WWW.THEENTERPRISEWORLD.COM | APAC EDITION | SEPTEMBER 2022 TOP REAL ESTATE COMPANIES TO WATCH IN 2022 San Banerjee CEO ADDAS O F T W A R E Bringing Residential Communities Together
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From Editor’s Desk Since the era of trends, style, and changed lifestyles everyone loves and dreams to live in lavishness and luxury. In the latest survey of 2 decades, the construction sector increased and is in demand for many years now. With lots of changes and advancements, people like to live a simple and easy life with maintaining living standards. As everyone knows from the ancient period mankind lives on three basic needs which are Food, Water, and Shelter, now the needs have changed a bit now the changes to a new generation of the art system which mainly consists of major luxurious changes and lavish amenities. Home, one of the basic needs of human beings is the thing that we are attached to most. Everyone dreams to own a house that becomes his home. A second home or a holiday home are the trending concepts that are useful to have my time far away from the noisy routine world as well as for the sake of an investment for the future. Featuring The Enterprise World's this issue of the Top Real Estate Companies to Watch in 2022 are the stories of successful businesses, that have made it through every odd storm and made it to the top. For the Cover Story read about- ADDA: ADDA – the Community SuperApp is the flagship product of 3Five8 Technologies – a Bangalore head- quarter company with offices in Mumbai, Dubai, and Singapore. The company develops and sells one of the most comprehensive Community Management SaaS and Property Management SaaS products. With about 1 Million end users, the company has established its presence across six countries, with owners, tenants, and villa communities mastering the application for seamless processes. The Software is subscribed to Property Management Companies, Owners Association Management Companies, and Developers who develop and maintain townships or smart cities. It also has a Subscriber base of Self-Managed Associations. Pin Click: Real Estate is not known for being the most mature, professional industry in India. Would like Pin Click to be a part of that change as that happens with brands trying to bring in more transparency & process in the industry. Pin Click's goal is to create a culture where relationships are not built on brokerages but on the ability to understand what the customer needs. Their unique online-to-offline integration, marketing intelligence capabilities, and innovative technology tools help them differentiate from competitors. Pin Click which is started back in 2014 is all about simplifying the home search for the customer. Vasupujya: Vasupujya Corporation was founded by Mr. Suresh Ajmera, a stalwart in the plumbing industry, who started real estate development in 1980. Today, it is helmed by his sons – Dhanesh and Siddharth, both civil engineers who excel at project planning and design. In 2012, his grandson – Rahul Ajmera, a civil engineer from IIT Bombay, joined the company ranks and handles project execution and delivery. Vasupujya Corporation has a unique way of doing business. They develop only self-owned lands (No JVs or JDs) and focus on only 1 large project at a time. This enables the management team to give their entire bandwidth to the project, thus ensuring a superlative customer experience. Shalmali Shalmali W.
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Leaders in Spotlight For the Cover Story read about- receive louder doubts that often make their job look thankless. ADDA: ADDA – the Community SuperApp is the flagship product of 3Five8 Pin Click: Real Estate is not known for Technologies – a Bangalore head-quarter being the most mature, professional company with offices in Mumbai, Dubai, industry in India. Would like Pin Click to be and Singapore. The company develops and a part of that change as that happens with sells one of the most comprehensive brands trying to bring in more transparency Community Management SaaS and & process in the industry. Property Management SaaS products. With about 1 Million end users, the company has Pin Click's goal is to create a culture where established its presence across six countries, relationships are not built on brokerages but with owners, tenants, and villa communities on the ability to understand what the mastering the application for seamless customer needs. Their unique online-to- processes. offline integration, marketing intelligence capabilities, and innovative technology The Software is subscribed to Property tools help them differentiate from Management Companies, Owners competitors. Pin Click which is started back Association Management Companies, and in 2014 is all about simplifying the home Developers who develop and maintain search for the customer. It is a technology townships or smart cities. It also has a platform with strong offline integration Subscriber base of Self-Managed providing property advisory solutions for Associations. Apart from the ADDA SaaS your new home requirements. Currently platform, 3Five8 Services is the other arm present in Bangalore, Gurgaon, Mumbai & of the Company that provides Enterprise Pune, we are a team of more than 150 Customers with Custom Solutions built on advisors. top of the SaaS platform. Vasupujya: Vasupujya Corporation was A child always has a playmate here, every founded by Mr. Suresh Ajmera, a stalwart in festival is celebrated by all, and challenges the plumbing industry, who started real of daily life are faced together as neighbors estate development in 1980. Today, it is with a strong glue of shared commonwealth helmed by his sons – Dhanesh and – the value of their property, their life's Siddharth, both civil engineers who excel at savings, the place which is at the center of project planning and design. In 2012, his their workplace, school, and favorite grandson – Rahul Ajmera, a civil engineer hangouts. from IIT Bombay, joined the company ranks and handles project execution and The biggest difference in this organization delivery. is its leaders. These are the Owners elected to be in the Managing Committee. They Vasupujya Corporation has a unique way of spend scarce personal time in placing doing business. They develop only self- operational processes, evaluating expense owned lands (No JVs or JDs) and focus on decisions, and executing projects for only 1 large project at a time. This enables common welfare without looking for selfish the management team to give their entire gains. Some of them learn an altogether bandwidth to the project, thus ensuring a new skill e.g., accounting to do this! While superlative customer experience. they receive loud applause, they also
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ENTS PROFILE VASUPUJYA CORPORATION PIN CLICK UPSHOT THE HEART OF RAJASTHAN- JAIPUR CASESTUDY STARBUCKS ARTICLE A REAL ESTATE ROLE
