WELCOME TO SKYLAR - TATA HOUSING'S QUARTERLY REALTY

BULLETIN, WHERE WE ENDEAVOR TO BRING YOU THE MUST

KNOW ON HOUSING & INDIAN REALTY MARKET, BUYERS GUIDES

& REVIEWS, INTERIOR & EXTERIOR DESIGN CONCEPTS & HOME

IMPROVEMENT TIPS, UPDATES ON OUR VARIOUS PROJECTS AND

ACTIVITIES AND DISCUSSIONS ON A RANGE OF OTHER

INTERESTING TOPICS RELATED TO THE REAL ESTATE SECTOR.

A Quarterly Real Estate News Bulletin From Tata Housing

JULY 2012 VOLUME - iiI

For any comments, suggestions or queries on this newsletter, please contact Vikram Kharvi, Manager Marketing Communications at vikramkharvi@tatahousing.com

CORPORATE OFFICE:

TATA Housing Development Co. Ltd.

Tel:

Fax:

12th Floor, Times Tower, Kamala Mills

Compound, Senapati Bapat Marg

Lower Parel, Mumbai - 400013

+91 22 6661 4444

+91 22 6661 4452

Copyrights 2012. TATA Housing. All rights reserved.©

• big initiative 2 - 3

• Cover feature 4

• by invitation 6 - 7

• save water, save the environment 8

• Protecting your homes from rain 8

• NEW LAUNCHES 10 - 11

• accolades for tata housing 12 - 13

This issue’s highlights include:

BIG initiative1 July 2012 Volume - III• • Page 3

skylArA QUARTERLY REAL ESTATE NEWS BULLETIN FROM TATA HOUSING

Tata Housing Launches BIG (Beautiful is Green)

Tata Housing in its endeavor to

protect the environment and

generate awareness amongst

masses on how small acts of

green living can help save the

environment has launched a

campaign called BIG (Beautiful

is Green). The campaign is

about encouraging every

individual to share ideas on

way means of green living.

To make sharing of ideas

easier, Tata Housing has

created a micro site

, where

you can register and share an

idea, that you think can be

implemented by all of us. The

ideas can also be shared on

our Facebook page

Best and innovative ideas

stand a chance to win exciting

prizes.

Following are some ideas

submitted by users:

www.tatahousing.in/big

www.tatahousing.in/facebook

Micro site www.tatahousing.in/big

Facebook page www.tatahousing.in/facebook

IDEA - 1

“Sunlight may be used for

illuminating the rooms of house

by the use of fiber optic cables”

Idea by: Angshuman Chanda

Did you like any? Can you implement any of these ideas in your daily living?

If yes, then please share it with us at www.tatahousing.in/facebook. Also, please do not forget to share your idea.

IDEA - 2

“RCC frame with 50mm thick

cement partical board can be used

for all the wall. this will reduce the

construction period and save

the cost”

Idea by: Prakash Kumar

IDEA - 3

“Use Solar Tubes & CFL bulbs &

Tubes at home to reduce the

consumption of electricity. All societies

must have a rain water harvesting

facility for their water usage”

Idea by: Amit Naik

IDEA - 4

“At least use reverse blank side

of used paper, cut envelope for

clean inside of the paper

received as mail”

Idea by: Sushil Kapoor

Cover Feature2

In search of a better life

By Brotin Banerjee(First published in Hindustan Times on 12th July, 2012)

What's common between Thane and

Tennessee or between Dombivli and

Delaware? Apparently, there's a lot.

Proud suburbanites across Goregaon

and Gurgaon may not be aware of this

but many of them are living the

quintessential American suburban

dream. The 'suburbanisation' of

America, of course, started way back

in the mid-1940s and continues

unabated till date. For the uninitiated,

American suburbanisation — triggered

by the end of World War 2, and

coupled with lifting of spending curbs

in the US and a host of financial sops

by the US federal government — saw

millions of Americans setting up

homes in the suburbs — away from

the hustle and bustle of the city

centres or from distant rural areas —

for want of a better quality of life.

Kenneth T Jackson, the famous

American social historian, wrote that

18 of America's top 25 cities suffered a

net loss of population between 1950

and 1970 with US suburban population

doubling from 37 to 74 million people

during the same time period.

