1122. high end properties in noida & greater noida – a comparative study [supertech] (1)

PROJECT REPORT
ON
High End Properties in Noida & Greater
Noida –
A Comparative Study
COMPLETED in “Supertech”

By
VIKAS YADAV
ID NO. D1012 FW ISBE-A10252-(NOI-IA-NA-3028)

INDIAN INSTITUTE OF PLANNING
AND
MANAGEMENT

ACKNOWLEDGEMENT

I extend my deep gratitude to whose momentous
guidance laid the very foundation of this project study.

I am also grateful to the staff member and all the employees of the
company, for helping me access information from the personnel
department of this organization. I also thank the executives of the
company for their contribution and participation.

Finally, I also offer my special thanks to my family members, friend’s
colleagues who have supported me throughout and helped me to complete
this project work.

(VIKAS YADAV)

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PREFACE
The success of any business entity solely depends on how effectively does it
utilizes its optimum resources and how soon does it make arrangements for the
removal of the customer’s grievances. Moreover, the company should always be
ready to make necessary changes according to the requirement in order to
attract more customers so as to maintain a substantial growth in the market. The
topic given to me was:

“High End Properties in Noida & Greater Noida – A Comparative Study”

I have tried to put my best efforts to complete this task on the basis of skill that I
have achieved during my studies in the institute.

I have tried to put my maximum effort to get the accurate statistical data. If there
is any error or any mistake in collecting the data, please ignore it.

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TABLE OF CONTENTS

Chapter No. Subject

Ch. # 1.0 Executive Summary……………

Ch. # 2.0 Research Methodology…………

1.1 Primary Objective(s)……

1.2 Hypothesis………………

1.3 Research Design…………

1.4 Sample Design…………

1.5 Scope of the Study………

1.6 Limitations………………

Ch. # 3.0 Critical Review of Literature…

Ch. # 4.0 Company Profile ………………

4.1 Industry Profile…………

4.2 SWOT Analysis…………

Ch. # 5.0 Data……………………………

5.1 Collection………………

5.2 Primary Data……………

5.3 Secondary Data….………

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Ch. # 6.0 Findings & Analysis……………

Ch. # 7.0 Recommendations……………

Ch. # 8.0 References……………………

Ch. # 9.0 Annexure………………………

Ch. # 10.0 Case Study ……………………

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Chapter 1.0
Executive Summary

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Chapter 1.0 – Executive Summary

This research work is related to comparative analysis of the available
High End Properties (1) in Noida and Greater Noida and the customer’s
perception about investing in these High End properties.

This research has Two Key Objectives:

A) To locate the availability of the High End Properties in the
proximity of Noida and Greater Noida. It also covers the details
about the project- specific offerings of each real estate developer
specifying the below mentioned details.

1) location of the project
2) basic price offered
3) amenities offered
4) the various kinds of properties available
5) the super area(2) and the loading rate (3)
6) the current status of the project
7) the current occupancy status
8) the secondary market prices(4)

B) To find out the perception of the consumer when it goes out in the
real estate market to purchase/invest in Real Estate and what are the
critical issues/points which the consumers look into before investing.

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The major findings were that the High End residential properties gaining
as an attractive mode of investment of upper and upper-middle class
consumer leading to increasing demand. With the gradual increase in the
spending capability of the consumer due to the double digit growth in
India’s GDP and shifting of Major IT companies, domestic companies,
export houses and offices of MNC’s on the Noida express way popularly
known as TAJ expressway and Greater Noida; Growth has been
witnessed in the demand of High End Properties by the upper class for
investment along with other residential projects targeting the upper-
middle class for residential use.

Also despite of lakhs of rupees being spent by the Developers on the
increasing the brand consciousness, there are other factors also which the
consumers look into before investing.

During the course of the research work, I was provided with the
opportunity to interact with the developers and also with the people who
gave me their valuable responses in the questionnaire provided. The
experience gathered during this research, gave me the basic
understanding of the working methodology of the high end real estate
(5)
market in Subway Noida Greater Noida and also it helped me to
understand various consumer perceptions about the real estate
investment. It gave me an insight of the physic of a customer that what all
important factors are to be considered when investing in real estate.

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(1) High-End properties: - The high end properties are those properties that cater to
the needs of specific upper middle and upper class. It includes luxury and ultra luxury
apartments, penthouses and independent villas offered with world class utilities.
(2) Super area: - Super area includes all the spaces in the building i.e. Carpet area,
common areas (staircase, landings, lobby, entrance, fire escape etc.) and wall
thickness. Depending upon the structure of the building, Super area varies.
(3) Loading Rate: it’s the area of the building utilized in the basic construction of the
structure like the pillars and the wall thickness etc.
(4) Secondary Market Prices: They are the prices at which the first buyer sells the
same property to another buyer.
(5) Subway Noida: It is the region that is located alongside the Noida Greater Noida
Expressway

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Chapter 2.0
Research Methodology

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Chapter 2.0 - Research Methodology

2.1 Objectives
Primary objective is to find out consumer perception about investing in
real estate in Noida and greater Noida with respect to Supertech.

1. To study in detail, the projects offered by Supertech Limited which are
under various stages of execution in Noida and Greater Noida.

2. Study of The Competitors with respect to-
(a) Project details.
(b) Pricing strategy.
(c) Present and future developments plans/special features in the
project.

3. To find the customers/investors perception about investing in real
estate in Noida and Greater Noida. The research was intended to find out
the possible traits of the following:
(a) Interest in investing in real estate.
(b) Reasons for investing in real estate. (Short term, Long term, End use
and Recurring returns)
(c) Risk factors involved in real estate and return on investment.
(d) Project they like to invest their funds. (Commercial properties, Plots,
Group housing, High end properties, residential low end properties).
(e) Which asset class they find the most secure (Real Estate, Equities,
Debt or Commodities).

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(f) Lack of Facility in previous or current residence.
2.2 Hypothesis

Hypothesis is usually considered to be a principal instrument in research.
Its main function is to suggest the new experiments and observations.
Hypothesis is simply an assumption that has to be proved or declined. It
is a formal question that a researcher tries to resolve.

The hypotheses formed in the research were:

(Ho) 1 Consumers are interested in real estate investment.
(H1) 1 Consumers are not interested in real estate investment,

(Ho) 2 Consumers are interested in investment beyond 1 crores.
(H1) 2 Consumers are not interested in investment beyond 1 crores

(Ho) 3 People prefer to invest in Supertech.
(H1) 3 People do not prefer to invest in Supertech.

2.3 Research Design
The research is Exploratory in nature. The overall research design was
flexible in nature. Non probability measures of sampling were used in the
design. The samples were selected by judgemental and snowball
sampling measures through references from the previous respondents.
There is no preplanned statistical design for the analysis. Unstructured
instruments were used for the collection of data. Primary data was
collected through direct meetings with the marketing offices of the

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various developers and also through visiting various real estate
exhibitions held in different parts of the city. No fixed decisions about the
operational design were taken. Moreover responses were taken from
actual or potential buyers in the form of questionnaires.

The study was a comparative analysis of the High end Properties in
Noida and Greater Noida and also to study the consumer preferences
which they have before investing in real estate.
The research study was carried out in order to make a comparison chart
of all the offerings of major real estate developers in the vicinity.

2.4 Sample Design
Sample size
The sample size for the above study was a total of 100 people from NCR.
The respondents were selected using non probability procedures. Non
probability sampling is arbitrary and subjective when we chose
subjectively. The Non Probability measures selected for collecting
primary data were:
• Judgemental Sampling
• Snowball Sampling
The target respondents were HNI’s (6) upper segment of middle class high
level of middle class and high level executive workforce of corporations.
Approximately 100 questionnaires were filled and filled with responses
and out of these 85 % people showed interest in real estate investment.

(6) HNI’s:- High Network Individuals.

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2.5 Scope of the study

The research study gives out a clear picture of the available high end
properties available in Noida and subway Noida.
The data provided in the research study provides a clear cut view to the
company about the availability and occupancy with several developers in
the vicinity and the prices offered by them.
The data collected in the research study was used by the company to draft
proposals and sent it to various commercial and corporate buyers.

2.6 Limitations

• The primary data was collected through the verbal communication
with the marketing offices and then recorded.

• There was a time gap between collection and recording of data.

• Not all people have interest in real estate investment and still have
filled in responses.