Software Bringing Residential Communities Together 12 | September 2022
COVER STORY San Banerjee CEO www.theenterpriseworld.com | 13
Apartment community app is one super technology smart cities. It also has a Subscriber-base of Self-Managed that has helped bridge the apartment community Associations. gap. It has allowed residents to have a seamless digital connect. With just a few taps on the smartphone, a Apart from the ADDA SaaS platform, 3Five8 Services is great deal of hassle is eliminated and has allowed people the other arm of the Company that provides Enterprise convenience. With the ample of its features, this new Customers with Custom Solutions built on top of the SaaS technology sure is building communities! platform. Featuring for The Enterprise World's this issue of Top Real There is one famous African proverb that says- Estate Companies to Watch in 2022 is AddA Software, a platform helping build and connect communities. In the Urban Cities, Apartment Communities are those Villages. A piece of land on which tens or hundreds of About AddA- families live a harmonious life. ADDA - the Community SuperApp is the flagship product A child always has a playmate here, every festival is of 3Five8 Technologies - a Bangalore head-quarter celebrated by all, challenges of daily life are faced together company with offices in Mumbai, Dubai and Singapore. as neighbors with a strong glue of shared common wealth - The company develops and sells one of the most the value of their property, their life's savings, the place comprehensive Community Management SaaS and which is at the centre of their workplace, school, and Property Management SaaS products. With about 1 Million favorite hangouts. end users, the company has established its presence across six countries, with owners, tenants and villa communities The Apartment Community is also a registered organisation mastering the application for seamless processes. - collecting common funds towards paying vendors for maintenance or building new infrastructure, paying Taxes, The Software is subscribed to Property Management handling disputes internal as well as external. Companies, Owners Association Management Companies and Developers who develop and maintain townships or The biggest difference in this organisation being its leaders. 14 | September 2022
These are the Owners elected to be in the Managing This decision was meticulously adhered to for years, Committee. They spend scarce personal time in placing despite low ARPU from the self-managed associations. As a operational processes, evaluating expense decisions, result, ADDA got built into the Product it is today, that executing projects for common welfare without looking for accurately captures the pain-points of Property Buyers and selfish gains. Some of them learn altogether new skill e.g., Tenants, who are the End-Users of the Built Environment. accounting to do this! While they receive loud applause, ADDA sales was started for Corporate Customers - they also receive louder doubts that often make their job Companies that manage Associations/Communities, in look thankless. 2017. The value of the Product built from End-User inputs was recognised by Corporate Customers and this triggered It is for these Apartment Residents and their Managing the true Sales growth. Committees that Team ADDA dedicate their life's work. These customers started using the Product rapidly in Dubai, Singapore, Mauritius and India. The Hurdles to Success- The below graphs show YoY growth of the company. Starting in the year 2009, AddA Software has been working Year on Year Growth In Worth of Transactions relentlessly towards bringing residential communities on ADDA Platform together by connecting them online. But hardships come along the way when you choose the path of passion. And 60,00,00,000 these hardships are the only thing that keep motivating you to move forward. 45,00,00,000 Looking at the past decade, community living, specifically 30,00,00,000 the modern high-rise living is something that has evolved very fast. For 3Five8 Technologies, the main challenge was 15,00,00,000 about building a product that will ingrain the best practices of a fast-evolving community management space. Another 0 difficult task was to wire in all the flexibility and agility 2019-20 2020-21 2021-22 required for different strata regulations across multiple cities and countries. Year On Year Growth :- X axis, Transaction worth in $:- Y axis With a completely different and innovative in-build accounting module, it was a mighty task to ensure that it “It takes a village to can adapt easily to the country-specific compliances. And raise a child.” with it also came the challenge of ensuring personal data privacy compliances of each country while developing the private social network for community and visitor management modules. Treading every path lightly, and blocking problems with the best innovative solutions, AddA Software is today building communities. Stable, Strong Growth- AddA Software started out by building and selling exclusively to the self-managed associations. Despite of being a long-tail of the customer segment, the decision was taken with the intention that the product will develop with inputs from end-users- that is the property owners who form the association. www.theenterpriseworld.com | 15
“After 2017, the Product started delighting companies who manage Real Estate Communities and were using manual processes or outdated software.” 16 | September 2022
Their Products and Services- Management. ADDA is unique in its Comprehensiveness. It is the only ONE solution that any Community needs for all The Products in the ADDA Suite: its management software needs. ADDA App - the SuperApp for Apartment/Villa Resident. Also, ADDA is unique in being the only one with At the Back-End of the ADDA App is the ADDA SaaS INTEGRATED Accounting Management. This is where its Suite comprises of: Bill Generation (maintenance, sinking, utility) is 100% automated, with integrated Payment Gateway and ADDA Essential: Helpdesk, Communication, Meeting integrated in-built Accounting. Even the Accounting entries Management are also 100% automated in the Billing-Collection- Accounting workflow. ADDA Books: Billing, Collection, Expenses, Taxes, Accounting. It is the Jewel in the ADDA suite where even if the entire Staff or Management Committee were to not show up for ADDA Mini CAFM: Asset and Inventory Management, work for months, the Funds Inflow and Income Accounting Task Management, Staff Management of the Community will continue uninterrupted! It gives ultimate Financial Security to each of its subscribing ADDA Clubhouse: Amenities and Events Booking Communities. ADDA GateKeeper: Visitor & Parcel Management The Next Big Thing- 3Five8 Services - Integration APIs, Custom Integrations, There are multiple changes brought about in the past 3-5 Branded Resident App and other Custom Solutions. years. In the Indian Market the focus is mainly on Gate First off Covid showed the value of Community Living. Management. This is catered to by ADDA GateKeeper. More residents of independent houses are shifting to Most other providers do not have Strong product other than Community Living - be it Apartments, Villas or Senior for Gate Citizen living. Community Farmhouses have also become www.theenterpriseworld.com | 17