India, too, is witnessing a mass movement to the suburbs. In Mumbai, for example, the share of population between island and suburbs has

completely reversed with time. In City properties across India have the early 1960s (Source: Urban become frightfully expensive and Environmental Evolution: The Case are now virtually out of bounds for of Mumbai by Dr Sudhakar Yedla), the middle class, while suburban Mumbai (then Bombay) used to residential complexes continue to house 68% of the population, while be available at comparatively the remaining 32% lived in the reasonable rates. The twin suburbs. The 1990s and 2000s attractions of comfortable living saw suburban population and affordable rates are hard to overtaking their city counterparts. ignore.Currently, it's estimated that more than 80% of Mumbai's population If the US government — between lives in the suburbs. The numbers 1944 and 1956 — constructed include Mumbaikars, who have 41,000 miles of interstate highways moved from Girgaon to Goregaon to facilitate suburbanisation, the (central districts to the suburbs), Indian government is also doing its and migrant households from other bit by constructing modern railway parts of Maharashtra and/or from networks across metros and other states. There is a clear trend surrounding suburbs. The Delhi where the existing population of and Kolkata metro networks are central Mumbai is spreading out to already a huge success, while satellite towns such as Kharghar, work for the Mumbai and Sanpada, Vasai, Mira Road, Bengaluru railway networks is Thane, Kalyan-Dombivli, and all underway. Mumbai civic the way to Vasind and Boisar, authorities, meanwhile, have which offer a better quality of life finalised a blueprint to connect than the congested by-lanes of Nariman Point (south Mumbai) to central Mumbai. Borivali in the western suburbs.

Reclaiming the sea seems to be More and more people in Delhi's high on the agenda.Chandni Chowk-Connaught Place or from Kolkata's Burrabazar area What's really important is that a are feeling claustrophobic in the majority of the new Indian ever-growing commercial humdrum suburbanites belong to the affluent in the neighbourhood and the and, therefore, dominant section of absence of open spaces. The two- Indian economics. Affluents — bedroom residential premises — traditional and professional — are which were once perfect for the defined as a distinct group of Indian urban nuclear 'hum do, households with an annual income hamare do' family — have now of approx Rs. 9.25 lakh and above.turned inadequate to house the second and the third generations. If the US, between 1946 and 1964, With six to eight family members witnessed the 'baby boom', Indian constantly jostling for space and suburbia is not to be left behind. A privacy or for that vantage position casual stroll in the play-areas of in front of the living room television, the suburban residential moving into a more spacious home complexes will reveal enough in the suburbs has emerged as a perambulators, while the swings solution for many erstwhile city- and the see-saws will be invariably dwellers. full of screaming children.

Welcome to modern Indian suburbia, American-style.

July 2012 Volume - III • • Page 4

skylAr A QUARTERLY REAL ESTATE NEWS BULLETIN FROM TATA HOUSING

India is reeling under the

continued onslaught of inflation,

petrol price hikes and

generalized insecurity about

where the economy is headed.

Against all expectations,

property prices in our metros

have held firm and even show

signs of upward movement.

While the man on the street

continues to wonder when he

will be able to buy a modest

home of his own, India's super-

rich are raising palatial homes

at truly astronomical expense.

By Invitation3

The Homes of India's Super Rich WHAT LIES BENEATH

On the surface, India's super-rich appear to

operate in an entirely separate dimension which

has no overlap at all with the 'real' world. There

is certainly an element of truth in this – wealth

tends to beget more wealth, and at some point a

perpetual motion machine grinds into motion – a

cycle of money generation which vibrates on a

rather unique frequency. The question is – does

this frequency broadcast an ever widening social

divide? Not quite.

There are more elements to these super-homes

than meets the eye. The trend of India's

extremely high networth individuals building

palatial homes needs to be viewed from various

angles. Of course, it is to a great extent a

lifestyle statement that broadcasts the fact that

the individual and his family have 'arrived' and

should be numbered among the country's

wealthiest and most influential people. This

statement alone brings inalienable social

benefits with it.

Fundamentally, these palaces serve the same

purpose that the homes of other affluent people

do. At the same time, they also encompass a

number of practical functions – they serve not

only as residences but also as business centres

and entertainment complexes. In other words,

these residences have strategic importance to

their owners and are not mere indulgences.

They also generate considerable employment

and commerce in and around the localities they

occupy. For instance, Ambani's Antilia will

provide jobs to no less than 600 people from all

levels of the services industry. Many of the

supplies that go into building such houses and

keeping them operational must necessarily come

from the local markets. Coupled with the

employment generation factor, they should be

seen as economic dynamos in their own right.

