The partnership was forged keeping in mind the ethos of putting the consumer first
Rajesh Jain, Director, Conscient Infrastructure chats to Realty+ about the partnership project constructed by Conscient and Hines.
What was the strategy behind the partnership between Hines and Conscient?
The partnership between Hines and Conscient was forged keeping in mind the ethos of putting the consumer first. Hines and Conscient bring complimentary skills to the Joint Venture, with Conscient’s understanding of the local markets, and Hines focusing on bringing international-standard premium residential community to the people, integrating them to develop a project that attracts the targeted consumer base.
What is the Pricing strategy and the segment of society you’ll are looking at targeting with this project?
It is a thoughtfully designed, differentiated, high-quality, residential development option for the customers, priced at INR 2.4 – 4.0 cr. ticket size. Elevate has been developed keeping in mind quality-conscious, sophisticated and life-style oriented end-users.
Explain the focused marketing strategies for Elevate
The aim is to target consumers in a direct and lucid manner. Hence, the focused marketing strategies involve an integrated marketing approach comprising ATL (Above the line), BTL (Below the line), Digital, PR, and Outdoor.
What Investments and funding have the project received?
Till date, the Joint Venture has invested in excess of Rs. 500 crores towards the development of this project. A Further Rs. 800 Crores is expected to be invested in the development.
The unique aspect about the project is its differentiating features, along with its focus at raising the lifestyle of discerning customers and the eye for detail with which the project is designed to give complete peace of mind. The project has a rich amenity set which includes:
- Vehicular traffic Free ground floor
- Grand arrival experience through exclusive vehicular drop offs in the basements
- Themed Landscape: The Project is beautifully landscaped with large open green areas, and a water spine, that enhance the living experience of residents
- Natural lit basement: A unique uplifting underground parking experience with natural light, fresh air and plush arrival zones
- Apartment design: Three side open apartments for maximum light and cross ventilation.
- Colonnades and Arcades: Inward looking stone clad arcade weaves the residential blocks together and creates a shaded walkway for the residents
- European style clubhouse with high ceilings, segregated zones divided into social lounge, water side leisure and fine dining
- Health Club: Privately located, shaded exclusive swimming pool with cascading waterfall. Separate covered lap pool and kids pool. Double storey gym with a glass wall view. Air-conditioned indoor squash court, twin badminton courts / half basketball courts