popular. So the focus of Residential is now on “With Residential Real “Community”. Estate development moving to large Secondly, most developing Urban Cities are format townships and increasingly becoming heavily cosmopolitan due to smart cities, with immigration. Different nationalities and cultures living smart automations, in a Community is most common and this has brought our Products and sophistication and interesting challenges for Services are evolving Community Management. The challenges are in terms of Communication, Common Area rules, Amenities to keep our Customers and Event management etc. always ahead.” As a result, while Real Estate Software earlier focussed on “Build” (with AutoCAD, Project Mgmt. software etc.) and on “Sell” (CRMs, Marketing Automation software etc.), now the focus is on the “Live” part of Real Estate! More Real Estate Developers are realising the value of continuing Customer Experience beyond Booking and leveraging the Customer Engagement for referrals, cross-sell and up-sell. In this fast-changing paradigms, AddA's focus remains on the journey of the Home Owner. From the time he/she books the home from the developer, the team keenly observes the pain points in their journey throughout the lifetime of the residential community. San Banerjee – The Leading Force CEO Sangeeta (San) Banerjee is the Co-Founder and CEO of AddA Software, a SuperApp for the complete management of apartment complexes. With an MBA degree in Finance and Decision 18 | September 2022
Sciences from Louisiana State University, USA, and a BE in Electrical and Electronics from the College of Engineering, Guindy, Chennai, San started her career as a System Analyst from TCS. Here she was in charge of jobs making millions of dollars every day for BFSI clients. She has also had a successful stint with SAP, where she worked as a Consultant. “I eventually decided to become an entrepreneur and incepted AddA in 2009 with my husband, Venkat Kandaswamy.” With an aim to make the company a global leader in the housing society management space, San plans on deploying AddA’s management and security products across all gated residential communities around the world. Being an extremely diligent professional, San believes that each team member of AddA has played a vital role in making the company gain a solid ground in the market. “My team is the backbone of my enterprise.” San’s Advice to the Budding Entrepreneurs- “Money is very important to build a business, but more important is TIME. Give yourself the Time to build the Solution/Business of your Vision. Don't fall into the *corn race. Instead ask yourself - how can my Business ensure that the Problem that I went out to solve, stays solved! There have been many unicorns in spaces where the core problem still remains unsolved.” “We believe in their courage, and their drive to build that dream neighborhood!” www.theenterpriseworld.com | 19
VASUPUJYA C o r p o r at i o n Turning Dreams into Reality. 22 | September 2022
Since the era of trends, style, and changed lifestyle Products/Services- everyone loves and dreams to live in lavish and What are the products/services the company focuses on? How luxury. In latest survey since 2 decades construction sector increased and is in demand since many years now. are your services different from those in the market? How do With lots of changes and advancement people like to live a you decide to take the company a step further in terms of your simple and easy life with maintaining living standards. products/services? Since everyone knows from ancient period mankind lives on three basic needs which are Food, Water and Shelter but, Vasupujya Corporation focuses on developing mid-range now the needs have changed a bit now the changes to a new apartments for first-time home buyers and has delivered over generation art system which mainly consists of major 1200 such homes in the last two decades. They are about to luxurious changes and lavish amenities. deliver 192 homes at Neco Beaumont near NIBM at Mohammad wadi Pune. They strive to achieve a balance During early 20th century house was mainly of one aspect between project viability and product quality. which was bungalow or villa it gradually changed to flat system and row houses now the system added up with Vasupujya Corporation has done the usual bit towards reducing luxury amenities and various options open for bookings and our carbon footprint by using GGBS replacement of cement home loans. during construction and providing Solar Water Heaters, LED lights, Wet Waste Composting units, and Sewage Water Here we will see the construction company named as Treatment Plant, but they wanted to do something more for the Vasupujya Corporation a real estate firm having delivered buyer. more than 1200 homes and works on a large-scale project. Let's know more about this construction organization, their They wanted to create more common spaces for the residents to work till know and further plans. enjoy, so they created several amenities like Children's Play Area, Multi-purpose Court and Community Lounge on the top In this interview with Rahul Ajmera, Founder & CEO of terrace of their project – Neco Beaumont. The top terrace is Vasupujya Corporation, we shall know more about the generally left neglected in most projects, hence by providing company's growth and journey. more amenities here, the residents will have a better quality of life. The Company- Vasupujya Corporation doesn't believe in providing namesake Vasupujya Corporation was founded by Mr. Suresh Ajmera, amenities, which would be difficult to maintain, their offerings a stalwart in the plumbing industry, who started real estate are practical and focused on customers' ease of use. Instead of development in 1980. providing additional amenities in front of the Club House, they provided an Open Lawn so that residents get maximum open Today, it is helmed by his sons – Dhanesh and Siddharth, space as possible in front of their homes. All other amenities both civil engineers who excel at project planning and were shifted to the building top terrace. In their projects, they design. In 2012, his grandson – Rahul Ajmera, a civil are using recycled sewage water and wet waste compost engineer from IIT Bombay, joined the company ranks and fertilizer, all generated within the housing project itself. handles project execution and delivery. Vasupujya