RANJAN General Manager Projects & Construction
NAVENDU KUMAR General Manager Corporate
Himanshu Joshi, AIMCA-2011
OUR ACHIEVEMENTS
QUALITY STATEMENT
ASSOTECH thrives on continuous improvement in delivery of product & services in line
with the ISO Certification. ASSOTECH`s projects are distinguished by high quality
construction and to create an ideal living and working environment.
Assotech's attitude is to deliver quality products & prompt services.
CERTIFICATION ISO 9001
w.e.f - Aug 2009 to Aug 2012 w.e.f - Aug 2007 to Jul 2009
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Himanshu Joshi, AIMCA-2011
w.e.f - Jul 2006 to Jul 2009 w.e.f - Aug 2003 to Aug 2006
CORPORATE SOCIAL RESPONSIBILITY
Corporate social responsibility (CSR, also called corporate conscience, corporate
citizenship, social performance, or sustainable responsible business) is a form of
corporate self-regulation integrated into a business model. CSR policy functions as a
built-in, self-regulating mechanism whereby business monitors and ensures its active
compliance with the spirit of the law, ethical standards, and international norms. The goal
of CSR is to embrace responsibility for the company's actions and encourage a positive
impact through its activities on the environment, consumers, employees, communities,
stakeholders and all other members of the public sphere. Furthermore, CSR-focused
businesses would proactively promote the public interest by encouraging community
growth and development, and voluntarily eliminating practices that harm the public
sphere, regardless of legality. CSR is the deliberate inclusion of public interest into
corporate decision-making, that is the core business of the company or firm, and the
honouring of a triple bottom line: people, planet, profit.
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Himanshu Joshi, AIMCA-2011
OUR PROJECTS
1. RESIDENTIAL
Global Living for Global Indians Assotech Limited, as an innovative and visionary
organisation, has always believed in being the leader in all gamut of activities undertaken
by it. When its competitors were offering conventional “homes” to prospective buyers,
Assotech pioneered the concept of “serviced apartment” with the vision of providing
“home away from home”. Our innovative spark flared further with the introduction of
“flexi homes” that could be adapted as per buyer’s needs and requirements thereby
offering more “flexible spaces” to play around. And while these concepts were creating a
huge uproar in the realty market, we pursued our passion with the introduction of unique
and unheard concept of “Tall, Iconic, Luxurious” high-rise towers providing magnificent
panoramic view of Delhi-NCR skyline, besides world class luxury. Our latest cutting-
edge development came up with “MUVS” (Multi Utility Variable Space) and “MOVES”
(My Own Versatile Expansive Space) with former being the “Homes that do more” and
latter being the “Homes that give more”. Such homes provide multi-utility variable space
along with a plethora of facilities and amenities to enable its buyers to live a tension-free,
hassle-free life. Throughout our journey in the residential arena, we ensured that our
innovative spaces always transgressed the psychological, cultural and emotional
boundaries to integrate our buyers with us, forever.
ON-GOING PROJECTS
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Himanshu Joshi, AIMCA-2011
COMPLETED PROJECTS
VSNL Officers Apartment
Noida
Shipra Riviera
Indirapuram, Ghaziabad
Shipra Suncity
Indirapuram, Ghaziabad
2. HOSPITALITY
Welcoming your desires to zest international standards With a steady and fruitful 25
years of presence, coupled with the profound services that we have rendered to our
esteemed clients, we decided to foray into the elite stratum of hospitality sector.
Collaborating with the most venerated hospitality giants, we brought premium star
category hotels across the length and breadth of India. Focusing on budding
entrepreneurs and corporate achievers, these hotels are established in the culturally and
naturally vibrant sanctuaries of the Indian sub-continent. Exhibiting luxuries and features
that were till now expected from The Taj and the likes, these showcase quality and
service standards that only a few exclusive players strive to provide. And, while these
hotels are surely our crown jewels, but they in no way signify our final achievement.
When every customer will check-out with the words “Why think of others when you
have Assotech”, then we would consider ourselves successful in this industry.
