Brigade Group Business Case Competition

Trojan Horse, Vista – 2012

At IIM-B

Brigade Orchards

A Case for Innovative Sales & Marketing Strategy

Objective Brigade Group wishes to probe young and talented minds in order to get a refreshing perspective on the

overall Marketing Strategy for its largest ongoing project, Brigade Orchards, in Bangalore. The project is

being undertaken through a separate Special Purpose Vehicle (SPV) called BCV Developers, a 50:50 joint

venture between Brigade Enterprises Ltd. and Classic & Valmark, the erstwhile land owners. Detailed

information about this project is shared for the purpose of this case study. However, participating teams

are encouraged to conduct additional research and analysis in order to create a strong, viable and

implementable strategy.

~~~~~

Content:

I. Brigade Orchards @ Devanahalli

II. About Brigade Group

III. Bangalore Real Estate Industry Outlook

IV. Annexures

I. Brigade Orchards @ Devanahalli

Kailash Advani, CEO- BCV Developers, was growing impatient. It had been almost a year since he had

launched the Villas at Brigade Orchards, the 100+ acre integrated township in Devanahalli. While sales

were yet to pick up speed for the Villas, the Value homes at Brigade Orchards launched in July 2012 were

already close to sell-out in a month’s time! He would have to make a presentation to the Board very shortly

on the revised marketing strategy for Phase 11 of the Brigade Orchards project but he still had trouble

figuring out the core problem areas and solution for the slow sales of the villas. The project is to be an

Iconic one. A visionary project by the developer who pioneered the concept of integrated enclaves in

Bangalore priced below competition and good value for money. Brigade Orchards was also conceptualized

in Devanahalli, a great location for investment, with good reason. Kailash sat reminiscing about what

pulled him to Brigade Group and the project…

Introduction

Spread over a sprawling 120 acres of greenery, Brigade Orchards2 had been conceived as a Livable,

Marketable and Sustainable development in Devanahalli. The master plan3 aims to foster a sense of well being

for a sustainable community from an economic, social, and ecological point of view.

It is planned as a mega integrated development located 1.5 kms from Devanahalli Town. The project is

unique because of its multi-segmented nature, created for the first time in Bangalore and perhaps even

the country. The project straddles all segments of the residential vertical - from luxurious villas, to

upmarket apartments, to value homes and even housing for the economically weaker sections of society.

The project was launched in November 2011 and consisted of the following features:

Residential4

o Villas

o Apartments: High Income Group (HIG) & Middle Income Group (MIG)

o Value Homes: Homes for the Economically Weaker Sections (EWS)

o Retirement Homes (Apartments)

Commercial

o Office spaces

o Shopping centre

Social Infrastructure

o Sports Academy (managed by internationally reputed sportsmen) – 8 acres

o Signature Club – 87,000 sqft

1 Phase 1 consists of 49 Villas, Signature Club, Aspen (A) Block of value homes and the associated infrastructure

2 Refer Annexure I for the Brigade Orchards Fact File

3 Refer Annexure III for the Master Plan along with Launch timelines

4 Refer Annexure II for the Detailed Residential Area Statement

o Resident’s club – 40,000 sqft

o Proposed Arts village – 20,000 sqft

o School – 1,00,000 sqft

o Healthcare facilities – 30,000 sqft

o Other civic amenities (parks and green spaces, play areas)

Fig. 1: Area and Units

* TBA = Tentative Built-up Area; SBA = Super Built-up Area

The “integrated enclave” is a concept in urban planning that is becoming increasingly popular all over the

world. In essence, an integrated enclave forms a self-contained urban neighbourhood—by combining

residential, social, business and commercial zones within a single enclave.

Typically, such an enclave would be truly self-contained: with apartments, stores, offices, leisure and

entertainment facilities, parks and gardens. Depending on the complexity of the project, an enclave could

even have its own school or hospital. Forming a pocket of orderly development, an integrated enclave

offers an escape from a world of chaos into an organised and well-managed world that has been created

based on the best practices of modern town planning.

Brigade Group is the pioneer5 of integrated enclaves in Bangalore. The first enclave in the city is Brigade

Residency in Banashankari, created over 15 years ago. It was a successful prototype of the enclaves to

come. With time, Brigade Group’s enclaves grew in size and complexity. The 5-acre Brigade Residency was

a pre-cursor to the benchmark-setting Brigade Gardenia and Brigade Millennium enclaves, in South

Bangalore. In the recent past, Brigade Group developed two large 40 acre enclaves; Brigade Metropolis in

Whitefield and Brigade Gateway in Malleswaram. Both enclaves have won multiple awards6 for the high

quality of construction and design as well as the transformational approach to city developments.

5 Refer Annexure VIII for more Pioneering Initiatives of Brigade Group

6 Refer Annexure XI for a complete list of Awards won by Brigade Group

VILLAS

98 units

TBA*

4,90,000 Sft

HIG

APARTMENTS

225 units

TBA

4,00,000 Sft

MIG

APARTMENTS

1150 units

TBA

14,60,000

Sft

VALUE HOMES

2100 units

TBA

19,50,000 Sft

EWS HOMES

169 units

SBA

68,000

Sft

RETAIL

3,00,000 sft

Multiplex

Retail

Signature Club

OFFICES

3,00,000 sft

IT Spaces

Current Project Launch Plan7 with Timelines8 for Brigade Orchards

Fig. 2:

7 Refer Annexure III for a Graphical Representation of the Launch Plan. See the downloadable collaterals for the phases marked

out on the map. 8 The Phasing Plan shows the Construction start dates for each of the segments

Villas 1a

July 2012

Signature Club

August 2012

Value Homes

Aspen Block (MIG 'A')

September 2012

Infrastructure from Rock Park to NH-207

October 2012

Villas 1b

January 2013

Infrastructure from South entry to Rock Park

Finish date - February 2013

Value Homes - Banyan Block

(MIG - A)

March 2013

Value Homes

(MIG A)

July 2013

Sporting Facilities

July 2013

Villa Internal Roads

July 2013

Commercial - Retail

July 2013

Apartments (MIG - B)

January 2014

EWS,

LIG & Senior living

January 2014

MIG - B

January 2015

HIG

January 2015

Common Amenities

(Art Village, Fire Station, Health Care, Neighbourhood Club and School)

December 2016

Phasing Plan – Thought Process

The initial Development Plan is sanctioned for 100 contiguous acres out of the planned 120 acres. In order

to impart uniqueness to the development, it was decided to commence with the villa construction.

The infrastructure work commenced in early 2011 with nearly 8 km of boundary wall constructed. Other

work included 2.2 km of the main Spine Road with bridges and culverts, two model villas, one of the “C”

type and of the “T” type, the Marketing Office and the Engineering Offices. The formal launch of the villas

was held in November 2011.

Of the 98 villas, it was decided to commence work on 49 villas in five blocks (C, E, F, G, H) in Phase 1A. The

advantage of this was that the villas being stand-alone units could each be treated as a separate project,

unlike stacked apartments, where sequencing is imperative. The Signature Club is needed to service the

villas, and hence commenced in parallel. A time lag of six months is planned before commencing Phase 1B,

the remaining villas, so that customer feedback can be solicited and the product tweaked, if necessary.

As the Devanahalli market is not yet mature, it is deemed necessary to hold on to the launch of the

traditional middle-to-high end apartments in favour of the Value Homes. In the construction of the Value

Homes, the foundation, basement and stilt are of traditional in-situ construction, while the upper floors

are pre-cast wall panels and roof slabs. As the in-situ construction is planned for a six to seven month time-

frame, the lag between commencement of Aspen and Banyan is pegged, so that the contractor has

