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Published by rohitvadapalli006, 2020-05-27 07:19:19

Description: The New Normal


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Strategies Post Lockdown Thoughtrains President’s Message CREDAI-MCHI salutes to all the COVID Warriors, who are standing on the front lines of the coronavirus pandemic. They are staying out of home so that we stay safe at our home. We salute the brave hearts of the Nation. CREDAI-MCHI’s support to Government of Maharashtra to Fight Against COVID-19 is as below : • Transforming MCMCR, Powai into an ISOLATION CENTRE with 250 beds in 4 days • 1,200 Hoardings in MMR & 10,000 Posters in Busses & Trains, • Managing complete Digital Media Campaign of COVID Awareness • Setting up 2,000 bed facility at NESCO, Goregaon, Mumbai • 11,000 PPE Kits, 50,000 Gloves and 1 lakh Masks distributed to MCGM and Police Department • Developer Members have taken care of the essentials of more than 70,000 labours • Rupees 1 crores donated to SMILE Foundation for testing KITS • Developer Members have provided their sites to MCGM for Shelter & Quarantine purposes • In a period of 24 days in MMR, Bhartiya Jain Sanghatana, Desh Apnayen & CREDAI MCHI with the support of MCGM & Government of Maharashtra have started 42 Mobile Dispensary Seva Vans to service various hotspot area, which have treated more than 1,36,719 patients and 2,551 COVID suspected patients have been referred to the Health Authorities • Target of CREDAI MCHI is to have such 100 Mobile Dispensary Seva Vans KPMG report estimated that the Real Estate Sector in India will incur a loss of approximately Rupees 1 lakh crore by the end of FY21. Undoubtedly, our sector has been one of the worst hit by the on-going pandemic. Real Estate sector accounts for almost 11% of bank credit besides having backward and forward lineages with almost 250 ancillary industries. Liases Foras report suggested that the real estate sector contributes 6.1% or Rupees 12.58 lakh crore to India’s GDP. It is the second largest employer and employs about 5 crore labourers however the sector is reeling under unprecedented reverse exodus of migrant labour. Real Estate Sector contributes more than Rupees 1.10 lakh crore to the government in tax and duties. Despite the massive economic importance of the sector, the relief received has been too meagre. 1

Strategies Post Lockdown I am glad to share CREDAI has written an open letter to the Hon’ble Prime Minister of India on the steps required for Survival of the Real Estate Sector, the same covered below aspects : • One Time Restructuring • Additional Institutional Funding • Waiver of Penal Interest • Policy Innovations for Triggering Demand • Customer Centric Tax Treatment of Real Estate • Control of Cartelization of Raw Material for Construction • Home Loan at 5% interest • Applicability of GST and its Input Tax Credit (ITC) on Real Estate • Quick operationalisation of SWAMIH Fund The above letter was also sent to the Hon’ble Finance Minister, Hon’ble Minister for Housing and Urban Affairs and with Governor, Reserve Bank of India. In addition to the above, CREDAI MCHI has written to the new Municipal Commissioner of MCGM, Shri Iqbal Singh Chahal (I.A.S.) requesting the below to revive MMR Real Estate Sector : • All premium such as Fungible/ Open Space Deficiency/ Staircase premium to be reduced by 90% on residual payment basis & for all ongoing and future projects for next 2 years. • Back ending of pending Instalments until OC • Premium to be paid on a 10:90 scheme i.e. 10% upon issue of CC and 90% before OC to be paid in proportion to the O.C granted. The amount deferred to be secured by lien / mortgage of sale units with No Interest across MMR. • The payment which is required to be made for I to R should be charged at the time of CC instead of IOD • All payments due under instalment facility on or after 1st January 2020, shall be differed by 12 months. Any payment due shall be differed by 12 months • No interest shall be charged for the period of 1st March 2020 to 30th September 2020. • All property taxes dues of earlier as per recovery notices and for current year should not be collected till March 2021 COVID 19 is giving birth to “New India”. A Resilient United India which is embracing challenges and will come out strongly. It is my promise to each and every member of CREDAI-MCHI that my team and I will not leave any stone unturned in ensuring that the Central Government, State Government and MCGM does positive intervention and incentives various stakeholders of our Sector. I assure you that all our issues will be addressed. I strongly believe that we will overcome this crisis too if we embrace the “New Normal”. The past 2 months saw a series of webinars wherein erudite speakers have given their thoughts about the way forward. Our collective wisdom will bring forth tremendous synergies and throw up solutions which we had not thought about. Don’t get bogged down by negative comments and sentiments. Just focus on completing your projects. Solutions will surely come and things will only turn for the better from here. Desired relief will surely come in due course from the Government. It is the time to execute and not sulk. Friends, it is time to introspect ! 2