COMPLETED PROJECTS
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Himanshu Joshi, AIMCA-2011
3. CORPORATE SPACES
Entertaining the global needs for Hi-Tech IT infrastructure In today’s India, when the
economy is booming and corporations are seeing better footfalls, we ensure that we play
our part efficiently in the prosperity of the corporate world. “Spaces that make you a
corporate giant”, is what we aim to provide in the corporate sphere. Whether you are high
up in the corporate ladder or an ambitious entrepreneur just starting, our corporate spaces
are so designed so as to give you a winning attitude. Optimum use of space with the best
productivity is the hallmark of corporate expanses created by us. Our corporate structure
at Noida has all facilities and efficiencies where financial success can not only be
visualized, but actualized too. Also, upcoming corporate spaces at Bhubaneswar bring
home the point that our journey in the amelioration of corporate development, while
setting benchmarks, has merely begun.
COMPLETED PROJECTS
Radiant ExportsKajaria CeramicsAmerican Paints
UPCOMING PROJECTS
House ,
Noida
18
Ltd,
Sikandrabad
Factory,
Sikandrabad
Himanshu Joshi, AIMCA-2011
4. RETAIL
Next generation spaces for corporate & business houses In present times, when people
are becoming more brand and style conscious, we thought it was imperative to give them
a shopping experience to satiate their ever increasing needs and desires.
With the recent economic boom, the spending capacity of the consumer has increased
many folds and they demand such demanding spaces that not only have indigenous
flavors, but rather that has a global appeal for the consumer of today who is extensively
connected globally and desires to have the whole world at the doorstep. And, for this
purpose, we have entered the retail arena with the establishment of such retail spaces that
the elite buyer of today expects from foreign lands. Collaborating with exquisite global
retail chains, it is here in India that we have set up retail hotspots that are expansive in
nature and truly global in their essence. A niche for the shopaholic, every luxury, product
and features that a seasoned buyer can dream of can be found here. And while we have
excelled in satisfying the demands of the rich, we have not forgotten the needs of the
economical. Retail spaces that have modern facilities and features, is also what we have
made ourselves well-known for. So, whatever is your spending capacity or social strata,
our retail territories will have “the best satisfaction guaranteed”.
ON-GOING PROJECTS
Metropolis Mall
Rudrapur (Uttarakhand)
COMPLETED PROJECTS
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Himanshu Joshi, AIMCA-2011
UPCOMING PROJECTS
5. HEALTH CARE
MEDILIFECARE MULTISPECIALTY HOSPITAL (MMH) Even in our fast
developing nation, there still remain areas where the healthcare infrastructure cannot
meet the needs of the ill and the suffering. Where, even today, the sole cause of high
mortality rate is the presence of improper and insufficient healthcare facilities. And,
that’s where we come in the picture. Being a leading real estate company which surpasses
luxurious desires of the rich, meets the corporate aspirations of the entrepreneurs and
profoundly serves the elite, we thought of it as our duty to foray into the healthcare sector
that is in dire need of modern convalescence facilities. Thus, was born a Multispecialty
hospital that has all the facilities and features that are present in a premium hospital. The
hospital will not only reduce the migration of patients from healthcare starved areas to
urban centers, but also will improve the quality of living in those areas. All in all, we
believe in establishing a healthcare centre that will help in serving the society in an
innovative and better way.
2.2.2 PROFILE: SUPERTECH GROUP
Supertech Group, founded in 1988, has set new trends and benchmarks of architectural
excellence in the contemporary global scenario. An ISO 9001:2000 certified company;
Supertech has successfully completed 20 years in real estate business and today it has
revolutionized the real estate arena. Under the dynamic and pragmatic leadership of Mr.
R.K.Arora, Chairman & CMD and experienced Board Members, Supertech Group is
scaling new heights and touched the horizon of excellence. Their vision and
entrepreneurial acumen and have taken the group to the greater heights.
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Himanshu Joshi, AIMCA-2011
All this dedication and commitment has enabled us to receive the coveted “Udyog Ratan
Award”, 2001 for unparalleled contribution to this area. The greatest contributory factor
to this landmark achievement is the vision of Mr. R.K. Arora whose entrepreneurial skills
and business acumen have steered the group diligently on a growth path. Mr. Arora has
also been bestowed with “Excellence Award” for the year 2001 for his outstanding
contributions to real estate industry.
Supertech Group has already converted more than 33 million sq. ft. area of residential
and commercial entity into architectural landmarks and more than 36 projects that
accommodates nearly 30000 families. Its various projects viz. Residential & Commercial
Townships, Shopping Malls, Hotels and IT Parks have either completed or about to
complete. We are inspired by our clients to endeavour the dreams turning into reality.
Our commitment to deliver quality with aesthetic design surges ahead with the
enterprising vision of creating value through excellence. Our world class architecture
shows true modern lifestyle.