continuity.

The third block of Value Homes (tentatively named Cedar) is planned for a portion of the land that is yet to

come into the project, and hence is scheduled for July 2013.

In order the residents have convenient recreation and shopping facilities, the Sports Academy and retail

areas are planned for July 2013, so that they are ready by end-2014, coinciding with the planned

completion dates of the villas and value homes.

The EWS and LIG components (including Senior Living apartments) have been pushed to January 2014.

The middle and high end apartments will be developed in the last phase, in anticipation of the market

having adequately matured by then.

The Civic Amenity sites have been relinquished to the Planning Authority, which needs to allocate it back to

BVC Developers.

Villas One of the key components of the project is the villas, Brigade Group’s first villa development. The 4-

bedroom pavilion villas at Brigade Orchards are created with due respect given to the environment. The

size of the villas is approximately 4900 sq.ft.

“These villas are beautifully designed around trees that are part of the original orchard and flow smoothly

into airy spaces that draw in light. We have created many villa models to enhance diversity in the design of

these villas which avoids a monotonous look that marks most villa townships” – Prem

Chandrashekhar, of CnT architects.

There are 3 types of villas, the C-villa with a sloped roof (Chrysanthemum), the C-villa with a flat roof

(Carnation) and T-villa with a flat roof (Tulip).The C-villa wraps around a central tree, with a courtyard in

between its two arms. The T-villa is designed with a tree in the front or in the rear.

Tremendous care has been taken to use landscape as visual and thermal counterpoints. Built over three

levels, every villa is designed for a pampered lifestyle, with double height living rooms, large bedrooms, a

generous sized kitchen and introverted gardens.

To give the buyer a true perspective of how the finished product would look like, there are two model villas

at the project site, one of each of the two types (C and T), with interiors by well-known Sandeep Khosla.

Value Homes The value homes segment, comprise of 2 and 3 bedroom apartments with areas of 1000 sq. ft. and 1200

sq.ft. These apartments are efficiently designed, maximizing use of space and offer good light and

ventilation.

These apartments will be constructed using precast construction technology which would result in faster

construction and better quality of finishes.

Construction: Technology and Sustainability

As part of Brigade Group’s effort to create green building developments some of the eco-friendly initiatives

incorporated in the design of the project were as follows:

Optimum use of solar power – External street lighting, internal roads, pathways and landscape

lighting will be solar power driven. In addition, over 20% of the water heating requirement for the

entire project will be by means of solar water heaters.

Rain water harvesting – The percolation pits that are strategically placed at several locations in the

project not only serve as catchment and storage tanks for rain water, but double up as water

bodies - thoughtfully integrated and blending in with the overall planned landscape design for the

project. Each building will also have a rain-water harvesting facility.

Sewerage Treatment Plant – All water requirements for landscaping, as well as for specific

purposes within the residential unit(s) will be met by recycled / treated water, thus reducing

dependency on ground water to a great extent.

Landscape - Existing trees are being retained to a great extent or being transplanted within the

same campus. Native species will be planted – leading to lesser water consumption. Landscape

irrigation will be by means of drip irrigation, commonly recognized as the most efficient manner of

water distribution, or sprinklers.

“We are working with consultants’ world over and adopting the proven precast construction technology

that will help meet the quality and time commitments. These constructions technologies will provide our

valued customers with quality homes.

While designing the project, we had set a mandate with the consultants to respect the existing terrain of

the land and take advantage of the terrain by minimizing any cutting of trees or filling of earth. We are

rejuvenating the seasonal ponds within the property and also interconnecting them to create a network of

balancing ponds, so that they overflow into one another and reducing rain water run-off.

We are working with renowned experts in the field of water conservation and are creating catchment areas

and recharge pits within the project the minimize the rain water run-off.

The rain water stored in the sub-surface soil is then harnessed in an innovative manner rather than the

conventional way of tapping into the aquifers” – Amar Mysore (VP – BCV Developers Pvt. Ltd.)

Building a Better Bangalore

When the Seattle-based architects, NBBJ (architects of the overall plan) and Mr. Jaishankar, Chairman and

Managing Director of Brigade Group came together to convert the drawings on paper into a dream that

Bangloreans could envision, they asked themselves: “If we were to describe Brigade Orchards in 3 words,

what would it be?” And thus were coined the 3 words that have formed the basis of the design and

development decisions of Brigade Orchards so far:

Fig. 3:

Livable: Brigade Orchards is a well laid out, multi faceted and inclusive project where careful thought has

gone into the smallest detail. Everything from education and entertainment to healthcare, shopping and

office space has been planned within the enclave, making the whole development livable.

Livable

Marketable Sustainable

Marketable: Brigade Orchards is located in a high potential growth zone and in close proximity

to the Bangalore International Airport. With thoughtfully planned facilities and infrastructure, Brigade

Orchards is sure to have great investment potential.

Sustainable: Brigade Orchards has been envisaged as a sustainable development from the conceptual

design stage itself. Existing Site terrain is respected and buildings are designed with emphasis on natural

lighting and ventilation. Existing trees are retained to a great extent and about 80% of the total

development consists of landscaping with native flower and fruit bearing species exceeding 5000 trees.

Other sustainable features adapted include:

Energy efficiency - achieved by means of Building orientation , use of solar energy for lighting and heating

Efficient water management - Rain water harvesting, Sewage Treatment water, Water efficient fixtures

Sustainable mobility modes - dedicated trails/paths for pedestrians, cycling tracks, public transport connectivity to nearest transit points

Waste management during construction and operational phases

When the landowners were asked about their decision to partner with Brigade Group, Rathan Lath,

Managing Partner of Valmark replied "Brigade has the highest reputation for Quality Development, ethical

practices and a Good Brand name to work with. Another deciding factor was, during our initial negotiation

we observed that we had a very comfortable relationship and similar wavelengths with Mr.Jaishankar,

CMD of Brigade Group. We are working towards making this project as a world-class Integrated Township."

Move to a Better Bangalore

The tagline for the project campaign is “Move to a Better Bangalore” keeping in mind the scale of the

project, the thoughtfulness and the detailing that has gone into the planning of the development and the

scale of the project. Brigade Orchards will become a satellite city in itself, having all the facilities required

live self sufficiently. It has been envisioned as a better Bangalore.

The Logo

The logo of Brigade Orchards has been inspired by the profile of the project site itself, giving it an intriguing

and interesting form.

Fig. 4:

Collaterals9:

“Brochures and communications for the project are designed using special a green and earthy cream colour

