<ul><li>In our latest series, we talk to brands about how they have been marketing during these adverse times, the things they have learnt and how they are preparing for the somewhat uncertain future.</li><li>Mathew Chandy, Managing Director, Duroflex and Sleep Evangelist tells us what inspired the brand to launch a new store amid a nationwide lockdown and its intention to expand its retail footprint further in the country. </li><li>He walked us through the brand’s overall marketing strategy starting from the tone it decided to use in its communication to how it’s gaining consumer trust through social media to why influencer marketing turned out to be its favourite tool amid lockdown. </li></ul>Come what may, your sleep should never be compromised. A proper sleep routine makes it easier to cope up with stress, handle anxiety, concentrate and stay optimistic. This is exactly what Duroflex reminded its consumers when they were overwhelmed with fear of the virus and uncertainty looming around. It offered emotional solace by empowering its consumers with the right information they needed to maintain a good sleep hygiene via its digital platforms. It recognised the consumer sentiment in the market and opted for an optimistic tone in its messaging. To further help them keep anxiety at bay, Duroflex organised <keyword id="1830520" type="COMPANY" weightage="20" keywordseo="sleep-therapy">Sleep Therapy</keyword> sessions and launched a campaign called ‘Better Tomorrow.’ E-Commerce, digital and social became a key part of its marketing and communication strategy. However, while the whole brandverse was shifting its marketing monnies from traditional to digital mediums and shut the shutter of their stores, Duroflex managed to pull off a store launch in Bangalore. This decision came after the brand saw its website visits quadruple during the lockdown. Now, it is looking at further expanding its presence in metro cities. Mathew Chandy, Managing Director, Duroflex and Sleep Evangelist further shared with us which part of the country will they expand their retail footprint in, how well-received was the new store launch, its strategy to attract new consumers to enter its store, and how the lockdown forced the brand to shift its focus from profitability to liquidity. Excerpts: Q. Tell us how Duroflex decided to expand its retail presence at a time when other retail trends are backtracking and consumers are wary of even stepping out? What kind of response did you get from consumers? The launch of our second <keyword id="9539018" type="UNKNOWN" weightage="20" keywordseo="duroflex-experience-centre">Duroflex Experience Centre</keyword> in Bengaluru is a testament to our commitment to always put our consumer well-being first and help India sleep better, even at a time when retail trends are backtracking. As people adapt to the ‘new normal’, they are looking for essential products that will help them live and stay healthy. With consumers spending more time at home and doing numerous activities on their beds, a high-quality mattress from a trusted brand that gives them a healthy sleep experience has become an essential need now more than ever. We also witnessed an increase in the number of visits to our brand website during the lockdown which showed a demand for our mattresses and trust in our expertise. We understood this consumer need and launched our second experiential store in Bengaluru at Whitefield while also taking all safety measures to provide a safe and hygienic shopping environment. The Duroflex Experience Centre, designed keeping shopper needs in mind, offers a unique and first-of-its-kind mattress shopping experience. As a leading sleep solutions company, we understand that mattresses are a vital health need and therefore it is important for consumers to experience the product and make an informed selection. Consumers can experience a wide range of innovative and premium mattresses from Duroflex including our brand’s signature range Duropedic which is India’s only certified orthopaedic mattress range. The store also features three other ranges of our mattresses - Energise, Natural Living, and Essential. Consumers can also shop from a wide array of sleep accessories like 100% memory foam pillows with neck support, cool-gel pillows, antimicrobial mattress protectors, and much more. Q. How did you create buzz around this store launch? Will we see you expanding in any other city anytime soon? We have an existing launch offer of up to 25% off on any mattress purchase from our new experience center. We are also giving away assured gifts with every purchase. We are doing promotions through social media and print ads to the people of Whitefield to invite them to our stores. Yes, we intend to continue to put consumer needs first and expand our retail footprint in other parts of the country. Cities in the southern and western states of India are on our radar at the moment. Our Experience Centers will be largely metro focused. Q. How did you communicate and connect with consumers during the lockdown? Since the onset of social distancing, we at Duroflex stayed connected with our consumers in a unique and compassionate way. We did not force-fit our brand but rather empathized with them and supported them through various positive and thoughtful messages and activities in all phases of the lockdown. We offered emotional solace and support, the right information, and self-help through our social and digital platforms. In the initial stages of the lockdown when fear and anxiety of the virus were gripping people’s consciousness, we sprang into action with valuable health advice on ‘Sleeping for Immunity’. We channeled our communication around the relevance of sleeping 7- 8 hours a day to strengthen immunity with messages by reputed health influencers. When rational conversations gave way to emotional reassurance, we stepped in with our message ‘Stay In’ urging people to stay home because their bed is the safest and most comforting space. We also hosted live sessions from our social channels with experts like Yasmin Karachiwala, Ayesha Bilimoria, Vandana Gupta to help people stay fit and engaged while staying in. When an extended lockdown was announced and anxiety seeped in, we used our expertise on sleep and introduced ‘Sleep Therapy’ series - inherently calming activities on social media that addressed mental health. We hosted Yoga Nidra, live acoustic Bedtime Concerts, and Sleep Therapy sessions to help people combat stress. As the lockdown began to relax, we released a communication on ‘Better Tomorrow’, made to remind us that while we largely stay home and practice social distancing, our mind is always free to venture out and explore new solutions and possibilities. We hosted fun, engaging skill workshops and asked people to share new skills and hobbies they picked up during the lockdown and the response was overwhelming. We also talked about our innovative product solution such as Duropedic - India’s only certified orthopaedic mattress range to help combat the toll that work from home and the new normal has taken on back and spinal health. In this way, we continue to stay abreast of consumer sentiments and provide the necessary support and solutions. Q. What kind of business impact have you faced as an organization during the lockdown? How are you preparing for the unlock period now? The lockdown has had a major impact on business. No sales and no cash flow for over two months has been a major setback for the entire category. Liquidity is our single biggest focus right now. We have been putting a lot of attention to our restart protocol – in our factories and also in our retail and e-commerce markets. Now that the lockdown has been partially lifted, we have been focusing on getting the supply chain up and running sustainably and safely. We have reopened stores in different parts of the country, excluding the ones in containment zones. We have also opened our second Experiential Centre in Bengaluru at Whitefield to cater to the vital health need for a good quality mattress; an essential requirement for people today since they are spending more time at home especially on their beds. We have also been concerned about our vendors and channel partners and their ability to get back on their feet. We have been engaging with them to understand and assist where possible. The situation is unprecedented but we strongly believe that every crisis is an opportunity. Our financial acumen, people's culture, resilient attitude, and agility is what is going to help us come out of this pandemic stronger than ever before. Q. How have you observed the consumer behavior changing pre and post lockdown? Soon after the lockdown, consumer behavior and consumption changed to focusing on only key essentials. However, during the lockdown, we experienced an increase in visits to the Duroflex website which showed that there was a demand for quality mattresses. Due to the lockdown and social distancing, homes have become the hub for work and family time, beds have become the canvas for many activities - personally, professionally, individually, or as a family. Most people already spend 30% of their time in bed on the mattress. In the lockdown, people are spending even their non-sleeping hours on the mattress since many don’t have the luxury of a separate workplace at home. So there is a demand for mattresses, especially from a trusted brand. The quadruple increase of visits to our website in the lockdown is a testament to that. Also now more than ever, there is an increased awareness about the importance of getting quality sleep to boost immunity and overall health. A well-designed mattress is a key to unlocking great sleep. Q. What was your marketing strategy during the lockdown? Did you modify your media mix, with marketing investments getting shifted from one medium to another? During the lockdown, when staying home and maintaining social distancing was at its peak, consumption of content through the online medium and social media increased multifold. Ecommerce, digital, and social became a critical part of our marketing and communication strategy. Our messages during the lockdown centered on providing support and solace to consumers during a difficult time. This was communicated through digital films that we released on our YouTube and social channels. Influencer marketing also played a vital role in our efforts to stay connected to our consumers during the lockdown. The credibility and social reach of influencers have helped us in creating awareness about the power of sleep, sleeping 7-8 hours to boost immunity, and motivating people to stay in and stay healthy. We collaborated with influencers to keep people motivated while staying at home. Thrice a week we had renowned health and influencers go live from our Instagram handle @<a href="https://www.instagram.com/duroflexworld/">duroflexworld</a> and do sessions on a full-body workout, bed yoga, running drills, etc. Certified doctors and experts addressed mental health issues and suggested tips and solutions keep stress at bay. Q. As we are slowly coming out of the lockdown, what were your learnings as a leader? Below are some of the learnings: · Stay connected with everyone and foster an atmosphere of transparency and collaboration · Use the opportunity to upskill yourself and your team to build them for the future · Fatigue is unavoidable if you are chasing unrealistic targets. Be agile and have the foresight to change your plan and expectation with the current times. Create contingency plans, stay informed, be responsive and never lose sight of the larger end goal · Be innovative, create disruptive models, and don’t be afraid to experiment. Do not look at the pandemic as a limitation but look at it as an opportunity to be unlearned, learn, and grow