Corporation planning to launch their Magnum Opus Vasupujya Corporation has a unique way of doing business. project – Neco Parkwood at Bavdhan Pune, which happens to They develop only self-owned lands (No JVs or JDs) and be Pune's most sought-after location due to the vast natural focus on only 1 large project at a time. This enables the spaces and excellent connectivity. Vasupujya Corporation's management team to give their entire bandwidth to the proposed project is adjacent to thousand acres of open Bio- project, thus ensuring the superlative customer experience. Diversity Park and Forest Reservation, which will act as a They are easily approachable at the project office or green lung for all residents. company office, in case customers want to reach out to them for any assistance. Most of their customers are first- Vasupujya Corporation is also starting a redevelopment project time home buyers and Vasupujya Corporation wants their at Matunga, Mumbai, which is one of Mumbai's most sought- experience to be as delightful as possible. after locations due to the excellent social infrastructure and greenery around. www.theenterpriseworld.com | 23
How do you think is the real estate market evolving? Which He also has entrepreneurial experience, having co-founded are the new areas that are being explored in the real estate a start-up – 1920aur21, which was a unique e-commerce market? portal catering exclusively to college campuses, subsequently acquired by mSauda in 2013. Mr. Rahul also The real estate market is being driven by the digital media provides Real Estate Data Analytics for projects in and Channel Partners today. The newer generation of Maharashtra under the firm name – AREA Foresight, buyers is over-exposed to information and hence more assisting real estate developers decide on their final product confused, making sales today more challenging than earlier. sizes/prices before launch as well as providing the Co-Working Spaces have become more relevant than ever government itself with data to aid policy formulation. after Covid19 made Work-From-Home as an essential part of everyone's life. About the Team Leadership- Vasupujya Corporation is a close-knit family of 40 employees, with most of the staff have been with them for Professional Experience over 10 years and a very minimal attrition rate. They provide employees with social and financial support such as Vasupujya Corporation is a real estate development firm Subsidized Housing, Health/Accident Insurance, Maternity with civil engineers at the helm. It matters to have Benefits, etc. At the construction site, they empower the technically sound people leading the organization. Mr. staff to take control of the project as owners themselves, Rahul Ajmera is graduated as a civil engineer from IIT instead of giving them a rigid role. This allows them to Bombay in 2012. He has experience in the construction and work freely and wholeheartedly across verticals. financial valuation industry after his stint at Shapoorji Pallonji Engineering & Construction as Deputy Manager Vasupujya Corporation is also open to implementing Planning and at RBSA Advisors as an Associate. positive suggestions from anyone, be it a customer or even a security guard. The team is unique because no one is 24 | September 2022
allowed to boss over another at work, everyone's opinion is present at the construction project, is something that sought, valued and they encourage thoughtful discussions existing customers rave about. They understand that people before taking decisions. are spending their life savings in buying this product and the builder should empathize with his customers for their The Uniqueness issues. We are always available to the customer in making extra changes at home or providing after-sales service. Our What sets Vasupujya Corporation apart is that they are impeccable and personalized service is what sets us apart completely approachable to all customers at the project site. and that helps us get repeat customers. The advantage of having a builder, who is personally www.theenterpriseworld.com | 25
जयपरु 28 | September 2022
The Heart of Rajasthan www.theenterpriseworld.com | 29
Rajasthan the largest state in India. Formerly Rajasthan comes first n the terms of art culture and tourism due to its rich cultural aspects popular all over the globe. Jaipur, the capital and huge metropolis of the Indian state of Rajasthan. As of 2011, the city had a population of 3.1 million, making it the tenth most crowded city in the country. Jaipur is referred as the Pink City, of India due to the supreme colour scheme of its unique structural buildings. The former scientist of India Dr C.V Raman called Jaipur as Glory of India. Jaipur also known as Paris of India due to its unique structure as well as rich culture. Jaipur was established in 1727 by the Kachhwaha Rajput ruler Jai Singh II, the ruler of Amer, after whom the city is named. It was one of the ultimately organized cities of modern India, plotted by Vidyadhar Bhattacharya. During the British Colonial period, the metropolis brought in service as the capital of Jaipur State. After independence in 1947, Jaipur was made the capital of the newly established state of Rajasthan. According to UNESCO Jaipur was added in the World Heritage Site on 6th July 2019. The city is also home to the UNESCO World Heritage Sites Amer Fort and Jantar Mantar. 30 | September 2022
Learning the internal factors of Jaipur the eastern border of Thar Desert, a million cubic meter ground water is just like learning Indian culture semi-dry land. This state is one of the resources are accessible in Jaipur. To deeply. The metropolis depicts many biggest of the country which shares the provide the drinking water to the old such aspects of ancient India and the international boundary with Pakistan city, there is Ramgarh dam on the rulers of the same period. With the on the western side. It is situated at an River Ban Ganga. Minerals like same ancient monuments of Jaipur elevation of 1417 feet above the sea Copper, Iron, Dolomite, White marble, captures the heart of every tourist or level. On three sides, the city is Glass and Silicon are the prominent traveler with its immense beauty and surrounded by the Aravalli hills and minerals found in the metropolis. royal gesture. Exploring the this is why, it is protected from the Sambhar Lake, which is the only metropolis is a factor of pride to every scratchy desert. In the north, it is natural lake with salty water is also the Indian citizen as the state yet consists enclosed by Sikar and Mahendragarh prominent source of best standard of many unrevealed facts about the district; in the south by Tonk; in the salt in the state as well as country, is ancient times. east by Alwar, Dausa and Sawai very close to Jaipur. Madhopur; and in the west by Nagaur Let's travel to Jaipur with knowing and Ajmer district. Some Ancient aspects of the City amazing facts about the metropolis and its culture History and Heritage. The total length of Jaipur expanding King of Amber, Maharaja Sawai Jai from east to west is about 180 km Singh II established the city of Jaipur Geographical Importance whereas the width from north to south on 18th November 1727. Due to is about 110 km. The major rivers scarcity of water and growing Jaipur, the capital metropolis of the passing through the Jaipur are population Maharaja shifted his capital Indian state of Rajasthan is located in Banganga and Sabi. About 28.65 from Amber to Jaipur. Maharaja Jai www.theenterpriseworld.com | 31
