Appendix 1

Sales Enhancement of Earth Groups Commercial Projects

in Greater Noida









A Summer Project Proposal for


Master of Business Administration


By

AnkitSisodiya
(13GSOB201097)





Under the guidance of


ShriChranjeet Singh Dr. /Prof.AnamikaPanday
Vice President Associate Prof.
Earth Infrastructures Ltd SoB, GU, GautamBudh Nagar (GBN)








Date
(July 31, 2014)







Appendix 2



Sales Enhancement of Earth Groups Commercial Projects
in Greater Noida



















By

AnkitSisodiya








July, 2014


Appendix 3


Sales Enhancement of Earth Groups Commercial Projects
in Greater Noida













By

AnkitSisodiya



Under the guidance of


ShriChranjeet Singh Dr./Prof. AnamikaPanday
Vice Presedint Associate Prof.
Earth Infrastructures ltd . SoB, GU, GBN









July, 2014













Appendix 4



Certificate of Approval

The following Summer Project Report titled "Sales Enhancement of Earth Groups
Commercial Projects in Greater Noida." is hereby approved as a certified study in
management carried out and presented in a manner satisfactory to warrant its acceptance as a prerequisite
for the award of Master of Business Administrationfor which it has been submitted. It is understood
that by this approval the undersigned do not necessarily endorse or approve any statement made, opinion
expressed or conclusion drawn therein but approve the Summer Project Report only for the purpose it is
submitted.

Summer Project Report Examination Committee for evaluation of Summer Project Report

Name Signature

1. Faculty Mentor Dr.AnamikaPanday ___________________
2. Industry Mentor Charanjeet Singh ___________________
Appendix 5


Certificate from Summer Project Guides


This is to certify that MrAnkit Kumar Gupta, a student of the Master of Business Administration,has
worked under our guidance and supervision. This Summer Project Report has the requisite standard and
to the best of our knowledge no part of it has been reproduced from any other summer project,
monograph, report or book.






Amit Mishra Charanjeet Singh
Associate Prof. Vice President
SoB, GU, GBN Earth Infrastructures Ltd
Noida
Date Date

Appendix 6
Abstract
*Sales Enhancement of Earth Groups Commercial
Projects in Greater Noida*

By

AnkitSisodiya



Earth Infrastructures Ltd. is a real estate company based in Delhi NCR which is coming up with
its projects in Greater Noida and Gurgaon which have actually become favorable locations for
investors in real estate. The two cities have a shown a lot of development in terms of
infrastructure, roads, flyovers, facilities. However, Gurgaon, the city that barely existed two
decades ago, has shown a larger scale of development as compared to Greater Noida. A huge
role is being played by real estate Giant DLF in the development of Gurgaon city.Though
Greater Noida is also showing positive sign of development with JayPee Group, another real
estate giant, playing an important role, considerable potential exists for commercial and
residential projects in Greater Noida, which provides opportunities to real estate firms to also
play an important role in the infrastructure development of the city. The Earth Group has 2
commercial and 2 residential projects in Greater Noida. The commercial projects of Earth
include:
a) Earth TechOne (on Yamuna Expressway)
b) Earth Titanium (on Yamuna Expressway)
My Project Report will highlight some of the unique features which will help in enhancing the
sale of the companys commercial projects in Greater Noida. The company basically deals with
brokers for the sale of its projects to the final customers.However, a considerable amount of
sales comes from sale of building project spaces directly to the customers. Some of the key
features for which a customer look into before purchase of property are location, price per sq. ft,
rate of appreciation, and connectivity. Therefore, the report will showcase the individual location
and price advantages that the project entails, which would benefit the customers in the longer
run. The commercial spaces in Earth projects include Office spaces, Retail Spaces & Studio
Apartments. Another unique advantage that Earth projects provides to its customers is that all
its commercial projects in Greater Noida offer a 12% Assured Return with Bank Guarantee
from Allahabad Bank making it a better choice for making investment than any other investment
option.
As per the company sources, 70% of its customers purchase a space in its projects for the
purpose of investment and only 30% of them are end users. This means that a majority of
customers considers real estate as a good investment option and could feature renting prior to
ultimate sale. These benefits would feature in the consideration set of such customers. The
customer base, hence, will have to be bifurcated as per the usage which the customer is going
to derive from the project.
The job of a sales person in real estate is to locate the target groups who are able and are
willing to invest a reasonable amount of money in a particular project, to put forward the
advantages of investing in that project, to explain the payment plans, to participate in activities
with the client like meetings, site visits, negotiations and finally to get the booking done. The
target groups may be accessed through various activities including cold calling, setting up
kiosks at events & exhibitions and presentations on the projects at corporate and institutional
offices.
The city of Greater Noida already witnesses the presence of many developers like JayPee,
AMR,Ansal, and Amrapali who are already doing a reasonable job in construction of different
projects in the city. In such a scenario, the differentiation of projects by the developers becomes
important as the respective projects of different developers enjoy the same location advantages.
Therefore each project needs to have some unique features which may allow the investors to
consider the companys project a much better option. Timely completion and handing over of
complete premises to clients are factors which also need to be taken care of by the company in
line with the commitments made to customers at the time of booking by the sales
person(unfortunately this is not observed these days by most real estate companies in India).
All the above factors influencing the sale of projects of the Earth Group have been dealt with in
detail in the report.

1. The project required a complete market study of real estate and the status of infrastructure
development in Greater Noida. The information regarding the infrastructure development of
Greater Noida was gathered through the websites of Greater Noida Authority, Yamuna
Expressway Authority, Sectoral Presentation on Real Estate 2014 by IBEF (Indian Brand Equity
Foundation) and all other related websites. The various factors which will influence the sale of
Earths projects were analyzed and accordingly presented. The preferences and buying behavior
were studied and analysed through the following:
Attending a 3 day training workshop on Orientation Programme Aagaman at the company
premises to get some insights into the sector.
Telephonic conversations with prospective clients using cold calls where feedback of each
and every individual was noted down.
Face-to-face interaction with the investors during exhibitions and canopy activity.
Attending meetings with clients along with the industry mentor to understand the process
which leads to the final booking of property.













Appendix 7

Acknowledgements
I would like to gratefully acknowledge the contribution of all the people who took active part and
provided valuable support to me during the course of this project. To begin with, I would like to
offer my sincere thanks to Mr. Charanjeet Singh, V.P (Sales), for giving me the opportunity
to do my summer training at Earth Infrastructures Ltd, Noida. Without his guidance,
support and valuable suggestions during the research, the project would not have been
accomplished.

My heartfelt gratitude also goes to the entire Sales team for their co-operation and
willingness to answer all my queries, and provide valuable assistance.

I also sincerely thank Dr.AnamikaPanday, my faculty mentor at GalgotiasUniversity , who
provided valuable suggestions, shared his rich corporate experience, and helped me script the
exact requisites.

Last, but not least, I would like to thank all the company employees for sharing their experience
and giving their valuable time to me during the course of my project.























Appendix 8

Table of Contents

I. Acknowledgements
I.Abstract (maximum two pages)
II. Table of Contents
III. List of Figures
IV. List of Tables
V. List of Appendices
VI. List of Abbreviations




































Appendix 9
List of Tables


Table No. Description Page

Table 1: Property Rates on Yamuna Expressway
Table 2: Specifications of Alpha Tech
Table 3: Specifications of Beta Tech
Table 4: Specifications of Gamma Tech
Table 5: Specifications of Express One
Table 6: Specifications of Studios
Table 7: Specifications of Earth Titanium
Table 8: Specifications of Sapphire Court
Table 9: Year-wise rates of Sapphire Court
Table 10: Tear wise rates of TechOne





________________________________


















Appendix 10

List of Figures


Figure No. Description Page
Fig 1: % Break up of land use at Greater Noida

Fig 2: Property Rates in Yamuna Expressway

Fig 3: 3B Model at Earth Infrastructures Ltd

Fig 4: Factors affecting buying behavior in real estate

Fig 5: Regression equation of Sapphire Court
Fig 6: Regression equation of TechOne
Fig 7: Selling Process at Earth Infrastructures Ltd
Fig 8: Feedback received from calls made during internship




________________________________


















Appendix 11

List of Appendices


Table No. Description Page

1. Company Profile....1

2. Literature Review..............4
a. Factors resulting in growth of the Real Estate Market in
India.......5
b. Demand for commercial space in India...............................5
c. Why to invest in Real Estate................8

3. Problem Definition............8

4. Business Model of Earth Infrastructures Ltd...............18

5. Earth Infrastructures Ltd Building Concept20

6. Earth Groups Commercial Projects in Greater Noida.....22
7. About Greater Noida.9
a. 4.1 Greater Noida Master Plan 2021........10
8. 4.2 Major Developments in Greater Noida..11
a. 4.3 The Yamuna Expressway...13

9. Factors affecting buying behavior of customers in Real Estate...31
a. 8.1 Return on Investment on Earths Projects..33

10. Selling Process at Earth Infrastructures Ltd.38
a. 9.1 Different Types of Payment Plans for customers...40
b. 9.2 Activities done for the sale of Earth Groups Projects...41

11. Conclusion ..44
12. Recommendations . 45

References.46




_______________________________




Appendix 12

Abbreviations

1. MNC:- Multi National Company
2. FDI:- Foreign Direct Investment
3. Sq. Ft:- Square Fit
4. SAPREP:-Streamlining Approval Procedure for Real Estate Projects
5. IGBC:-The Indian Green Building Council
6. LEED:-The Leadership in Energy and Environmental Design
7. TLP:-Time Link Payment Plan
8. CLP:-Construction Link Payment Plan
9. DP:-Down Payment
10.