July 2012 Volume - III • • Page 6

skylAr A QUARTERLY REAL ESTATE NEWS BULLETIN FROM TATA HOUSING

By Anuj PuriChairman & Country Head, Jones Lang LaSalle India

Antilia, Mukesh Ambani's 27-floor fortress at Altamount Road in South Mumbai, is already being talked of as the most expensive home in the world. Vijay Mallya has levelled his 4.5 acre ancestral home on Vittal Mallya Road in Bangalore to make way for the 82-apartment 'White House,' in which he will be occupying an acre-sized 'palace penthouse' on the 33rd and 34th floors.

By Invitation3 July 2012 Volume - III• • Page 7

skylArA QUARTERLY REAL ESTATE NEWS BULLETIN FROM TATA HOUSING

It must be remembered that the Indian residential property sector operates on three distinct levels. The first is affordable or budget housing, for which the demand is constant and highest. Such housing does not occur anywhere near the prime areas where HNIs tend to build their homes, and remains entirely unaffected by these developments.

Beyond doubt, the homes of the

super-rich create a certain upward

pressure on the price tags of luxury

and premium homes in the immediate

vicinity. However, it is also true that

the real estate market in general is

not affected, as these luxury

developments represent a minuscule

segment of the wider fabric.

HOW THEY AFFECT PROPERTY PRICESThe next is ,

which is most sensitive to price

movements. Though certain

projects do happen

near the prime areas of our cities,

buyers in this segment have very

little tolerance for unnatural spiking

of property prices. Builders of such

projects have to keep the larger

market in mind and can ill afford to

price themselves out of the market.

This segment is therefore also not

significantly affected, either.

This leaves

, which does happen in the

neighbourhoods in which India's

mega-rich build their homes. This

rarefied segment caters to a class of

buyers that tends to be, at least to a

large extent, insulated from the

usual financial concerns of home

loan interest rates and percentile

increases in property rates.

mid-income housing

mid-

income housing

premium and luxury

housing

In the

segment, home buying is also a

lifestyle related undertaking.

Increased property rates can and

are often borne as long as there is a

commensurate increase in the

capital value and aspirational

quotient of the property. Ironically,

for this segment, a higher ticket size

is sometimes valued more as it

attaches an esteem value to the

property and limits its accessibility to

the masses.

Many tend to look at these super-

luxury residential properties as

irrational extravagances. However,

the ground reality is that the homes

of India's super-rich play their own

role in boosting commerce, even as

the larger industry remains

democratized and oriented to the

needs of the masses.

super-luxury housing

by skylar team4 July 2012 Volume - III• • Page 8

Protecting your homes from rain

Save Water, Save the Environment

•

•

•

Look out for fine cracks in the roof

and external walls of your house

and get them sealed with proper

water proofing agents to avoid

seepage during the rains.

Be extra careful with electrical

gadgets. Put silicon pouches (easily

available at shops which store

electric supplies) and keep them

near your gadgets to prevent them

from getting moist and to reduce the

danger of electrocution. Check all

electrical wiring in the house. Make

sure that if something needs to be

fixed, it is done at the earliest.

Any renovation work to your home

should be postponed till the

monsoon is over.

•

•

•

Get rid of damp walls and

leakages by tiling up your walls,

Tiles are easier to maintain and

also look attractive. Use tiles of

red, yellow, green and orange to

brighten up your room.

If you have wooden floors then

make sure you have thoroughly

waxed and polished it to project it

from humidity.

Give a fresh touch of polish or

varnish to your wooden furniture

to prevent it from getting

damaged due to exposure to

moisture. Keep silica gel sachets

in your wardrobe to combat

moisture.

With all the wet weather we are through the soak away system avoid this through the use of a

experiencing at the moment coupled and is lost. In properties that screen to filter the water even

with the scare of a drought in few have the old combined sewage before it enters the pipe from the

parts of our country, isn't it a good system, rainwater joins the foul gutters of your rooftops. As the

time to think of way and means of water and flows through the first rainfall of the season touches

installing a rainwater harvesting drainage system to the local your rooftop you must let it clean

system. Water is the most important water treatment plant for your roofs and afterwards the

and fast depleting natural resource cleaning. next rainwater could be gathered

on our planet, in such a scenario rain and stored for future use. Most

water harvesting becomes the only Rainwater harvesting from often industries practice rainwater

choice to save our environment. rooftops is not very difficult since harvesting for their industrial use.