combination to reflect the sustainability and ecologically friendly nature of the township. The villa

brochures are printed using recycled paper. Key messaging includes the serious focus on sustainable

measures and green consciousness. So when you buy a home at Brigade Orchards, it isn't just a concrete

structure but a future-responsible one.” Karan Doshi, Founder, Fryed Creative Agency

Marketing the Project

Ironically, as Kailash sat brooding on the worrisome sales of the Villa sales, his Outlook calendar popped up

a reminder for a party that evening – a party celebrating the grand success of the Value Homes launch. A

launch that wasn’t half as glamorous as the launch of the Villas…

Brigade’s stylish foray into Villa development

There was an exclusive launch event for select invitees at Sheraton Bangalore Hotel at Brigade Gateway on

November 3rd 2011. The invitee list included HNI customers of Brigade, senior management of large

corporate houses along with and investors and brokers.

The event was a grand success, attended by over 200 guests. There was a formal unveiling of Brigade

Orchards logo, followed by a networking session over cocktails and dinner.

The media launch followed with almost every major daily in Bangalore - The Times of India, Deccan Herald,

and The Hindu present. Lifestyle magazines across India and even dailies in Dubai were splashed with the

advertisements on Brigade Orchards and its Villas. Hoardings dotted prime locations across the city and

outside the airport. Jingles were on at various local radio stations.

E-mailers hit the inboxes of the entire customer & enquiry base of Brigade Group, HNIs across India and

the real estate agent community.

Post Launch and Sustenance activities

Exclusive events with Brigade Customers

Before the formal launch, exclusive events were organized inviting Brigade customers of select past

projects. The venues were the Galaxy Club (North-West Bangalore) and Woodrose Club (South Bangalore)

Exclusive event (meet at site) for contacts of top management

As a follow up activity, a different approach was taken for marketing the villas to a focused group. Existing

HNI clients of Brigade Group and other prospective customers of the project were also invited to visit the

model villa at the site, and to subsequently interact with the project team.

9 Brochure, Video Walkthroughs and other Marketing collaterals can be downloaded from vista website for reference

Others Activities

o Newspaper ads

o Radio advertisements

o Hoardings in Bangalore

o Ads in National Magazines

o Participation in Property shows – Bangalore, Singapore and Dubai

o Exclusive property exhibition (“Showcase’) – Bangalore, Mumbai, Delhi, US and Dubai

o Broker/Realtor meets on a regular basis

But all of these led to the sale of 4 villas up until June 2012.

Planned and ongoing activities:

Discussion with Dun & Bradstreet for focused Direct Mailer activity to Ultra HNI Database –

National & Overseas.

Emailer Campaigns to realtors and existing Brigade customers

Real estate agent meetings

Banks / HNI’s

Launch of the Value Homes

Eight months after the launch of the Villas at Brigade Orchards, a very different segment of the township

was brought to the fore - the Value Homes at Brigade Orchards. While pre-launch registrations for the Value

homes began in November 2009, the official launch and sale of the apartments took place on July 13th 2012.

The pre-launch registrations led to a significant number of bookings pre-empting the great response the

Value homes received during the actual launch.

A model apartment of the typical 2-bedroom unit (1000 sq. ft) is set up at the Ground level of World Trade

Center Bangalore, where the corporate office of Brigade Group and BCV Developers is located.

Though it is located away from the actual site, the model apartment is within the city limits in order to

‘take the product to the customer rather than waiting for the customer to come to it’

The media launch for the Values Homes was similar to that for the Villas (except for the glitzy dinner event

at Sheraton!). It included print advertisements in Times of India and Vijaya Karnataka (Kannada daily), radio

jingles and hoardings across Bangalore. There was also an aggressive Internet campaign with banners on

websites like 99 Acres, Magic Bricks, LinkedIn, One India and of course the Search Engine Optimization with

Google keywords. Posters and standees were displayed in other Brigade projects and offices and e-mailers

were sent to the entire customer database of Brigade Group. With the Orion mall at Brigade Gateway open

and gaining immense popularity, the catchment at the mall is capitalized upon, by displaying the project at

kiosks and through posters, standees and announcements at the mall.

The Values homes sold like hot cakes, with 200 units being booked in the first 45 days of the launch.

The concept of “Affordable Housing” gained traction during the recession of 2008-09, when

real estate developers looked to unlock their land value by going in for low-cost housing. However, with

the market looking up in 2010, this was all but forgotten.

“Brigade, with a reputation for catering to the upper middle end of the income spectrum, had made a

conscious decision to expand its menu at both extremes – villas/ultra-luxury apartments for the HNIs and

affordable housing for the middle to lower income groups. However, it was clear that low-cost or affordable

housing did not mean cheap or poor quality construction, rather a value-for-money proposition, hence the

moniker “Value Homes”.

A lot of thought and meticulous planning had gone into the product, and the outcome was a compact yet

eminently livable space with all the hallmarks of Brigade quality in the specifications and finishes, a product

that met with instant acceptance” – Mr. Kailash Advani (CEO – BCV Developers Pvt. Ltd.)

The market seemed to agree.

Marketing Expenses10 The allocation of marketing expenses for the project as on July 31st 2012 is as follows:

Fig. 5:

10

The figures are exclusive of any taxes

10.50

35.50

36.00

31.00

22.00

13.00

24.00

Electronic Media

Out Door

Print Media

Website

Marketing Collaterals

BD & Sales Promos

Creative Agency

Amounts in Lakhs (Rs.)

Fig. 6:

Electronic Media

Outdoor Print Media Website Marketing Collaterals

Business Development (BD), Sales & Promotions

Agency Fees

Radio Campaigns - Production & On Air spots

Hoardings – Printing,

Installation and Space

Hire charges

Print Ads in Leading

Dailies in India and

UAE

Video Route map

Design and Development of the Video Walk

through for Brigade Orchards

F&B costs for Orchards launch event

Creation of Logo and Initial marketing collaterals.

Design and Printing of marketing material

Event production and event management

charges

Design, creation and

Maintenance of the Website

Photography and

Purchase of Stock Images

Miscellaneous expenses including, car rentals, printing, stationary, refreshments, etc.

Ongoing creative activities

Source wise enquiries for Brigade Orchards (from October 2011 till August 2012)

Fig. 7:

Project Brokers

Online Advertising

News Papers

Website Electronic

mailers Exhibitions

Existing Customer

Hoarding Referral Others11

Total

Value Homes

24 313 456 1,033 239 511 29 173 71 246 3,095

Villas 3 9 22 143 11 55 3 115 12 365 738

Grand Total

27 322 478 1,176 250 566 32 288 83 611 3,833

Fig. 9: Mode of enquiries (from October 2011 till August 2012)

Project Inbound

Call E-Mail Chat Site Walk-in

Corporate Walk-in

Event Walk-in

Internet Personal Contact

Grand Total

Value Homes 1,185 444 22 620 24 199 561 40 3,095

Villas 461 43 2 139 0 70 20 3 738

Grand Total 1,646 487 24 759 24 269 581 43 3,833

11

Others include Radio, Pole Kiosks, Road Medians, Magazines, etc

Sales Process

While there is a standard process to take a prospect through the product, each sales person has his/her

own style of making the sales pitch.

Fig. 10:

Villa Sales12 Value Homes Sales13 Fig. 11: Fig. 12:

o Launched in Nov 2011 Launched in July 2012

o Total of 98 Villas Total of 528 Value Homes

o 10 Villas Sold 432 Value Homes Sold which includes 277

