India, 20th May 2022: Led by innovation and strategic marketing, Tata Realty and Infrastructure Limited, India’s largest institutional realty player and a 100% subsidiary of Tata Sons Pvt. Ltd reported a vertical growth of over 30% Y-o-Y, over last year’s 120% sales target achievement. With LEED-certified sustainable residential solutions, Tata Realty has sold a total of 1688 units of residential assets across various segments and cities. Driven by innovation and value-oriented residential solutions, Eureka Park, Primanti, Serein, 88 East, and Promont were among the best-performing residential assets.
Expressing his views on annual performance, Mr. Sanjay Dutt, MD & CEO, Tata Realty and Infrastructure said, “Tata Realty is committed to providing unrivaled living experiences that has resulted in consistent demand and trust by homebuyers across India. Our projects, propelled by the new normal and the demand for large spaces, have not only carved out a distinct niche for themselves but have also enabled us to achieve rapid vertical growth. We are now aggressively expanding our footprint across the country, and, we look forward to setting new standards with our innovative projects that are designed with the end-user in mind.”
Adding to it Mr. Sarthak Seth, Chief Sales & Marketing Officer, Tata Realty and Infrastructure Limited said, “Our marketing campaigns are based on homebuyer insights, and we take pride in exceeding our customers’ expectations. FY21-22 was a year of new innovations, allowing us to push the envelope and focus more on digital performance with continuous engagement through social media. As the sector adapts to digitization, with Tata Realty being one of the forerunners of successful digital tech adoption, we are now taking a digital-first approach. As a result, we have a net revenue growth of more than 30%. Digital campaigns such as Right Home, Right Now, and The Happy 74th Independence Year, among others, were instrumental in increasing foot traffic and sales for our residential projects.”
He further adds,“To drive sales momentum in real estate, it is critical to strengthen distribution channels such as channel partners (CP), referral, and employee programmes. As a result, much of our current success can be attributed to our channel partners, who have grown by more than 20% in the last year. The positive response to our efforts gives us the confidence to continue with our comprehensive 360-degree marketing strategy thereby reshaping the skyline of India.”
The brand has made headlines for its innovative campaigns such as Right Home, Right Now, Happy 74th Independence, #MySafeHaven, and The Final Rush. The campaigns were aimed at assisting home buyers in their purchase journeys by offering unique schemes and unbeatable prices while keeping stamp duty and registration rates as low as possible. For instance, with #MySafeHaven, Tata Realty saw a 175 percent increase in online engagement of homebuyers with the brand. The campaigns resulted in a collective growth of projects across the country. Furthermore, with these strategic campaigns and the new normal ideology, the time it takes to go from shortlisting a property to purchasing it has been reduced. Similarly, based on sales analysis, there has been a progressive inclination towards larger projects with 3BHKs, with 4BHKs becoming a preferred choice. Additionally, there has been an increase in demand for residences in popular tourist destinations such as Kasauli, Himachal, and Kerala.