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Pioneer, 16.06.06:
DDA displays marketing skills
Navneet Anand | New Delhi
A plot of land measuring 14.3 hectares was sold at a
whopping Rs 450 crore - thanks to Delhi Development
Authority (DDA), this is now being termed as a classic
case of marketing.
What makes this deal intriguing is its geographical
details. The plot is surrounded by a sanitary landfill
site, ESI Hospital, Tehkhand village with a population
of 20,000, and an industrial area, which adds to the
dust and din of the environment. Also, closeby is the
Inland Container Depot at Tughlakabad. But the DDA
still managed to package it well and earned handsome
revenue for itself.
The packaging included the high-pitched talk of a
pioneering public-private partnership besides the
location of the plot in the premium south zone. Its
proximity to Nehru Place and Kalkaji was another
selling point. The auction was bagged by DLF and
Indiabulls. Now, say sceptics, selling the 750 premium
houses may turn out to be tricky for promoters as just
the location of south Delhi in itself may not be
enough. "The filth and stink around may become a bane
for promoters," says an observer.
Another problem being cited now is the co-existence of
the premium housing with low-cost housing. According
to the plan, the promoters are required to build 3,500
low-cost houses to rehabilitate nearby slum-dwellers.
"Those paying over a crore for an apartment would
surely want good environs, which promoters may find
difficult to ensure," he added.
DDA Land Disposal Commissioner RK Singh while
accepting that the project is a challenging one, terms
these suggestions as 'premature'. "This surely is a
difficult project but also the first of its kind. This
is a model, which provides many solutions," Singh
says.
A DLF spokesperson said one of the guiding principles
behind this project has been the upliftment of
economically backward people. "We have done our due
diligence and it will surely be a financially viable
project," he asserted. According to the terms of the
project, the DDA will provide facilities for
constructing primary schools at three sites besides a
health centre and a multi-purpose community hall.
The project also provides for greening and open area
recreational facilities such as play grounds spread
over 20,000 square metres out of a total of 1,40,000
square metres of land
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Pioneer, 16.06.06:
DDA displays marketing skills
Navneet Anand | New Delhi
A plot of land measuring 14.3 hectares was sold at a
whopping Rs 450 crore - thanks to Delhi Development
Authority (DDA), this is now being termed as a classic
case of marketing.
What makes this deal intriguing is its geographical
details. The plot is surrounded by a sanitary landfill
site, ESI Hospital, Tehkhand village with a population
of 20,000, and an industrial area, which adds to the
dust and din of the environment. Also, closeby is the
Inland Container Depot at Tughlakabad. But the DDA
still managed to package it well and earned handsome
revenue for itself.
The packaging included the high-pitched talk of a
pioneering public-private partnership besides the
location of the plot in the premium south zone. Its
proximity to Nehru Place and Kalkaji was another
selling point. The auction was bagged by DLF and
Indiabulls. Now, say sceptics, selling the 750 premium
houses may turn out to be tricky for promoters as just
the location of south Delhi in itself may not be
enough. "The filth and stink around may become a bane
for promoters," says an observer.
Another problem being cited now is the co-existence of
the premium housing with low-cost housing. According
to the plan, the promoters are required to build 3,500
low-cost houses to rehabilitate nearby slum-dwellers.
"Those paying over a crore for an apartment would
surely want good environs, which promoters may find
difficult to ensure," he added.
DDA Land Disposal Commissioner RK Singh while
accepting that the project is a challenging one, terms
these suggestions as 'premature'. "This surely is a
difficult project but also the first of its kind. This
is a model, which provides many solutions," Singh
says.
A DLF spokesperson said one of the guiding principles
behind this project has been the upliftment of
economically backward people. "We have done our due
diligence and it will surely be a financially viable
project," he asserted. According to the terms of the
project, the DDA will provide facilities for
constructing primary schools at three sites besides a
health centre and a multi-purpose community hall.
The project also provides for greening and open area
recreational facilities such as play grounds spread
over 20,000 square metres out of a total of 1,40,000
square metres of land
__________________________________________________
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