How Duroflex managed to expand its retail presence during the lockdown when the brandverse shied away from it

<ul><li>After a complete halt during the COVID-19 pandemic, hotels in India are beginning to clock sales and are back on the path to recovery.</li><li>Most of the listed hotels have already shown a gradual quarter-on-quarter growth with their latest results for the October-December quarter of the current financial year.</li><li>The <keyword id="2173225" type="PERSON" weightage="20" keywordseo="travel-and-tourism">travel and tourism</keyword> industry seems to be an elated industry with the news of the COVID-19 vaccine being rolled out across the globe.</li></ul>The stocks of India’s hotel companies have rebounded in the past few months, as several indicators signal a recovery for travel and tourism. After a complete halt during the COVID-19 pandemic, hotels in India are beginning to clock sales and are back on the path to recovery. Here’s how India’s top hotel stocks have fared in the last six months <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Company </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Change in share price in last six months </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">IHCL </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+36.77% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Lemon Tree Hotels </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+50% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Chalet Hotels </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+27.6% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">EIH Hotels </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+28.5% </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Mahindra Holidays and Resorts </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">+40% </td></tr></tbody></table> While most of the stocks are yet to recover to their pre-COVID levels, the recovery in the last few months have been fuelled by various reasons and especially, with the distribution of the COVID-19 vaccines. <cmsannotation type="cmsannotation" annotationid="Vaccine – shot of hope for travel and tourism" comment="subhead" text="Vaccine – shot of hope for travel and tourism">Vaccine – shot of hope for travel and tourism</cmsannotation> The COVID-19 vaccine rollout has started across the globe triggering hopes for people to go on leisure as well as business travel. “While we anticipate a gradual revival in corporate travel, leisure demand is already strong and this traction is expected to further increase in months ahead,” said a report by ICICI Direct dated February 12. <cmsannotation type="cmsannotation" annotationid="Resilience of hotels" comment="subhead" text="Resilience of hotels">Resilience of hotels</cmsannotation> Most of the listed hotels have already shown a gradual quarter-on-quarter growth with their latest results for the October-December quarter of the current financial year. Analysts say this is reflecting in their share price movement. “One is the business recovery, from a complete standstill gradually the businesses have started recovering. Secondly, they have done a good job of cost rationalisation during the pandemic,” Himanshu Shah of Dolat Capital told Business Insider. <div type="image" title="hotels." msid="81032343" hostid="261"></div> Even unlisted companies like OYO Hotels and Homes have seen a recovery in business thanks to “revenge travel”. The term gained popularity in China, after people having been stuck in a lockdown, started travelling within the country, just to get out of their homes. OYO said that during the Valentine’s Day weekend, its online traffic was up by 70% of pre-COVID levels. <cmsannotation type="cmsannotation" annotationid="Premium hotels will be the first to cater to demand" comment="subhead" text="Premium hotels will be the first to cater to demand">Premium hotels will be the first to cater to demand</cmsannotation> The coronavirus pandemic has changed a lot of things, and the most important of them all is our priority towards safety and hygiene. And that’s where premium hotels will have an edge over others as people travel more often. “Most of the listed stocks are premium hotels. Business and leisure travellers will now prefer branded names as they will still be cautious,” Kranthi Bathini, equity strategist at WealthMills Securities told Business Insider. Despite all the disruptions during the pandemic, travel and tourism is set to make a big comeback as Bathini puts it “man is made for mobilisation”. <cmsannotation type="cmsannotation" annotationid="Back on track for business" comment="subhead" text="Back on track for business">Back on track for business</cmsannotation> Hotel companies have also announced that they are now back on track with their plans for new hotels across the country. <table style="border-width: initial; border-style: none; width: 468pt; table-layout: fixed;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Company </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">New projects already under development or signed </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">To be completed by </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Chalet Hotels </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Commercial projects at Renaissance Complex, Powai, Mumbai Marriott Complex, Whitefield, Bengaluru </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Q4FY23 &amp; Q4FY22 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Lemon Tree </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Lemon Tree Mountain Resort, Shimla Lemon Tree Vembanad Lake Resort, Alleppey, Kerala Aurika, Intl. Airport, Mumbai </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Mumbai project to be completed by 2022. </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">IHCL </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Signed six new hotels with over 1100 rooms in third quarter </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> </td></tr></tbody></table> And that may translate into more business for hotels. “Despite investment activity being paused since March 2020, there are emerging signs of re-valuations and a slow demand revival, improvised cost structures and reduced profit levels in the next two years,” said a report by real estate services company JLL. SEE ALSO: <a href="https://www.businessinsider.in/business/corporates/news/info-edge-is-now-worth-almost-10-billion-even-with-its-profits-falling-for-five-quarters-in-a-row/articleshow/80925389.cms">Info Edge is now worth almost $10 billion even with its profits falling for five quarters in a row</a> <a href="https://www.businessinsider.in/science/space/news/from-ambani-adani-to-godrej-indias-treasure-trove-of-satellite-data-goes-beyond-helping-startups/articleshow/80989166.cms">From Ambani, Adani to Godrej — India's treasure trove of satellite data goes beyond helping startups</a>