Singh consulted divergent books on something that grossed Jaipur its alias. cultural sites like Jawahar Kala Kendra architecture and architects while During the reign of Sawai Ram Singh, created by Architect Charles Correa designing the layout of Jaipur. Under he painted the entire city pink. As pink and Ravindra Manch. Government the architectural guidance of Vidyadhar is traditionally a colour associated with Central Museum denotes various arts Bhattacharya, Jaipur was designed hospitality, to welcome the prince of and antiquities. There is a government based on the postulates of Vastu Wales Albert Edward to the city. The museum at Hawa Mahal and an art Shastra and Shilpa Shastra. Much tradition has been preserved and today gallery at Viratnagar. There are statues credit for building Jaipur goes to all citizens in the old city are urged by representing Rajasthani culture around Vidyadhar Bhattacharya who built the law to preserve the pink colour. the city. The city is atypical among city with more affection and love pre-modern Indian cities in the portraying Indian culture in every In the 19th century, the city expanded harmony of its streets, and the division building of the Metropolis. The rapidly and by 1900 it had a population of the city into six sectors by broad erection of the city began in 1726 and of 160,000. The wide avenue was streets. The urban quarters are further approximately took four years to covered and its chief industries were divided by networks of reticular complete the major roads, offices, and the working of metals and marble, streets. The Palace quarter encompass palaces. The metropolis was divided promoted by a school of art founded in the Hawa Mahal palace complex, into nine blocks, two of which 1868. The city had three colleges, formal gardens, and a small lake. consisted the state royal buildings and including a Sanskrit college established Nahargarh Fort, which was the palaces, with the remaining seven in 1865 and a girls' school established residence of the King Sawai Jai Singh allotted to the public. Huge parapet in 1867 opened during the reign of the II, crowns the hill in the northwest was built, perforated by seven fortified Maharaja Ram Singh II. After corner of the old city. There are three gates. independence, Jaipur incorporated with main gates facing east, west, and north. the states of Jodhpur, Jaisalmer and The eastern gate is called Suraj pol As with the Mughals, Jaipur Bikaner to become the greater which means sun gate and is dedicated maintained good relations with the Rajasthan union. to Surya Dev (Sun), the western gate is British and during the war of called Chand pol which means moon independence in 1857 remained loyal Rich Heritage & Cultural facts of gate and is dedicated to Moon, and the to the raj. Yet, the Britishers gradually Jaipur northern gate faces the ancestral capital began to eroded the independence of of Amer. the state and employed greater In 2019 on 6th July Jaipur was listed as dominance over the management. In World Heritage Site by UNESCO. Also, with monuments and unique 1876, Maharaja Ram Singh did Major sites of them were Amer Fort structures Jaipur is specially known for and Jantar Mantar. Jaipur owns many 32 | September 2022
its hand-made things such as clothes, of rich heritage. With the same Gajak, Meethi thuli, Chauguni ke toys, crafts etc. The metropolis has Rajasthani music consists some major laddu, and Moong Thal. Although, many traditional shops selling antiques aspects of classical music classified since last decade being a modern city, and handicrafts, as well as modern with different regions denoting the same the cuisine of Jaipur portrays a brands reviving traditional techniques, regions. The classification was done on contemporary style of cuisine. Many such as Anokhi. The previous monarch Gharanas. Every Gharana would used to dishes are revised and denotes mixed of Jaipur patronised a number of arts depict a significance. Jaipur, Bikaner, cultures. Jaipur being a great tourist and crafts. They invited skilled Jodhpur was the major gharanas. attraction it serves more than 1000 of artisans, artists and craftsmen from variety of dishes including both Veg India and abroad who settled in the Taste in Simplicity and Non-Veg. city. Some of the crafts include bandhani, block printing, stone carving One of the most delightful aspects of a Exploring Jaipur through its and sculpture, tarkashi, zari, gota-patti, visit to the 'pink city' is the culinary Antiquities kinari and zardozi, silver jewellery, delights of Rajasthan, the main cuisine gems, kundan, meenakari and of Jaipur. The capital of Rajput kings Planned by Vidyadhar Bhattacharya jewellery, Lakh ki Chudiya, miniature had an impressive array of mouth- Jaipur owns the record of first planned paintings, blue pottery, ivory carving, watering delights, kept closely guarded city in the history of India. Being a shellac work and leather ware. by the royal chefs. Some of them have royal city since formed Jaipur depicts been passed on through generations, many structures and monuments In ancient Rajasthan there were many sadly the rest have been lost. The denoting the richness of the city and its tribes which were quite famous for authenticity of Jaipur, Rajasthan lies in culture is depicted over the their art performances. Some of them its simplicity. Jaipur is a city of royalty, monuments. Carvings on the forts, are Bhopa, Kalbeliya. Painting of at a land which has served rich food to the main gates and many other monuments that time is also famous even today Kings and queens of the royal family. denotes the magnificence of the city as those get explored in many exhibitions. The imperial kitchens of Rajasthan used well as its art. Jaipur owns many old to employ 'Khansamas' (the royal structures including forts and Palaces. The versatile city of Rajasthan also has cooks) to make the best gastronomy. Many of them were undertaken by the hands spread in performing arts The Pink city still serves the best britishers during pre-independence including folks and some exceptional delicacies to its residents and tourists. period. musical instruments famous all over Naturally home-made recipes win heart the world. Numerous live of the