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.


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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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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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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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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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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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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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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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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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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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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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


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


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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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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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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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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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

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Ltd,

Sikandrabad

Factory,

Sikandrabad


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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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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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.

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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


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


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


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


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


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


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


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


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


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


Yes 68 68

No 32 32


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


Yes 58 58

No 42 42


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


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.


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


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


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


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

http://www.business-standard.com/

http://www.3tierrealestate.com/

http://www.india-reports.com/

http://www.b2bchinasources.com/


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 ()

Documents

Himanshu Joshi Project Report