Strategies Post Lockdown Research Background The Global Pandemic of COVID 19 has caught us all off guard. WHO (World Health Organisation) Director - General classified COVID-19 as a Global Pandemic on 11th March 2020. As of today, the virus has affected 198 countries (Worldometer,2020). The first three industrial revolution transformed our modern society and the world around us fundamentally changed : • 1st Industrial Revolution – Age of Mechanical Production, Steam Engine • 2nd Industrial Revolution – Age of Science & Mass Production, Assembly Line Production • 3rd Industrial Revolution – Age of Digital Technology, Computers • 4th Industrial Revolution – Post COVID 19 ? The world will surely not be the same post the pandemic crisis. As Real Estate Developers we are a pivotal part of the Real Estate Industry which is a US$ 160 billion industry and is expected to reach US$ 1 trillion by 2030 which would be 1/3rd of present size of India’s economy. Real Estate Industry is expected to contribute 13% of India’s GDP by 2025 (IBEF,2020). More than 250 Ancillary Industries are part of the sector hence making Real Estate the second largest employer. Real Estate Sector has the potential to uplift the economy. However, since 2017 rapid changes brought through demonetization, enactment of RERA, introduction of GST, IL&FS crisis, IBC and NCLT Courts, NBFC & HFC crisis and now the global pandemic of COVID 19 has brought about a massive liquidity crisis. Albert Einstein once remarked that “In the middle of adversity there is great opportunity”. Real Estate Developers are one of the most resilient specie with an enormous capacity to recover quickly from difficulties. Who better than Promoters of Real Estate Development Companies to suggest strategies to operate during and post Lockdown. Research Methodology • Primary Research was undertaken • Universe : CREDAI-MCHI has 1,657 Developer Members across MMR • Sample Size : Questionnaire was administered to a target of 500 Developers across MMR • In-dept Focus Study with Promoters of 52 Developer Members was undertaken The Research Paper compiles various strategies suggested by the Promoters / Developer Members of CREDAI-MCHI and also indicates various future trends with regards to their business plan. Strategies mentioned below are to be judiciously applied in your own enterprise considering various factors which are internal to your own business and not to looked upon as prescriptions. 3

Strategies Post Lockdown STRATEGIES TO ADOPT FINANCE • Restructure facility with extended Principal Moratorium, Interest Moratorium & Top-Up Facility • Refinance to capital with better terms • Revise the Cashflows and Business Plan • Analyse your financial leverage and optimise the capital structure, we would recommend less issue of debts for the projects • If you have not yet, start exploring other development models like Joint venture, Joint Development and Development Management (basically an asset light model). • Control your costs and Increase liquidity within the firm • Adopt a slightly aggressive strategy for old collections MARKETING • Communicate : Real Estate Acha Hai, Real Estate Safe Hai, Real Estate He Sahi Hai • Your Website is your Sample Flat ! • Focus heavily on Digital marketing • Introduce Virtual Reality & Walkthroughs • Inculcate Technology to a great extent • Increase use of CRM software • Shift from Physical Campaigns to Online Campaigns • Come up with creative and innovative benefits to the customers; prevent offering unrealistic discounts we need to be united to keep the margins healthy • Reduce Marketing Spend till FMCG & Automobile Sales Increase • Think of Safety & Sanitation precautions to be taken for Site Visits • Increase use of Tele Marketing • Price Reduction is not the solution, focus on product design and characteristics SALES • Interact with Channel Partners (CP) to get Pulse of Market • Try for direct customer deals and pass them the CP incentives • Don’t encourage if CP’s are being opportunistic about brokerage structures • Incentivise Referral Customers • Subvention Scheme is the solution to revive demand for under-construction • Schemes like 10:90 (Builder Subvention) should be evaluated well before offering the same to customers • Be flexible with your ask, try and bring the customer to even terms, use spot discounts instead of public announcements. • Periodic virtual review interactions with the brokers for improved morale, feedback and action plan for improving sales efficiency • Focus on loyalty sales as a key lever in delivering on sales revenues • Focus on completing projects as fast as possible to ensure sales 4

