DESIGN-LED APPROACH BEDROCK OF MARKETING

I work at the intersection of marketing, brand, design, customer centricity and sustainability to deliver tangible value to our customers across the real estate life cycle. I have been with Godrej Properties since 2011 and have led the GPL Design Studio from 2015 through to 2019 before pivoting to leading CSR and sustainability for Godrej Properties. NOVEL STRATEGY & PRODUCT The Trees is a Godrej Properties’ flagship project and its success can be attributed in large measure to the clear and deliberate focus on design led marketing. The narrative of ‘Imagine Life at the Trees,’ has consistently influenced the project’s positioning, product & marketing strategy, design, visual identity, place making, marketing communication, and customer outreach strategy in one seamless narrative. Redefined product and experience for real estate through primary customer research to • Generate user insights • Craft a family persona • Develop product proposition • Curate the show apartment • Deploy product evangelists & secure feedback MOST SUCCESSFUL MARKETING CAMPAIGNS Imagine Life at The Trees campaign translated to authentic experience centre, customer walk through & on site brand engagements. A continuous and iterative engagement showcased the development as the best of urban living in Mumbai • Product – master plan/tower/apartment level differentiation • Bespoke site experience for tangible reason to believe. I HAVE USED A DESIGN-LED APPROACH TO TRANSFORM SITE OPPORTUNITIES & CHALLENGES INTO PRODUCT-LED DIFFERENTIATION. SOCIAL IMPACT GPL initiated the Integrated Watershed Management Project in 2016 in partnership with the National Bank of Agriculture & Rural Development (NABARD) for a period of 3 years. The project covers 3300 hectares in the Beed district of Maharashtra, working towards making the most drought prone agricultural belt-villages of Jamb, Bavi and Zapewadi efficiently irrigated & water sufficient. GPL planted 5 Lakh saplings of native, fruiting species that will act as a secondary income for the farmers in Beed District. About 3 million kilolitres of water per annum is restored, which will ensure year-round cropping for the farmers. MAJOR ACHIEVEMENTS In 2016 launched – The Trees, 1000 CR launch sales ~ 80% launch Velocity. In 2021 100% inventory sold out for The Trees and Godrej Platinum. Hold the company record for most successful launch, retention and enhancement of APR through lifecycle, fastest liquidation of project and lowest cost of sales.