_______________________________
Methodology Executive Summary

Earth Infrastructures Ltd. is a real estate company based in Delhi NCR which is coming up with
its projects in Greater Noida and Gurgaon which have actually become favorable locations for
investors in real estate. The two cities have a shown a lot of development in terms of
infrastructure, roads, flyovers, facilities. However, Gurgaon, the city that barely existed two
decades ago, has shown a larger scale of development as compared to Greater Noida. A huge
role is being played by real estate Giant DLF in the development of Gurgaon city.Though
Greater Noida is also showing positive sign of development with JayPee Group, another real
estate giant, playing an important role, considerable potential exists for commercial and
residential projects in Greater Noida, which provides opportunities to real estate firms to also
play an important role in the infrastructure development of the city. The Earth Group has 3
commercial and 2 residential projects in Greater Noida. The commercial projects of Earth
include:
c) Earth TechOne (on Yamuna Expressway)
d) Earth Titanium (on Yamuna Expressway)
e) Earth Towne(Greater Noida West)
My Project Report will highlight some of the unique features which will help in enhancing the
sale of the companys commercial projects in Greater Noida. The company basically deals with
brokers for the sale of its projects to the final customers.However, a considerable amount of
sales comes from sale of building project spaces directly to the customers. Some of the key
features for which a customer look into before purchase of property are location, price per sq. ft,
rate of appreciation, and connectivity. Therefore, the report will showcase the individual location
and price advantages that the project entails, which would benefit the customers in the longer
run. The commercial spaces in Earth projects include Office spaces, Retail Spaces & Studio
Apartments. Another unique advantage that Earth projects provides to its customers is that all
its commercial projects in Greater Noida offer a 12% Assured Return with Bank Guarantee
from Allahabad Bank making it a better choice for making investment than any other investment
option.
As per the company sources, 70% of its customers purchase a space in its projects for the
purpose of investment and only 30% of them are end users. This means that a majority of
customers considers real estate as a good investment option and could feature renting prior to
ultimate sale. These benefits would feature in the consideration set of such customers. The
customer base, hence, will have to be bifurcated as per the usage which the customer is going
to derive from the project.
The job of a sales person in real estate is to locate the target groups who are able and are
willing to invest a reasonable amount of money in a particular project, to put forward the
advantages of investing in that project, to explain the payment plans, to participate in activities
with the client like meetings, site visits, negotiations and finally to get the booking done. The
target groups may be accessed through various activities including cold calling, setting up
kiosks at events & exhibitions and presentations on the projects at corporate and institutional
offices.
The city of Greater Noida already witnesses the presence of many developers like JayPee,
AMR,Ansal, and Amrapali who are already doing a reasonable job in construction of different
projects in the city. In such a scenario, the differentiation of projects by the developers becomes
important as the respective projects of different developers enjoy the same location advantages.
Therefore each project needs to have some unique features which may allow the investors to
consider the companys project a much better option. Timely completion and handing over of
complete premises to clients are factors which also need to be taken care of by the company in
line with the commitments made to customers at the time of booking by the sales
person(unfortunately this is not observed these days by most real estate companies in India).
All the above factors influencing the sale of projects of the Earth Group have been dealt with in
detail in the report.

2. The project required a complete market study of real estate and the status of infrastructure
development in Greater Noida. The information regarding the infrastructure development of
Greater Noida was gathered through the websites of Greater Noida Authority, Yamuna
Expressway Authority, Sectoral Presentation on Real Estate 2014 by IBEF (Indian Brand Equity
Foundation) and all other related websites. The various factors which will influence the sale of
Earths projects were analyzed and accordingly presented. The preferences and buying behavior
were studied and analysed through the following:
Attending a 3 day training workshop on Orientation Programme Aagaman at the company
premises to get some insights into the sector.
Telephonic conversations with prospective clients using cold calls where feedback of each
and every individual was noted down.
Face-to-face interaction with the investors during exhibitions and canopy activity.
Attending meetings with clients along with the industry mentor to understand the process
which leads to the final booking of property.




Ch: 1 Company Profile

Earth group is one of Indias most renowned and reputed capitalized real estate companies. The
group has been constantly been in the pursuit of excellence using innovation and cutting edge
technology on all its projects. It has strong financial aid and engineering expertise, which makes
it a top of the line infrastructure provider, with a strong global presence. The company has made
a distinct place for itself in the realty fraternity with the remarkable work it has done over the
span of four years.
On 22
nd
April 2010, which is celebrated as Earth Day, the idea of Earth Infrastructures Ltd
came into existence. The goal of the company has been to adopt new technologies with a focus
on green & eco-friendly construction in sync with Vedic knowledge. In just a span of four years,
the company has been able to achieve some of the huge milestones under its name. Some of
these include:

First green building project in Greater Noida (West)
First bank guaranteed project in India
First company to offer Assured Commitment amount in Office & Retail Project in Gurgaon
After the completion of four years in thereal estate market, the company has got 12 running
projects in commercial & residential business segments across different locations of Greater
Noida, Gurgaon, Lucknow& Ludhiana. At present, the company has 20 million plus sqft space
under construction real estate space worth INR 12,000 Cr. The company is now targeting to
touch INR 20,000 Cr turnover over the next couple of years. The company has extensive future
plans to venture into hospitality segment, power projects, hospitals, townships and even
infrastructure development. For the purpose of serving its customers, the company has its
Registered Office in Karol Bagh, New Delhi, Corporate Office at Noida Sector-16 and more than
50 offices across different locations of India with more than 2500 employees serving more than
14000 satisfied customers.
In just a short span, Earth infrastructures Ltd have marked its presence across all the zones of
India through its own offices, channel partners and customer base. With its commitment to
excellence, Earths projectshave received an overwhelming buyers response.Apart from India,
Earth has also been able to garnertremendous response internationally, in terms ofinvestment
for all its ventures and recognitionas a trustworthy brand.

The company operates largely under the vision and guidance of itsfour Directors;
Mr.AvdeshGoel, Mr. Atul Gupta, Mr. Rajnish Mittal & Mr. Vikas Gupta to
become the most innovative and trusted brand in real estate industry by adopting new
technologies with a focus on green and eco-friendly construction with focus to fulfill the
expectations of the customers.
The current projects of Earth group are based at four locations of North India in the commercial
& residential segments:
a) Greater Noida:
It is a fastest growing on a trajectory to be one of the largest industrial and educational hubs of
India. Earth group launched its first project in Greater Noida itself in Noida Extension (also
known as Greater Noida West) by the name EarthTowne which is also known to be the first
ever LEEDcertified residential project in Noida Extension. In the same area, the company has
another residential project by the name Earth Gracia. Apart from these residential projects,
the company has two commercial projects on the Yamuna Expressway by the name Earth
TechOne & Earth Titanium and one in Knowledge Park-V by the name Earth Sapphire
Court.

b) Gurgaon:
It is second largest city in the Indian state of Haryana and is a part of National Capital Region.
Over the past 25 years, the city has undergone rapid development and construction. In more
recent times, two areas of the city- namely; Sohna Road and Dwarka Expressway- have come up
a long way and are poised to become the new hot residential, commercial and industrial centres
of Gurgaon. The company has got its four projects located at both these locations. Its commercial
project Earth Iconic is located near Sohna Road & the other three projects are located near
Dwarka Expressway by the name of Earth Copia, Earth Elacasa & Earth Skygate.

c) Lucknow:
It is not only the state capital of the largest state of India, i.e. Uttar Pradesh, but at the same time,
is the second largest city of North India as well. The city is the only large urban centre amidst a
number of small towns in the surrounding districts, making it top 10 emerging cities of India.
Earth Group has two of its residential project in Lucknow; Earth Gharonda & recently launched
Earth Marvels.

d) Ludhiana:
It is the largest urban center in Punjab, both in terms of area and population. Being a major
industrial centre of North India, Ludhiana is also the commercial capital of the state. The
company is coming up with an integrated township of 72 acres at Pakhowal in Ludhiana.


Apart from its 12 running projects, the company also has some ambitious future projects & plans
on the anvil:

100 acres township on Yamuna Expressway
A sprawling township at Neemrana (Rajasthan)
Exclusive country houses in South West Delhi
High end commercial projects on Dwarka Expressway
A 5 star hotel in Manesar
To enter the Equity market with 20000 crores through IPO by 2015
EIL dedicated to increase the number of our offices from current 50 Indian cities to 100 cities in
next 2 years.














Ch: 2 Literature Review
The Indian real estate sector has come a long way and is today one of the fastest growing
markets in the world. It is second only to agriculture in terms of employment generation and
contributes heavily towards the gross domestic product (GDP). It comprises four sub-sectors
housing, retail, hospitality, and commercial. According to the IBEF report on real estate in 2014,
while housing contributes to fivesix percent of Indias gross domestic product (GDP), the
remaining three sub-sectors are also increasing at a fast pace. Almost 80 per cent of real estate
developed in India is residential space; the rest comprises offices, shopping malls, hotels and
hospitals. The total realty market in the country is expected to touch US$ 180 billion (Rs 10.843
trillion) by 2020.
Some of the major drivers of the growth of this sector are as follows:
Favorable demographic conditions
Improvement in basic infrastructure
Rising Purchasing Power
Availability of cheap finance
Concept of nuclear families
Professionalism in real estate
Reforms initiated by the government
Real estate in India is being recognized as an infrastructure service that is driving the economic
growth engine of the country. Growing infrastructure requirement in diverse sectors such as
tourism, education, healthcare, are offering several investment opportunities for both domestic
as well as foreign investors. Total investment by private equity (PE) funds in the real estate
sector from JanuaryMarch 2014 was approximately Rs 28 billion (US$ 465.19 million).
The role of the Government of India has been instrumental in the development of this sector.
With the government trying to introduce policies familiar with the developer and buyer, it seems
that real estate sector in 2014 will be benefitted in the longer run. Some of the government
initiatives have been listed below:
i. The Government of India has allowed FDI up to 100 per cent in development projects
for townships and settlements. Hundred per cent FDI is also permitted in the hotel and tourism
sector through the automatic route.
ii. A committee on Streamlining Approval Procedure for Real Estate Projects (SAPREP)
was constituted by the Ministry of Housing & Urban Poverty Alleviation (MHUPA) to
streamline the process of seeking clearances for real estate projects.
iii. The Real Estate (Regulation and Development) Bill, 2013, as approved by the Union
Cabinet is a pioneering initiative aimed at delivering a uniform regulatory environment to protect
the consumer, help in quick verdicts of disputes and ensure systematic growth of the sector.
2.1 Factors resulting in the growth of the real estate market in India
The potential which the Indian Real Estate Market has shown to the investors around the world
has been basically because of the following factors:

a. Growing demand
Demand for residential properties has surged due to increased urbanisation and rising
household income
Growing economy driving demand for commercial and retail space

b. Attractive opportunities
Growing requirements of space from sectors such as education and healthcare
Growth in tourism providing opportunities in the hospitality sector

c. Increasing Foreign Investment:
FDI in real estate of USD22.67 billion (Rs 1.36 trillion) between April 2000 and August
2013
During April 2012January 2013, the real estate sector accounted for 8.8 per cent of total
FDI inflows into India

d. Policy support
Allocation of USD2.8 billion (Rs 168 billion) for rural housing for FY14 budget
The government has allowed FDI of up to 100 per cent in development projects for
townships and settlements