Strategies Post Lockdown DEALING WITH CUSTOMERS & INVESTORS • Conduct Virtual Meetings, Communication is the Key ! • Call each Customer and apprise them about the revised timelines • Send them regular monthly work updates for first 6 months post Lockdown • Introduce hassle free documentation by moving online • Handle each and every complaint with 100% assistance • Be true with them, pacify them for what’s coming and offer discounts on upfront payments • Offer Price Protection & Refundable Booking amount • Flexible Payment Schedule DEALING WITH EMPLOYEES, STAFF • Communicate, Communicate and Communicate with Honesty & Transparency • Reserve Cash Flow, Give Sustenance Pay, Avoid Job Cuts ! • Rationalize Salaries, No Increments this Year • Treat your employees & labour as your family, ultimately, it’s their effort that will bring you out of this crisis, make them a \"Part of You\" - more than ever • Halt new recruitment if not extremely necessary • Focus on outsourcing tasks instead of in-house operations. • Develop a sense of inclusion, lead from the front • Make sure all your workers/employees are heard at the top level • Ensure health and safety of labourers and employees • Lead and motivate them to achieve targets and offer performance-based incentives • Increase Productivity with Technology and ERP Systems DEALING WITH PROFESSIONALS (ARCHITECT, LAWYER, CA) • All the consultants can be dealt using Web calls, as they have high client exposure in daily life, it will be advisable to avoid the meeting for some time • Deal with consultant on need basis only • Consult on their views and ideas of tackling the crisis. • Take all their advices seriously and be open to innovation and change in long used processes • Request Consultants to accept part payment now and balance on completion of project or receipt of sales accruals DEALING WITH VENDORS • Assure them payment will be available, now is the time to stand by them • DO NOT Renegotiate the existing contracts of vendors / contractors • Communicate with them and instil trust in clearance of dues by making prompt payment • Mutually develop new prices and timelines • Establish relationships and ensure both survive the crisis • Insist on Technological Upgrades • Safety, Security of Labours is of Paramount Importance • Financial Security of Assurance of Receipt of Payment is of utmost importance 5

Strategies Post Lockdown How long till you see your business getting normal post Lockdown ? • 3 Months – 10% • 6 Months – 30% • 9 Months – 35% Respondents • 12 Months – 25% Would you Re-design / Re-plan your Existing Projects ? • Yes, will re-design – 24% • Not Sure – 33% • No, won’t re-design – 43% Respondents Would you Acquire New projects if Valuations are Lucrative? • Yes, will acquire – 45% Respondents • Not Sure – 30% • No, won’t acquire – 25% Within Real Estate Which Asset Class you would launch in 2020-21? • Residential – 49% Respondents • Office – 26% • Retail – 10% • Industrial / Warehouse – 14% • Hospitality – 1% Will you continue the real estate development business in future? • Yes, will continue – 83% Respondents • Not Sure – 14% • No, won’t continue – 3% If you could open a new business venture, what would it be into? 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% 6

