Market Entry Strategies Case Study

IVRCL, An Indian Construction Behemoth's Forays in to Real Estate Targeting The Niche Brown Collars- Will The Formula Work?

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Abstract:

Since 2000, higher disposable incomes, increasing population and rising property rates have led to a boom in the real estate sector. Many infrastructure companies entered the real estate industry. Among them, IVRCL (I Venku Ready Constructions Limited), one of the construction giants, known for its water projects, entered the real estate sector through its subsidiary IVR Prime Urban Development Limited (IVR PUDL) in 1996. IVRCLPUDL forayed into the real estate sector by constructing residential buildings that were specifically meant for the brown collar workers. Developing colonies for brown collar workers was a niche area in the Indian real estate market. Although the brown collar housing market was a potential one, its success largely depended on the effective implementation of the social sector reforms formulated by the Government of India.

Pedagogical Objectives:

• To have a brief understanding of the Indian real estate sector.
• To understand the challenges of choosing a niche segment.

Keywords :  Residential housing; Retail mall; Office space; Tier I city; Central business district (CBD); Turn Key project; Water project; BOT (build, operate, transfer); BOOT (build, own, operate, transfer); Brown collar workers; Infrastructure; Disposable income; Housing finance; Average household size; IT park; Urban population; Housing demand

Contents : 
Indian Construction Industry: An Overview
Factors Driving Real Estate Growth
Important drivers of Retail Segment of Real estate Sector
IVRCL’s Foray into Real estate: Targeting Brown Collar Housing Segment
Contribution of each division to IVRCL’s turnover
Details of Major Projects Undertaken by IVR PUDL in Major Indian Cities
Profit and Loss Account Statement of IVRCL