it is very easy to collect rainwater

Rainwater harvesting is a collection from the gutters of your rooftops, There is one another type of

of rainwater from the roof of houses which can be attached to a pipe water harvesting which can also

and buildings. Water that is collected towards a container, tank or help conserve water. This

from rainwater harvesting can be storage system. The size of the involves collecting grey water

used for household purposes, storage system you need to from sinks, washing machines

farming, irrigation and various other prepare will depend on the and dishwashers and using it to

uses. In homes you can utilize rain quantity of rainwater you will flush the toilets. With this system

water for washing clothes, cleaning need. Rainwater harvesting is a household water is used twice

cars, watering plants and other great practice since you can which has an immediate payback

household purposes. conserve water. Although on the water meter.

rainwater could have some

Usually rainwater runs off roofs debris as you collect it you can

With the rains finally arriving, we suggest some tips to make your house rain proof and vibrant during this weather.

skylAr A QUARTERLY REAL ESTATE NEWS BULLETIN FROM TATA HOUSING

Please note: From 1st July 2012, service tax is applicable on car park, bank charges, transfer charges, name addition/deletion, substitution at 12.36%.

new launches5 July 2012 Volume - III• • Page 10

skylAr A QUARTERLY REAL ESTATE NEWS BULLETIN FROM TATA HOUSING

Tata Housing recently launched

its second retail brand Centrus in

its Eden Court project at Rajarhat

in Kolkata. Centrus is more than a

mall. It is a place to spend a day

with loved ones; it is the address

for a quick bite or a business

lunch. Surrounded by fresh green

environment and at the same

time, Centrus is at the heart of

one of the fastest growing

planned towns, which also

promises to be the next IT hub.

With various residential and

commercial projects already

operational and coming up in

Rajarhat, this location drives great

demand and hence an opportunity

for a fruitful investment.

The World at Centrus

About Eden Court.

The world is shrunk under one roof

at Centrus with spaces designed

for Fashion Stores, Hypermarket,

Café's, Food Court, Quick Service

Restaurants (QSR's), Fine Dining

Restaurants & Entertainment Zone.

Spread over 72,596 sq.ft, Centrus

is a centrally air-conditioned

development with all atrium-facing

stores. Its ground and first floor

houses Inline shops, Quick Service

Restaurants and a Hypermarket,

while food and entertainment waits

on the 2nd floor.

Needless to say, Centrus is an

experience in itself.

Spread over 8 acres, surrounded

by lush landscapes is a residential

address planned to the last detail.

With five majestic towers, Phase I

of Eden Court consists of three

towers of G+19 floors with

affordable 2BHK and 3BHK

apartments, while the other two

have G + 23 floors with 3BHK

premium apartments. Rising high,

they provide beautiful views of

surroundings and internal gardens.

The vision for the project is to

create a unique dynamic design for

a mixed-use community, with a

distinguished commercial center,

and uplifting residential lifestyle

complex. And the nucleus of this

vision is Centrus Mall. With food

courts, coffee shops, fashion

stores, quick service restaurants

and many other thoughtful and

engaging centers of engagement,

Centrus is really where the world

comes together.

At the Centrus of it all.The project is just as visionary as it is convenient. Situated approximately

7 kms from the proposed Airport Road, and around 5 kms from Salt Lake –

Sector V, it is a stylishly designed oasis of calm away from the hub of Kolkota.

Being situated closest to the Central Business District in Kolkata's new IT hub:

Rajarhat, it ensures your work is a stone's throw away and you get to spend

time with your loved ones at the pool and clubhouse and not sitting in traffic.

Accolades for Tata Housing6 July 2012 Volume - III • • Page 12

skylAr A QUARTERLY REAL ESTATE NEWS BULLETIN FROM TATA HOUSING

Accolades for Tata Housing6 July 2012 Volume - III• • Page 13

skylArA QUARTERLY REAL ESTATE NEWS BULLETIN FROM TATA HOUSING

Tata Housing's La Montana the only Indian project to represent APAC at the International Property Awards, London

Tata Housing Bags the Coveted Golden Peacock Occupational Health & Safety Award – 2012

Tata Housing Development Co. Ltd Royal

Institution of Chartered Surveyors

(RICS) Asia

International Property Awards

La Montana

Prive Primanti

www.lamontana.co.in

Architect firm F + A

., Held in association with

has once again triumphed the most

prestigious Asia Pacific Property , the Asia Pacific

Awards 2012 (part of the Property Awards recognizes 40

), 4th categories of distinction within the

year in a row bagging five coveted fields of development, interior

awards under various categories. design, architecture, and real estate.