• Real estate investment is a far more sophisticated process.
Preferences vary from person to person, and requirements of every
person vary on the basis of their family structure, income structure,
age, availability of other investing options.

• Older and middle aged people who have retired or have super
annuated income do not show interest in such real estate
investment.

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Chapter 3.0
Critical review of
literature

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Chapter 3.0 Critical review of literature

Buy your ‘Dream Home’ Now!

According to experts study, investors willing to buy residential properties
should not wait. It is healthier to invest in the current market scenario.
Just because the inflation rate is soaring at fairly high levels and is
expected to remain at the same level in the short to medium term. The
rise in input costs of properties will continue and the developers will be
forced to increase the prices in future.
The home loans also catch the attention of income tax incentives for the
borrowers. This means that it is good to invest in property early. Investors
should factor in some variables while going for a home loan. As home
loan is a long-standing commitment between the borrower and the lender,
it requires appropriate financial planning. Normally, home loan tenure is
15 to 20 years.
A few factors to consider while availing a home loan:

1) Scheme:

The borrower needs to decide whether to go for a fixed or floating
interest rate of the home loan. The current interest rate offered by
institutions is between 12-12.5%. The Borrowers with income
stability can go for the floating rate option and the risk-averse
investors should decide on fixed interest rate loans.

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2) Plan finances:

The investors should factor in some interest rates hikes while
calculating their respective equated monthly installment (EMI) outgo.
The banks usually absorb minute interest rate increases by escalating
the tenure of the loans. But in case of sharp rise in interest rates the
investors can look for partial pre-payment and partial increase in the
EMI outgo.

As a rule of thumb, the EMI should not be more than 40% of the
borrower's take-home salary or income. Since a home loan’s EMI
is a long-standing issue, the investors need to plan other family
expenses like their children’s education; marriages in the family etc
and they have to adjust their outflow hence.
3) EMI:

Repayment of home loans is through EMIs. They are the fixed
installments a borrower needs to shell out over the term of the loan
to settle up the debt as well as the interest in relation to it.
The EMIs usually remain constant over the term of the loan.

EMI = Loan Amount + Interest for the tenure of the Loan
Tenure of the loan (in months)

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The amount of Installment to be paid depends on the loan and also varies
with the amount of the loan, the tenure of loan, the rate of interest, and
type of calculation of interest.
In today’s scenario the loan tenure is about 20 -25 years.

3) DETERMINING TENURE:
Some factors that help in to make a decision the tenure of the loan are:

a) Age of borrower:
If the investor decides to borrow early at an early age, he can go in for a
longer term loan - like 15 to 20 years. In this way, the monthly EMI
payments would become less though the amount of interest paid would be
more as compared to other alternatives, one can have the benefit of
availing the loan for an extended period of time.

b) Income of borrower:
This will include the present income and also the expected future income
of the borrower. The borrower must be able to repay his EMIs without
compromising major on his quality of his living. This calls in for a
judicious planning of cash flows.

c) Tax benefits:
A borrower must try to gain the maximum tax benefits offered under the
Income Tax Act. At present, the interest amount paid up to Rs 1.5 lakhs
per annum paid for housing loans is deductible from the total taxable
income of the individual.

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4) TENURE AND INTEREST RATE:
The greater the term of loan higher will be the interest rate. This fact is
justified because the bank takes in higher risk in the contract while the
EMI is lesser because the loan and interest are spread over time.

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The shorter the term, the lesser will be the interest rate because the risk

taken by the financial institution is reduced. The interest amount in

shorter term is lower because of the smaller tenure of the housing loan.

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Chapter 4.0
Company Profile

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Chapter 4.1 Industry Profile:

The Indian real estate sector has witnessed a revolution in the previous
decade motivated by the flourishing economy, complimentary
demographics and liberalized foreign direct investment (FDI) rules of the
government of India. Growing at a steaming, 35 per cent the real estate
sector is likely to be worth US$ 15 billion and projected to grow at the
rate of 30 per cent yearly over the next decade, drawing FDI’s worth US$
30 billion, with a number of residential townships and IT parks being
constructed all over India.

Real estate is the second largest employing sector in India (including
construction and facilities management), and it is associated with around
250 odd ancillary industries like cement, steel, wood etc. through
backward and forward linkages. Therefore, a unit raise in the expenses in
the real estate sector has a multiplier effect and the capacity to multiply
income as soaring as 5 times.

All-round Development

Rising income levels of a growing middle class and also with the increase
in number of nuclear families in metro-cities, low interest rates offered by
various institutions, modern attitudes towards home ownership and a shift
of outlook amongst the young urbanites from that of 'save and buy' to
'buy and repay' in the form of equated monthly installments has all
combined to make better the housing demand.

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According to 'Housing Skyline of India 2007-08', a study by research
firm, Indicus Analytics, there will be demand for over 24.3 million newly
developed units for self-living in urban India alone by 2015. Thus, this
segment is expected to offer vast investment opportunities. It is expected
that an US$ 25 billion investment will be required over the coming five
years in urban housing, as per Merrill Lynch.

At the same time, the speedy growth of the Indian economy has a
cascading effect on the demand for commercial as well as residential
property to help in meeting the needs of households and business, such as

retail shopping centres, warehouses, hotels, modern offices and also for
basic and high end residential projects.

Global Majors

With the considerable investment opportunities up-and-coming in this
industry, a large number of international real estate players have entered
India. Currently, foreign direct investment (FDI) inflows into the sector
are estimated to be between US$ 5 billion and US$ 5.50 billion.
Investment in the Indian realty market is set to elevate to US$ 20 billion
by 2010 with a boost from Real Estate Mutual Funds and Real Estate
Investment Trust. The sector, which is growing at an annual rate of 30%,
is currently worth US$ 12 billion, according to a study by Deloitte.

• Russian multinational Sistema plans to develop hotel, offices and
residential complexes in main cities with an early investment of

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US$ 100-200 million, eyeing huge potential in India's construction
and realty market ahead of the 2010 Commonwealth Games.
• Dawnay Day International, a London-headquartered group with
gross assets to the tune of US$ 4 billion, is setting up a chain of
four-star hotels in India, starting with a property in Jaipur that is
expected to open by November.
• India Land Ventures (ILVL), a part of the Madrid-headquartered
Americorp Group, will invest US$ 585.48 million in eight
infrastructure projects crossways in India over the next two years.
• Jones Lang LaSalle (JLL), the world's top integrated global real
estate services and money management firm, plans to invest around
US$ 1 billion in India's rapidly increasing property market.
• Deutsche Bank aims to invest more than US$ 1 billion over three
years in Indian construction and real estate projects.
• Merrill Lynch & Company purchased 49 per cent equity in seven
mid-income housing projects of India's biggest real estate
developer DLF in Chennai, Bangalore, Kochi and Indore for US$
375.98 million.
• Landmark is set to invest US$ 993.38 million in 12 projects
throughout the northern region in the next few years.
• Several Dubai-based companies have invested billions of dollars in
many real estate and infrastructure projects in India and are keen to
boost it further in India.

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Global real estate major players such as Dubai World, Smart City of
Dubai, Trump Organisation of United States, Kishimoto Gordon Dalaya,,
Bonyan Holding, Khuyool Investments Plus Properties, ABG Group and
Al Fara's Properties amongst others have all firmed up their plans for the
Indian real estate market with an investment of around US$ 20-25 billion
in the coming 18 months.

Realty Funds

The thunder in the real estate sector has attracted a large number of realty
funds to tap into this area. Foreign investors have raised nearly US$ 30
billion since March 2005 for investing in Indian real estate as per
Cushman & Wakefield.

Famous global companies like Carlyle, Morgan Stanley, Blackstone,
Trikona, HSBC Financial Services, Warbus Pincus, Americorp Ventures,
Barclays and Citigroup among others have all already checked into the
Indian realty market.

Real estate has been involved in India emerging as the top destination in
Asia leaving Japan aside in attracting private equity investments early
this year. Real estate accounted for 26 per cent of total value of private
equity investments, with 32 deals priced at US$ 2.6 billion. According to
industry estimates, another US$ 10-20 billion would pour into real estate
sector in the next few years.

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Going Global

Side by side many Indian realtors are making a name in the international
market through large investments in foreign markets.