from the time the project was marketed and

155 bookings from the year 2009

12

These Values are as on 31st

August 2012 13

These Values are as on 31st

August 2012

Customer calls Enquiry/Sales team

Customer is given info. on project basics ,

pricing & directions to sales office and is sent an email on the same

Customer, depending on interest (villa/value

homes) visits Devanahalli or World Trade Centre office

Details are collected in an Enquiry form

Customer is shown a walkthrough (video) of

the project

Customer is taken through the model

villa/apartment

Project plans & price details are discussed

Customer either books or leaves after taking

details

If booked, required documentation is taken

care of. If not, sales person follows up till

customer shows interest

10

88

Villa Sales

Sold

Available 432

96

Value Homes Sales

Sold

Available

Sales Expectations

The sales lifecycle for the entire project including Villas, Value homes, HIG, MIG, LIG and EWS is spread

over 5 years starting in 2012. While the value homes sales surpassed targets, the villa sales are going slow.

“The current sale velocity is pre-dominantly investor driven since the location is perceived to be far from

City. In an investor driven market the buyer/investor will tend to play it safe with respect to leveraging the

investible capital is concerned, which explains the reason why the sale velocity of Value+ Homes has been

phenomenal where as the Villa sales are sluggish. Historically villa sales are driven pre-dominant by end

users. In my view if the “Brigade Orchards” as a brand gets promoted as a Better Bangalore to live in along

with highlighting the surrounding area development happening, then a fair share of end user interest will

get generated. Ironically an end user driven project will also attract large number of investors as they find it

easy to exit on appreciation.” – Mr. Ravi S V (GM Sales – BCV Developers Pvt. Ltd.)

Competition Information14 Though Brigade has the first mover advantage in the integrated enclave space in Devanahalli, the micro-

market isn’t new to Villa developments. Most Tier-A developers of Bangalore have already launched their

villa projects in close proximity to Brigade Orchards in the price range of Rs. 1.3 crore to over Rs. 10 crore.

Competitor Analysis: Villas15 Fig. 13:

Name of the project

Location Total Land

Area Configuration of

Units – Sq. ft. No. of Units

Avg Price (Rs. Per sq. ft.)

Basic Cost (Range) in Lacs

(Approx)

Brigade Orchards Devanahalli 120 Acres of

which 20 acres is villas

4895 -4935 98 6150 2.5-3 Cr.

Sobha Lifestyle Devanahalli 55 Acres 3800-4300 165 6500 3-6 Cr.

Hiranandani The Villas

Devanahalli 100 Acres 2850, 4055, 4100,

4280.

475 Cottages & 300 Villas

6500 1.85 - 2.78 Cr.

Century Istana Off Devanahalli Road on IVRC

68 Acres 3715, 4360, 3715,

6710. 124 6125 2.4.- 5.7 Cr.

Kent Novella Devanahalli

Road Opp. ITC 20 Acres

3265, 3491, 3115, 3860, 3967.

99 6299 2- 2.5 Cr.

Embassy Boulevard

Off NH 7 51 Acres 4072, 4225, 5930,

7107, 7406. 170 10000 NA

Ozone Urbana Villas on Hold Plots were sold but on hold now

14

Competitor Data is indicative and may not reflect actual data /changes/updates by the competitors and should be used for the purposes of this case study only 15

Refer Annexure VI for Location Map of the Competitor Villa Projects

Nitesh Napa Valley

Yelahanka 22 Acres 2712 - 5342 133 10,000+ 3 Cr. Onwards

Competitor16 Analysis: Value Homes

But the presence of affordable housing is still sparse in this part of Bangalore. Most of the relevant

competition is in Yelahanka, a more developed micro-market, closer to the city.

Fig. 14:

Name of the project

Name of the Builder

Location Total Land Area

Configuration of

Units - Sft

No. of Units

Current Price/ sq ft Quoted on BUA (Rs)

Car Park Basic Cost

(Range) in Lacs (Approx)

Orchards BCV

Developers Devanahalli 120

2 BHK-1000 & 1010 sft

3 BHK- 1200 & 1210 sft

528 in First

Phase (6

acres)

2890 per sft Floor Rise:

Rs 10 per sft

Stilt/Basement: Rs. 1.75

Lacs

2BHK – 29 Lacs 3BHK- 34 Lacs

Provident Welworth

city

Puravankara Projects Ltd

Doddaballapur Road

44 Acres

2 BHK - 845 Sft. 3BHk 1075 ,1180 Sft.

3360

Rs 1925 to 2095

(Incl. FR + Premium Location Charges )

Optional Rs. 1 Lac for open

car park Rs. 2.5 Lacs for covered

car park

2BHK - Rs 16 to 18 Lacs

3BHK – 24 to Rs 32 Lacs

Ramky North

Ramky Estates

Doddaballapur Road

7.5 Acre

2BHK - 837 - 913 Sft 3BHK - 1101 - 1141 Sft.

800 + Rs 2550 Covered Car

Park: 1.5 Lacs Rs. 21 to 27 Lacs

North City HM

Constructions

Yelahanka 10

Acres

2BHK - 982, 1014,1284 Sft 3BHK - 1288,

1291, 1312 Sft

550 Rs 2750 NA Rs 23 to 30 Lacs

Membership Clubs – Competition Analysis17

One of the key components of a lifestyle enclave is the club house. Brigade Orchards will have two clubs

within the enclave. The Signature club will be available for use by the villa and HIG apartment owners

whereas the Residents Club will be available for use by the MIG and Value Home customers.

The Signature Club is planned as a Lifestyle Membership club that will be professionally managed by

Brigade Group’s 100% owned subsidiary, Brigade Hospitality Services Ltd. The club will have an exhaustive

range of facilities for its members. Details of the Signature Club along details of Clubs in other projects18 in

the vicinity are given below:

16

Competitor Data is indicative and may not reflect actual data /changes/updates by the competitors and should be used for the purposes of this case study only 17

Competitor Data is indicative and may not reflect actual data /changes/updates by the competitors and should be used for the purposes of this case study only 18

Refer Annexure V for a detailed report on the facilities offered at the Signature Club and other Clubs in the vicinity

Fig. 15:

Membership Details

Brigade Orchards

Sobha Lifestyle Hiranandani The Villas

Century Istana Embassy Boulevard

Club Area 87,235 sqft 87,000 sqft 40,000 sqft + Still under designing stage so will be finalized later

40,000 sqft amidst 3 acres of landscaped gardens

Membership Rate

TBD Rs 7,50,000/- Included in the Villa price

Included in the price of the villa

Rs 5,00,000/-, Included in the Villa price

Rs 5,00,000/-, Included in the Villa price

Other Charges Membership Fees, Monthly Subscription fees, and monthly minimum usage charges

Free for the first year. Later by the Association as part of maintenance charges

No Later by the Association as part of maintenance charges

Free for first year. Then annual renewal charges + pay and use facilities

Membership Compulsory?

TBD Yes Yes Yes Yes

Tenure TBD Life Life Life Life

Managed by Brigade Hospitality Services Ltd.

Association 2 years by Hiranandani then Association

Association Embassy

Way Forward

While there was an overall sense of satisfaction in the way the project is shaping up, Kailash pondered

on the immediate concerns on the way forward:

1. Speeding up the infrastructure works

2. Acceleration of the villa sales by a change in strategy

3. Getting construction of the Value Homes off the ground

4. Planning for the remaining residential components and commercial and retail areas

“It was in mid-2008 that Mr. Jaishankar offered me a preview of this Mega project. With my variegated

experience of 25 years in the real estate industry in Bangalore, and as an old-time resident, I could see

that the vision to create a better Bangalore could be realized in Brigade Orchards. I took up the

responsibility of seeing this project to fruition in the year 2009, and it has been very satisfying to see the

project take shape, one aspect at a time!” – Mr. Kailash Advani

With funding in place there was no hindrance to going full speed ahead to translate the design intent

into yet another Brigade masterpiece.

Visit the website www.brigadeorchards.com

Downloadable content for the case:

1) Launch collateral: https://www.dropbox.com/s/qgsjqirjyuz87cw/Launch%20collateral.zip

2) Photograph Images: https://www.dropbox.com/s/k7jrk7t9iy93tns/Photographs_Images.zip

3) Brigade Orchards Villas walkthrough: http://wtrns.fr/y2p5er7q4Pp2lUf