2.2 Demand for Commercial space in India:
The sector is witnessing a huge demand for commercial spaces which includes office and retail
space.
The net office space absorption across the top eight cities Delhi-NCR, Mumbai, Bengaluru,
Chennai, Hyderabad, Pune, Kolkata and Ahmedabad was up 58 per cent during January
March 2014 as compared to the corresponding period last year, according to real estate
consultancy Cushman& Wakefield. Among the eight cities, Ahmedabad and Delhi-NCR
recorded a threefold increase in net absorption during the period over JanuaryMarch 2013. As
corporates look to expand businesses, India is expected to witness major demand for office
space in 2014. Office space absorption across the countrys seven major cities Delhi-NCR,
Mumbai, Bengaluru, Chennai, Pune, Hyderabad and Kolkata is likely to increase by 7% this
year to 29 million square feet (sqft).
New supply of retail space in shopping malls in Indias top 7 cities is expected to more than
double to 11.7 million sqft in 2014. This will take up the mall stock across Indias
metropolitan cities to 87.7 million sqft by the end of the
year.
Some of the Key Drivers in the Commercial Real Estate Market:
Rapid growth in Services sectors: IT/ITeS, BFSI and Telecom
Rising demand from MNCs
Demand for office space in Tier 2 cities
Booming consumerism in India
Organised retail sector growing 25-30 per cent annually
Entry of MNC retailers
NCR accounts for about 30 per cent of the total mall supply
About 53 per cent of demand for total mall space in India expected to come from top
seven cities
Increase in FDI limit for multi-brand retail will lead to significantly higher demand for
retail space


2.3 Why to invest in Real estate?
According to Vision Investment Properties, Real estate investing involves the purchase,
ownership, management, rental and/or sale of real estate for profit. Investing in real estate is a
great way to grow oneswealth if done responsibly, with conservative financing, and with an
understanding of the tax implications. Some of the benefits of investing in real estate are given
below:

a. Continuous Value Appreciation:
As communities grow, so too does the value of property. It has been observed that real estate
prices have continued to steadily increase over the years. The longer one holds on to their
investment property, the more potential for return on ones original investment.

b. Positive Cash Flow:
Many real estate investments offer positive monthly cash flow after mortgage and other related
expenses are paid. This cash flow will increase over time as mortgage financing decreases
incrementally and rental rates increase. This helps in creating a growing source of secure
retirement income.


c. Diversification:
Investing in real estate is a powerful way for to add a valuable layer of diversification to a
persons investment portfolio.

e. Leverage:
Leverage simply means using borrowed capital to enhance the earning potential of an
investment, and when compared to other investment classes, real estate delivers the greatest
opportunity to use the power of leverage. Since real estate is a tangible asset, financing is
generally more easily attained and potential returns are heightened considerably compared to a
non-leveraged investment.

g. Reliable Returns:

While tradition investments such as stocks and bonds can provide exceptional opportunities for
wealth, the inherent risks are evident with the markets constant fluctuation. Real estate, on the
other hand, is far more consistent in terms of market volatility; it can continue providing steady
returns even during slowdown in the economy.














































Ch: 3 Problem Definition

Greater Noida is now becoming one of the favorable destinations for developers as the land
rates here are comparatively lower than other cities in Delhi-NCR and also the attention of
investors have diverted towards this city. According to the master plan 2021 of Greater Noida,
the population is expected to reach 20 lacs and 35 lacs in 2031. To meet the demand of this
population, there will be huge demand for commercial spaces as well. Therefore, the
opportunity is there for the company to make its mark in Greater Noida and also to make the
investors aware about the future development to take place in this city who have been running
away to make any investment in real estate in Greater Noida. As per the telephonic
conversation with some of the investors, some of the reasons which they have pointed out for
avoiding Greater Noida are listed below:
i. The law and order scenario in the city has not been satisfactory as instances of crime
have occurred quite often here.
ii. Most of the investors reside in Delhi, so they feel that Greater Noida is far away
from their place.
iii. There is no metro connectivity in Greater Noida which will make travelling for
people difficult as metro has now become a very important means of transport for people living
in Delhi-NCR.
iv. Despite the fact that Greater Noida is known to be Indias best planned city,
people feel that there is a lack of infrastructure in the city.
Therefore, it becomes important for company selling its projects to highlight all the unique
opportunities which the city has been offering to them. It becomes important to attract an
investor to invest at a particular location before taking them directly to the companys projects.
In short, there are certain objectives behind undertaking this study:

To understand the advantages of making an investment in Real Estate
To study the real estate scenario and future infrastructure development at Greater Noida.
To understand the USPs of Earth Infrastructure Ltd Projects
To study the Earth Groups Commercial Projects in Greater Noida and the advantages it
provides to investors.















Ch: 4 Earth Infrastructures Ltd Business Model

Sales are a critical factor in any business as they constitute the revenues. The higher the sales
a company is able to achieve during a period, the better the financial performance. Different
products require different types of sales management processes for proper functioning of the
company. Selling can be done through direct contact with the customer or through the usage of
some channel or associates. Selling in a real estate market is believed to be entirely different
from any other business as it requires a huge network. The business model at Earth
Infrastructures Ltd is known as the 3B Model which is also known as Builder-Broker-Buyer
Model. The working of this model has been explained below:

a. Builder: A builder or a developer is one who is involved in the construction activities of
residential & commercial spaces and the real estate business. The activities may include from
purchase of raw land to the sale of improved land or parcels to others. Thus they are the one
who coordinate such activities and hence convert their ideas on paper into property. It is very
important for a developer to differentiate its buildings from those of its competitors in order for
the sale of its projects to take place. An apartment or a shop is not something for which a
customer can just visit the office and show his interest which would result in a particular sale to
happen. It requires a network through which customer can be reached as customers in real
estate basically rely on the purchasing behavior of people around him. Therefore it becomes
important for the developer to divert the attention of buyers from other projects to the one on
which the company is working on.

Earth Infrastructures Ltd is a builder in this model which develops real estate projects in
commercial and residential category across Gurgaon & Greater Noida and is also expanding its
business by reaching out at other locations of North India like Lucknow& Ludhiana.

b. Broker: A broker is an individual or party (brokerage firm) that arranges transactions between
a buyer and a seller for a commission when the deal is executed. A broker is different from an
agent as the latter is one who acts on behalf of the company which is selling its products. A
broker is one whose prime responsibility is to bring sellers and buyers together and thus he
becomes the third-person facilitator between a buyer and a seller. Often the customers without
reaching to a developer directly reach out to a broker as he is the one who has information
about not only a single developer butmarket information regarding prices, products, and market
conditions. If a broker is able to crack a deal for the company then there will be a definite
amount of commission which he will earn from the deal. Brokers have the advantage of having
access to information regarding a number of developers in the vicinity.

Earth Infrastructures Ltd is a relatively new company compared to some of the giants in the
industry including DLF, JayPee, Unitech and Supertech. Therefore it becomes extremely
important for the sales persons of the company to reach out to brokers as much as possible and
to maintain good relations with them so that they can recommend interested clients to that
particular company. Earth Infrastructures Ltd offers 8 percent commission to brokers in Greater
Noida and 5 percent commission to brokers in Gurgaon.



Fig 3: 3B Model at Earth Infrastructures Ltd

c. Buyer: A buyer is an integral part of any business model as he is the final and most important
part of the model. In thereal estate market, a buyer can be categorized into two categories: an
investor & an end user. Real estate is considered to a brilliant investment option as it offers a
considerable amount of returns to the investor. However, it may have to be taken care that
which property prices are appreciating at a better rate. When the price of the property reaches
up to a certain level at which it becomes stable, the investor can sell off the property and can
get almost double the amount of money of what was invested earlier. Also companies offer
assured return on making investment in commercial projects till possession which again lures
the investors on making investment in real estate rather than any other investment option.
Another category of buyers are end users use the property for personal purposes including as
an apartment for residential purpose or an office or shop for business.

Earth Infrastructures Ltd, apart from dealing with brokers also reach out to customers through its
sales activities including cold calling, enquiries from portals like makaan.com, Magic Bricks, 99
acres, setting up of kiosks at public places and exhibitions and through corporate presentations.
The main idea is to eliminate the portion of commission which has to be given to a broker if a
deal has taken place. If broker is not involved in the deal, then it also gives the possibility of
negotiations to take place below the basic selling price.












Ch: 5 Earth Infrastructures Ltds Green Building Concept

The company, which was started on 22
nd
April, 2010, is a unique real estate company rooted in
genuine concerns for a greener and happier earth and based in the theme of innovation beyond
imagination. The company has the vision to become the most innovative and trusted brand in
real estate industry by adopting new technologies with a focus on green and eco-friendly
construction in sync with Vedic knowledge about Vaastu for healthy and prosperous life. All the
projects of Earth group are based on the concept of Green Buildings.
Green building (also known as green construction or sustainable building) refers to a structure
and using process that is environmentally responsible and resource-efficient throughout a
building's life-cycle: from siting to design, construction, operation, maintenance, renovation, and
demolition. This requires close cooperation of the design team, the architects, the engineers,
and the client at all project stages.Although new technologies are constantly being developed to
complement current practices in creating greener structures, the common objective is that green
buildings are designed to reduce the overall impact of the built environment on human health
and the natural environment by:
Efficiently using energy, water, and other resources
Protecting occupant health and improving employee productivity
Reducing waste, pollution and environmental degradation

The Indian Green Building Council (IGBC), part of Confederation of Indian Industry (CII) was
formed in the year 2001. The vision of the council is to usher in a green building movement in
India and facilitate India to become one of the global leaders in green buildings by 2010.
A green building is one which uses less energy, water and natural resources, creates less waste
and is healthier for the people living inside compared to a standard building. Some of its
advantages are as follows:
Energy saving to the extent of 30 - 40 % right from inception
Enhanced indoor air quality
Higher productivity of occupants
Portable watersaving to the tune of 20% - 30%
Enhanced day light & Ventilation
Indian Green Building Council(IGBC) has developed green building rating programmes to cover
commercial, residential, factory buildings, etc. Rating programmes would help projects to
address all aspects related to environment and is an effective tool to measure the performance
of the building/ project.

The rating system has been developed based on materials and technologies that are presently
available. The objective of IGBC is to facilitate the creation of energy efficient, water efficient,
healthy, comfortable and environmentally friendly buildings. The rating system evaluates certain
credit points using a prescriptive approach and other credits on a performance based approach.
The rating system is evolved so as to be comprehensive and at the same time user-friendly.
The rating program uses well accepted national standards and wherever local or national
standards are not available, appropriate international benchmarks have been considered.