Indian hotel companies have shown resilience during the pandemic and now the markets are celebrating them

The COVID-19 era presents a radically transformed real estate market, with preferences changing to accommodate new market realities. With work-from-home a viable option even after the lockdown, many future homebuyers will shift to the <keyword id="9273365" type="UNKNOWN" weightage="20" keywordseo="peripheral-areas">peripheral areas</keyword> for bigger homes and a better lifestyle - at more affordable prices, say reports. <div type="Article" hostid="261" msid="76198588" title="‘Home prices have to fall’⁠— Indian government’s stern message to realtors has other backers too" mstype="2" mssubtype="0"></div> With the rise of Work-From-Home (WFH), the 'walk-to-work' concept may lose some sheen prospective homebuyers will see sense in shifting to city peripheries, among many trends. The previous 'gold standard' of Indian housing - the walk-to-work/ short drive to work, by definition only in and around central corporate workplace hubs - may shed some of its popularity for the middle class. "The work-from-home concept may become the next fulcrum for home buying decisions, where the walk-to-work option had held the longest sway," says Anuj Puri, Chairman - ANAROCK Property Consultants. "This, and millennials' new-found preference for buying rather than renting homes, are among the most prominent new residential real estate trends of the COVID-19 era. With the rise of the WFH culture, many may now prefer to live in more spacious and cost-effective homes in less central areas. While sufficient supply currently exists in most of the peripheries, this new demand will eventually also dictate fresh supply. Bigger homes, affordable prices and more generous open spaces in the peripheral areas will draw demand from tenants and buyers alike," Puri adds. Affordability and Price Quotient Apart from changing real estate consumer preferences in a strengthening WFH environment, affordability is an enduring concern especially to the backdrop of an ailing economy and job loss/uncertainty. The peripheral areas are more affordable both from a rental and purchase perspective. The cost analysis of real estate difference for the country's three largest economic dynamos - MMR, NCR and Bengaluru are as follows: In NCR, the average price for a standard 1,000 sq. ft. property in areas within city limits is approx. Rs 88.20 lakh, against Rs 37.50 lakh in the peripheral areas  a 57 percent cost difference. Micro-markets within city limits considered include Vaishali, Vasundhara, Indirapuram, Noida, Golf Course Ext. Road, Sushant Lok, <keyword id="6385900" type="PERSON" weightage="20" keywordseo="Dwarka-expressway">Dwarka Expressway</keyword>, New Gurgaon, Dwarka, etc. Peripheral areas include Ghaziabad-Rajnagar Extension, Faridabad, Greater Noida, Sohna, Bhiwadi, Bahadurgarh, etc. Average monthly rent for a standard 2BHK home in areas within city limits is approx. Rs 22,000, against Rs 9,500 in the peripheries. In MMR (Mumbai Metropolitan Region), the average price for a standard 1,000 sq. ft. property in areas within city limits is approx. Rs 1.85 crore, against Rs 55.35 lakh in the peripheral areas a 