• Prudential Real Estate Investors have acquired Round Hill Capital
Partners Kabushiki Kaisha, a Japanese asset management firm.
• Embassy Group have done a deal with the Serbian government to
put up a US$ 600 million IT park in Serbia.
• Parsvnath Developers have tied up with the Al-Hasan Group in
Oman.
• Puravankara Group is doing a project in Sri Lanka - a high-end
residential complex, comprising 100 villas.
• The Hiranandanis are constructing 5000 5-star hotel rooms, which
will come up between Abu Dhabi and Dubai.
• Ansals API have tied up with Malaysia's UEM Group to form a
joint venture company, Ansal API-UEM Contracts Pvt Ltd and are
biding for government projects in Malaysia.
• Kolkata's South City Projects is working on two projects in Dubai.

Government Initiatives

The Government has initiated numerous progressive transformational
measures to let loose the potential of the sector and also meet increasing
demand levels.

• 100 % FDI permitted in realty projects through the automatic route.

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• In case of integrated townships, the minimum area to be developed
has been brought down from 100 acres to 25 acres..
• Urban Land (Ceiling and Regulation) Act, 1976 (ULCRA)
repealed by increasingly larger number of states in India.
• Passing of Special Economic Zones Act by Government of India.
• Least amount of capital investment for wholly-owned subsidiaries
and joint ventures stands at US$ 10 million and US$ 5 million.
• 100% repatriation of original investment allowed after three years.
• 51 % FDI permitted in single brand retail outlets and 100 per cent
in cash and carry via the automatic route.

Road Ahead

Amid the economy rolling ahead, the demand for all segments of the real
estate sector is likely to grow. The Indian real estate industry is expected
to grow from US$ 12 billion in 2005 to US$ 90 billion in by 2015.

Given the boom in residential housing, organised retail, IT, ITeS, and
hospitality industries, real estate industry is likely to see increased
investment activity. Foreign direct investment might see a six-fold jump
to US$ 30 billion alone over the next 10 years.

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Company Profile:

The Supertech Group is one of the leading real estate developers in
Northern India. Since its setting up 15 years ago, the Supertech Group has
attained rapid growth by cashing in on the real estate boom in the
country. Over the years, the group has achieved more than 75,00,000 sq.
ft. of finest quality construction.
Supertech limited established in 1988, as a construction company.
The head office of the company is in Vaishali and project office is at
Supertech Emerald Court. From its very inception the company has been
into engineering Building and Promoting. Currently they have 36 projects
under various stages of completion and execution with total of 573270.32
sq meters of developed area and built up area of 115839950 sq feet. They
have 8345 dwelling units with a overall project cost of Rs. 27.61 billion.
Supertech limited is working to make new benchmark of architectural
excellence in the today’s global environment. In today’s world there is a
demand for multi faceted real estate developments in order to keep track
with the market and consumer demand.

The main strong point of Supertech’s business philosophy is its state of
art engineering and best quality materials used in construction. This helps
in giving cheaper and superior quality solutions for residential and
commercial complexes. Supertech is persistently working for giving
value to the customers and other business associates.

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Supertech has been awarded the “Udyog Ratan Award” for the year 2001
and also ISO 9001:2000 quality certification.

Supertech has started a number of prominent residential complexes which
are a convergence of luxury, elegance and convenience. The ongoing
project “Supertech Emerald Court” located at Taj Expressway Noida,
offers ultra-modern 3 and 4 bedroom apartments and penthouses with
international class specifications. Supertech Icon and Supertech Avant
Garde are two other prime housing projects developed by Supertech.

On the commercial front, Supertech has launched the Shopprix Mall in
Noida and two related malls are under erection in Vaishali and
Kaushambi. These Shopprix Malls house the top retail brands of the
country and offer a finest shopping ambience.

Product Profile:
Projects of Supertech in Noida and Greater Noida:
1) Supertech Emerald Court

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Amid the thousand stones...none can match the shine of the
‘Emerald Court’ which stands tall in the pulsating skyline of the NCR as
a rare exception. Supertech ‘Emerald Court’ is rich with all treasures
needed to enhance life. pleasure, peace, elegance - all in abundance to
bedazzle your life. Not surprising considering the fact that it's from
Supertech Group whose name ricocheting quality and commitment. The
‘Supertech Emerald Court’ at Taj Expressway, Sector - 93, Noida, is a
Rs. 750 crores project and is the major project of the group till date and is
a coming together of luxury, class and convenience. It is built on an area
of 70000 sq. meters of prime location land; the construction of this
project is in full sway. Emerald Court is a multi-storied project consisting
of 16-towers in which two towers are centrally air-conditioned. Supertech
Emerald Court offers avant-garde 3 and 4 bedroom apartments and
penthouses with global specifications that absolutely cater to the taste of
the highly demanding nouveau-riche. The apartments are four sides open
& come with both air-conditioned and non-air-conditioned choices.

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The most important features of the project are dedicated parking,
technologically advanced security, wooden flooring, ultra modern toilets,
modular kitchen with piped gas supply, in-home maintenance services
etc. There is an in-house club with five-star offerings. The project is sited
6 kms. away from DND flyway. Being placed on the Taj Expressway
makes it easily connected to other parts of NCR. It is near to the
entertainment hub of Noida Sec.18, the Biotech City, NRI City, Medical
City, IT City and Film City.

The project will be having a Shopping Mall within its complex to take
care of shopping requirements of the residents. All the units are
independent in their own way and designed following contemporary
architectural structure. Units are offered in the following configurations:-

3BHK apartments >> 1750 sq. ft. and 2290 sq. ft. >>Rs. 5500 per sq
feet
4BHK apartments >> 2350 sq. ft. and 2810 sq. ft. >>Rs.5500 per sq
feet
5BHK penthouses >> approx. 4000 sq. ft. >>Rs. 5500 per sq feet

Features:

It is an 82% open landscaped area with a Central Park of 3 acres.
There are 2 Centrally Air-conditioned Towers, Four-side open apartments
and Penthouses, in-house club with elite facilities like Health Club,
Swimming pool, Badminton & Tennis Courts & an Amphitheatre. There
is 24 hour water & power supply, reticulated gas supply to every kitchen,
Vaastu affable structural layout & design, Advanced Security System etc.

Status of the Project:

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Location: Plot No. 4, Sector-93A, Taj Expressway, Noida
Launch Date: April 2005
Planned Date Of Completion:

• In Phase-I Aster-1, 2, 5, 6; Aspire – 1 & 4; are proposed to be
completed by 31.03.2008.
• In Phase – II; the remaining Towers will be completed by
30.06.2008.

As on 1st Jan 2008, the work is in full swing for all 16 Towers, with
fully-erect structures and finishing touches being done.
There are in total 704 flats and 16 towers. There are also basement plus
ground floor plus 9 floors plus penthouses on top floors of each tower.
It has a total built up area of 14,00,000 SQ. Ft.

2) Czar Suites
Greater Noida,

CZAR SUITES has the tallest towers in Greater Noida with a SKY
STUDIO. It has a Landscaped Lake with a water channel, CZAR

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SUITES is faces 330 feet wide Green Belt. It has 6 Acres of Central Park
within the premises. Each unit is 3 Side Open & park facing 30 ft Wide
roads inside, it also has a 24/7 Concierge Service which is the latest
international concept in Urban Living; Being Introduced for the first time
in NCR by Supertech. It also provides an Array of branded utility & retail
services. The Club at CZAR SUITES is operational. At CZAR SUITES
there is 83% green area; it has a 6 Acre Central Park & each apartment
facing that park. On an average every person living here will have a 165
Sq. Ft. green area. It has unique style luxury Penthouses.

Project Status
Location: GH-02, Sec. Omicron-I, Greater Noida.
Launch Date: Launched on February 2007
Date of Completion: Phase-I will be completed by March 2009 and
Phase-II by December 2009.
Sample flats and club house are ready.
It has 890 flats and 23 towers.
Total Built Up Area: 16, 00,000 Sq. Ft. Approx.
3) Supertech Emperor:

The ‘Supertech Emperor Digital Home’ is a Rs. 400 crores project
at Taj Expressway, Sector - 93, Noida and is the largest project of the
group till date. It is a coming together of luxury, status and convenience.

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It is built on an area of 48,263 sq. mtr. of prime land area. The
construction of this project is in full swing. ‘Emperor Digital Homes’ is a
multi-storied project. It has 14 towers out of which two towers are
centrally air-conditioned. ‘Supertech Emperor Digital Homes’ offers
ultra-modern 3 and 4 bedroom apartments and penthouses with global
standard specifications which completely cater to the tang of the highly
demanding nouveau riche.