LEED

India
The Leadership in Energy and Environmental Design (LEED-INDIA) Green Building Rating
System is a nationally and internationally accepted benchmark for the design, construction and
operation of high performance green buildings. LEED-INDIA provides building owners,
architects, consultants, developers, facility managers and project managers the tools they need to
design, construct and operate green buildings. LEED-INDIA promotes a whole-building
approach to sustainability by recognizing performance in the following five key areas:

Sustainable site development
Water savings
Energy efficiency
Materials selection and
Indoor environmental quality

The LEED-INDIA rating system provides a roadmap for measuring and documenting success
for every building type and phase of a building lifecycle. All the projects of Earth Group of
Companies Green projects and are LEED certified under Bronze category. This would mean
that of the total acres of land a project is spread upon, only 30 percent area would be under
construction and 70 percent would green area. In fact, Earth groups residential project Earth
Towne is the first LEED certified project in Noida Extension (also known as Greater Noida
West).














Ch: 6 Earth Groups Commercial Projects in Greater Noida

As discussed earlier, Earth Group has 3 commercial projects in Greater Noida, namely Earth
TechOne, Earth Titanium & Earth Sapphire Court. These projects basically offer its
customers opportunities to invest in office space, retail space & studio apartments. A studio
apartment, also known as a studio flat, is a small apartment which combines living room,
bedroom, and kitchenette into a single room. These kinds of apartments typically consist of one
large room which serves as the living, dining, and bedroom.

A Studio Apartment, however, serves for residential purpose, but it comes under commercial
category as per the Mixed Land Use Policy.This policy was approved by Noida Authority in
Noida Master Plan-2021, which allows offices, retail shops, eateries, and entertainment outlets
in specific areas in industrial and institutional sectors. The policy benefits MNCs, BPOs, IT/ITeS
firms and other corporate houses, enabling them to accommodate their employee temporarily.
The purpose behind this policy to allow residential facilities in commercial and institutional areas
is to facilitate optimum utilization of land and also to contain the requirement of transport
facilities to places of work. The unique features Earths commercial projects have been
discussed in detail below:

A. Earth TechOne

Based on the concept of Live, Work and Play that has swamped the imagination of the new
generation of workforce living in the metropolitan cities of India, project Earth TechOne has
three broad structures which are Earth Studios ready to move-in fully furnished Studio
Apartments replete with all the basic requirements one needs to stay, and at no extra
investment of money or time; Earth Alpha, Beta & Gamma Tech Furnished Office Spaces
based on Plug n Play concept equipped with all the appliances and electronic items required to
operate an office; and Earth ExpressOne a high end commercial with entertainment zone that
offers retail shops, cafs, ATMs aiming to provide a complete shopping and fun zone for the
Earth Techone occupants.

Earth TechOne is being developed as a State-of-Art office complex with an aim to create an
environment friendly convenient bare shell office space (LEED* Certified). This world-class
infrastructure would be the first of its kind in the NCR region and is conceived to provide
facilities that would put this office complex as the best office complex Infrastructure available in
Delhi-NCR.









The project spread over 15 acres of land in Plot No. 1 at Tech Zone which is also an IT SEZ on
the Yamuna Expressway. With 650 acres of integrated IT Park developments, Sector Tech
Zone is a promising area with excellent potential for future employment of thousands of IT &
ITES (IT Enabled Services professionals. There are a total of 15 plots, ranging between 8-100
acres, with Earths project TechOne being the corner plot of the Tech Zone. The project is
designed by BDP Netherlands. BDP.Khandekar is a well established multi-disciplinary design
office in the Netherlands with a variety of projects in different parts of the Netherlands, the
northern parts of Belgium and India. B.L. Kashyap& Sons is the contractor of this project.

The project was launched in June 2011 and is expected to be delivered in the second quarter
of 2016.
Overview of Earth TechOne


The specifications and features of the three different types of buildings are given below:

a. Alpha-Beta-Gamma Tech:
There are three buildings available at TechOne providing different categories of office spaces
for its customers. These are:

i. Alpha Tech:
A fabulous IT/ITES project Earth Alpha Tech is a state-
of-the-art venture designed to provide the world-class office space to the reputed organizations.
It offers contemporary work space for leading corporate hubs; software giants and IT enabled
service companies seeking globally benchmarked infrastructure. Business facilities at this world-
class property include a business center, wireless internet access, meeting rooms for small
groups, public video conference rooms and a technology helpdesk.

Alpha Tech is based on the concept of fully furnished Plug and Play office spaces equipped with
all modern fitting and fixtures. Earth Alpha Tech presents a host of futuristic facilities
complemented with efficient and inspiring work environment for new-age IT&ITES
professionals. Other details regarding this project are given below:

Sizes available Basic Selling Price (per sqft)
350, 500 Rs 6750
750,1000 Rs 6500


ii. Beta Tech:
Beta Tech comes under the category of semi furnished office
space and follows the concept of Your Workspace Your Way.The project offers an unmatched
flexibility to choose from a variety of options along with the freedom to customize the
workspace whichever way one desires without having to worry about external control,
interference or regulation. Earth Beta Tech is being developed as a state of the art office complex
at the same time being an environment friendly convenient space (LEED
#
Certified). A very
important aspect of Beta Tech is that is being designed for the interest of both end users as well
as those looking for making investment to get returns in future. At Beta Tech, office space is
being provided at a lesser price as compared to the office space being provided at Alpha Tech.
The details regarding these are given below:

Sizes available Basic Selling Price (per sqft)
300, 500, 750, 1000 Below 1000 sqft 5750
Above 1000 sqft 5750


The Basic Selling price appears to be same but when it comes at the time of purchase, sizes for
more than 1000 sqft are more negotiable and can be bought at a lesser price.

iii. Gamma Tech:
This building is based on the concept of virtual unlockable space which focuses mostly on
investors. It follows the business model on leasing which offers the investors a reasonable
amount of returns on investment. The concept of virtual space can be explained as follows:
Consider a floor space of 2000 sq.ft which is offered
to customers. Assume there are three customers who make investment on that floor plan. One
makes investment on 400 sqft of floor, the second makes investment on 600 sqft of floor and the
last makes investment on 1000 sqft of floor. The entire floor is given to a company as office
space on lease. Therefore, the lease rent which that particular company would provide would be
divided in the ratio of the area of floor on which the three investors has made investment. The
concept of virtual space doesnt make the investors realize on which portion of the floor plan the
investment is being made by the investor.

This kind of office space also allows the end users to design their office as per their specific need
and requirement. The details of the project are given below:

Sizes available Basic Selling Price (per sqft)
Multiples of 200 sq. ft. Below 1000 sqft 5600
Above 1000 sqft 5600


In case of Gamma Tech, the investment can be made on size as low as 200 sqft making it
suitable for investment. Also, the Basic Selling price appears to be same but when it comes at the
time of purchase, sizes for more than 1000 sqft are subject to be more negotiable and can be sold
at a lesser price.

b. Earth ExpressOne:
Earth ExpressOne is a commercial plaza and a part of Earth TechOne. Designed by an
international architecture and engineering firm, it is able to meet global standards. Its strategic
location and design is made to cater to the footfall of Earth TechOne (Earth Studios, Earth
AlphaTech, Earth BetaTech, and Earth GammaTech) as well as people living in the vicinity. The
Upper Ground floor of Earth Express One offers an open and vibrant retail arena with well
organized blocks, connected by wide corridors. Arranged around the landscaped courtyard, each
retail outlet is thoughtfully designed to allow excellent visibility.In addition to the convenience
of ample surface and basement parking for cars, Earth Express One also offers a food court,
cafes, restaurants, Multiplex &Fun Zonealong with Cuisine &Entertainment options.

An assured footfall is ensured through the simultaneous existence of office complexes,
studio apartments within the premises and other business hubs in the nearby area. Some of
the advantages of retail space at Express One:

Low Common Area Maintenance Charges
Huge Catchment Area comprising of Working Professionals, Residents, Students & Tourists
Surrounded by affluent residential area & business hub individuals with high disposable
income
Open to sky atriums
Exquisite Landscaping/Lush Parks
Dedicated Retail Space along with Cafeteria, Food Court, Eat Out Zone and Entertainment
Zone
Road and corridor facing shops
Vastu abiding structure
Clear visibility from all sides
Well-established International and Domestic brands

Other specifications and details regarding ExpressOne are given below:

Sizes available Location Basic Selling Price (per sqft)
Multiples of 250 sq. ft. Ground Floor 11000
Upper Ground Floor 9500


The Earth Group of companies also provides lease assurance on making investment in the retail
space. This means that the company assures the investor in providing shops available for lease on
making investment in shops on less than 2000 sqft area. For area more than that, the company
provides lease guarantee to the investor. It can be observed that the price for shops at ground
floor is certainly more than that at the upper ground floor.

c. Earth Studios:
Earth Studios is a furnished studio apartment
infused with elegance and luxury. The benefits one reaps from Earth Studios is that it gives high
rental returns, has high liquidity, limited flats in 650 acres tech zone campusand could be used as
a holiday home as well. It is strategically located in Greater Noida, which lies adjacent to the
Yamuna Expressway. Apart from this, Earth Studios 12% commitment amount per annum also
makes it a wonderful investment opportunity.These apartments are equipped with all the
facilities for living including furniture and fixtures, lifestyle gadgets and kitchenware.