70 percent cost difference. Micro-markets within city limits included Andheri, Vile Parle, Goregaon, Malad, Kandivali, Chembur, Wadala, Ghatkopar, Vikhroli, Powai, Mulund, etc. Peripheral areas include Kalyan, Bhiwandi, Dombivli, Mira Road, Vasai, Virar, Thane beyond Kasarvadavali and Owale Panvel, Ulwe, Taloja, etc. Average monthly rent for a standard 2BHK home in areas within city limits is approx. Rs 45,800, against Rs 12,500 in the peripheries. In Bengaluru, the average price for a standard 1,000 sq. ft. property in areas within city limits is approx. Rs 69.80 lakh, against Rs 43.50 lakh in the peripheral areas  a 38 percent cost difference. Micro-markets within city limits considered include Sarjapur Road, HSR Layout, Kudlu Gate, Singasandra, Hebbal, Jakkur, Yeswanthpur, Jalahalli, Whitefield, Marathahalli, KR Puram, J P Nagar, BTM, Jayanagar, Banashankari, <keyword id="230372" type="PERSON" weightage="20" keywordseo="Kodigehalli">Kodigehalli</keyword>, etc. Peripheral areas include Attibele, Electronic City, Yelahanka, Doddaballapura Road, Varthur, Budigere Cross, Kanakapura Road, Tumkur Road, <keyword id="27934" type="LOCATION" weightage="20" keywordseo="Mysore">Mysore</keyword> Road, Kogilu Cross and International Airport Road (Bellary Road). Average monthly rental for a standard 2BHK home in areas within city limits is approx. Rs 18,500, against Rs 9,500 in the peripheries. Rent vs Buy The rent vs buy debate involves many highly subjective factors. However, since millennials are increasingly interested in homeownership post-COVID-19, it is worthcalculating what works better for most in the current circumstances. Data reveals that the 5-year rental outgo for tenants living within city limits is equivalent to 27-52 percent of the total property cost in the peripheries of the top 3 cities (MMR, NCR and Bengaluru). Therefore, there is a strong rationale for homeownership in the peripheries. Also, the current home loan interest rates are at an all-time low, averaging around 7.15-7.8 percent - with the possibility of more reduction as the RBI recently cut repo rates even further to 4 per cent. In NCR, the average monthly rental outgo in city-limit areas is Rs 22,000. For five years, this equals nearly INR 13.77 lakh (including standard rental escalation for this period). This is almost 37 percent of the total average cost of a property in NCR's peripheral areas. In MMR, the average monthly rental outgo in city-limit areas is INR 45,800. For five years, this equals nearly INR 28.66 lakh (including standard rental escalation for this period). This is almost 52 percent of the total average cost of a property in MMR's peripheral areas. In Bengaluru, the average monthly rental outgo in city-limit areas is INR 18,500. For five years, this equals nearly INR 11.57 lakh (including standard rental escalation for this period). This is almost 27percent of the total average cost of a property in the peripheral areas. SEE ALSO: <a href="https://www.businessinsider.in/india/news/data-of-coronavirus-patients-state-wise-in-india/articleshow/74669748.cms">Coronavirus cases in India state wise</a> <a href="https://www.businessinsider.in/topic/coronavirus">Coronavirus News and Updates</a>