travellers. Major sites to visit in Jaipur are Amer performances are found here. Every Fort and Jantar Mantar. Jaipur owns street of Jaipur depicts performers and Typical dishes include Dal Baati many cultural sites like Jawahar Kala street artists performing their Churma, Missi Roti, Gatte ki Sabzi, Kendra created by Architect Charles individual skills or in groups. Street Lahsun ki chutney, Ker Sangri, Makke Correa and Ravindra Manch. circus, plays and annual events artists ki Ghat, Bajre ki Ghat, Bajre ki Roti and Government Central Museum denotes performs various activities which Laal Maans. Jaipur is also known for its various arts and antiquities. There is a explains so many things about the sweets which depicts the ancient government museum at Hawa Mahal culture of the old city. Street puppet traditions of Rajasthan to welcome and an art gallery at Viratnagar. Also, shows are major attraction on the guests with serving sweet as a symbol Nahargarh Fort, Jal Mahal, Jalgarh Fort streets of Jaipur. of friendship and happiness. The sweet are sites to explore in Jaipur. include Ghevar, Feeni, Mawa Kachori, Ghoomar dance with sarangi, With the forts Jaipur owns amazing numerous folk and devotional songs gardens denoted to the queens of with “garha and khartal” are famous in particular dynasty from various time Jaipur. Music of Jaipur depicts periods. Like Sisodia Rani Palace, significance of language and Vidyadhar Garden, Ram Niwas instruments used in it. Basic Garden, etc. many nights show steals instruments include a string instrument the heart of travellers including light sarangi, a beat denoting instrument and sound show at Jainiwas Udyan, widely known as Khartal and a Amber Palace and City Palace are Harmonium giving the folk an essence point of attraction at night as they are www.theenterpriseworld.com | 33
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lightened with bright lights and looks various software and IT companies National Institute of Technology, LNM mesmerizing in the dark. including Genpact, Appirio, Institute of Information Technology, Infosys, Wipro, ICICI Bank, National Institute of Ayurveda, Sawai Being an old city Jaipur have many Connexions and Deutsche Bank. Man Singh Medical College and temples of different religions. Many of The Government of Rajasthan have Subodh College among others. them are known for their architectural built Asia's largest incubator in work. Birla Temple, Govind Devji Jaipur – the Bhamashah Techno Admission to graduation colleges in Temple, Moti Doongri Ganesh Temple, Hub. Jaipur, many of which are affiliated to Digambar Jain Mandir and most Rajasthan Technical University in important among these Galtaji an Jaipur is a major hub for arts and Kota, is through Rajasthan Engineering ancient pilgrimage centre in Jaipur. crafts. It has many traditional shops Admission Process. selling antiques, jewellery, Museums like Hawa Mahal, Albert handicrafts, gems, bangles, pottery, Sports Hall Museum, Jaipur Wax Museum, carpets, textiles, leather and metal Museum of Gem & Jewellery, etc are products. Jaipur is one of India's The major cricket stadium in the city, famous museums in Jaipur to visit largest manufacturers of hand- Sawai Mansingh Stadium, can which depicts royalty of that period knotted rugs. Jaipur foot, a rubber- accommodate around 30,000 people and the antiquities shows artistic factor based prosthetic leg for people with and has hosted national and of Jaipur. below-knee amputations, was international cricket matches. It is also designed and is produced in Jaipur. the native ground of IPL team Economic Growth of Jaipur Rajasthan Royals. Sawai Mansingh Contribution of Jaipur in Sports Indoor Stadium, Chaugan Stadium and As per the records released by the & Education Railway Cricket Ground are the other Directorate of Economics and Statistics sporting stadiums in the city. of Rajasthan state, the GDP of Jaipur Education district is evaluated at INR 1,22,140 A very new stadium has been proposed crores ($15.8 billion) in 2020–21, with The Public and private schools in for Chonp Village with a seating a per-capita GDP of INR 1,41,305. In Jaipur are governed by the Central capacity 75,000. It would be the third- addition to its role as the non- Board of Secondary Education or largest cricket stadium in the world metropolitan capital, educational, and Board of Secondary Education, after the Sardar Patel Stadium and the administrative centre, the economy of Rajasthan, International Board of Melbourne Cricket Ground. Jaipur is having boost by tourism, education and follow a \"10+2\" gemstone cutting, the manufacture of plan. This plan calls for eight years The city is symbolized in the IPL by jewellery and luxury textiles, and of primary education and four years Rajasthan Royals in 2008-2016; information technology. of secondary education. The 2018–present and in Pro Kabaddi secondary school incorporate two League by Jaipur Pink Panthers. Three major trade promotion years of upper secondary education, organisations have their offices in which is more particular and A new cricket stadium situated 27 km Jaipur. These are: Federation of Indian diverse than the two years of lower away from Jaipur is under Chambers of Commerce & Industry secondary education before it. construction. In July 2021, Chief (FICCI), the PHD Chamber of Languages of instruction include Minister Ashok Gehlot said that the Commerce and Industry (PHDCCI), English and Hindi. stadium will have a total seating and the Confederation of Indian capacity of 75000 and will be Industry (CII) which has its regional Remarkable institutions in the city constructed in two phases, of which the offices here. In 2008, Jaipur was rated are: University of Rajasthan, seating accommodation of 45,000 31 among the 50 Emerging Global Rajasthan University of Health people will be completed in the first Outsourcing cities. Sciences, Dr. Bhimrao Ambedkar phase and expansion for another Law University, Rajasthan Sanskrit 30,000 will be done in the second The city is among top apparent IT hubs University, Haridev Joshi phase. of India along with Ahmedabad, University of Journalism and Mass Bhubaneswar and Kochi. Mahindra Communication, Suresh Gyan World City is a non-segregated Vihar University, Malaviya business zone in Jaipur. It is home to www.theenterpriseworld.com | 35
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THE STARBUCKS 44 | September 2022