A sample 520 sqft studio apartment
Earth Studios completes the concept of Live, Work & Play at TechOne where one can reside,
work at the office and get shopping experience and entertainment at one location. There are a
number of tourist locations nearby TechOne making Earth Studios a good investment option by
making them available for rental purpose. Other details regarding the project are given below:
Sizes available Basic Selling Price (per
sqft)
520,810 4500

All these features make Earth TechOnean ideal destination for investment with huge returns
anticipated in the future. The project offers 12 percent assured returns to the investors till
possession which is another offering which it provides. The location advantages which the
project has ensure a considerable amount of capital appreciation for the investors. The green
building concept, earthquake resistant structure and building structure designed to seismic zone
specifications and structurally NFPA compliant makes the operational cost of the buildings
minimal for the users of office space, retail space and studio apartments. Also different types of
payment plans (like Down Payment, CLP & Flexi) make it easier for the customer to make
payments and invest in the project of TechOne.

b. Earth Titanium:
Following the tremendous response received to the launch
of TechOne at Plot No. 1 at Tech Zone, Earth group of Companies launched another project in
2014 at the same location at Plot No. 6 of the Tech Zone. Earth Titanium City, the Hi-Tech city
of Excellence, is spread over an area of 37.50 Acres which is taken on lease from another
developer Ansal who are also coming up with their project at the same location. This project is
a breathtaking marvel of a creation revolving around the SEZ concept of a hi-tech area and built
on the parameters of a high-end mix land use development. Studded with modern Commercial
Spaces, Studios, retail and Villas, Earth Titanium offers the very best of the world facilities in the
most high profile Tech Zone of Greater Noida.
However, the project isin the initial stages with not much information being disclosed so far. But
this place will repeat the concept of Live Work & Play which is also being offered at TechOne.
As per the company sources, the project would be offering studio apartments, retail space, Bank
Space & restaurant & IT Plots. It has also been proposed that Earth will be coming up with Villas
as well in the project. Therefore there will be some unique features which Earth will be providing
to its customers exclusively in this project. The specifications and features of the project are
given below:
Property
Types
Available
Studio
Apartments
Retail
Shops
Bank Space &
Restaurant
IT Plot
Sizes
available in
Sq. Ft.
520, 810 400 (GF) /
300 (FF)
GF / FF / SF 1000 / 2000
SqYrds
(B.S.P)
Published
Price/ Sq. Ft
4500 10500 /
9000
10500 / 10000 /
9500
22000 /
20000
Payment Plan DP, Flexi & DP, Flexi & DP, Flexi & TLP
CLP CLP CLP

The project enjoys the same locational advantages as the other project of Earth at Plot No. 1
TechOne has. Therefore, the possession of TechOne in 2016 will seriously enhance the sales
of Earth Titanium. Also, the project is offering 12 percent assured returns on the project.
Therefore, as the project is in its initial stages, investing in Earth Titanium at present will offer
assured returns for a longer period of time as the possession of this project is expected to take
place after 2018 making it a more suitable place for investment than TechOne for those who are
looking for returns.


c. Earth Sapphire Court:
Earth Infrastructures launched its first comercial project Earth Sapphire Court in June 2010
which is located in Knowledge Park-5 in Greater Noida. Earth Sapphire Court is a furnished
office complex, exhibiting a suave, corporate look. It also has a club facility to take care of your
recreational activities. The project is a well planned commercial project and has been provided
with eminent amenities which are equivalent to global standards.
Earth Sapphire Court, Greater Noida has been develop on the green concept. The building is an
environment friendly one and the commercial and office spaces will have ample sunlight and
greenery around. The choice here can be made from commercial and office spaces which have
an area size ranging from 450 square feet to 750 square feet respectively. These office spaces
are fully furnished and they have been provided with modern furniture and fixtures. The building
also has a green rooftop which is a striking feature of the commercial project. The project has
wisely build conference room, board room and reception lobby that provides for maximum
space utilization.
Earth Sapphire Court has been provided with an exclusive clubhouse for the working
professionals. This clubhouse will be a host to a number of indoor amenities like snooker, table
tennis. The developer has provided for round-the-clock security and ample car parking space for
the working professionals.

Overview of Earth Sapphire Court
The project is being designed by Eigen-UK and the contractors isIndsaoInfratech& M/s J.B.
Construction. The project is spread over the area of 5 acres of land. It consist of three towers of
height G+4, G+6 & G+16. The ground floor at tower no. 1 will have a common reception area,
tower no. 2 will have food court and tower no. 3 will have an internal retail corridor. The office
space at Sapphire Court is fully furnished and is being designed on the concept of Plug-in &
Play where when can just enter and within 30 minutes will be able to start their work. The
project ensures Full utilization of space with wisely built Conference rooms, Boardrooms &
Reception lobby, large floor plates, open span design and central corridors with a Vaastu
abiding structure.

The project also follows the green building norms with Use of high efficiency and Designers
orient windows. Coated glass at Sapphire Court reduces energy costs up to 30% through
design architecture. The building is equipped with all the modern utilities like LED Technology,
Video Conferencing, Printers / Fax Machine / Courier, Mail delivery / Postage Machinery, Multi
Access IT Support, High Speed Internet, Local Area Network, Broadband internet access with
Wi Fi and 100% power back up. Also,at Sapphire Court one can spend some exclusive time to
pamper his taste buds at the classy food court. This eating zone is going to be far awayfrom the
cafeteria format and more like luxurious lounge.

Other details regarding the project are given below:

Sizes available (sqft) Basic Selling Price (per sqft)
450, 750 Rs 7000


The construction of the project is 80 per cent complete and it is expected to be delivered in
September 2015. The project like its other commercial projects offer 12 per cent assured return
with bank guarantee till possession. The project offers Down Payment and Flexi Payment Plan
for its customers to make their payments of the investment they have made in the project. The
location of the project is a slight disadvantage for it there is not much infrastructure development
taken place so far at Knowledge Park-V but it is expected to be developed in the coming two
years.



























Ch 7: About Greater Noida
Greater Noida is a census town with a population of 100,000 in the GautamBudh Nagar district
of the northern Indian state of Uttar Pradesh. It comes under the purview of the National Capital
Region (NCR) of India.
In the early 1980s the government of India realized that the rapid rate at which Delhi was
expanding would result in chaos, so they planned to develop residential and industrial areas
around the capital to reduce the demographic burden. Before Greater Noida, there were two
areas that had been developedGurgaon, across the border from Haryana, and Noida, across
the border with Uttar Pradesh.
Noida's infrastructure was carefully laid out, but the 1990s saw huge growth in the Indian
economy. Migration to cities like Delhi, Mumbai, Kolkata, Chennai, and Bangalore exceeded
planning estimates. Noida was developed to accommodate population growth for 2025 years.
The massive population influx to the Delhi region, however, caused it to overload in a mere 15
years.
The government of Uttar Pradesh decided to develop another city as an extension to Noida with
better planning. The idea was to create a world-class city. It was planned to be approximately
25 km from Noida. A railway station near Boraki and an international airport were included later
in the plan intending to develop Greater Noida as an independent city; the airport plan was
scrapped in 2012.
Greater Noida is a planned township. Roads
are wide with service lanes for every major road. The sectors are named by letters of the Greek
alphabet. All cabling and utilities are run underground. Alpha, Beta, and Gamma are the oldest
sectors. The other sectors are named as "Mu", "Omicron" and other Greek letter names.
Greater Noida Industrial Development Authority falls within the National Capital Region of
Indias capital - New Delhi and is adjacent to Noida, one of the largest industrial townships in
Asia. It conceptualizes the needs of a fast developing city of the future. The Action Plan and
execution is at par with global standards and is aimed at accelerating the growth of industrial, IT
and institutional sectors in the country. Availability of basic infrastructure is planned to exceed
demand at all stages of development and inter-flowing green spaces, a grid iron pattern of wide
roads for an efficient transport system, and a unique integration of industrial, commercial and
residential zones. Greater Noida is shaping up as Indias smartest city, the National Capital
Regions most modern urban development and the fastest developing center of attraction for
people from Delhi, Noida, Ghaziabad, Gurgaon and Faridabad.
Greater Noida is poised to develop as the next major IT destination. NCR ranks no. 3 in terms of
the number of software firms companies based in it after Mumbai and Bangalore. In case of
ITES (IT enables services sector, the NCR leads with 20% of the total number of companies
located in this region. Since the NCR has emerged as a hub for IT industry, Greater Noida could
emerge as an IT destination of the future leveraging its proximity to the national capital and
availability of quality urban infrastructure including housing.
The advantages that the city offers are as follows:
Privatized Power
Smooth and wide roads
Abundant clean portable water
Underground drainage
Unfailing optical fibre-based telephone network
Trade Mart for handicraft promotion
Landmarks with global identification
4.1 Greater Noida Master Plan 2021
Some of the salient features of the Greater Noida Master Plan have been discussed below:
i. The development of a new city as a Metro Centre is highly dependent on linkages with
the region. The proposed plan has been provided with adequate road and rail linkages for
movement of commuters and freight.
ii. Regional level landuses i.e Institutional uses, and the SEZ are located at the periphery of
the city to provide quick, direct, uninterrupted access from the region.
iii. The regional level institutional and Industrial have been provided in the area in between
N.H.-24 and Entry road due to its good accessibility from Delhi, Noida and other parts of Uttar
Pradesh.
iv. A 130.0 m. wide road has been planned as the backbone of the linear city for connecting
the northern end to the southern part of the city and also to Noida and Delhi.
v. Hindon River, Lohia rivulet and lake, forest areas are major ecological resources. These
areas are safeguarded against possible environmental pollution by exploitation for the residential
and non-residential developments.
vi. The residential areas are planned for an average population of 15000-25000 in grid of
about 1.0 Km. X 1.0 Km. adjusted as per site conditions.
vii. A four-tier hierarchy of commercial areas proposed at the sector level is convenient
shopping, sector shopping, sub-district centre, shopping streets and city centres.
viii. Public private partnership is already being attempted in infrastructure development.
The concept shall be extended to land development and disposal with specific areas identified for
private development.

Land use break up (including SEZ and Regional level Institutional area)


Fig 1: % Break up of Land use at Greater Noida

4.2 Major developments at Greater Noida:
Some major developments have taken place and others are planned for the future which may
lure investors to Greater Noida. Some of those developments have been discussed below:

a. Proposed Metro:
The Delhi Metro Rail Corporation has approved
a major detailed extension of the Metro route connecting almost all of Noida and Greater Noida
at a cost of Rs 10,000 crore, covering a total of 86km by 2017. The new metro will further boast
the Real Estate prices in Yamuna Expressway and Greater Noida. According to the DPR
alignment, total 22 stationsare proposed, of which 13 will be constructed on ground while seven
stations will be elevated. Two stations at Knowledge Park-I and sector Delta-1 in Greater Noida
are planned for future expansion.


b. India Expo Mart:
India Exposition Mart Ltd (IEML)is established for improving the vast potential of exporting
Indian Handicrafts. In view of export enhancement of the cottage sector, committee of
secretaries headed by Cabinet Secretary approved the project for setting up of India Exposition
Mart in April 1999. This state-of-the-art, multi-functional venue with a rare combination of
technology merged with world-class facilities and safety standards is suitable for hosting
international business-to-business exhibitions, conferences, congresses, product launches,
promotional events and most predominantly act as a centralized contact point for overseas buyers
and the cottage based manufacturer exporters for conducting business.India Expo Centre and
Mart is spread over 58 acres of land and is well linked to the main Ring Road of Delhi through 8
lane expressway. One of the greatest events in the automobile industry Auto Expo 2014 The
Motor Show was also organized from 7-11 February 2014 at Expo Mart Greater Noida in place
of Delhi which hosted its earlier events.