HISTORY
Supertech Group was founded in 1988. We developed some of the modern and finest
residential and commercial complexes in Delhi, National Capital Region (NCR) and new
urban settlement like Meerut, Moradabad, Haridwar and Rudrapur. Since our inception
we have been responsible for the development of many of Delhi’s other well known
urban housing colonies.
Our foray into real estate and construction industry led to the creation of various
landmark real estate projects. Crossings Republik, Emerald Court, Avant-Garde,
Shopprix Mall are few examples. Our residential townships have all the modern and
essential facilities, which includes commercial and retail properties in a modern city
infrastructure with schools, hospitals, hotels and shopping malls.
This Group has crafted architectural masterpieces like Emerald Court at Sector 93,
NOIDA and High End Residential Project with 7 star living facilities at Sector-34
NOIDA and a 7, 00000 square feet commercial hub, The Pentagon Mall in Haridwar.
21
Himanshu Joshi, AIMCA-2011
Supertech Group had tied up with an MNC Group to set up a 5 star Hotel at Rudrapur,
Uttarakhand and a major health care company to open medical facility outlets in different
format at all the projects developed by the Group.
PHILOSOPHY
Supertech’s business philosophy derives its core strength from a firm belief that it lays
stress on induction of state-of-the-art engineering techniques and use of top quality
materials in construction projects. This results in the cost effective and holistic solutions
specific to contemporary standards for residential complexes and business centres.
Supertech with its unparalleled business approach & vision is consistently working to
create value for its customer and business partners. Using human resource and by
harnessing the technological prowess, today Supertech, is all set to expand its real estate
operations and create edifices that will be the benchmark of architectural finesse.
The Supertech Group is uniquely committed to serving our clients. We place the financial
safety, comfort and success of our investors second to none. They enjoy direct access to
our Mr. R.K. Arora (CMD) and our management team. Our group founded on
establishing trust and long-term relationship. As a result, most of our investors have been
with us for two decades, and more than 80 percent have invested in multiple projects.
We have in our credit over 7.5 million sq.ft.of construction both in residential and
commercial sector and these have been acknowledged as value products in terms of
quality, aesthetics, overall planning, finishing and timely possession. Group is endowed
with impeccable foresight, enviable expertise and innate acumen providing cost effective
and holistic solutions to the real estate and con
CSR
Realty major Supertech Ltd., a socially aware company, is significantly contributing
towards growth of the society. The company is aware about its social responsibility to
give back a certain share to the socio-economic growth. As part of the CSR the various
initiatives of the company include:
22
Himanshu Joshi, AIMCA-2011
Supertech provide public amenities like running of community centres, adoptation and
maintenance of parks and walkways where families spend time together further enriching
their lives. The need of the project area and CSR programmes are developed keeping in
mind the identified need. Also, provision of ample greenery and open space at our
residentail projects.
The company believes in Social resposibility is about giving something back, and we do
this with every project we take on. It believes in giving their clients a place to live, work
and flourish. It builds developments that enhance their surroundings that enrich people's
lives.
The company has just started 'Kaksha' a CSR activity at its ongoing projects to educate
the poor children in the area and the labourers working at construction project. The
programme is an initiative of "Supertech Foundation" a Trust established by Mr. R. K.
Arora and his family members.
TEAM
R K AroraChairman & Managing Director
Dear Friends,
Our conglomerate has always believed “when the going gets tough, the tough gets
going”. Thus, Supertech is always prepared to meet the challenges posed by time and
changing aspirations. Aptly backed by the strong networks of suppliers, craftsmen and
designers, our buildings and complexes are landmarks in their respective locations. Our
R&D includes working increasingly in various topologies on the one hand, and the
23
Himanshu Joshi, AIMCA-2011
dynamics of the technologies on the other. This is what helped us continuously orient and
reorient synergies of design and materials to dedicated uses.
BOARD OF DIRECTORS
Sangita Arora
Mohit Arora
Anil Sharma
G L Khera
Vikas Kansal
Pradeep Kr. Goel
A K Jain
PRINCIPAL OFFICERS
S P Tripathi
Satish Gupta
Arun Kapoor
R K KaulVP
Maneesh Tripathi
Munish Kumar
Subhashish Nag
Tanveer Ahmed
K V Singh
Ajay Kr. Rustagi
S K Dhawan
J C Khera
Prem Sharma
Arun Pandey
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
JMD
Director
Director
Director
Director
Director
Director
CEO
CFO
CMO
Project
AVP – Retail
AVP - Commercial Sales
AVP – Project
AVP – Sales
AVP – Services
Sr. GM – Finance
Sr. GM – Civil
Sr. GM - Fin. and HR
Sr. GM - QS and Contracts
GM - Finance
24
MONTHLY BUDGET Respondents % Respondent(in no.)