The core features of the project are Automatic Control of Lights,
air conditioners, Doors from anyplace in the world through Mobile as
well as Computer, flawless Security System with intercom, CCTV and
separate electronic security lock with camera and access control. It has a
modular kitchen with piped gas supply, dedicated parking, wooden
flooring, ultra modern toilets, in-home maintenance services etc. There is
an in-house club with five-star assistance. ‘Emperor Digital Homes’ will
have a Central Park stretched over 3 acres of land. The project is located
just 6 kms. away from DND flyway.
The project is well connected to NCR due to its presence on the
expressway.

Features:
There would be automatic control of lights, air conditioners, doors
from anywhere in the world via Mobile as well as Computers. It will have
a security system with intercom, CCTV and separate electronic security
lock with camera and access control. Czar Suites will have a finger print
door access and a log report of visitors. It will have motorized split
curtains, auto scene control; LCD touch-screen based automation system
etc.

Status of the Project:
Project Location: Plot No. 4, Sector-93A, Taj Expressway, Noida
Launch date: April 2005
Date of Completion: December 2007

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Total No. Of Flats: 704
No. Of Towers: 16
No. Of Floors: Basement + Ground floor + 9 floors + Penthouse
Competitor’s profile

Jaypee Pavilion heights
Sector 128 Noida

Jaypee Greens is the developer of Pavilion Heights and is located
in Sector 128 in Noida. It offers 2 & 3 bedroom apartments. It is spread
over 453 acres of cascading greenery, an 18-hole signature golf facility is
combined with superlative residences, nature reserve, recreational greens,
lakes and landscaped parks.

Jaypee Greens is a venture of Jaypee Group, a well-diversified
infrastructural and industrial group with a turnover of over Rs. 3500
crores. Jaiprakash Associates Limited is the flagship company of the
Group and is an recognized leader in construction of River valley and
Engineering and Construction, Hydropower projects, Cement
manufacturing, Hospitality, Real-Estate Development, and Infrastructure
development in the shape of Expressways and Highways etc.

36

Pavilion Heights located in Sec. 128 on Noida greater Noida Expressway
4 kms from the Amity intersection, thus enjoying good connectivity and
site advantage with-respect-to the city master plan. Due to presence on
the expressway, there is an easy access to other parts of NCR.

Amenities :
Amenities offered are golf course, wave pool, fire fighting systems,
swimming pools, modular kitchen, pre-assembled wardrobes in
bedrooms, independent split-type air conditioned units as per design,
door Phones & Intercom, 24x7 security on entrance gates, water supply
via underground lines & overhead tanks, fire detection & sprinkler
system as approved by fire safety norms, electrical wiring in concealed
conduits with modular switches and power back up.
Prices
2BR2T (river view) 1240 sq. ft. >>Rs. 59, 52,000.
2BR2T (golf view) 1240 sq. ft. >> Rs. 63, 24,000.
3BR2T (river view) 1650 sq. ft. >>Rs. 79, 20,000.
3BR2T (golf view) 1650 sq feet >>Rs. 84, 15,000.

* BR-Bedroom, T-Toilet, SR-Servant Room
* Area mentioned is Super built-up area.
* PLC, Car Parking, Club charges, Maintenance extra.

Wish town Noida
Sec. 128, Noida.

37

Jaypee Greens has offered an 18-hole signature Graham Cooke
golf facility pooled with world-class dwellings, recreational greens,
nature reserves, lakes and marvelously landscaped parks.
Jaypee Greens is a undertaking of Jaypee Group, a well branched
out infrastructural and industrial group with a proceeds of over Rs. 3500
crores. Jaiprakash Associates Limited is the flagship company of the
Group and is a well known leader in construction of River valley and
Hydropower projects, Engineering and Construction, Cement
manufacturing, Hospitality, Real Estate Development, and Infrastructure
development in the form of Expressways and Highways.
Amenities offered are golf course, wave pool, fire-fighting
systems, swimming pools etc. It also provides modular kitchen, pre-
assembled wardrobes in bedrooms, independent split-type air-conditioned
units, door phones & intercom, 24x7 security on entrance gates, water
supply through underground lines & overhead tanks, fire detection &
sprinkler system as approved by fire safety norms, electrical wiring in
concealed conduits with modular switches and power back up.

Prices
1BR-1T (Pavillion Court) 850 sq ft >>Rs. 38, 67,500

38

2BR-2T (Kalypso Court) 1600 sq ft >>Rs. 92, 00,000
3BR-3T-1SR (Kalypso Court) 2260 sq ft >>Rs. 1, 29, 95,000
3BR-3T-1SR (Imperial Court) 2310 sq ft >>Rs. 1, 32, 82,500
3BR-3T-1SR +Terrace 2900 sq ft >>Rs. 1, 66, 75,000

* PLC, Car Parking, Club & Maintenance charges extra.

Eldeco Aamantran
Sec. 119 Noida.

Eldeco Aamantran is located at the most preferred location in
Noida - Strategically located on Greater Noida Road and the Faridabad-
Noida-Ghaziabad corridor. It has the connectivity to NH-24, Greater
Noida & Faridabad. It has lush green surroundings with three main parks
within the sector. Golf course is within 15 minutes driving distance.

39

The ‘Eldeco Group’ has been at the good position of real estate in North
India since 1975. The group is identical in a number of towns like
Lucknow, Agra, Kanpur and NCR. The group has more than 120
projects, dwelling townships, high-rise Condominiums, town-houses,
malls & shopping complexes have been brought up. The collective
constructed area totals to 16 million sq. ft.
The group has earned ISO 9001 certification and the merit of being the
first developer in India to obtain the DR2 rating from ICRA (associate of
Moody's in India).

Amenities offered are swimming pool, gymnasium, kids play area,
multipurpose room, tennis court, golf carts to ferry guests etc.

Prices:

2BR-2T 1300 sq. ft. >>Rs. 47, 45,000
2BR-2T-1SR 1540 sq. ft. >>Rs.56, 21,000
3BR-2T 1740 sq. ft. >>Rs. 63, 51,000
3BR-3T 1920 sq. ft. >>Rs. 70, 08,000
Duplex 2670+75 sq. ft. >>Rs. 97, 45,500
Dup Penthouse 2695+1455 sq. ft. >>Rs. 98, 36,750

Eldeco Olympia
Sec. 93-A Noida.

Eldeco Olympia is located on the first-class Noida expressway. It is
located within the complex of Eldeco-Utopia and offers 3 bedroom
completely air-conditioned apartments. It has wonderfully landscaped
area with all-weather swimming pool and a sports court.

40

The ‘Eldeco Group’ has been at the good position of real estate in North
India since 1975. The group is identical in a number of towns like
Lucknow, Agra, Kanpur and NCR. The group has more than 120
projects, dwelling townships, high-rise Condominiums, town-houses,
malls & shopping complexes have been brought up. The collective
constructed area totals to 16 million sq. ft.
The group has earned ISO 9001 certification and the merit of being the
first developer in India to obtain the DR2 rating from ICRA (associate of
Moody's in India).
Amenities offered here- swimming pool, sports facility, banquet hall,
guest rooms, sauna & jacuzzi, all weather swimming pool etc.

Prices:
3BR-3T 1655 sq. ft. >>Rs. 83, 82,575
3BR-3T-1SR 2150 sq. ft. >>Rs. 1, 12, 76,750


Unitech Grande

41

Unitech launched its super luxurious golf course residential project
‘Unitech Grande’ on the first-class Noida Expressway. This is less than
2.5 kms from the Amity intersection on the Noida Greater Noida
Expressway. It is spread over 347acres. It includes a ‘Greg Norman’ 9-
hole Signature Golf Course, a habitat centre that has an art-gallery, a
museum, 10 conference rooms, an integrated sports complex, medical
facilities and schools within the boundary of ‘Unitech Grande’. It
provides accommodation in 3-4 bedroom modern apartments &
penthouses with fitted modular kitchen along with refrigerator, washing
machine & dryer.
Unitech is one of the major listed real estate companies in India
with a market capitalization of around US$ 5 billion. It has experience of
over 20 years in real estate development and also has developed many
barren landscapes into landmarks.
Amenities offered are: swimming pool, gymnasium, sports facility, kids
play area, multipurpose rooms, golf course, cafeteria, golf club pro-shop,
2 Golfer's Lounge, convention centre, meeting hall, banquet hall,
conference rooms, food courts, bowling alleys, sports complex,
gymnasium, yoga, aerobics room, indoor jogging track, 4 squash courts,
juice bar and health food outlet, billiards and snooker room, card room,
children's room, 2 home theatres, steam and sauna etc.