Starbucks Corporation, based in Seattle, Washington, is an American global coffeehouse and roastery business. As of early 2020, the firm has over 30,000 outlets in 70 countries across the world. This blog is a comprehensive examination of Starbucks’ marketing techniques, including their target market, social media strategy, marketing mix, digital marketing presence, campaigns, and marketing activities throughout the ongoing pandemic. About Starbucks In the 1980s, all-out espresso offerings in the United States were on the decline. Strength espresso, on the other hand, grew in popularity and accounted for 10% of the market in 1989, compared to only 3% in 1983. By 1986, the group had six locations in Seattle and had only recently begun selling coffee. By 1989, Starbucks had 46 locations across the Northwest and Midwest, and each year it brewed more than 2,000,000 pounds (907,185 kg) of coffee. Starbucks had 140 locations with $73.5 million in revenue at the time of its first public offering (IPO) on the stock exchange in June 1992, up from $1.3 million in 1987. At this stage, the organization’s fair market value was judged to be $271 million. The sale of a 12% stake in the company earned roughly $25 million for the company, resulting in a two-fold increase in the number of outlets over the next two years. Starbucks’ offer cost had risen by 70% to more than double times the income per component of the previous year by September 1992. In July 2013, over 10% of in-store purchases were made via the Starbucks app on customers’ phones. Starbucks is ranked 132nd on the Fortune 500 list of the largest companies in the United States by revenue as of 2018. Starbucks said in July 2019 that their “monetary second-quarter total compensation of $1.37 billion, or $1.12 per share, up from $852.5 million, or 61 cents for each offer, a year earlier.” In the middle of 2019, the organization’s fair assessed worth of $110.2 billion increased by 41%. In the third quarter, earnings per share were 78 pennies, significantly more than the forecasted 72 cents. Starbucks, as the world’s largest coffeehouse chain, is often regarded as the face of America’s second wave of coffee culture. Starbucks coffee houses serve: Ÿ Hot and cold drinks Ÿ Evolution Fresh juices Ÿ Whole-bean coffee Ÿ Caffe lattes Ÿ Microground instant coffee known as VIA Ÿ Frappuccino beverages Ÿ Espresso www.theenterpriseworld.com | 45
Ÿ Full- and loose-leaf teas including Teavana tea products other high-end clientele between the ages of 22 and 50. People who live fast-paced lives desire delicious coffee and Ÿ Snacks including items such as chips and crackers a quiet place to unwind after a long day. Starbucks provides all of these benefits in one convenient location. Starbucks’ Ÿ La Boulange pastries target demographic comprises both male and female consumers, with the majority of these customers falling And also, some offerings that are seasonal or specific to the within the 25-45 age bracket. Those who are mostly urban, locality of the store. health-conscious, and class-conscious consumers. Starbucks in India The target audience that Starbucks usually looks for are: Starbucks was interested in entering the Indian market in Ÿ Urban-ish, on the go the 2010s. By focusing on the specific upper-class demographic in India, the firm hoped to profit from the Ÿ High-income spenders development of coffee culture. Ÿ Reaching Beyond the storefront Starbucks Corporation and Tata Coffee announced plans to launch Starbucks stores in India in January 2011. Despite a Ÿ Health-conscious professionals phony start in 2007, Starbucks said in January 2012 that it will form a 50:50 joint venture with Tata Global Beverages Ÿ Technology early adopters named Tata Starbucks Ltd., which would own and operate shops labelled “Starbucks, A Tata Alliance”. In 2007, Ÿ Flexible to change Starbucks attempted to enter the Indian market. It did not, however, offer a rationale for the cancellation. Starbucks The Marketing Strategies of Starbucks launched its first store in a long time on October 19, 2012, a 4,500-square-foot location at Horniman Circle, Mumbai. In Starbucks’ first marketing strategy in India was to segregate 2013, Starbucks launched its first cooking and wrapping customer segments based on socioeconomic status. factory in Coorg, Karnataka, in order to service the Working professionals and their demand for a relaxing company’s customers. environment are the focus of this project. Starbucks additionally separates its market based on geography and Tata in 2017-18, Starbucks added 25 locations, and in 2018- demographics by establishing locations that cater to the 19, it plans to open 30. From June 2020, according to CEO aforementioned target clientele. Most businesses start out in Navin Gurnaney, Tata Starbucks will utilize solely a new market by focusing on a particular section and then biodegradable and recyclable wrapping materials across its expand into other categories if they succeed. Starbucks entire shop network. On August 7, 2019, Starbucks followed suit, expanding its product line and social media announced its arrival in Gujarat. The next day, the group marketing presence to target teens and young adults as well. launched five outlets in Surat and Ahmedabad. The state's largest Starbucks location is in Prahlad Nagar, Ahmedabad, and it provides more vegan options than other Indian locations. In the 2019-20 fiscal year, Navin stated that the company will open more than 30 outlets, 11 of which have been opened. Following the successful launch of their brand, the next critical stage in guaranteeing their long-term viability was to pinpoint their target demographic. The Target Market of Starbucks Starbucks is a high-end coffee company with a clientele that is predominantly from the upper-middle and upper classes. The brand is aimed at customers who desire a relaxing environment to consume coffee and unwind. These are primarily higher-wage professionals, company owners, or 46 | September 2022
Ÿ This marketing mix has helped Starbucks to develop a Pumpkin Spiced Latte and Frappuccino, where they share unique market position for its products which has pertinent and relatable memes with their devoted fans. thereby differentiated the brand’s overall experience and User-generated content (UGC) plays a role here as well. has positioned itself as a highly reputed brand. This Consumer photographs of more Instagrammable items, like marketing mix strategy to target the modern and tech- the Unicorn Frappuccino, are frequently chosen to be re- savvy generation has thus helped in the growth of the shared via official channels and utilized in influencer use of digital technology as well as social media for marketing. promotions and customer engagement. Starbucks Corporate Social Responsibility-Based Campaign The Rapid Digital Expansion Starbucks positions itself as open-minded and inclusive by Amongst the several key priorities of Starbucks, expanding using social change as a marketing strategy. The the brand’s digital reach to interact with its customers is of #ExtraShotOfPride campaign, which promotes the LGBT+ utmost importance. In order to keep up with the customers, community, is one example. it is implementing new ways to attract digitally registered customers beyond Starbucks’ rewards program. For Community-Based Campaigns: Starbucks’ digital