c. Convention Centre:
The construction of a mega convention facility, on the lines of Delhi's India Habitat Centre and
VigyanBhawan, will soon be a reality in Greater Noida. The centre will be built on a public-
private partnership (PPP) model and will span 25 acres. The facility will be located in
Knowledge Park-II area, which is also the education hub of the city. The land for the project has
been earmarked. The facility is expected to be the first fully integrated convention, exhibition
and entertainment centre in the district. The new flexible facility will allow Greater Noida, which
is a growing city and a show window of Uttar Pradesh, to tackle the convention market head on,
providing capacity and flexibility for 'mega' conferences and a range of other major events.

d. Heliport:
Greater Noida very soon is going to get North
Indias Biggest Helipad. The project is under construction and the development authority has
allotted Yamuna Expressway and Greater Noida Expressways Zero point for this development.
This helipad is spread on 5 lacs sq.mt where 40 helicopters can be parked at once and 4
helicopters can take off and land at the same time. The F1 circuit, expo center and proposed
convention center will be used for international events so the helipads will come in very handy.

e. Delhi Mumbai Industrial Corridor (DMIC):
Delhi Mumbai Industrial Corridor is conceived to be developed as a Model Industrial Corridor of
international standards with emphasis on expanding the manufacturing and services base and
develop DMIC as the Global Manufacturing and Trading Hub. It is a 1483 km long industrial
corridor connecting the political capital New Delhi to the financial capital Mumbai. It is a $90
billion mega infrastructure project which is being implemented with financial & technical aid of
Japan. he corridor would include six mega investment regions of 200 square kilometers each and
will run through six states Delhi, Western Uttar Pradesh, Southern Haryana, Eastern Rajasthan,
Eastern Gujarat, and Western Maharashtra with Boraki in Greater Noida to be the gateway for
DMIC. DMICDC acts as an intermediary for the purpose of development and establishment of
infrastructure projects and facilities in India through developing and disseminating appropriate
financial instruments, negotiating loans and advances of all nature, and formulating schemes for
mobilization of resources and extension of credit for infrastructure.

The proposed Dadri-Noida-Ghaziabad Investment Region in Uttar Pradesh would be located
close to Delhi, the National Capital. This region has good connectivity by road and rail to rest of
India. Besides, it comprises of Noida, the vibrant satellite town of Delhi with IT/ITES and
electronics industries; Ghaziabad, the hub of light engineering and electronics industries; and
Greater Noida, the city with well developed road network, state of the art physical and social
infrastructure with quality residential commercial, recreational and institutional areas. Some of
its early bird projects are:
Development of Boraki Railway Station as Passenger and Commercial Cargo Hub
Multi Modal Logistics Hub at Dadri
Power Project at Greater Noida
Mass Rapid Transit System (MRTS) between Dadri-Noida-Ghaziabad Investment
Region and Delhi
4.3 Yamuna Expressway
Yamuna Expressway (also known as Taj Expressway) is a 6-lane (extendable to 8 lanes), 165
km long, controlled-access expressway, connecting Greater Noida with Agra in the Indian state
of Uttar Pradesh. It is India's longest six-lane controlled-access expressway stretch. The project
has been developed by the Jaypee Group under Public-Private Partnership. The Yamuna
Expressway Project is conceived with the idea to not only reduce the travel time between New
Delhi and Agra but also to open up avenue for Industrial and urban development of the region
and provide the base for convergence to tourism and other allied industries.



The Yamuna Expressway has been
developed to fulfill the following objectives:-
a) To provide a fast moving corridor to minimize the travel time from Delhi to Agra
b) To connect the main townships/commercial centers on the Eastern side of river Yamuna
c) To open up avenue for industrial and urban development of the region and provide the base
for convergence to tourism and other allied industries
d) To relieve traffic congestion on National Highway -2 (NH-2)
e) To ensure development of adjoining area
The entire Yamuna Expressway is located entirely in the State of Uttar Pradesh along the
Yamuna River between Noida and Agra. As planned, the first 40 km would be located in District
GautamBudh Nagar, passing Noida, Dhankaur, Mirzapur and Jewar, followed by 20 km in
District Aligarh, passing Tappal. The following 90 km are planned to be in District Mathura
passing Nohjhil, Mat, Raya and Baldev, followed by approximately 15 km in District Agra, with
the expressway ending near Etmadpur, a village in District Agra.

A 285-km Agra Lucknow Expressway Project is proposed with estimation budget of Rs.15, 000
crore which would extend YEA to Lucknow enabling fast transit. Agra-Lucknow Expressway will
extend the Yamuna Expressway in Agra on Firozabad road, touch the proposed (under
consideration) international airport at Tundla and also connect to the proposed Sanjay Khan
project of a theme park of seven cities.

Yamuna Expressway has also become an ideal location for investment. Many big developers
including Jaypee Greens, DLF, Logix, ATS, OrrisGreenbay have their residential and
commercial projects on this stretch. The growing interest of the buyers/sellers/investors/renters
has made the Expressway a hotspot in the Indian real estate market. The property prices near
Yamuna Expressway have been showing a positive trend thereby showing positive signs for the
investors as per real estate portal commonfloor.com


Some of the benefits which Yamuna Expressway provides for the investors are:
1. Pricing: The projects along the Yamuna Expressway are quite affordable compared
tocounterparts in Delhi, Gurgaon and Faridabad. With lesser prices and developers providing the
best features, this has allowed the middle-level income people to get the best while spending far
less.

2. Easy Accessibility: The accessibility of any residential or commercial project plays a pivotal
role in its success. As for Yamuna Expressway plots, then also the investors are in benefit.
Connected to all major commercial and social hubs of Delhi-NCR, commuting will never be a
problem here.

3. Future Growth: Looking at the current scenario it is almost certain that plots on Yamuna
Expressway will reap more benefits in the years ahead as more and more projects come its way.
More people not only from Delhi-NCR but also from other parts of the country will also come
forward for investment here.

4. International Landmarks: The Yamuna Expressway has also expected to become a hub for
some of the international landmarks thereby increasing tourism in Greater Noida and thus
increasing the demand for commercial and residential spaces. A number of real estate projects
are developing on the Yamuna Expressway keeping in mind the opportunities being provided by
these landmarks. Some of these landmarks are:

a) Budh International Circuit:
The motor sport race track at Jaypee Sports
City in Sector 25, Yamuna Expressway City is Indias first and only Formula-1 race track.
Spread over 875 acres, the race track is 5.137 km (3.191 miles)long & designed by Hermann
Tilke (famous international motor sports track designer). The track was officially inaugurated on
18 October 2011 and hosted Indias first ever F1 Grand Prix in 2011 to a full house. Since then,
it has come in for praise from F1 driversand other team members for being among the fastest and
most challenging race circuits in the world. Since its launch in 2011, the number of residential
and commercial projects launches has considerably increased. Also, the rates along Yamuna
Expressway have risen by 50%.

Year Launches in
units
Avg Price/ sqft Delivery
2011 3584 2077 700
2012 5420 2882 -
2013 16775 3290 1612
Source: PropEquity


b) International Cricket Stadium:
Currently under construction, Cricket Stadium at Jaypee Sports City in Yamuna Expressway
City, will be the second international cricket stadium in Uttar Pradesh, other being Green Park
cricket stadium in Kanpur. Designed to seat 100,000 spectators, first phase will house 40,000
seats. Uttar Pradesh Cricket Association (UPCA) has already inked 50 years agreement with
JPSI to hold Twenty20 matches. IPL 2105 matches are also proposed to be played at this venue
for Delhi franchise.

c) Night safari:
This will be the first such development in India and
the fourth in the world, after Singapore, China and Thailand. Covering a total of 550 acres along
with existing forest and with the funding of 700 crore INR, Night Safari will be designed by
renowned zoo designer Bernard Harrison, who has also designed world famous Singapore Night
Safari. Proposed Night Safari has already received clearance from Central Zoo Authority and the
project has been cleared by Supreme Court of India from all legal objections. The project is
expected to give realty sector a fillip in Greater Noida and Yamuna Expressway, yet to witness a
boom in urbanization







d) GuatamBudh University:

The university was established by the Uttar Pradesh Gautam Buddha University Act 2002 UP
Act no. 9 of 2002 and began its first academic session in 2008. The university is fully funded by
the NOIDA and GNIDA (undertakings of the UP government) and recognized by the University
Grants Commission (UGC). It is member of the Association of Indian Universities and is spread
over 511 acres on the southern edge of Greater Noida built to accommodate nearly 5,000
students.









































Ch: 8 Factors affecting the buying behavior of the customer in Real
Estate

As discussed earlier, customers in real estate can be categorized into two categories according
to the usage: end user and investor. An investor can also be classified into two categories
according to the duration of investment: a short term investor and a long term investor. A short
term investor may invest in a property and at the time of possession when the capital
appreciation has taken place, he may sell it off to get almost double the amount of money
invested. A long term investor may invest in shops or office spaces and would continue to be
the owner of that place even after its possession to get the lease rent from the party who is
using that space. This ensures a continuous source of income for the investor for a longer
period of time. Similarly, there are several factors which affect the purchasing decision of a
customer in real estate which may be enlisted as follows:

a. Location:
It is considered to be the most important factor which an investor first of all looks upon while
making his investment decision in real estate. If a person decides to invest at some remote
location, then there is a possibility that he may get a property at a very low price but at the same
time neither he will be able to enjoy any basic amenities nearby nor he can expect any capital
appreciation from that investment. A few years ago nobody would have considered Greater
Noida to be an ideal location for making investment, but now it is becoming one of the favorable
destinations for investors. This is the reason that Earth Infrastructures Ltd is concentrating most
of its projects at Greater Noida itself.

b. Infrastructure:
Infrastructure can be defined as the set of interconnected structural elements that provide the
framework supporting an entire structure of development. It is an important term for judging a
region's development. The term typically refers to the technical service- structures that support
a society, including roads, bridges, water supply, sewers, electrical grids, telecommunications,
and so forth. Infrastructure attracts both the investors and end users of a property. End users
would want that their place where they are investing has all the basic amenities of day to day
life. For commercial purpose, it is very important for the investor to have a residential area
nearby to expect some footfall and vice versa for residential purpose.

c. Connectivity:
An investor looking for property also wants the place where he is making the investment to be
well connected to major cities nearby and important landmarks through roads, bridges, flyovers
and highways. In Delhi NCR, nowadays investors want to invest in a property with good metro
connectivity as they want their property to be near a metro station. Earth Infrastructures Ltd
projects offer good connectivity with the site location to some of the proposed metro stations in
Greater Noida. Its projects also offer well connectivity with cities like Faridabad, Noida and
Ghaziabad through well planned roads and the proposed FNG Expressway making the projects
an ideal place for making place for making investment.

d. Construction Quality:
Every buyer wants the product on which he is spending money to be of optimum quality. The
same goes in real estate where the investor wants the construction quality to be on the higher
side. An end user wants high quality product for his own usage and an investor wants the same
so that he doesnt face any problem during the resale of the property. Earth Infrastructures Ltd
since its inception has focused on high quality projects as all the projects of Earth are LEED
certified. Earth Infrastructures uses Fly Ash bricks rather than normal red bricks at the outer
surface so as to maintain inside temperature of the buildings thus controlling the operating cost
of the buildings.