Prices
3BR-3T 2120 sq. ft. >>Rs. 1, 61, 12,000
3BR-3T-1SR 2230 sq. ft. >>Rs. 1, 69, 48,000
3BR-3T 2334 sq. ft. >>Rs. 1, 77, 38,400
3BR-3T-1SR 2372 sq. ft. >>Rs. 1, 80, 27,200
3BR-3T-1SR 2516 sq. ft. >>Rs. 1, 91, 21,600
3BR-3T-1SR 2557 sq. ft. >>Rs. 1, 94, 33,200
3BR-3T-1SR 2625 sq. ft. >>Rs. 1, 99, 50,000
3BR-3T-1SR 2810 sq. ft. >>Rs. 2, 13, 56,000
4BR-4T-1SR 3272 sq. ft. >>Rs. 2, 48, 67,200
4BR-4T-2SR 3473 sq. ft. >>Rs. 2, 63, 94,800
4BR-4T-2SR 3799 sq. ft. >>Rs. 2, 88, 72,400


42

Omaxe Twin Towers

Sec. 50 Noida.

Omaxe puts forward ultra luxurious apartments ‘Twin Towers’
located in Sec 50 Noida. It is designed by renowned Australian architects
OIA. It provides 3 bedroom air-conditioned apartments and has class
amenities like swimming pool, gymnasium, and a wave pool.
Omaxe Constructions limited is one of the large Real Estate
Development companies in India and has carried out more than 120
major Institutional, Industrial, Commercial, Residential and Hospital
construction projects. The company in a span of 5 years has
accomplished and delivered 10 projects including 8 residential and 2
commercial projects covering approx 5.13 million sq. ft of area. The
company at present has 46 projects under development.
Amenities offered are swimming pools, Jacuzzi and shower
facilities, Vaastu friendly structural design; separate store room in
basement, smart-security system, Internet for every room, ground floor
with exclusive lawn, mineral water plant in every kitchen and an ultra
modern chimney and hub. It also offers a gymnasium, sports facility, kids

43

play area, multipurpose rooms, geyser in all bathrooms, modular kitchen,
100% Power backup, split type air-conditioners all bedrooms, wooden
wardrobe in all bedrooms, chandeliers in living room, fans and decorative
lightings in all rooms etc.

Prices
3BR-3T-1SR 2150 sq. ft. >> Rs. 1, 18, 25,000
4BR-4T-1SR (Penthouse) 4182+197 sq. ft. >> Rs. 2, 30, 01,000

44

Omaxe Forest Spa
Sector 93-C Noida.

Forest Spa is an ultra luxury comfy apartments and penthouses and
are sited in the vicinity of 325 acres of lovely reserve forest which is the
very embodiment of luxury living. It is located on the Noida-Greater
Noida Expressway. It puts forward ultra luxurious 3, 4 and 5 bedroom
units. Each unit complex comes with facilities like central air-
conditioning, unrestricted view of the club, swimming pool and the
central park, and a parking space for 2 cars, car-wash area in basement,
launderette, service lift, driver’s lounge area with toilets. Every apartment
unit has a health club in the main bathroom, with sauna, steam, Jacuzzi
and shower facilities; an eye-catching glass fascia and Vaastu friendly
structural design. Imported modular kitchen cabinets, imported marble
flooring, an open kitchen with granite slap counters, a mineral-water plant
in every kitchen and modern chimney and hub.


45

Amenities offered are swimming pools, Jacuzzi and shower facilities,
Vaastu friendly structural design; separate store room in basement, smart-
security system, Internet for every room, ground floor with exclusive
lawn, mineral water plant in every kitchen and an ultra modern chimney
and hub.

Prices:
4BR-4T-1SR 2900 sq ft 1,88,50,000
4BR-4T-1SR 3550 sq ft 2,30,75,000
4BR-4T-1SR 4150 sq ft 2,69,75,000
5BR-5T-2SR 6500 sq ft 4,22,50,000

46

Omaxe Grand Woods:
Sector 93 Noida

Omaxe ‘Grand Woods’ located on the Noida-Greater Noida
Expressway. It offers luxurious accommodation in 2-3 bedroom choices.
The project is spread over approximately 23 acres; with 325 acres of lush
green forest surrounding it is like living in the lap of Mother Nature. Yet,
with every convenience of modern life at your disposal including the best
location i.e. Noida expressway for easy connectivity, healthy
environment and ambience, superior design, high quality of construction
and boasts of high quality neighborhood.

47

Amenities offered are swimming pools, rainwater harvesting, tree-lined
avenues, fire fighting cyst, 100% power back-up, RCC frame structure
etc.

Prices:
2BR-2T 1110 sq. ft. >>Rs. 55, 50,000
3BR-3T 1600 sq. ft. >>Rs. 80, 00,000
3BR-3T-Basement 1625 sq. ft. >>Rs. 81, 25,000
3BR-3T-1SR 1900 sq. ft. >>Rs. 95, 00,000
3BR-3T-1SR-Basment 1940 sq. ft. >>Rs. 97, 00,000


48

Chapter 4.3
SWOT Analysis

49

Chapter 4.3 SWOT Analysis

Industry SWOT Analysis:

In India the building & construction industry is a main driver of
economic growth. Here the construction sector accounts for about 6% of
GDP. Though the construction sector includes industrial construction,
roads, ports and other infrastructure, it is in real estate that the new
liberalized set of laws will have the maximum impact. The sectors
contribution is expected to boost in the coming years. Real estate growth
in India focuses on two key areas, retail and residential. The global real-
estate consulting group Knight Frank has positioned India 5th in the list of
30 up-and-coming retail markets and forecasted an impressive 20%
growth rate for the organized retail segment by 2010.
A report on real estate trends by Merrill Lynch says that the number of
Malls in Bangalore, New Delhi, Mumbai, Hyderabad and Pune were
expected to rise to about 250 by 2010 as against 40 now. In terms of total
region, there was 12.40 million sq. ft. of mall space on hand in these
cities.
The sector presumes its importance by way of being a large consumer of
resources, supporting a large ancillary industries and significant
employment generator. The access of foreign investors to the same may
also lead to the development of an organized real estate finance market.

Opportunities & Threats:

Real estate has always been about location. But as the time lapses by, it is
becoming more about reputation. Given the current trend and the
willingness of the Government to facilitate growth, there appears to be

50

opportunities galore for construction companies in the medium to long
term. Development of the real estate sector has not been uniform across
the country. While cities such as Mumbai, Delhi, Gurgaon and Bangalore
have been a realtor’s paradise, Threats:
Though the potential for growth is significant, achieving it is not as easy
as it appears. The success in construction industry calls for improved
methods of construction to achieve desired levels. With economy opening
up and consequently, its growing needs, it is required to keep pace with
the scientific and technological advancement.

RISK & CONCERNS

Barring a handful of large companies, the industry set-up is characterized
by the predominance of the small unorganized contractors. To counter the
growing competition and keeping in view the rising outlays on
construction projects, the larger companies in the sector are increasingly
investing in capital equipment. Most contracts being awarded are of a
fixed turnkey type, which carry penalties and incentives for delay and
early completion, respectively.

51

Chapter 5.0
Data

52

Chapter 5.1 Data Collection

The study was carries out in Noida and greater Noida and the responses
of the consumers were collected from NCR via Questionnaires. The study
requires both primary and secondary data. The primary data is collected
mainly from the Property Exhibitions and through direct Interaction with
the marketing office/ employees of other developers.
The research was carried over a period of 8 weeks.
The approach of the research was direct. The research was mainly
conducted through a personal visit to the various site offices and
marketing offices of the concerned developers and also via questionnaires
in NCR (See appendix for the questionnaires). The customers/ investors
in the selected sample size answered an array of questions.

The questions Asked in the questionnaire were as follows:

Q1. Are you interested in investment in real estate?
Q2. Have you invested in real estate?
Q3. If yes for what purposes you look in while investing in to real estate?
Q4.What all risk factors you consider before investing?
Q5.What will be your preferential size of apartment?
Q6. What all developers you can recall in Noida?
Q7. Have you visited any site offices in Noida?
Q9. What are the locations and projects preferred?