0-2000 27 27
2000-5000 38 38
5000-10000 15 15100000-20000 12 12
20000-50000 7 7
50000& More 1 1
Himanshu Joshi, AIMCA-2011
3.1 DATA ANALYSIS & INTERPRETATION
This research analysis is based on the answers given by the sample customers of tire - III
city in the above given consumer survey questionnaire.
Sample Size: 100 Respondents , Sampling unit: Different age groups and Incomes of individuals etc.
Q1. What is your the Average Monthly Shopping Budget?
Average Monthly Shopping Budget of Consumers:
INTERPRETATION
the interpretation of the average monthly shopping budget for the
sample size in the project survey. In the sample size most of the people (i.e. 38%) are
able to do shopping between Rs. 2000-5000 while 5000 & more than that monthly budget people are
only 7 %
25
Visiting time Respondents % Respondent(in no.)
Frequently 20 20
Occasionally 55 55
Rarely 25 25
Himanshu Joshi, AIMCA-2011
Q2. How often do you visit in shopping complex?
INTERPRETATION
55% respondents say that they visit shopping mall occasionally while 20% of
total respondents visit frequently and 22% visit rarely.
26
Himanshu Joshi, AIMCA-2011
Q3. Awareness about different brands of Retail Sector:
120
100%100 81%
62%80 59%
60 48%
40
20
0
Big Bazar Vishal Mega Shoppers Stop Landmark West SideMart
INTERPRETATION
This chart shows that big bazaar has maximum awareness of 100 % and west side has least
awareness of 48%.
27
Himanshu Joshi, AIMCA-2011
Q4. Which Retail chain Customers like to visit often:
West SideLandmark
11%
Shoppers Stop17%
9%
Big Bazar36%
Vishal MegaMart27%
INTERPRETATION
The chart shows that big bazaar is visited by the majority of customers that is 36% and west side is visited
least that is 9 % , this is because of its attractive pricing and good schemes and offers people like to visit Big Bazaar.
28
Himanshu Joshi, AIMCA-2011
Q5. Which particular mode of product promotion motivates you to visit a particular retail store?
INTERPRETATION
46% of total respondents of tire – III cities say that advertisement which they seen on TV,
make an effective impact on them to visit a retail chain while
3o% say they are influenced by hordings and 24% people motivated by magazines promotions.
46%
30%
24%
RESPONSE(in no.)
TVHORDINGSMAGAZINES
PROMOTIONS RESPONSE(in no.) RESPONDENTS(%)
TV 46 46
HORDINGS 30 30
MAGAZINES 24 24
Factors Respondents % Respondent(in no.)
Price 30 30
Reliability 28 28
Brand Image 22 22
Location 10 10
Other 10 10
Himanshu Joshi, AIMCA-2011
Q6. Which factor you find the most important in purchasing from a particular retail store?
INTERPRETATION
At the time of purchasing either from retail store or from traditional market; 30%
respondents of tire – III relatively give importance to the price of the goods while 28%
give importance to the reliability of the shop, purchase goods or retail store, 22% give
priority to the brand image of retail store or goods and 10% simple give preference
location of the shop or retail store.
30
Response Respondents % Respondent(in no.)
Yes 71 71
No 29 29
Himanshu Joshi, AIMCA-2011
Q7. Do you think the company who build or decorate interior of particular retail
Store solve or serves the purpose of being a comfortable and good brand, for the
Customers?
INTERPRETATION
71% of the total respondents in tire – III cities think that the company who build or
decorate interior of particular retail store solve or serves the purpose of being a
comfortable and good brand, for them while 29% do not think like that.
31
Response Respondents % Respondent(in no.)
Yes 68 68
No 32 32
Himanshu Joshi, AIMCA-2011
Q8. Will you prefer to visit those retail stores who launch new range which provide
better service with added value services?
INTERPRETATION
68% respondents of tire – III cites say that they will prefer to visit those retail stores who
launch new range which provide better service with added value services while 32% say
they have either no idea or it’s not a big issue for them.