Fig 4: Factors affecting buying behavior in real estate

e. Capital Appreciation:
Every investor who makes an investment in a property wants capital appreciation to take place
at a reasonable rate. Capital appreciation of a property depends on the infrastructure
development of the area. More will be the infrastructure development around that property,
more rapidly the capital appreciation will take place. Earth Infrastructures Ltd launched its first
project in 2010 at the price of Rs1900/sqft whose price at the moment is Rs 3600/sq ft. This
means that appreciation in price of property has allowed the company to sell its project at
almost double the price in four years.



f. Price:
At times, the buyer seem satisfied with the location, infrastructure development and construction
quality, but in spite of this, the seller and the buyer, are not able to agree on the price of the
property. Due to usage of innovative technologies in construction, the price of property at Earth
is generally on the higher side but what is to be conveyed to the customer that the product
which the company offers justifies the price. At Greater Noida, the price of retail space is Rs
9000/sqft, the price of office space is Rs 5500/sqft and that of a residential space is Rs 3600/sq
ft.

8.1 Return on Investment at Earths projects
As discussed earlier, before any investor thinks of making any kind of investment, he makes
some predictions about the returns he will get from the investment in future. Earth
Infrastructures Ltd has always been a step ahead by convincing customers about the benefits
they will enjoy through investment in its projects.The assured returns give them a source of
income till the time of possession plus the capital appreciation due to the location and
infrastructure advantages that Earth projects entails guarantees them good returns from the
sale of the projects. This concept can be explained by taking an example of Earths commercial
project at Knowledge Park-V Earth Sapphire Court.

This project of Earth does not have enough location advantages at present as compared to its
other projects. However, the area has shown lot of scope for development in infrastructure.
Some of the advantages which this project entails are given below:
Located on 150 feet wide road
Close proximity with Noida, Ghaziabad & Faridabad
Well connected to proposed metro station
Close to FNG Corridor
Knowledge Park-V itself is an educational hub with a number of educational institutions
expected to be set up
Industrial Setup with companies includingDaewoo, TCS, Yamaha, LG, Minda, ACC,
Ashtech, Jackson &Graziano
Residential projects of other developers in the vicinity including Imperia and Winsten
Park
Due to the advantages mentioned above, Earth Sapphire Court can be considered to be an
ideal option for making investment for both investors and end users. The end users may enjoy
the unique offering which the project provides which have been discussed earlier in this report.
Investors want good returns from the project where they have invested. Earth Sapphire Court
not only assures its customers in providing capital appreciation but also provide 12 per cent
assured returns along with bank guarantee from Allahabad Bank till possession. The project has
shown a good rate of appreciation since its launch in 2010. The project which was launched at
4800 per sqft BSP is now being sold at 7000 per sq ft.
The year wise BSP of office space at Earth Sapphire Court is shown below:
The data which has been made available from the company sources shows a positive
relationship between the number of years and the BSP of the project. This means that the price
of the property at Sapphire Court may increase in the coming period of time. To forecast what
would be the price of the property in the coming years, a regression analysis may be performed
to predict the future property price at Sapphire Court. The number of years will be an
independent variable and the BSP will be the dependent variable. The regression analysis in
this case will provide us the regression equation which will help in determining the property
prices in the near future. The data has been provided from its launch in June 2010 to June 2014
on a semi-annual basis.
By performing regression analysis on the data given, the following scatter plot and regression
line was obtained.

Year BSP/sqft
(Rs)
Jun-10 4800
Dec-
10
5150
Jun-11 5400
Dec-
11
5600
Jun-12 5750
Dec-
12
6000
Jun-13 6250
Dec-
13
6600
Jun-14 7000

Consider an example to explain the benefits which an investor can reap from by investing in an
office space at Earth Sapphire Court. As per the current status of inventory at this project, office
spaces of size 450 sqft are sold out and 700 sqft spaces are available. The project is expected
to be launched in June 2015. If an investor wants to buy an office space now and he decides to
go for a down payment plan, the following calculations will provide details of payment which he
will have to make for booking:
Size of office space = 700 sqft
Price of Office space = Rs 7000/ sqft
Total payment to made to the developer = 7000*700 = Rs 49, 00,000 + other charges
Payment made as
per the Down Payment Plan = 95% of 49, 00,000 = Rs 46, 55,000

If an investor pays this amount today, he will get assured returns till possession of the project
which is June 2015. Even if, under any circumstances, the company does not deliver the project
on time, the investor will continue to get his assured returns till the time the company delivers
the project. Assuming the fact that the company delivers the project on time, the amount of
money the investor will receive till the time of possession will be:
12% of 46, 55,000 = Rs 5, 58,600
This is the amount of money which the investor will receive if the company delivers the project
on time. Now if the investor decides to sell the office space in December, 2016, the selling price
of the office space can be estimated from the regression equation shown earlier. The price of
office space in December 2016 would be around:
254.1*14 + 4568 = 8125
Therefore, the total selling price of office space would be something around
8125*700 = Rs 56, 87,500
(Note: The selling price does not estimate the actual value of the property. The purpose of this
equation is to identify at what rate the property is appreciating)
In this way the total amount of money he will get on investing Rs 49, 00,000 in office space at
Earth Sapphire Court will be
5, 58,600 + 56, 87,500 = Rs 62, 46,100
The return on investment therefore may be calculated as
(62, 46,100 - 49, 00,000 / 49, 00,000) *100 = 27.47%
Therefore, if an investor decides to sell off the property after one year, he will get close to 26%
return on investment at Earth Sapphire Court making the annual simple return to be around
11%. The profitability for the investors at Earths projects can also be explained by taking the
example of the retail space at Earth TechOne. The year wise rates of the retail space at
TechOne are given below:

Again, the rates of retail space at Earth TechOne on Yamuna Expressway is showing a positive
trend, thereby indicating good amount of capital appreciation to take place. To explain the return
on investment of TechOne, consider the following example:
Size of retail space: 500 sqft
Price of retail space: Rs 10500 sqft
Total amount to be paid by the investor = 500*10500 = Rs 52, 50,000 + other charges
If an investor decides to go for down payment plan, then the initial payment to be made by the
investor will be:
95% of Rs 52, 50,000 = Rs 49, 87,500
The project Earth TechOne is expected to be delivered by June 2016. Therefore, if an investor
makes an investment in the retail space at this point of time, he will be given 12% assured
return for the next two years.
Amount received through assured return = 2 * 12% of 49, 87,500 = Rs 11, 97,000
Now after taking possession, suppose the investor decides to sell off the retail space he owns in
June 2017, the selling price can be estimated by the equation shown earlier.
The price of retail space in TechOne in June 2017 will be around:
582.1*13 + 6285 = Rs 13852/ sqft
This will make the total selling price of the property to be around:
13852 * 500 = Rs 69, 26,150
(Note: The selling price does not estimate the actual value of the property. The purpose of this
equation is to identify at what rate the property is appreciating)
In this manner, on making an investment initially of Rs 52, 50,000, the total returns the investor
will get on the sale of the space in June 2017:
69, 26,150 + 11, 97,000 = Rs 81, 23,150
The rate of return on investment can be calculated as:
(8123150 52, 50,000 / 52, 50,000) * 100 = 54.72%
Making an investment on Yamuna Expressway can actually provide phenomenal return on
investment to the investor, as shown in the example above. This will make the annual simple
return to be around 18% on making investment at the retail space at TechOne.
If the investor feels that the property prices may still go high, then he could decide to sell the
space at a later stage. If the investor is not making use of the office space for personal purpose,
then he can make it available for lease out of which he will also get lease rent which will make
the investment a regular source of income for the investor, thereby making it a profitable
investment.
















Ch: 9 Selling Process at Earth Infrastructures Ltd

As discussed earlier, selling in real estate market is different from any other market as the buyer
is putting in his earnings of lifetime into a particular product. Therefore, the buyer is going to
think more than thrice and will consult other people in the office, residence, locality, brokers and
even the companys existing customers before making investment in any of the real estate
companys project. The duration of sale to take place may vary from a week to a year or even
more than that because buyers depend on the market conditions for making any investment.
They do not want to invest at any place which would become difficult to sell in future. Some of
the steps involved in the selling process in real estate have been explained below:

a. Targeting the Prospects:
Every individual who earns wants to invest money somewhere from which he is able to get good
returns in future. The trick is to decide which option will be suitable for the person to make right
investment at minimal risk. There are also other types of investment options available for the
customers like savings account, life insurance, mutual funds, bonds, fixed deposits and so on.
But it is for the customer to decide which option will be more suitable to him. The project which
Earth Infrastructures Ltd offers to its customers are mostly high valued projects which are being
targeted to the high income earners. Therefore the company first of all reaches out to the people
who come under high income category and who are willing to make investment in real estate.

b. Initial Contact:
Once the sales person is able to identify the people who can make investment in real estate, it
becomes his responsibility to identify which of them are willing to invest in the commercial or
residential category of real estate. This is done by making initial contact with the customer
through cold calling or other sales promotion activity. During this point of contact, the sales
person explains the companys offering to the customer and tries to interpret the customers
expectations from the company. The initial contact will somewhere decide whether the
customer, if interested, will make investment in the companys project or not. However if the
product line of the company does not have the product suitable for the client, then it does not
mean that the client is not contacted in future. This is due to the fact that the company may
launch a project in future suitable for the client.

c. Rapport Building:
After the initial contact, the client gathers information regarding the companys project through
external sources like companys websites & brochures. Once he is convinced with the product
the company is offering, the customer carries on with the conversation with the sales person.
Following-up is considered to be a very important aspect in the sale of any product as it allows
the client to recall the offering which the company or the sales person is providing to him the last
time conversation took place. A deal in real estate actually doesnt take place over a phone; it is
only the first step of the selling process. It is very important for the sales person to organize a
meeting with the client either at his place or office or at the companys office. The sales person
will be able to clarify all the queries of the client by face-to-face meeting. With the help of this,
sales person will also be able to predict if the client has interest in the companys project. This
will also help in maintaining a good relationship between the salesperson and the client.