53

Q10. What is your price budget for buying residential property on Taj
Expressway?
Q11. Would you like to take Supertech as an investment option?

Chapter 6.0
Findings and analysis

54

Chapter 6.0 findings and analysis
PART - I
The primary objective requires locating the availability of the High End
Properties in the proximity of Noida and Greater Noida. It also covers the
details about the project- specific offerings of each real estate developer.
The findings of the same were:-
1) OMAXE:

RESALE NO. OF FLATS/
PROJECT NAME LOCATION SIZES STATUS SALE RATE RATE MAINTAINANCE
1100 2HBK,
1600 3BHK, 5000 Per Sq
1625+600 feet(basement
(3BHK booking charges-
Grand Woods +Basement) open 3765) NA 162 flats

2900 3BHK
3550
3BHK+SQ
4150
4BHK+SQ 5800 Per Sq
Forest Spa (ultra 6500 booking Feet - 6500
luxury) Sec 93 B 5BHK+2SQ open per sq feet NA 1250 flats
2150 3BHK booking 5500 Per Sq.
Twin Towers Sec 50 +SQ. open Feet NA

2) SUPERTECH:

55

SALE RESALE NO. OF FLATS/
PROJECT NAME LOCATION SIZES STATUS RATE RATE MAINTAINANCE

Czar, 890 flats
Emperor,
booking 5500 per
Aster, Sec 93 A 3BHK-4 BHK open sq feet NA 704 flats

3) ELDECO:

5750(1-
3rd),
5650(4-
2150 (3BR, 8th),
4T, SQ 5450(9-
3Balcony, 13th)
loby ) 5250(14th+) NA
5550(1-
3rd),
5450(4-
8th),
1655 (3BR, 5250(9- 20 per Sq Feet
3T, 4Balcony booking 13th) ( deposit ) + 1.5 per
Olympia Sec 93 A loby) open 5050(14th+) NA Sq Feet ( monthly )

Eldeco is considered to be the nearest competitor of Supertech in the
Sector 93-A

4) ATS:


1300, 1500,
Greater 1750, 2800, between Rs.
Noida penthouse, 6000 and
ATS Greens Expressway, ground floors, 6500, per Sq.
Village Sec. - 93 villas sold Sold out feet 1500 per flat
Rs. 3500
Greater per sq.
ATS Paradiso Noida. 3-4 BHK feet 1500 per flat

56

The project is Almost fully occupied, 650 out of 700 already occupied.

5) JAYPEE:

57


800-1BHK
1170-2BHK
Sector 128 1600-3BHK booking 5100 per
Pavillion Court Noida (super area) open sq feet NA
1650-2BHK
2440-3BHK
2440-3
BHK(B)
1650-2BHK
2440-3BHK
2440-3
BHK(B) 3660-
4BHK (With
terrace)(A)
3200-
4BHK(B)
2970- 3BHK
(with terrace)
2430- 3BHK
(A&B)
3340- 4BHK
3200-
4BHK(B)
(Type A &
Terrace)
3180-
4BHK(B)
3340-
4BHK(C)
2950- 3BHK
(with terrace)
2380- 3BHK
3300- 4BHK
with terrace
3150-
4BHK(B)
1625- 2BHK
2920 3BHK
(with terrace)
2425- 3BHK
3335- 4BHK
(with terrace)
2945- 3BHK
(with terrace)
Sector 128 1885- 2BHK booking 6100 per
KALYSPO COURT Noida (super area) open sq feet
4510 sq feet
with
basement
ground first
and second
Sector 128 floor (Villa booking 7500 per
TOWN HOMES Noida Types) open sq feet NA

58

6) PARSAVNATH:

Paradise

Shrishti Sec 93 A 2-3 BHK sold

There is Very less occupancy in the Shrishti towers.

7) ASSOTECH:

CELESTIE 4750 sq feet booking 8000-8200
TOWERS Sec 44 5BHK open +PLC NA

8 UNITECH:

Maintenance Charges
for the Period of 5
years to be
2120, 2230, determined at the
2334, 2372, time of offer of
2516, 2557, possession on the
Greater 2625, 2810, 7600-8000 basis of Super area of
Noida 3272, 3473, booking Per Sq the apartment +
Aqua And Terra Expressway 3799, open Feet NA Service taxes

59

9) GAUR:

RESALE NO. OF FLATS/
PROJECT NAME LOCATION SIZES STATUS SALE RATE RATE MAINTAINANCE

Maharaja-I
1246 Sq Feet 4000 per sq
Samrat-I feet with 15%
1625 Sq Feet down Rs 1 per sq feet.
Sector 119 Samrat-II booking payment With security Rs.
GRANDEUR Noida 1739 Sq Feet open discount NA 20 per sq feet

10) PURVANCHAL:
2510 , 2115 ,
1805 , 5025 per
3685+835 , Sq Feet + 30 per Sq Feet
2930+985 , 2100 per ( deposit ) +1500 per
2495+605 Sq limited Sq Feet month ( Fixed amount
SILVER CITY Sec 93 A Feet units left ( terrace) NA )
30 per Sq Feet
2850 + ( deposit ), 1.25 per
4005+1205 1350 per sq feet + .25 per Sq
Sq Feet Sq Feet NA Feet ( for terrace )
30 per Sq Feet
2850 + ( deposit ), 1.25 per
3350+870 Sq 1350 per sq feet + .25 per Sq
Feet Sq Feet NA Feet ( for terrace )
30 per Sq Feet
2851 + ( deposit ), 1.25 per
2820+650 Sq 1350 per sq feet + .25 per Sq
Feet Sq Feet NA Feet ( for terrace )
30 per Sq Feet
sector zeta 2852 + ( deposit ), 1.25 per
01 greater 3440+1050 booking 1350 per sq feet + .25 per Sq
HEIGHTS Noida Sq Feet open Sq Feet NA Feet ( for terrace )
SILVER CITY -II Sector PI - booking 3225 + 30 per Sq Feet
II Greater open 1500 ( deposit ) +1500 per
Noida 3750 + 700 ( terrace) month ( Fixed amount
Sq Feet per Sq NA )
2950 + 985 Feet NA 30 per Sq Feet
Sq Feet ( deposit ) +1500 per
month ( Fixed amount
)

60

30 per Sq Feet
( deposit ) +1500 per
2495 + 605 month ( Fixed amount
Sq Feet NA )

PART - II

Out of 100 responses filled by respondents, the major results were:

Q1. Are you interested in investment in real estate?

Valid Cumulative
Frequency Percent Percent Percent
Valid Yes 85 85.0 85.0 85.0
No 15 15.0 15.0 100.0
Total 100 100.0 100.0

(Ho) 1 Consumers are interested in real estate investment.
(H1) 1 Consumers are not interested in real estate investment,

Interpretation: due to the recent growth trends in the real estate sector in
the NCR, the consumers are showing more interest in real estate
investment. This is because the real estate has shown promised return in
last few years in both commercial as well as residential areas. The return
on real estate has beaten all form of investment and hence looked on by
investors as a better option. In real estate investment, the consumer gets
tax benefits as per the income tax act due to interest payment of loan, on
the other hand they save paying rent and develop a compulsory saving
habit and also create a valuable asset for a long time.

61

Q2. Have you invested in real estate?

Valid Cumulative
Valid Yes 65 65.0 65.0 65.0
No 35 35.0 35.0 100.0
Total 100 100.0 100.0

Interpretation: The result shows that considerably high numbers of
respondents have made a real estate investment in the past. The main
reasons being the promising returns in the past, easy loan availability and
attractive offers from both the real estate developers and the financial
institutions.

Q3. If yes for what purposes you look in while investing in to real
estate?

Valid Cumulative
Valid long term return 29 29.0 29.0 29.0
short term return 8 8.0 8.0 37.0
Recurring return 25 25.0 25.0 62.0
own use 28 28.0 28.0 90.0
i don’t invest in real
10 10.0 10.0 100.0
estate
Total 100 100.0 100.0

62

Q4.What all risk factors you consider before investing?