~~~~~~

II. About Brigade Group

Mr. M.R Jaishankar came from a Coffee plantation business in Chikmagalur but saw great potential in

the emerging real estate market of Bangalore. The Group, which grew from a 3 member team in 1986

to a substantial strength of over 100019 employees in 2012, has completed over 100 buildings in

residential, commercial and hospitality sectors amounting to 20 million square feet (sq. ft.) and aims at

achieving another 30 million sq. ft. of development by 2016 - 1720.

Brigade Group is a leading property developer of the country, headquartered in Bangalore. Since its

inception in 1986, Brigade has developed many landmark buildings in Bangalore and Mysore and is also

expanding its operations to Chennai, Kochi, Hyderabad, Mangalore and Chikmagalur.

Brigade pioneered the concept of integrated lifestyle enclaves in Bangalore. The integrated enclaves are

designed to be self-contained communities with homes, offices and shopping spaces, entertainment

facilities, recreational clubs, parks, schools and convention centres that substantially enhance one’s

quality of life. Apartments in various budget ranges, penthouses, villas and value homes complete the

bouquet of its residential offerings.

Brigade is among the few developers who also enjoy a reputation of developing Grade A commercial

properties. Brigade Group’s World Trade Centre - Bangalore, Software and IT parks, SEZ’s and stand

alone offices have top international clients operating from them.

Brigade’s retail projects include a premium Lifestyle Mall, exclusive shopping areas in star hotels and

large format hypermarkets. The malls also offer a host of entertainment facilities like the largest

multiplex and bowling alley of the country.

Brigade introduced Serviced Apartments to Bangalore and has hence strengthened the hospitality

offerings to include 5 star hotels, resorts, spas, recreational clubs and convention centre’s in Bangalore

and other parts of South India.

The Brigade School was established to further its corporate philosophy of ’for a better quality of life’ to

the realm of education and operate from three locations in Bangalore.

Brigade Group’s commitment for continuous upgrade and use of best practices is reflected in its

certification as a ISO 9001: 2008 company21. The group is ranked 3rd in the Real Estate industry by the

international Great Places to Work Institute. The meaningful work environment and delivery capability

19

Refer Annexure VI for the Organization structure and the domains of operation 20

Refer Annexure VIII for Milestones and Achievements 21

Refer Annexure VII for the Vision, Mission and Core Values of the company

of the company has inspired IIM-Ahmedabad to present and win an award for a case study on

Brigade Group, titled ‘Total Transformation - The Brigade Way’ at an International Case Master’s

contest.

Brigade Group has won many accolades22; a few of them are listed below:

“200 Best Under a Billion Dollar” Forbes List for the Asia Pacific region in 2008

“India’s Top 10 Builders for 5 consecutive years -2007-20110 by Construction

World Trade Center at Brigade Gateway received the “Best commercial Project in India for

2010” from Property World.

Brigade Metropolis won the CNBC Awaaz CRISIL CREDAI Real Estate Award 2010 for “Best

Residential Property in South India”.

BEL got listed in BSE and NSE in the year 2007 and has an authorized capital of Rs. 150 crores and a

paid-up capital of Rs. 112.25 crores. The turnover of the Company for the financial year 2011-12 was at

Rs. 609.31 crores and Profit after tax was at Rs. 58.09 crores.