approach instance, the coffee chain is offering mobile order services also places a premium on spotlighting individuals and and leveraging Wi-Fi sign-ins at its brick-and-mortar stores. communities. Consider the #RedCupArt campaign, which not only boosts interaction but also creates a library of user- Starbucks Social Media Strategy: Several people are aware generated material. They localize the information by using and familiar with the social media pages of Starbucks. The narrative to demonstrate examples of bravery and charity in company’s social media pages stand out amongst the rest American neighborhoods. Starbucks makes a conscious because of their distinctive branding, interactive posts, and attempt to humanize the firm by publishing tales on their visually pleasing content. It also has a diverse range of Instagram account that emphasize the employees that play content includes recipes, photography, articles, and an important role, particularly when it comes to customer features; however, this stream can be broken down into a service. This sense of belonging also makes online coffee sequence of campaigns pitched at creating a better sense of content sociable, just like they did when they effectively brand awareness and community. founded contemporary coffeehouse culture. Starbucks Product-based Marketing Campaigns: Starbucks Festive Marketing: Starbucks has also launched a new promotes one-of-a-kind and fan-favorite drinks. The brand seasonal whole-bean coffee, the #StarbucksDiwaliBlend, is well aware of how popular their flagship goods are, but for customers in the United States and certain international more significantly, they are also aware that their target markets. Hand-picked and obtained from Tata Estates in audience is hungry for this type of material. They've also Karnataka and Tamil Nadu, the current exquisite mix is a built social pages for their most popular drinks, like must-try. Starbucks Diwali Blend pays homage to the region’s rich coffee legacy and skill. It created the #SketchTheBlend promotion, in which consumers could win 5 free drinks by sharing their creativity on the Diwali Blend cup and sleeve. Let’s dive deeper and analyze their overall digital presence. Digital Marketing Presence of Starbucks Starbucks recognizes that its customers are digitally savvy, making a solid digital marketing plan essential. Starbucks clearly favors marketing on platforms that allow for two- way contact over channels that only allow for one-way communication, such as print and television. Instagram – 248K+ followers Facebook – 1.1M+ likes www.theenterpriseworld.com | 47
Twitter – 161K+ followers Rs.550 per bottle. Starbucks announced the #StarbucksDance challenge to advertise the drink, asking Starbucks updates its social media accounts on a regular consumers to film a dance video with the drink and post it basis and creates challenges and games to engage customers to their personal accounts. They guaranteed the winner a and grow its fan base. year of free Starbucks. The content and engagement are consistent across all Strategic Alliances to Enhance the Experience and Reach platforms, and the company believes in providing an experience rather than merely a route for marketing. Signature Merchandise Launch with Flipkart: The Marketing Strategy During Covid-19 The epidemic changed people’s shopping habits and pushed them to buy locally produced goods rather than We’ve all seen how quickly the Covid-19 outbreak spread imported or foreign-made goods. Starbucks took advantage over the world. Overnight, every business in the world was of this transition by teaming up with Flipkart to sell impacted. And they had to figure out how to stay afloat in Starbucks Signature Merchandise on the online these uncharted waters. The epidemic had a significant marketplace. Custom mugs, tumblers, cold cups, and other influence on the Indian market, but Starbucks was items were available. Customers will be able to order continually improving to lessen the economic impact. These coffee-making equipment from the convenience of their were the actions performed by the coffee behemoth during own homes in the near future. Starbucks only had a the epidemic, demonstrating why it is the most valuable: presence in 12 cities; thus, this was a calculated effort to reach out to customers in their homes across India during The Expansion of Starbucks the epidemic, taking advantage of the country’s growing reliance on E-Commerce. CEO Navin Gurnaney indicated that they will open drive- thrus to encourage people to interact with them, as well as Stand-up Comedy Festival: home deliveries to keep in touch with clients during the epidemic. The first drive-thru was at Ambala Chandigarh Starbucks has launched the #StarbucksComedyFestival, Expressway in Zirakpur. The company has launched its app which will give select fortunate customers a free ticket to as well—Starbucks India App so that customers can easily the comic festival. On the customer’s invoice, the fortunate navigate and purchase their offerings. codes would be present. Customers would be excited to shop m now that they have a prominent line-up of Starbucks Social Media Campaigns presenters including Sapan Verma, Azeem Banatwalla, and Rahul Subramanian. #ReconnectWithStarbucks campaign: Conclusion Starbucks’ social media campaign was launched in two stages. Customers were urged to submit their means of In summary, Starbucks is the market leader because of its reconnecting despite the epidemic and their favorite dominant worldwide presence and leadership. Because of Starbucks memory on their personal Instagram accounts its intimate ambiance, inviting environment, and unrivaled with the hashtag #ReconnectWithStarbucks in the first service, a customer's experience at a Starbucks store is phase. They encouraged their consumers to remark on their undoubtedly unlike any other coffee shop. Their favorite beverage on the post in the second phase, “Half welcoming “perfect coffee shop atmosphere” should be a Cup Full.” They then sent these consumers audio memos long-term competitive advantage. Starbucks’ retail outlets with their favorite beverage and baristas yelling their names and on-site collaborations have earned higher response to remind them of the famed in-store experience. This was rates, putting them in front of the pack in the mature an excellent advertisement since it not only reminded business. As a result of its all-encompassing marketing consumers of their fond recollections of Starbucks, but it approach, Starbucks enjoys a strong market position. also made them feel good about themselves. #StarbucksAtHome and #StarbucksDance: Starbucks has launched a 1 liter of freshly brewed drinks that can be ordered through Swiggy and Zomato for takeout or delivery. Seven flavors were introduced, each costing 48 | September 2022
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