Valid Cumulative
Valid legal and regulatory
27 27.0 27.0 27.0
factors
political factors 3 3.0 3.0 30.0
lack of reliable
7 7.0 7.0 37.0
valuation data
lack of professional
11 11.0 11.0 48.0
advice
hard to determine the
34 34.0 34.0 82.0
best opportunities
Others 18 18.0 18.0 100.0
Total 100 100.0 100.0

Interpretation: Out of the total responses filled, people find it hard to
determine and evaluate the best options available in the market as there
are multiple options made available by a pool of developers in more or
less the same price range. All the developers almost have more or less the
same offerings.

63

Q5.What will be your preferential size of apartment?

Valid Cumulative
Valid 2bhk 3 3.0 3.0 3.0
3bhk 58 58.0 58.0 61.0
4bhk 17 17.0 17.0 78.0
independent
11 11.0 11.0 89.0
villa
penthouse 11 11.0 11.0 100.0
Total 100 100.0 100.0

Interpretation: The respondents have chosen the 3 BHK as the most
preferred category of the apartment. This is due to the emergence of the
concept of nuclear families in the NCR and the high liquidity aspect of a
3 BHK apartment in terms of resale and fast disposal.

Q6. What all developers you can recall in Noida?

gaur parsavnath
7% parsavnath
11%
supertech jaypee
16% jaypee assotech
16% omaxe
ats
assotech eldeco
unitech 4% purvanchal
14%
unitech
purvanchal omaxe supertech
5% 14%
ats gaur
eldeco 9%
4%

64

Q7. Have you visited any site offices in Noida?

Valid Cumulative
Valid yes 36 36.0 36.0 36.0
no 64 64.0 64.0 100.0
Total 100 100.0 100.0

Interpretation: most of the respondents are unaware about the presence
of the site/marketing offices of developers and considerably a large
number of the respondents have not visited any of these offices.

Q8. What all parameters and facilities you look into any real estate
property before investing?

ROI golf course golf course
clear title 9% 7% club parks
8% club parks affordability
14% pollution free locale
connectivity to office
waterbodies
13% affordability
10% wi fi connectivity
proximity to
proximity to markets
markets pollution free locale
10% 8% connectivity to office
clear title
wi fi connectivity waterbodies
10% 11% ROI

65

Q9. What are the locations and projects preferred?

Valid Cumulative
Valid Noida 79 79.0 79.0 79.0
Greater
16 16.0 16.0 95.0
Noida
Others 5 5.0 5.0 100.0
Total 100 100.0 100.0

Interpretation: the respondents have shown an affinity towards Noida
and especially on the expressway because of the easier connectivity with
other parts of NCR, ongoing infrastructure projects such as airport, mass
public transport system etc in the near future. Also in the recent past
Noida expressway has shown an impressive two fold increase in the
property prices every fourth year. All these make the expressway as the
top preferred location for investment.

66

Q10. What is your price budget for buying residential property on
Taj Expressway?

Valid Cumulative
Valid 75 Lakhs To 1.25
56 56.0 56.0 56.0
Crores
1.25 Crores To 1.75
36 36.0 36.0 92.0
Crores
1.75 Crores To 2.25
8 8.0 8.0 100.0
Crores
Total 100 100.0 100.0

(Ho) 2 Consumers are interested in investment beyond 1 crores.
(H1) 2 Consumers are not interested in investment beyond 1 crores

Q11. Would you like to take Supertech as an investment option?

Valid Cumulative
Valid yes 74 74.0 74.0 74.0
no 26 26.0 26.0 100.0
Total 100 100.0 100.0

(Ho) 3 People prefer to invest in Supertech.

(H1) 3 People do not prefer to invest in Supertech.

67

Chapter 7.0
Recommendations

68

Chapter 7.0 Recommendations

1) It is the right time to buy the property in Noida as the customers
can benefit from the high inflation rate and rising interest. For ex A
20 year loan’s EMI paid today may have minimal value 10-15
years hence.

2) High-tech infrastructure is coming up with global standards, so the
companies should identify them properly and serve their customers
with what they desire.

3) Innovative marketing techniques should be practice, visual
advertisements, road shows and seminars should be carried out.
The company should list itself with various investor clubs in order
to attract HNI clientele & long lasting association. The company
should also participate in foreign real estate exhibitions like recent
one held in Birmingham (U.K.).

4) In light of the current scenario of rising interest rates and inflation
it would be beneficial for the customers who will be buying units
through self funding would get better options as the developers are
ready to provide attractive investment options such as flexible
payment’s , EMI sharing and other added advantage which would
also include down payment discounts.

69

5) People who are buying the property for end use on expressway and
surrounding areas would get better deals because at the end of the
day they can get an independent unit at a lower rate of interest, as it
is supposed to rise in future, hence, it would be a better deal
considering the future market scenarios.

6) Companies can use social networking sites for sale of flats and
brand promotion.

7) Globally investments are done to counterattack the inflation as the
property rates would raise and if a consumer purchases a property
then it reduces his disposable income substantially hence
countering inflation. Moreover rise of interest rates and inflation is
a global issue today in major countries in the South-Asian market
and in U.S but in spite of all this, there is a rise in global
infrastructures such as expressways, public transport system,
airports and other benefits the government is providing, hence, the
rates in the real estate sector is bound to grow up in future so
investment is better in the current time period.

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“Don’t Wait To Invest In
Real Estate,
Invest And Then Wait”

Drawing a home on a piece of paper with little hands and crayons is
an inseparable part of everyone’s childhood. No science can make
theories to explain, why children around the world draw homes,
surrounded with lush green garden, a blossoming lawn, a smiling sun
and a river flowing alongside.
It is perhaps because at every stage of one’s life, people continue to
dream about their home. As we grow up, this idea of ‘dream home’
acquires a distinct and clear shape. The home that we drew with our
little hands becomes an important dream in our life ultimately!

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Chapter: 8
References:

72

Chapter 8.1 References:
http://www.ibef.org/artdispview.aspx?
in=60&art_id=17526&cat_id=381&page=3

http://www.moneycontrol.com/stocks/company_info/directors_report.php
?sc_did=GCC02

http://www.supertechlimited.com
http://www.indiaproperty.com
http://www.magicbricks.com
http://www.allcheckdeals.com

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Chapter 9:
Annexures

74

Chapter 9: Annexures
Questionnaire
Questionnaire

Introduction:
Thank you for taking the time to complete the survey. Your valuable
feedback is integral to our academic research on consumer preferences
about investing in Real Estate.
Specifically we want to uncover whether Supertech is a brand in which
consumers would like to invest in?
Your answers would remain strictly confidential and will be used only for
research purposes only. The survey would take about 5 minutes to
complete. Once again I would thank you for your time.

Name: ________________________________________________________
Age: __________________________________________________________
Occupation: ___________________________________________________

Contact details:
E-Mail: _______________________________________________________
Contact # :_____________________________________________________

Please answer the following questions:

1) Are you interested in investment in real estate?

o Yes
o No

2) Have you invested in real estate in the past?

o Yes

75

o No

3) If yes, for what purposes you look in while investing into real
estate?
o Long term return
o Short term return
o Recurring return
o Own use
o I don’t invest in Real estate

4) What all risk factors apart from the following you consider
before investing?
o Legal factors and regulatory risks
o Political factors
o Lack of reliable valuation data
o Lack of professional advice
o Hard to determine the best opportunities
o Asset volatility
Others_______________________________

5) What will be your preferential size of apartment?
o 2 BHK*
o 3 BHK*
o 4BHK*
o Independent Villa
o Penthouse
o Other: ______________
* (BHK- Bedroom, Hall and Kitchen)

6) What all developers you can recall in Noida?
o Paravnath
o Jaypee
o Assotech
o Omaxe
o ATS

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o Eldecco
o Purvanchal
o Unitech
o Supertech
o Gaur

7) Have you visited any of the site-offices in Noida?

o Yes
o No
If yes, please specify whose? _________________________

8) What all parameters and facilities you look into any real estate
property before investing?
o Golf course
o Club/ Parks
o Affordable Price Range/ Low Interest Rates
o Peaceful Locality/ Pollution Free environment
o Swimming Pools/ Lakes/ Other water bodies
o Wi-fi Internet
o Proximity to Markets/ Schools/ Hospitals/ Places of worship/
Entertainment Centres
o Connectivity to Office/ Public Transport
o Clear Title/ Resale Value
o Return On Investment
o Others:_____________________________________________

9) What all other factors your previous (Or Current) property
lack?

