WHY THE CUSTOMER COMES BEFORE THE CAMPAIGN

Q You come from a second-generation real estate family, but built your own expertise in marketing and branding. What drew you to this, and how has your approach evolved?

I joined the family business in 2012, but I was drawn to a different question than the one it was built on — not how you construct a project, but why a customer picks one over another. Over these years, my view of marketing has shifted from a support function to a core business strategy: it has to start with the product and the customer, not the campaign. We have built our developer partnerships around that belief — performance-based marketing, cost aligned to outcome, no upfront retainer. That only works if the branding call underneath it is right.

Q Across development, construction, acquisition, banking and legal, what are the biggest gaps in how real estate is marketed and sold today?

The industry still treats product, marketing and sales as separate departments. A great location and solid construction mean nothing if the promise falls apart in banking or legal paperwork. We have tried to close that by treating the customer journey as one connected system — CRM, tele-calling, post-booking support — instead of silos, and by removing friction points like deferred-interest payment structures for buyers waiting on possession.

Q You speak about integrating technology into real estate. What can it change in marketing, engagement, and decision-making?

The value isn’t the walkthrough video, it’s the back end. Knowing which lead is actually warm, which channel converts, where buyers drop off. We’ve used that discipline to clear over half a project’s inventory in a two-day sale window, and move high-volume plotted inventory in as little as two weeks. Most developers still price and phase launches on instinct. Data should make that call instead.

Q Indore is one of Central India’s most-watched markets. What’s driving the growth, and what’s next?

It’s infrastructure-led. Residential rates on the Super Corridor have moved up nearly 57% in five years to around Rs. 4,450 a square foot, and commercial space there — pulled by IT occupiers like Infosys and TCS — trades between Rs. 7,000 and Rs. 12,000. The metro’s priority corridor has been running since May 2025, with the full ring due by 2027. Indore has outgrown its Tier 2 label — buyers are comparing it to metro-city benchmarks now. What’s next is planned, integrated development along the corridor. Growth without planning discipline destroys value as fast as it creates it.