32
Response Respondents % Respondent(in no.)
Yes 58 58
No 42 42
Himanshu Joshi, AIMCA-2011
Q9. Do you feel that there should be more retail outlets in different?
Location of your area?
INTERPRETATION
58% respondents of the tire – III cites feel that there should be more retail outlets in
different location of city area so that they can become a member of these retail
store and can make sale easily anywhere within the city or surrounding cites while 42%
say it’s not a big issue for them.
33
Q.10 Why do you prefer retail stores in comparison to the unorganized retail shops?
Preferences Respondent %Respondent(in no.)
FIXED PRICING 4747
PROFESSIONALISM 3131
AVAILABITY OF GOOD 2222
47%
31%
22%
RESPONDENTS
FIXED PRICING PROFESSIONALISMAVAILABILITY OF GOOD
INTERPRETATION
47% people prefer to retail store for the price fixation in the goods and 31% people prefer to retail store
for its professional way of working while only 22% people prefer for availability of goods in retail stores.
34
Himanshu Joshi, AIMCA-2011
4.1 SUMMARY OF FINDINGS
1. Majority of individuals shopping budget lies between 2000 – 5000
2. Data indicates that majority of people in tire 3 cities used to visit shopping mall occasionally.
3. Awareness level regarding big bazaar is high. Store location, customer service, discount scheme and
quality are the important factors which play an important role in increasing the awareness level
regarding the retail store.
4. Most of the customers like to visit Big bazaar often Because of its attractive pricing and good
schemes and offers. Vishal Mega Mart is also giving attractive discount on formal wear so it is also
known for good footfall.
5. Advertisement motivates people to visit the retail store. 46% of total respondents of tire – III cities
say that advertisement which they seen on TV make an effective impact on them to visit a retail chain
while 30% say they are influenced by hoardings and 24% people are influenced by magazines.
6. People are highly price sensitive and at the time of purchasing either from store or from traditional
market; respondents of tire – III relatively give more importance to the price of the goods as compare
to brand image or location.7. Most of the people agreed that the particular retail Store solve or serves the purpose of being a
Comfortable and good brand, for the Customers. Interior plays an important role in creating a brand
image.
8. People like to visit that retail stores which launch new range of product with better services because
the income range of people are different and they expect more options in a particular product category.
9. People feels that their should be more retail outlet in their area because it will result to more retail store
options and also reduced the time spent in covering long distances, they will also get variety of options,
different schemes, discounts in their city.
10. Most of the people prefer to retail store because the price of goods in these stores are fixed and do not
charge extra as compare to un-organized stores..
As the monthly average shopping budget is very low In Tire 3 cities, so the possibilities of
success of shopping complexes is doubtful but if any retail store want to come in these cities, it
should focus on :
1. Low prices
2. Advertisement
3. New product with better services.
Due to less availability of organized retailing, untapped retail prospect, low standard of living in
comparison to urban area, there is great scope for retailers investment in tire three cities.
Himanshu Joshi, AIMCA-2011
4.2 SUGGESTIONS
Retail outlet and products must be designed to respond to market requirements.
Retail outlets should also give attention to the advertisement of the retail stores to attract the customers.
While the government has taken various steps to develop the whole industry, there is
a further need to streamline government policies and introduce reforms to boost the
real estate sector.
The government should announce two stimulus packages, which included cuts in
key lending rates and classification of loans per house, per family, as priority-sector
Lending.
The government should allow external commercial borrowings (ECB) for integrated
townships development and should dispensed with the requirement of all-in-cost
ceilings limits for ECB, which is expected to increase borrowings and in turn boost
the sector.
At present, the ideal course should include the restructuring of loans and increasing
demand by reducing prices, offering customer-friendly financial structures, rebuilding
foreign investors' confidence, introduction of innovative real estate products and
widespread policy measures by the new government to strengthen the real estate
sector in India.
The government should encourage People of Indian Origin (PIO) to invest in real
estate and township building should encourage People of Indian Origin (PIO) to
invest in real estate and township building and foreign investment in real estate
business and retailing should also be opened up.
37
Himanshu Joshi, AIMCA-2011
4.3 CONCLUSION
After studying the customer survey questionnaire statistically and theoretically as well
and after observing the consumer’s mood and their preferences I can say that Big Retail
is here to stay. Assuming that improvements in infrastructure and lower real estate costs
become a reality, Big Retail still has a long way to go before satisfying the highly diverse
needs of the Indian population. As a result, there will be a steady state where Big Retail
will co-exist with Small Retail.