Strategies Post Lockdown KEY POINTS FROM THE DESK OF PRESIDENT • This crisis has showcased to all that Real Estate (Home) is their Real Asset • Pandemic has United All Developers across various Associations • Strengthen your Bonds with all your Stakeholders • Communicate honestly and transparently with all your Stakeholders • Focus on Project Completion at the earliest possible • If required double the labour force on sites to make-up for time lost due to Lockdown • Don’t focus only on Profitability, think of creating Performance Track Record • Maintain your Teams, Try not to Lay Off • Don’t Increase Brokerages • Offer Flexible Payment Structure to Customers • Subvention Scheme will be a game changer to revive Demand • Show Speed of Work irrespective of Sales Status • Perfect time to create a Perception that you have the Capability to Deliver even in Crisis • Outsource PMC work for an efficient and professional approach • CREDAI-MCHI Procurement Wing will help you reduce cost • The Procurement Wing is even trying to get Barter Payment Terms • Your Vendors / Contractors are your Backbone in this Crisis • Strive for Financial Closure of your Project at the Earliest • Self-Redevelopment model has proven to be a challenge in SRA / MHADA previously • Now too Self-Redevelopment for CHSL will go on back-burner and will not pick up • Perfect time to Acquire at Favourable Terms • New Proposals will have a design head start • Focus on creating WFH (Work From Home) Platforms The Long term prospects of Real Estate Sector are great. Now, is the time to only focus on project execution and completion. This pandemic has brought us all together and has offered us all the opportunity to strengthen our bonds with our internal and external stakeholders. CREDAI-MCHI has taken various initiatives to promote EODB (Ease of Doing Business) within Real Estate Sector by making various representations to various offices of Central & State Government, MCGM. We are hopeful our persistent efforts will surely yield positive results. 7

Strategies Post Lockdown Authors Dr. Adv. Harshul Savla MRICS Pranaypratap Singh Mala Ph.D., LL.M, MBA, LL.B, BMS MBA Real Estate & Urban Infrastructure Email : [email protected] Email : [email protected] Special Thanks to CREDAI - MCHI Event Team Research Co-ordination TD Joseph & Prabha Bandkar Disclaimer : The Authors or CREDAI-MCHI are not accountable for any inaccuracies in the Report. Readers are advised to u8se their own discretion or consult concerned persons before acting on any of the information or data contained in this report

Strategies Post Lockdown CREDAI MCHI Webinar Series : KEY To LOCKDOWN Episode 1. Mr. Nayan Shah | Mr. Boman Irani | Mr. Deepak Goradia YouTube Link: Summary : Episode 2. Finance – The Path Ahead Speakers: Mr. Rajiv Sabharwal | Mr. Sunir Ramchandani YouTube Link : Summary : Episode 3. Understanding COVID-19’s impact on the Real Estate Sector Speakers: Mr. Anuj Puri | Mr. Shobhit Agarwal | Mr. Prashant Thakur YouTube Link : Summary : Transcription Link : Episode 4. Navigating Through The Pandemic Speakers: Mr. Satish Magar | Mr. Getamber Anand YouTube Link : Summary Link : Episode 5. Insight On Way Forward Post Covid for Real Estate Speakers: Mr. Subbu Narayanswamy, Senior Partner - McKinsey & Company, Mumbai YouTube Link : Episode 6. Digital Marketing- A New Normal Speaker: Mr. Krish Ramnani YouTube Link : Summary : ramnani.pdf PPT Link : Transcription Link: Episode 7. Navigating Through the Pandemic Speaker: Mr. Irfan Razack, Chairman & Managing Director- Prestige Estates & Projects Ltd YouTube Link : Summary Link : 9

Strategies Post Lockdown Episode 8. Role of Spirituality in Life - Joys of Family Life, to find Peace & Happiness Speaker: Shree Gyanvatsal Swami YouTube Link : Summary Link : Episode 9. Government of Maharashtra’s fight against COVID- 19 and Plans as Revenue Minister to yyyyyyyy Kick start Growth of MMR Region Speaker: Shri Balasaheb Thorat, Hon’ble Minister – Revenue Govt. of Maharashtra YouTube Link : Summary Link : Transcription Link: Episode 10. Current situation and Indian Economy post COVID 19 Speaker: Shri Nitin Gadkari, Hon’ble Minister for Road Transport & Highways YouTube Link : Summary Link : highways-topic_-current-situation-and-indian-economy-post-covid-19.pdf Episode 11. Navigating through the Pandemic and beyond Speakers: Shrikant Joshi – MD & CEO, L&T Realty I Mohit Malhotra – MD & CEO, Godrej Properties Moderator: Mr. Anshuman Magazine - Chairman & CEO, CBRE - India, SE Asia, Middle East & Africa YouTube Link : Summary Link : malhotra_anshuman.pdf Episode 12. Effect of COVID in Real Estate in Maharashtra and Support for Revival Speaker: Shri. Devendra Fadnavis - Leader of Opposition and Former Chief Minister of Maharashtra YouTube Link : Summary : Episode 13. Retail Resurrection Post COVID-19 Speakers: Mr B S Nagesh |Mr Atul Ruia |Mr Ajay Bijli YouTube Link : Summary Link : Episode 14. Dharma is not a Ritual it is Life based on what is Real Speaker: Shri Vallabh Bhansali YouTube Link : Summary Link : 10