Work from home impacts real estate and housing choices

<ul><li>A Bengaluru techie was arrested after he refused to marry the girl. </li><li>The woman filed a report accusing the man for luring her into having sex by promising a committed relationship.</li></ul>“It’s a match” can be the most amusing words for <keyword id="1738241" type="PERSON" weightage="20" keywordseo="Tinder">Tinder</keyword> users looking for a ‘hook-up’. However, it went horribly wrong for a Bengaluru techie who was arrested after he refused to marry the girl, <a href="https://bangaloremirror.indiatimes.com/bangalore/cover-story/bengaluru-techie-looking-for-a-one-night-stand-on-tinder-lands-in-jail/articleshow/69832351.cms">reported </a><keyword id="6355033" type="LOCATION" weightage="20" keywordseo="bangalore">Bangalore</keyword> Mirror. Rama Reddy, a 29-year-old employee of a tech firm in Bengaluru, started dating a woman after finding a match on Tinder. The two conitnued to date for a month before they reportedly decided to have sex. Things went sour, when Rama turned down the marriage proposal and broke up with his date hours after going physical. After waiting for about a week, the woman finally filed a complaint at the Whitefield police station in Bengaluru on June 3. She accused the man for luring her into having sex by promising a committed relationship. The man was immediately put behind bars since it is illegal to have sex on the pretext of marriage, a law that was recently upheld by the Supreme Court <a href="https://www.bbc.com/news/world-asia-india-47959684">recently.</a> Earlier in April, the Supreme Court ruled that sex on the pretext of marriage is rape and a blow to the honour of a woman. India not ready for Tinder? Tinder knew well as <a href="https://economictimes.indiatimes.com/opinion/interviews/india-is-the-largest-market-for-tinder-in-asia-taru-kapoor-head-india-tinder/articleshow/51840649.cms?from=mdr">it entered Asia’s largest market </a> for internet users that ‘hook ups’ aren’t as widely accepted. The app had to change its story while marketing in India, where the society is still largely conservative in related to sexuality and physical relationships. Government's crime data for 2016 showed 10,068 cases of rape by "known persons on promise to marry the victim". In 2015, that number was 7,655, the BBC reported. “The hairsplitting manner of deciding these cases is a matter of grave concern. If it can be proved that the girl consented to sexual intercourse only after the promise of marriage, the case ends in conviction. But if she was romantically involved, and demanded marriage later, it has been held that it is not a case of “rape under promise of marriage”. The school dropout teenager from a poverty stricken background is expected to know the difference!” The Mumbai-based lawyer Flavia Agnes <a href="https://timesofindia.indiatimes.com/blogs/toi-edit-page/what-makes-up-the-majority-of-cases-of-rape-under-promise-of-marriage-heres-a-reality-check/https://timesofindia.indiatimes.com/blogs/toi-edit-page/what-makes-up-the-majority-of-cases-of-rape-under-promise-of-marriage-heres-a-reality-check/">wrote a few years ago</a>. While at the outset it may seem outrageous to arrest a man for a broken relationship, the nuances of India’s societal structure makes the issue complicated. However, as Agnes explained, a 2015 study conducted by Majlis, an non-governmental organisation (NGO), which provides support to survivors of sexual violence, found 74% of the victims were minors. Among the girls who were pregnant at the time of reporting, 31% were in the age group of 10-15 years, and 36% were 15-18 years. Most were school dropouts from poverty stricken backgrounds. The point Agnes is driving home is India has a unique problem-- the rape law is the only recourse available to the poor and marginalised women who are exploited. Nuances like these makes business tricky in India for dating apps like Tinder. See also: <a href="https://www.businessinsider.in/breaking-the-promise-of-marriage-after-having-sex-is-now-considered-rape-in-india/articleshow/68889377.cms">Breaking the promise of marriage after having sex is now considered rape in India</a>