The Brigade stamp of innovation, quality and trust speak of a standard that has been established, and is

consistently being upgraded by the company’s continual efforts to provide a better quality of life.

For more information, please visit www.brigadegroup.com

~~~~~

22

Refer Annexure IX for a detailed list of Awards

III. Bangalore Real Estate Industry Outlook23

For the past two decades, Bangalore has been the fastest growing city of India. Bangalore is termed as a

‘World City’ and is being the established as the Silicon Valley of Asia; it has a multi-cultural population,

good education facilities & social infrastructure and an improving physical infrastructure.

Bangalore boasts of the highest growth rate among all Indian cities, with double digit annual growth

rate of IT/ITeS sector. Current population of the Bangalore Urban District is 9.6 million and is expected

to grow to 14 million by 2021, thereby raising the demand for residential real estate in the city. In

absence of land to support this spurt in housing demand, the city is now expanding its limits to areas

like Devanahalli in the North, Kanakapura in the South, Whitefield in the East and Mysore road in the

West.

Since the past few months, in the Apartment market, except the budget category (less than Rs. 25 lacs),

residential products across segments are under downward pressure owing to high activity levels. Even

in the mid category (Rs. 25 lacs – 50 lacs), developers have launched oversized apartment projects.

Bangalore’s residential segment is likely to grow annually at the rate of 15% for next 3 years. The capital

value is likely to appreciate between 12% and 20% across different micro-markets on account of rising

construction cost and land price.

South East micro-markets - Whitefield and ORR will remain highly active in short to medium term owing

to proximity to established IT economic hubs. However, the next growth direction would be North East

– Old Madras Road and Bangalore North (Hennur Road, Thanisandra Road and Bellary Road).

According to Mr. Jaishankar, “A study by the National Housing Bank, says that real estate prices in

Bangalore have been one of the slowest to rise during the last five years, in comparison to other cities.

For the most part, Bangalore rates have remained at what they were in 2007. This should make buyers

act fast in making their investment decisions, which, in turn, will bring some cheer to the developers.”

Bangalore North Outlook

Bangalore North is a new micro-market that has gained traction post commencement of Bangalore

International Airport in 2008. The key drivers for residential activity in this region are improving physical

23 Source: Bangalore Residential Market, April 2012, A report by Vestian

infrastructure like elevated highway, proposed high-speed rail link, etc. in addition to the

emerging economic hubs of Bangalore and availability of land for development. Government is

aggressively promoting this region for future economic activities. This micro market is poised to be the

next economic epicenter of Bangalore. This micro-market is also attracting retail investors (HNIs and

NRIs) for investments in upcoming residential developments on account of expected high growth rate.

ISRO, Infosys, Manipal Group, etc. are coming up with large developments in the vicinity.

Most of the residential developments located in and around Dodaballapur Road, New Town Yelahanka,

Thanisandra Road and Hennur Main Road are apartment projects in mid and premium categories.

Projects located along Bellary Road and Hebbal are in the luxury segment. Also, some national

developers are planning to launch large scale budget segment projects in this micro-market. In future,

development of large scale integrated theme based townships will characterize real estate development

in Bangalore North.

Social infrastructure is good in Yelahanka but other submarkets lack adequate social infrastructure.

However, developers have plans to develop required social infrastructure in coming years. Non-

availability of water is the key deterrent for development in this micro-market. The government needs

to step-up its effort in this direction in order to develop planned economic hubs.

Currently, this micro-market is set for an oversupply situation unless key planned economic activities

kick-off. This region is likely to be in a balance state for some time on account of high expectation. But

the annual capital appreciation rate is likely to drop from current levels on account of excessive activity.

However, in the mid to long term, this micro-market is one of the most promising growth corridors of

Bangalore.

Fig. 1624:

24

Source: Bangalore Residential Market, April 2012, A report by Vestian

Devanahalli - North Bangalore

“Once the site for the new International Airport was frozen, and work commenced, it was obvious that

Devanahalli would be the new boom town, and every developer worth his salt made a beeline for its

environs. Also, 2007 was boom time for real estate, and PE funds were clamouring for a piece of the

action. Brigade also had plans to go public later in the year, and needed to build up a land bank.

Devanahalli fit the bill in all aspects. The problems in sourcing a large piece of contiguous land in

outlying areas are manifold; scattered holdings, internecine quarrels, restrictions on buying agricultural

land, labyrinthine procedures to convert agricultural land to residential use were all prevalent issues.

Classic Group and Valmark Group were both real estate developers in their own right, and had together

been consolidating land holdings for some time. As such, they were in a position to offer up to nearly 120

acres in a consolidated land parcel, of which around 80 acres were already converted, and ready to be

developed. However, as discerning players in the real estate field, they were not ready to let go of their

pot of gold; as such, instead of an outright sale or a joint development model, they opted for a joint

venture SPV in which Brigade would hold a 50% share.” – Mr. Kailash Advani (CEO – BCV Developers

Ltd.)

"Our parents had developed Dairy farming in our coffee plantation in Chikmagalur. However, due to

better marketing facilities and better weather conditions the same was moved closer to a growing city

like Bangalore. 75 acres of land was purchased with the intention of developing a modern dairy farm in

a large scale in the year 1980. During the course of development of these lands, we realized that water

was a major constraint to grow the green fodder required. That is when we got into harvesting rain

water by developing water bodies throughout this land. In the meanwhile we also used modern drip

irrigation techniques. During the early eighties with the drip irrigation in place we planted perennial

crops like mango, coconut and other fruit trees. Now, this property has developed into a lush green land!

Having been in Property development for the last two decades, we were looking for compatible partners

to develop this land in to a residential development, in view of the non profitability of dairy farming and

other agriculture practices and also to optimize returns out of the long invested, appreciating property.

After the development of the International airport, very close to this property, we started acquiring

larger parcels of land to consolidate up to 120 acres." – Classic and Valmark

Infrastructure, Commercial and Social Development Present and Planned25

Bangalore has very good potential of developing its ‘edge city’ at Devanahalli. Developments have been

on fast track in the northern region since the airport project was launched in 2005.

Devanahalli is a Municipal Council in the rural district of Bangalore in the state of Karnataka. The town is

located 30 kms to the north east of Bangalore. Devanahalli is the site of the newly constructed

Bengaluru International Airport (BIA), the second largest in India. BIA is expected to act as regional hub

for global connectivity and would serve to accelerate infrastructure and real estate development in and

around the airport.

As part of BIA project, a Special Economic Zone and commercial developments are proposed within the

Airport. A multi-billion Dollar Devanahalli Business Park with two IT Parks is coming up on nearly 400

acres adjoining the airport. The state government has also announced some major developments in

that area, the most significant being the proposed Devanahalli Aero SEZ, Science Park and a Rs. 1000

Crore Financial City. A new Satellite ring road will connect the city with Doddaballapur.

Devanahalli is situated near the upcoming $22 Billion and 12,000-acre BIAL IT Investment Region, the

largest IT region in India. Total infrastructure development in the area is estimated to be well over US

$30 Billion over the next two years. With significant commercial and residential development in the

area, real estate is in high demand in the region.

Connectivity26

Upcoming 6 Lane Elevated Highway - NH7

Govt. of Karnataka has proposed a 8 lane Peripheral Ring Road connecting north to the rest

of Bangalore

High Speed Airport Rail Link from CBD with an estimated travel time of around 25 minutes,

over a distance of 34 Kms.

NH 207 connecting East Bangalore to BIAL / North Bangalore; width to be enhanced to 80m.

Proposed 100m width Devanahalli Town Ring Road

IVCR ( Inter Village Connectivity Road) connecting Doddaballapur and the SEZ’s located on

the road to BIAL