The retail boom last year being witnessed in India is likely to have a significant impact
on the commercial real estate sector as the large metropolitans will have sizable retail
construction projects underway.
Relating only retail to real estate, the scene is bad. Its pace is equivalent to zilch today. In
the time of recession, no retail company wants to buy exorbitantly high priced spaces,
neither they want to pay highly charged rents. While just a year ago, the retail industry
was the next big hope for India's economy. Stores were opening everywhere, with
sprawling malls and tony boutiques holding glitzy launch parties across the country.
Retailers bought up every inch of space in India's largest cities, sending real estate prices
through the roof. Even India's small towns caught mall-mania. But as India's economy
feels the impact of the global recession, Indian consumers are cutting back on spending,
and retailers are facing a major slowdown and hence, real estate. For a deeper insight into
the industry, Financial Times sought comments of people on - "Are retail real estate
blocked funds nowadays?"
However, there will be few stumbling blocks that may restrict the growth of retail
sector. These include very high stamp duties on transfer of property which vary from
state to state level. A case in example is Gujarat, Uttar Pradesh and few other states
where the stamp duty is charged at 12.5%, while there are certain states like Delhi in
which the stamp duty levied is within the range of 8%.
Urban Land Ceiling Act, Rent Control Act and Land Acquisition Act until amended will
continue to distort property markets and cities, leading to exceptionally high property
38
Himanshu Joshi, AIMCA-2011
prices. Presence of strong pro-tenancy laws will also make it difficult for retailers to grow
as this problem is compounded by lack of clarity over titles to ownership.
The government should encourage People of Indian Origin (PIO) to invest in real estate
and township building should encourage People of Indian Origin (PIO) to invest in real
estate and township building and foreign investment in real estate business and retailing
should also be opened up.
On the domestic taxation front, sales tax rates differ across the various Indian states,
making supply chain management a challenging task for organized retailers. Inter-state
sales attracts Central Sales Tax while for some categories of products, certain states levy
import duties namely entry tax on entry of goods into their territory. Simultaneously,
states levy export duties where goods are moved for sale outside state border.
39
Himanshu Joshi, AIMCA-2011
BIBLIOGRAPHY
BOOKS:
Naresh K. Malhotra, Marketing Research-2007, Prentice Hall Of India New Delhi.
C.R.Kothari, Research Methodology-1985 New Age International Publisher, Delhi.
WEBSITE:
http://www.b2bchinasources.com
www.india-reports.com
www.knowthis.com › Marketing Tutorials
www.3tierrealestate.com
www.business-standard.com
economictimes.indiatimes.com
40
Himanshu Joshi, AIMCA-2011
ANNEXURE
QUESTIONNAIRES
Q1. What is your the Average Monthly Shopping Budget?
a. 0-2000
b. 2000-5000
c. 5000-10000
d. 100000-20000
e. 20000-50000
f. 50000& More
()
()
()
()
()
()
Q2. How often do you visit in shopping complex?
a. Frequently
b. Occasionally
c. Rarely
()
()
()
Q.3 Are you aware about brands of Retail Sector?
a. Big Bazr
b. Vishal Mega Mart
c. Shoopers Stop
d. Land Mark
e. WsetSide
()
()
()
()
()
Q.4 Which Retail chain you like to visit often?
a. Big Bazr
b. Vishal Mega Mart
c. Shoopers Stop
d. Land Mark
e .WsetSide
()
()
()
()
()
Q.5. Q5. Which particular mode of product promotion motivates you to visit a particular retail store?
a. TV 0
b. HORDINGS 0
c. MAGAZINES 0
Q.6 What according to you is the relative importance of the following?
a. Price
b. Reliabilaty
c. Brand Image
e. Location
f. Others
()
()
()
()
()
Q7. Do you think the company who build or decorate interior of particular retail
store solve or serves the purpose of being a comfortable and good brand, for the
customers?
a. Yes
b. No
()
()
Q8. Will you prefer to visit those retail stores who launch new range which provide
better service with added value services?
a. Yes
b. No
()
()
Q9. Do you feel that there should be more retail outlets in different
location of your area?
a. Yes ()
b. No ()
Q.10 Why do you prefer retail stores in comparison to the unorganized retail shops?
a. Fixed pricing ()
b. Professionalism ()
c. Availability of goods ()