Tata Housing launches ‘A Happy Place Called Home’ campaign

Tata Housing Development Company (THDC), one of the leading real estate development company in India, launched the “Happy Place Called Home” campaign in an effort to provide homebuyers an opportunity to purchase their dream home even during this time of uncertainty. The campaign is extended across 17 Tata Housing projects with Ready- to- Move- in (RTMI) properties.

The scheme allows customers the flexibility to pay 10% now on their preferred property and rest in January 2021. The customer needs to pay an EOI amount of 1/2/3 Lakhs depending upon the type of unit before 31st May. The customer has time till 15th June to visit the property and decide whether he/she wants to continue with the booking. In case of any uncertainty, the customer has the liberty to get a 100% refund on the EOI.

The scheme was launched through a webinar which witnessed registration from 2000+ channel partners from across the country and overseas joined.

Tata Housing LogoSpeaking on the launch of this campaign, Mr. Sanjay Dutt, MD & CEO, Tata Realty & Infrastructure Limited said, “In a dynamic country like India, changes in the housing trends are witnessed every few years. Amid COVID-19 the realty market has seen shifting buyer preferences from under construction to Ready to Move In properties (RTMI) due to the comfort and convenience it provides the homebuyers. Hence, even developers must embrace it and evolve themselves to keep up with these trends. At Tata Realty, we believe in providing our customers with the best properties with the best amenities at competitive prices. Keeping up with the brand ethos of the Tata Group, we launched “A Happy Place Called Home” to encourage our homebuyers to invest in their dream homes, while providing the financial assistance they require during such trying times.”

As per the data shared by Prop equity, absorption percentage of ready to move in units is 46% in India, as compared to 27% in under construction units which is a change in trend witnessed over the years. Cities like, Mumbai, Pune, Bengaluru & Kolkata have a high absorption for ready to move in inventory which is 45- 60% of the total inventory available. Additionally, the new home loan rated of 7.5% (effective from 1st May, 2020), the volatile market conditions leading to securities, gold, mutual funds being slow, the embracing of work from home culture and the option of a long term assured wealth option provide homebuyers more of an incentive to invest in real estate now.

Adding to this, Mr. Sarthak Seth, Chief Marketing Officer, Tata Realty & Infrastructure Limited said, “As the world moves Digital, There are more than 687mn internet users who spend more than 6 hours on the mobile internet every day and if we are not reaching out to them we are losing on our customer bank. Amid COVID lockdowns this number is increasing every minute as we speak. We, at Tata Realty, have ensured that this campaign and scheme is also introduced and undertaken digitally. This campaign allows customers to view properties through virtual tours and transact over an online platform. We have also introduced our new website www.tatarealty.in for easier communication and viewing of our projects. He added, this campaign highlights the message of ‘Home is centre of it all’, as these testing times has made all of us homebound and made us realize the essential aspects of our life – Family, love and relationships”

Mr. Amit Parsuramka, Chief Sales Officer, Tata Realty & Infrastructure Limited said, “The introduction of EOI (Expression of Interest) which gives a window of 45 days for cancellation with a full refund is a first in the industry. The offer has been launched thinking about our customers and their desire to own their dream home. Also, given the fact that social distancing will be the norm in the coming times, we have launched DigiAssist, which is a unique culmination of technology, experience and expertise and is the way to the future sales, which will facilitate the Channel partner for better customer connect. The Digi Meet to launch this campaign was a success which received a positive response from channel partners, and we are confident that our customers will also respond similarly as they make their first step towards owning their own home”

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