Strategies Post Lockdown Episode 15. CREDAI & CORPGINI presents Future of Design & Construction Theme - Realty Check: Industry Impact And Business Continuity – Season 1 & 2 Speakers: Ar. Amol Shimpi, Anil K. Goel, Mayur Shah, Rahul Rai, Sanjay Ghodawat, Sharat Goyal, Venkatesh Gopalkrishnan, Ratan Naval Tata, Ar. Peter Rich, Ar. Jimmy Mistry Session 1 YouTube Link : Session 2 YouTube Link : Summary Link : impact-and-business-continuity.pdf Episode 16. Shri Aaditya Thackeray YouTube Link : Summary Link : Episode 17. Importance of Last Mile Funding in Project Completion Speakers: Mr. Irfan Kazi, SWAMIH Fund | Mr. Nipun Sahni, Apollo Global Management YouTube Link : Summary Link : 24-04-2020.pdf Episode 18. Social Distancing Measures: The New Normal in Real Estate Post COVID Speakers: Mr. Anshuman Magazine | Mr. Pranav Mishra| Mr. Prashant P.V | Mr. Rajesh Pandit YouTube Link : Summary Link :,-pranav-mishra,- prashant-pv,-rajesh-pandit-27-04-2020.pdf PPT Link: II Episode 19. Managing Costs During The Pandemic Speakers: Mr. Nayan A. Shah | Mr. Vyomesh Shah YouTube Link : Summary Link :,-vimal-shah-03-05-2020.pdf Episode 20. \"Gel-Tell-Sell” Sales Training Speaker: Gaurav Mathur- Deputy VP – L&D - ANAROCK Property Consultants Private Limited YouTube Link : Summary Link : PPT Link: 11

Strategies Post Lockdown Episode 21. Digital Marketing- A Strategic Approach Speaker: Mr. Govind Rai, Co- Founder - Insomniacs | Blueprint | RealtyX YouTube Link : Summary Link Episode 22. CREDAI MCHI PROCUREMENT WING Speakers: Vivek Talwar, Rajesh Mehra, Saurabh Bansal, Naveen Rajagopallan, Prashant Vishwakarma YouTube Link : Summary : Episode 23. The Flipkart Story - Learnings from Building India’s Biggest Decacorn Speaker: Binny Bansal, Co-founder - Flipkart | Entrepreneur YouTube Link : Summary Link: Episode 24. Leverage Intelligence for Better Housing Sales Speaker: Abhishek Kiran Gupta, CEO - CRE MATRIX YouTube Link : Summary Link : Episode 25. CREDAI & RICS Present Redefining How Built Environment will Resurrect Learnings from China, Lessons for India Speakers: Nayan Shah, Nimish Gupta, Mark Richards, Deepak Goradia, Ajay Nahar, Ameya Gumaste, Pierpaolo Franco YouTube Link : Episode 26. Realty - An Economic Catalyst Post Lockdown Speaker: Padma Bhushan Harish Salve, QC Senior Advocate, Supreme Court Barrister, BlackStone Chambers YouTube Link : Episode 27. CREDAI-MCHI and NAREDCO LIVE - with Sadhguru in Challenging Times Topic: Realty - Rebuilding the Nation and New Avenues for Real Estate YouTube Link : Episode 28. Maharashtra Land Revenue Code Speaker: Shri. Girish Godbole – Advocate, Bombay High Court YouTube Link : PPT Link : 12

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