Each project was judged by a team

Tata Housing is the country's only of 65 professionals from the property

residential developer to receive the discipline. They are ascertained

prestigious Five Star Award in the based on quality of design,

Leisure Architecture Category for construction and presentation of

; Highly Commended individual properties as well as

Awards in the Show Home Category interior, architecture, and marketing.

for & ; Highly

Commended Award in the Mr. Stuart Shield, President of the

Development Marketing Category for International Property Awards,

La Montana; Highly Commended says, “We received a record number

Developer Website for of entries for the Asia Pacific region

. this year and the standard was

extremely high. Any company to win

one of these awards has shown Speaking on the achievement Mr.

exceptional levels of professionalism Brotin Banerjee, Managing Director

and competence in their respective and Chief Executive Officer, Tata

fields.” Housing, said, “At Tata Housing, it's

our constant endeavor to create

The Asia Pacific Property Awards are benchmark projects based on the

part of the long-established consumer's needs and requirement.

International Property Awards and its We are proud of our continued

winners' logo is recognized as a success at the Asia Pacific Property

symbol of excellence throughout the Awards. This year is special for us as

global industry. Founded 18 years our project La Montana achieved the

ago, these accolades distinguish distinction of winning the 5 star rating

excellence in the property industry for Best Leisure Architecture India

worldwide and promote international and it leads from the Asia Pacific

Additionally La Montana, a standards. For the last four years region to be honoured with Best

Mediterranean themed township consecutively, Tata Housing has Leisure Architect Residential Asia

designed, located at Talegaon by been acknowledged with multiple Pacific. It is indeed a very proud

International , was accolades at this prestigious annual moment for us as this is the only

adjudged as an Asian Contender in symposium demonstrating it is again residential project to be nominated

the Leisure Architecture category to at the forefront of Real Estate from India to represent Asia Pacific

compete against the highest scoring Industry in Asia.region for the International Property

contenders from Europe, Africa, the Awards. This will strengthen our

Americas and Arabia to find the commitment to create landmark

ultimate 'World's Best'. projects in the country. ”

Wins 5 accolades in various categories at Asia Pacific Property Awards 2012.

Bags Multiple Awards for the 4th year in a row at the Asia Pacific level.

Tata Housing Development economists, legislators and policy on our sites. This commitment

Company Limited, has been makers. resonates with the Tata Group's

honoured with the prestigious vision – embodied in the Tata Code

'Golden Peacock Occupational The renowned award is being of Conduct. Receiving this coveted

Health & Safety Award' for the year conferred on Tata Housing in is a moment of great pride for all at

2012 by the awards Jury under the recognition of its initiatives and Tata Housing. With the award

Chairmanship of Justice P. N. performance in Occupational comes a great responsibility of

Bhagwati, former Chief Justice of Health & Safety Management. The continuously excelling in safety

India and Member, UN Human company has won this award in the standards and practices. ”

Rights Commission. infrastructure category competing

with established players in the Golden Peacock Awards, instituted

The prestigious honour was construction and real estate by Institute of Directors in 1992, are

presented on 8th July, 2012 by industry. regarded as Holy Grail of

Hon'ble Bhupinder Singh Hooda, Corporate Excellence worldwide. It

Chief Minister of Haryana during Speaking on the achievement, Mr. is a non-profit apex association of

the Valedictory Session of the 14th Brotin Banerjee, MD & CEO of Tata company directors committed to

World Congress Environment Housing Development Company improving the competitiveness of

Management at New Delhi in the Limited, said, “At Tata Housing we Indian business through

presence of distinguished gathering are committed to providing a safe development of its leadership; the

of business leaders, jurists, and healthy work environment to all awards recognize excellence in

academics, environmentalists, individuals and labourers working occupational health and safety.

http://tatahousing.in/onlinepresence

Corporate Office

TATA Housing Development Co. Ltd.

12th Floor, Times Tower

Kamala Mills, Compound

Senapati Bapat Marg, Lower Parel

Mumbai - 400013

Tel: +91 22 6661 4444

Fax: +91 22 6661 4452

www.tatahousing.in

Copyrights 2012. TATA Housing. All rights reserved.© Credits: www.milagro.in