Page 43 - Construction & Architecture Update JAN-FEB 2018

and average realisation. The sales volume and total sales of rural India is a must. It is in this context that we initiated
value are up by 8.4% and 11.2% respectively vis-à-vis the Graamasobha, a unique social developmental programme in
preceding quarter. In addition to this, the sales volume and 2006. Our CSR activities are carried out under the aegis of ‘Sri
total sales value have increased by 52% and 92% respectively as Kurumba Educational and Charitable Trust’. Under this unique
compared Q3 of FY17. social development initiative, we have adopted three grama
Bengaluru, which is our principal market, has always performed panchayats in Palakkad – Vadakkenchery, Kizhakkenchery and
well. Other regions that have shown steady improvement Kannambra. Unlike the quintessential CSR programmes followed
include Kochi, Thrissur, Gurugram, Coimbatore and Mysore. by corporates that focus on a single aspect of development,
Graamasobha activities encompasses areas of education,
What kind of brand loyalty/management initiatives health, livelihood, and women empowerment – a more holistic
do you have in place? approach to improve the quality of life of the rural masses and to
In order to re-connect with our customers, we had launched enable the beneficiaries to become self-sufficient.
SOBHA Connect program last year for its immense tangible
and intangible value loads. It was primarily a listening exercise Please share about your recent completed projects,
where apart from other things, fun and gaiety, we were able ongoing projects and upcoming projects?
to gather valuable feedback from our customers. This helped As of September 30, 2017, the Company has ongoing real
us understand what went right and what went wrong. We estate projects aggregating to 40.30 million square feet of
have ploughed back the valuable insights into the system to developable area and 27.63 million square feet of saleable area,
strengthen our processes further. and ongoing contractual projects aggregating to 7.06 million
Similarly, we had also introduced SOBHA Privilege and square feet under various stages of construction.
SOBHA Advantage as two incentive programs. While Privilege The Company has a real estate presence in 9 cities for
is essentially a referral program for customers where they residential projects, viz. Bangalore, Gurgaon, Chennai, Pune,
get an opportunity to enjoy a host of promotional offers and Coimbatore, Thrissur, Calicut, Cochin and Mysore. Overall,
redeemable points at prestigious outlets, Advantage is a sales SOBHA has footprint in 26 cities and 13 states across India,
referral program for employees to earn handsome incentives by including contractual projects.
being our brand ambassador and helping us sell better. Some of our key ongoing projects include SOBHA
Indraprastha, Bengaluru; SOBHA Dream Acres,
What is the brand philosophy and how has it helped Bengaluru; SOBHA Silicon Oasis, Bengaluru,
the company grow over the years? SOBHA Winchester, Chennai and SOBHA
SOBHA’s brand philosophy revolves around ‘passion at City, Gurgaon. We have recently launched
work’, signifying our passion and attention to every detail. We three new projects Marina One in
are guided by five core values - international quality, passion, Kochi, which is being developed
reliability, transparency and integrity. These values have guided in co-ownership with
and enabled us to withstand adversity. More importantly, it Puravankara, SOBHA HRC
has helped strengthen our processes further to transform the Pristine in Bengaluru and In order to
Company into one of the most trusted and admired real estate SOBHA Silver Estate in re-connect with
brands in the country. Thrissur.
At SOBHA, we believe and focus on quality and timely delivery our customers, we had
of projects. These are of prime significance in the real estate
business. Over the last 23 years, the Company has consistently launched SOBHA Connect
followed these two crucial aspects to establish itself as a market program last year for its
leader and a pioneer. As a result, today, we are able to win not
only new customers but also a large number of buyers who are immense tangible and intangible
repeat customers.
value loads. It was primarily a
Besides the business, SOBHA also has a strong
CSR programme. Please share details of listening exercise where apart from other
SOBHA’s CSR initiatives. things, fun and gaiety, we were
SOBHA has been committed to the cause
of social empowerment and community able to gather valuable feedback
development since its inception. We
believe that for the overall well-being from our customers.
of the society, a comprehensive
and sustainable development

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