Please
specify:__________________________________________________

10) What are your locations and projects preferred?

o Noida: __________________________________________

77

o Greater Noida:____________________________________

o Others: __________________________________________

And why?
_____________________________________________________

11) Under what is your price budget for buying a residential
property on Taj Expressway?

o 75 lakh to 1.25 crores
o 1.25 crores to 1.75 crores
o 1.75 crores to 2.25 crores
o 2.25 crores and above

12) Would you like to take Supertech as an investment
option/ Residing purposes?

o Yes
o No

78

Chapter 10:
Case study

79

Chapter 10: Case study

Noida Greater Noida--Taj Expressway
Boon to Noida Reality

80

Introduction and Background to the Case:

The expressway connects two important destinations of National
and International importance i.e.; National capital region of Delhi and a
part of golden triangle and hot tourist destination, Agra both these places
have high potential to generate traffic and economic development. The
expressway popularly known as Taj expressway which acts as the jugular
vein in the Noida and greater Noida framework as it acts as the
connecting route between Noida and greater Noida.

The total length of the Greater Noida expressway is 23.627 km out
of this total, 20.127 km lies in Noida and the rest 3.5 km in Greater
Noida. The attractive part of expressway is a hassle and signal free drive.

The total expenditure made by state on expressway, excluding land
acquisition works out to approximately Rs. 155 crores when the
expressway was not constructed. The expressway reduced commuting
time from Noida to greater Noida to 1 hr from 2 to 2 ½ hrs and there has
been a reduced impact of pollution on environment significantly.
However the major effect which expressway has brought in greater Noida
is the steep rise in the property market in greater Noida and the properties
alongside expressway. This is because the expressway brings in easier
connectivity to Noida and Greater Noida. Average capital value that
stands at Rs 1200 to Rs 1500 per sq ft in the year 2002 have gone up to
Rs 4000-8000 per sq. ft. , it is a remarkable percentage growth of 430%!!.

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In case of a plotted development, the values range from Rs 8000 per sq.
mt. to 45000 per sq. mt.

The major benefit from the project is improved connectivity of
NOIDA and Greater NOIDA thereby it improves the prospects of
attracting new Industries, Commerce, Trade, and Development of
Infrastructure. The expressway has witnessed the steep rise in the market
value of the properties and the establishment of various SEZ parks due to
the increased connectivity. The availability of the ‘high end’ properties
has also attracted foreign investment in the form of NRI purchases of the
high end residential properties and commercial properties along the
expressway. The thunder in the property market has also provided living
to a substantial amount of people.

Various MNC’s have started there operations centre along with the
expressway; to name a few HCL, Perot Systems , UPS , Patni
Computer’s, Havell’s etc. The expressway is also a new venue for
institutes in Technical, Management, Vocational and educational arena to
open in the coming 5-years with DPS, Ryan, IIT Rorkee, Bits Ranchi,
National Law School, Birla Institute of Technology and Management and
Amity school are already operational. To attract various investors and the
end users interested in real estate the various projects; which are initiated
and are on various stages development.

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Moreover approvals for various projects are being given by government
such as:

• Delhi Metro soon to reach Greater Noida.
• 250 acres of night safari on the lines of the Singapore night safari.
• Proposed International Airport, Aviation Hub & Cargo Hub.
• Proposed Pragati Maidan/ Expo Centres.
• 222 acre Greg Norman signature golf Course.
• Proposed Formula-1 Track.
• 220 acres of multi facility family entertainment parks.
• Connectivity to Agra by Taj Expressway.
• Proposed Wholesale Market, Agro-processing Park.
• 26 IT-ITES parks are proposed and their construction is in full
swing.
• Approximately 15 SEZs are on various stages of development and
approval.

Due to the easier access to NCR, the real estate has witnessed an
all-round raise in the demand of residential properties as well as
commercial properties alongside expressway. This has resulted in to all
the key developers in the sector to open up several new ventures which
have caused the appreciation in the real estate prices. People are coming
forward both as investors and actual end users of the units. The
competition has benefited the customers as they have more options, they
can choose between luxury and value to money according to there needs.

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The real estate boom in cities of Noida and Greater Noida is still on
a high. With Special Economic Zones (SEZs), hotels, commercial and
residential complexes in pipeline, the cities forecast strong and sustained
growth for all real estate segments. Development of residential,
commercial, and institutional area alongside the Noida-Greater Noida
Expressway in the next 10 years can be out of the ordinary.

The sectors near the Expressway are likely to see an additional
population of 15.84 lakhs by 2021. The expected additional population is
11.53 lakhs.

The Noida expressway is divided into 4 main zones:

Zones Distance Sectors
Less than 1 92, 96-99, 106,
Zone 1
Km 128, 133-136
42, 43, 45-48,
Zone 2 1-3 Km 82, 104, 107,
109 and 110
Zone 3 3-5 Km 49, 50 and 101
72-79, 114-120
Zone 4 6 Km
and 122

The Noida Greater Noida Expressway is 23 km long. Out of this, only 3
km falls under Greater Noida Authority and the remaining part is with
Noida Authority.

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The real estate sector which has developed alongside the
expressway and surrounding areas the various major sectors in which real
estate market has been developed are 119 , 50 , 44 , 93 – A, B, C. The
sector which is sizzling among these is sector 93 because in this sector
the competition is between the big players of the real estate viz. of
Supertech, Omaxe, ATS, Eldeco, Parsavanath and Purvanchal.

Presence of Supertech on the expressway;

The Supertech group is one of the leading real estate developers in
Northern India. Since its very inception 20 years ago, the Supertech
Group has achieved rapid progress by taking advantage of the real estate
boom in the country. During the course of time, the company has
accomplished more than 75, 00, 000 sq. ft. of premium quality
construction and also delivering value to its consumers.

85

Supertech has undertaken a number of impressive residential
projects which are combination of extravagance, sophistication and
suitability. The ongoing ‘Supertech Emerald Court’ project located at
Expressway, Noida, offers ultra-modern 3 and 4 bedroom apartments and
penthouses with international class specifications. Supertech Icon
Supertech, Avant Garde and Supertech Czar Suites are other prime
residential projects developed by Supertech. On the commercial front,
Supertech has launched the Shopprix Mall in Noida and two similar malls
are under construction in Vaishali and Kaushambi. Shopprix Mall houses
some of the top retail brands of the country and offers shopping
ambience. Supertech group's persistent dedication towards excellence has
fetched them the coveted Udyog Ratan Award for the year 2001 and also
ISO 9001:2000 certification for the global quality construction standards.

Key Issues:

ATS Village shares its boundaries with ‘Supertech Emerald Court’
on one side and ‘Parsavanath Prestige’ on the other side. It is equally
competitive when it comes to offering and benefits and amenities in there
projects. Still there is so much variance in the price offerings of all the
three even when they share the same territory. The target market of them
are also more or less common; so what are the factors which combines to
fix there prices with respect to earn profit on there investment and to
build a Brand value. The difference it’s not ignorable by the customer

86

when he comes to invest for end use or even as a investment if we
compare the prices of ‘Purvanchal Heights’ with ‘Supertech’s Emerald
Court’ and ‘ATS Village’. There is a huge difference between them
despite that Purvanchal’s offering is value to money and hence cheaper in
comparison to Supertech and ATS; though it does not has a strong brand
name such as Supertech and ATS. Hence it affects the sales. Where as if
we just go on the other side of the Expressway, in Sector 128 Noida,

Where lies the prestigious project of Jaypee group; they are
charging approximately Rs. 7000 per sq. ft. where as in ‘Purvanchal
Heights’ charges approximately Rs. 2400 per sq. ft. We can conclude
with the current scenario in real estate is much unanticipated as
developers in the same territory are at a different level of price offerings.
The various factors which affect it are;

Value to money –

When the customer thinks about purchasing a residential flat the
first priority is that the property should give full value to the money
invested and should be a profitable investment in the long run. The
investment should fulfill all the criteria of his needs and should be
sustainable when the future probabilities are concerned.

Investment Scenario –

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The prevailing trends in the real estate market and the behavior of
the customers regarding buying and selling, different developers in order
to offer something different define different unique selling prepositions.
This is all guided by the investment scenario.

Brand Value –

Whenever it comes to an investment or purchase of such a high
amount, the strength of the brand image or the brand value plays a very
important role.

Added Benefits –

The added benefits provided by the developers in their projects over and
above the competitors helps in deciding the price offering of the projects.

88

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