~~~~~~~~~~~~~~~~~~~~~~~~~

25

Refer Annexure X for the Key Landmarks, planned Infrastructure and Social developments in the area 26

Refer Annexure XI for Key distances for important Landmarks/locations from Brigade Orchards

CASE PRESENTATION QUESTIONS

Round 1

1. What do you perceive to be the strengths or USPs of the project? How should The Group better

capitalize on these?

2. What would give Brigade Orchards an edge over its competitors in the vicinity?

3. Would you recommend a change in the positioning & marketing strategy of Brigade Orchards?

If yes, please elaborate.

4. What new sales channels (or innovative approaches in existing channels) would you propose?

5. How would you allocate the marketing budget across various channels?

6. What changes would you suggest for the sales process currently in place?

7. How would you apply best practices from other industries to market Brigade Orchards?

8. Present the overall Sales and Marketing Strategy to improve the sales of the Villas at Brigade

Orchards

Note: Presentation need not be structured directly around the questions but it should contain

answers to address all these areas)

Round 2

Top 8 teams will be asked more specific questions based on the presentation sent for Round 1.

Note: It is recommended that the Top 8 teams visit Brigade Orchards before presenting the final

Sales & Marketing Strategy. Brigade Group will organize a site visit to the property on Sept. 27th

2012 for the Top 8 teams.

~~~~~~~~~~~~~~~~~~~~~~~~~

IV. ANNEXURES

Annexure I – Orchards Fact file

Sl. No Project Facts Details

1 Project Name Brigade Orchards

2 Total Site area 120 Acres in extent (starting with 100Acres)

3 Total Built up area (Est.)

(Height of the building is restricted to 25m as per BIAAPA rules)

Residential : 40,78,000 sft Commercial : 80,000 sft

Total: 41,58,000 sft

4 No. of Floors Ranges from G+1, to G+7

5 Height of Building Maximum Height 25 m

6 F.A.R permissible 1.875

7 F.A.R achieved (Est.) 1.150

8 Total car parks 5092 (approx)

9 Total No. of units (Est.) 3666 units

10 Product Mix Mixed Used Development

Annexure II - Orchards Detailed Area Statement (Residential)

Land Use Housing Type

Built Up Area

No. of

Dwelling Units

No. of floors

Sq . Feet

Residential Cluster housing EWS + LIG + Senior

Living 7,50,000 G+2 & Stilt + G+7 1000

Residential – Value Homes MIG A 12,03,000 1B + stilt + G+7 1228

Residential MIG B 15,00,000 1B + stilt + G+7 1100

Residential HIG 3,85,000 1B+ stilt + G + 7 240

Villas Villas 2,40,000 All Villas G+2 98

Total

40,78,000

3666

Annexure III – Orchards Master Plan along with Launch Timelines

(Refer the presentation for the Master Plan, uploaded under Marketing Collaterals)

Annexure IV– A map representation for all the projects in the area

Annexure V– Club Facilities Facilities Brigade Orchards Shobha

Lifestyle Hiranandani The Villas

Century Istana

Kent Novella Embassy Boulevard

Swimming Pool Y Y Y Y (Water sports and slides, etc)

Y Y

Skating N N N Y N N

Games/Cards Room

Y Y Y N N Y

Squash Court Y Y Y Y Y N

Tennis Court Y Y Y Y N Y

Badminton Y Y Y Y N Y

Table Tennis Y Y N Y Y N

Golf Simulators/Putting range

Y Y N Y N N

Basketball N N N Y N N

Yoga/Aerobics Room

Y N N Y Y Y

Billiards/ Pool Y Y Y Y Y N

Children’s play area/ Creche

Y Y N N Y (Senior Citizen Park)

N

Conference/ Banquet Hall

Y Y N Y Y Y

Jogging Track Y N N Y Y N

Gym/ Health club Y Y Y Y Y Y

Restaurant/ Coffee Shop

Y N N Y Y (With Barbeque) Y

Salon & Spa Y Y Y (Spa) Y (Spa) Y (Spa) Y (Spa)

Bar Y N N Y N N

Guest Rooms Y N N Y (50 rooms) N Y (15-20)

Convenience Store N Y N N Y Y

Library Y Y N N Y Y

Others Horse Riding track, Amphitheatre, Laundry, Member’s Lounge

Vichy Shower Treatment room

Half Cricket Pitch, Horse Riding Track, Mini Amphitheatre

Laundry Service, Cyber café, Lounge with Mini Theatre, Jacuzzi, Teenage Lounge

Annexure VI: Brigade Group Organization Structure & Domains of Operation

Brigade enterprises Ltd. – The flagship company listed in 2007 has a portfolio of Residential and

Commercial Properties. www.brigadegroup.com

Brigade Hospitality Services Ltd. - is a subsidiary of Brigade Group. It was established in June 2004 to

focus on the hospitality industry. BHSL’s range of operations currently encompasses professionally

managed serviced residences, clubs, convention centres, hotels & resorts. www.brigadehospitality.com

BCV Developers Pvt. Ltd. – A joint venture SPV between Brigade and Classic-Valmark Groups, in which

Brigade holds a 50% share. www.brigadeorchards.com

Brigade Infrastructure and Power Ltd. – A wholly-owned subsidiary, whose focus is in the field of

infrastructure and power.

• REALTY • PROPERTY MGMNT

SERVICES • AGENCY SERVICES (HOME LOANS & INSURANCE)

Brigade Enterprises Ltd

Flagship Company

Brigade Foundation (Not for Profit Organization)

BCV Developers

Pvt. Ltd.

Brigade Infrastructure &

Power Ltd

Brigade Hospitality Services Ltd

Tandem Allied Services Pvt.

Ltd

AEC InfoTech Pvt. Ltd

Associate Companies

• CONSTRUCTION • PROJECT • MANAGEMENT • QUANTITY SURVEY • SOFTWARE

• SERVICED RESIDENCES • CLUBS • CONVENTION CENTRE • HOTELS AND RESORTS

• EDUCATION - BRIGADE SCHOOLS

• COMMUNITY DEVELOPMENT

• HEALTH • SPV TO TAKE UP 120 ACRE TOWNSHIP AT DEVANAHALLI

• FOR INITIATIVES IN POWER GENERATION AND INFRASTRUCTURE PROJECTS

• RESIDENTIAL • COMMERCIAL

WTC Trades & Projects Pvt.

Ltd.

Orion Mall Management

Co. Ltd.

WTC Trades & Projects Pvt. Ltd. - A wholly-owned subsidiary of Brigade, it holds the license

“World Trade Center” for the city of Bangalore—awarded by the World Trade Centers Association