Fig 7: Selling Process at Earth Infrastructures Ltd

d. Site Visit:
In real estate, there are a lot of factors over which the clients decision making concentrate upon
like location, connectivity, infrastructure development and construction status. The client is able
to take further decision on investment only after visiting the site location where the construction
is taking place. During the site visit, it becomes the responsibility of the sales person to make
him understand the advantages which the location of the companys project has. It is that stage
which may decide the fate of the deal if it is going to happen or not. If the customer seem
satisfied with the construction status and find it in line with what was being promised by the
sales person during the earlier conversations then it would mean that the salesperson is an inch
closer to the deal.

e. Negotiation:
After the site visit, it may seem that the customer is satisfied with the companys product but it is
also important that he is also satisfied with the price for which the company is offering the
product. No customer wants to purchase a property on the basic selling price as they are aware
that a huge amount margin is involved in the selling price at which the company is the selling
the project. It also involves commission of the sales person, his team head or any other person
who is involved in the deal. Thus, at this stage, negotiations over price take place between the
client and the sales person. If at any point the customer feels satisfied with the price for which
the company is selling the project, then it may result in the closure of the deal. Otherwise, the
customer may place the deal on hold till the time he is able to get the product under his budget.

f. Final Booking:
The customer makes the 10 percent of payment at the time of booking and pays the rest of the
amount according to the payment plan he has taken (like DP, CLP, and Flexi). The customer
needs to be well informed about the status of the project and all his queries must be handled
properly by the sales person. It is often observed that sales person starts avoiding the client
after the booking is done. This type of situation should be avoided as the sales person should
try to maintain a long term relationship with the customer.

9.1 Different types of payment plans available for customers
A payment plan or a payment schedule is provided by the builder mentioning the details of how
the buyer needs to pay for the property and at what stages the other charges are payable by the
buyer. The different types of payment schedule are:

1) Time Link Payment Plan (TLP):
This is a payment plan which is normally scattered over a period of 3 years. The buyer
of the property needs to pay for the property according to the schedule provided by the
builder, Also, the buyer of the property has to pay irrespective of the fact that the
construction of the property is happening or not.

2) Construction Link Payment Plan (CLP):
This payment plan stretches till the time the construction of the property is not
completed and the buyer of the property needs to pay for the property according to the
schedule provided by the builder. This is the most used payment plan by the buyer as it
involves least risk since buyer doesnt need to pay if the construction is not happening.

3) Down Payment Plan (DP):
In this payment plan, 95% of the cost of the property is paid within 30 to 45 days of the
booking in the project and the remaining 5% plus other charges at the time of
possession.

4) Flexi Payment Plan:
In this payment plan, around 60% of the cost of the property is paid within 30-45 days of
the booking of the property and the remaining 40% scattered according to construction.

9.2 Activities done for the sale of Earth Groups Projects:

During the period of 8 weeks of internship, a number of activities were undertaken to enhance
the sales of Earth Groups projects in Greater Noida & Gurgaon. The majority of period involved
dealing directly with the customers rather than brokers. In order to have a better understanding
of the projects and therefore have a proper conversation with the clients, a number of training
techniques were involved which included class room lectures on the real estate scenario,
current status of real estate in Greater Noida & Gurgaon, detailed study on all of the Earths
projects, site visits to understand the route map and the location advantages and mock calls to
understand how to communicate with the clients. Thereafter, the activities which were adopted
to enhance the sales of Earths projects include the following:

i. Calling old leads:
During the initial phase of internship, calling was done to old leads of the company employees.
These leads were generated based on the enquiries through real estate portals like 99acres,
makaan.com and Magic Bricks about 6 months ago. The idea behind calling these leads is that
these are the people who generally invest in real estate. So the purpose was to ask if they have
invested already or are still looking to make an investment. Some of them might have kept their
decision on hold for a couple of months due to budget issues. So it was being confirmed if they
are interested to make an investment at present.

ii. Cold Calling:
This activity is different from the previous one because in this case it was not confirmed if the
person to whom the call is being made is interested in making an investment in real estate. The
contact numbers are basically acquired from banks of the account holders, external sources like
Justdial.com & India mart, telephone directories and though other mediums. The call is being
made on the basis of the profile of the person. It is expected that if the person belongs to the
business category, then he might want to invest in real estate and therefore the offer is being
made about the Earths projects. If a person is in the fashion or jewelry business, then he might
be interested in a retail space for the purpose of business expansion, or if the person is in the
health care business, then an office space is being offered to the person for clinical purpose.
Therefore, the calls are being made randomly in this case and are based on certain
assumptions.

The distribution of calls made during the internship period is given below:



Fig 8: Feedback from the calls made during internship
A total of 142 calls were being made to the potential investors, out of which14 people actually
showed interest initially to make investment in Earth projects, 4 were not interested at present
but showed some signs of dealing with the company in future and 7 were those who had
already invested recently but again if in future may consider the company, in case of another
investment. Hence, out of 142 people to whom calls were being made, 25, i.e. almost 18% of
them come under the category of prospective clients and need to be tapped in future.

iii. Leaflet Distribution in newspapers:
As Earth Infrastructures Ltd is a relatively new company in business, therefore, it becomes
important for the company to reach out to the customers to display the projects which has to
offer. For this purpose, the activity of leaflet distribution in newspapers is followed by the
company which is an economical but at the same time a useful activity for sales promotion. The
companys leaflet contains useful information like USPs (unique selling points), calls to action
(Call us now or visit our website), special offers (10% off with this leaflet), fear of loss (for a
limited time only). With leaflet distribution the media is going straight to the potential client as the
leaflets are distributed in the area where mostly high income groups reside. It can be considered
to be advantageous as compared to a newspaper advertisement as with leaflet distributionthere
is a 100% chance of leaflet being picked up, whereas with a newspaper chances are high that
the reader wont open the paper to the page with the companys advert on.

iv. Canopy Activity:
For better understanding of customer perceptions and expectations from the company, canopy
activity was done at different locations of Gurgaon and Greater Noida. The advantage of this
activity as compared to other activities is that it allows the sales person to have face to face
conversation with the prospective customer. This activity was done at both the corporate houses
as well as housing societies. Network 18 office in Gurgaon was one of the places where the
company organized this activity to offer some of the investment opportunities for employees of
the company. Another place where this activity was done was the AWHO society in Greater
Noida is a large Residential Complex comprising of approx 3000 apartments over 95 acres of
land. The canopy was set up at the central market of the society where most of the footfall is
expected to take place. As families of army people reside at this complex, the idea behind doing
this activity was to explore their investment options in real estate.

v. Trade Fairs & Exhibitions:
Another way of reaching out to the customer and delivering the message of the company is by
putting up stalls of the company in various trade fairs and exhibitions. Delhi-NCR is that place
which witnesses the most number of trade fairs and exhibitions. Therefore, buyers and sellers of
different products visit these exhibitions and those people can be targeted through this activity.
The advantage of this activity is that this will be able to gain maximum number of footfalls which
is actually the central idea of organizing this activity. Earth Infrastructures Ltd did a similar
activity at the liquor conference organized at The Leela Hotel, Gurgaon. Spiritz, India's largest
selling & widely admired magazine on wines & spirits organized a first of its kind event-
"SPIRITZ 2014 on May 9th &10th. A large number of Industry heads, Ambassadors,
government& military officers, importers, distributors, F&B heads and prominent persons were
present at the event. Although most of the stalls at the conference were setup by liquor and food
companies, still it gave a good platform for the company to build brand awareness among the
some of the delegates of the liquor and food industry. Some of the benefits which this
conference provided to the company are:

Direct access to high profile industry leaders
Building rapport while interacting face to face with the delegates
Best networking environment to discuss business deals






Ch: 10 Conclusion


1. The company was started in 2010 and since then has launched 12 projects across different
locations of North India. However in the span of four years, the company still hasnt delivered a
single project, neither is completion expected to happen in the coming two years.

2. It is true that none of the major companies in real estate have been able to deliver any
project in four years from inception. What however is wrong with the company is that they
promise unrealistic early delivery of their projects. For example, Earths commercial project on
Yamuna Expressway Earth TechOne is promised to be delivered in mid 2016, but in reality it
is not expected to be delivered by 2018. Such delay in the delivery does not allow the investors
to enjoy the benefits of investing in the projects as they may had certain plans before investing in
any of the projects.

3. The company instead of focusing on completion of existing projects is launching new
projects one after another. The company earns revenue from the sale of a particular project and
then rather than using that money to complete that project, purchases a land at another location
and start working on another project. This actually becomes the reason in the delay of its projects
and hence leads to a sense of dissatisfaction among the customers.























Ch11: Recommendations:

1. The sales people at Earth also have been facing problems in obtaining bookings towards
enhancing revenue for the company. The problem is that proper tasks and responsibilities are not
being assigned to them. They are simply told to obtain contact numbers from the internet and
perform cold calling tasks. While cold calling may be useful it alone may not get result and
demotivated sales personnel.

2. The sales persons do not disclose charges included in the deal other than the selling price
of the space (these include Club Charges, Car Parking, Preferred Location Charges (PLC) and
Fire Fighting Charges (FFC) which may lead to clients backing out of the deal at the last
moment.

3. The company also has a poor word of mouth in the market among brokers, existing
customers and prospective customers. Reviews of the company on various social media
platforms are not positive either. Complaints like delay in delivery of projects, casual attitude of
the sales people of the company, instances of bouncing of assured return checks by the company,
non-payment of commission to the brokers, sale of a flat to more than one customer have been
registered on various websites. The company, however, has been denying from these allegations
but still this may not be sufficient to change the mindset of the investors in the market.

4. The company needs to focus on promotional activities in addition to in-house activities
for the purpose of sales promotion. The company missed the opportunity to participate in Times
Property Expo at New Delhi which was held at PragatiMaidan in New Delhi from 7-9 June,
2014. It may have been a good opportunity for the company to bridge the gap between the buyer
and the seller as all the upcoming and completed projects of various builders were available for
on display. It would have been just the right platform for the company to showcase the benefits
which its projects have and would have given an edge over its competitors. It would have also
allowed the company to clear the air of negative word-of-mouth among the investors. The price
for booking a space at the Expo was Rs 1.25 lakh for a 9 sqmt space which the company didnt
wish to pay. Though the company has a good budget to take part in such marketing and
promotional campaigns. However, it s important for the management to understand where to put
their money at the right time at the right place which would be beneficial for the company in the
longer run.




Appendix 13

References


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