(WTCA), USA. www.wtcbangalore.com

Orion Mall Marketing Company Ltd.- A wholly-owned subsidiary of Brigade, it has been established to

manage the operations of Orion Mall and develop the retail business domain of Brigade Group.

www.orionmalls.com

The Brigade Foundation- The Not-for-profit Foundation established The Brigade School @ J. P. Nagar, in

the Brigade Millennium enclave, in 2004. The Brigade School @ Mahadevapura —in Whitefield, near

the Brigade Metropolis enclave, was opened in 2009. The most recent of our schools, The Brigade

School @ Malleswaram, in the Brigade Gateway enclave in Malleswaram-Rajajinagar, opened in 2010.

Tandem Allied Services Pvt. Limited- Tandem, with both Realty and Home Loan divisions, allows Brigade to become a one-stop property management services provider. The company undertakes facilities management for software industries, commercial buildings, serviced residences, residential buildings, bungalows and guest houses. Today, Tandem manages nearly one million sqft of real estate in Bangalore.

AEC Infotech Pvt. Ltd- AEC Infotech brings in expertise in the area of construction management software and project management services.

Annexure VII – Vision Mission and Core Values of the Brigade Group

Annexure VIII – History, Evolution and Milestones

Annexure IX – Awards and Recognition The Brigade Group has been recognized by various prestigious organizations. The following are some of the awards received in recent years.

Forbes - Companies’ List of “200 Best Under a Billion Dollar” the Asia Pacific region. Brigade Group is the only real estate company from India (the only Bangalore company in any field) to find a place in the Forbes list of 2008

“India’s Top 10 Builders” for 5 consecutive years, 2007 to 2011, by Construction World

CNBC AWAAZ CRISIL CREDAI Real Estate Awards 2010 – “Best Residential Property South India for

Brigade Metropolis”

CNBC AWAAZ CRISIL CREDAI Real Estate Awards 2010 – “Best Hospitality Architecture for Galaxy Club at Brigade Gateway”

Rated ‘One amongst the Top 100 companies in India 2011’ to Work for by the Great Places to Work

Institute in collaboration with Economic Times. Also, Ranked 2nd in Real Estate Industry

Rated ‘One amongst the Top 100 companies in India 2010’ to Work for by the Great Places to Work Institute in collaboration with Economic Times. Also, Rated as one of the Best in the Industry “Developer of the Year—Commercial 2012” by Realty Plus

“Integrated Township of the Year" (Brigade Gateway) 2012” by Realty Plus

“Regional Developer of the Year - South” for 2 consecutive years, 2009 & 2010, by Realty Plus

“Best Developer in Residential Infrastructure 2010”, for Brigade Metropolis by Construction Source

India

“Best Commercial Property of the Year 2010 – World Trade Center Bangalore at Brigade Gateway”, by Property World

“Best Commercial Developer of the Year, 2011”, by Realty Plus

World Trade Center Bangalore@ Brigade Gateway lifestyle enclave, was conferred the ACCE-BILLIMORIA

AWARD 2011 for Best Construction in High Rise Buildings by the Association of Consulting Civil Engineers India, Governing Council

“Economic Times ACETECH 2007 Awards” - Mr. M. R. Jaishankar, was recognized as one among the top

15 outstanding professionals in the field of construction in the country

“Best New Hotel in South Asia” - 2011, for Brigade Group’s Sheraton Bangalore @ Brigade Gateway.

“Best New Hotel in South Asia” in the Serviced Apartment Category - 2010, for the Brigade Group’s Mercure Homestead Residences.

Outstanding Contribution in Real Estate (Hospitality Sector) EPC World Awards 2011.

“ICI (KBC)-Birla Plus Endowment Award for Outstanding Concrete Structure of Karnataka Certificate of

Appreciation, 2006” – Awarded to MLR Convention Centre at Brigade Millennium.

“The Young Enthused Architect Award, 2006” – Awarded to the Young Architects of The Woodrose Club by Architecture + Design (A+D), a journal of Indian Architecture and Spectrum Foundation.

“Best Service Provider, Indian Chapter - International Facility Management Association (IFMA), 2003” -

Certificate of Merit for being one of the best service providers in the industry. This was based on a recognition-of-excellence survey carried out by Ernst & Young.

“ICI (KBC)-Birla Plus Endowment Award for Outstanding Concrete Structure of Karnataka Certificate of

Appreciation, 2010” – Awarded to Brigade International School.

“ICI (KBC)-Birla Plus Endowment Award for Outstanding Concrete Structure of Karnataka Certificate of Appreciation, 2006” – Awarded to MLR Convention Centre at Brigade Millennium.

“Project of the Year—Bangalore, 1999” - Awarded to Brigade Regency by Accommodation Times.

“National Landscape Design Awards—Special Mention: 2005” – Awarded to the Millennium Park by

Architecture + Design (A+D), a journal of Indian Architecture and Spectrum Foundation.

“Best Landscape Design, Annual National Landscape Design Awards, 2005” - Awarded to Hulkul Brigade Centre by Architecture + Design (A+D)

“First Prize, Landscaping, Republic Day Horticultural Show, 2007” - Awarded for landscaped gardens at

project offices of Brigade Gateway and Brigade Metropolis enclaves by the Dept of Horticulture and Mysore Horticultural Societies

Annexure X – Key Landmarks, planned Infrastructure and Social developments

Annexure XI – Key distances for Important Landmarks/locations from Brigade

Orchards

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Brigade Orchards

BIAL 14.1 Kms.

ITPL – 40.6 Kms

MG Road / CBD

37.6 Kms.

Hebbal 29

Trumpet Flyover 9.1 Kms

Manyata Tech Park 27.5 Kms.

(Source: Google Maps)

ITC Factory 11.7 Kms