An Indian woman got her Tinder Date arrested for refusing marriage

While looking for a property, you would normally prefer a perfect mix of a great social and civic infrastructure along with proximity to key locations but that’s not all, Housing.com has found that upto 50% Indians prefer to buy practical homes compared to lavish ones. The overwhelming preference for apartments shows the growing acceptance of this property type amongst the urban population who prefer a standard lifestyle with various amenities at a reasonable cost. Based on insights drawn from the traffic witnessed on Housing.com, this research helps to understand the buying trends of Indian home buyers across top 5 cities in India - Mumbai, Delhi-NCR, Bengaluru, Chennai and <keyword id="6354925" type="COMPANY" weightage="20" keywordseo="Kolkata">Kolkata</keyword>. <div type="embedgroup"> <div type="Article" hostid="261" msid="58908111" title="Meet the People Who Risk their Lives to Ensure your Phone Catches Signal Wherever You Go" rank="1.0" kind="RELATED" publishDate="May 30, 2017, 1:20 PM" mstype="2" mssubtype="0"></div></div>






Key highlights from the research include: Top localities for investment • Mumbai’s property market is legendary and the hottest investment destinations in the city today include Thane West, Dombivli East, Mira Road East, Andheri West and Panvel • Delhi and the National Capital Region (<keyword id="53426" type="CITY" weightage="20" keywordseo="NCR">NCR</keyword>) region is bustling with a range of infrastructure development and top localities to invest in the region includes Rohini, Uttam Nagar, Dwarka, Sector 16/Palam Vihar and Noida Extension • Bengaluru, popularly known as the ‘Silicon Valley of India’ is one of the upcoming residential markets in India and top 5 investment localities in the city are Hormavu, K R Puram, Whitefield, Electronic City and J P Nagar • On the back of infrastructural developments, Chennai has been transforming itself into a real estate hotspot. The top localities of the city preferred for investment are Perambur, Kolathur, Ambattur, Madipakkam and Chromepet • The top localities in Kolkata, the capital city of West Bengal are South Dum Dum, Dum Dum, Rajarhat, <keyword id="183467" type="CITY" weightage="20" keywordseo="New-Town">New Town</keyword> and Garia. <div type="embedgroup"> <div type="Article" hostid="261" msid="58894102" title="Ditch Sodas This Summer, Opt For This New Flavoured Green Tea Instead" rank="1.0" kind="RELATED" publishDate="May 29, 2017, 3:30 PM" mstype="2" mssubtype="0"></div></div>






Type of Houses • More than 50% of Indians are interested in buying an Apartment as compared to Villas or Builder floor apartments • Mumbai is fast emerging as the preferred destination for home buyers as 96% of home buyers choose Apartments over Villas and Builder floor apartments • Surprisingly, demand for Apartments in Delhi-NCR was recorded lowest at 54% • The preference for Builder floor apartments is 37% in Delhi and extremely low in other cities (2% in Mumbai, 1% in Bangalore, 3% in Chennai and no preference at all in Kolkata)

 

 

 <div type="embedgroup"> <div type="Article" hostid="261" msid="58841775" title="According to this Limeroad Survey, More than 33% of Men Prefer Buying Entire Looks instead of One Item of Clothing" rank="1.0" kind="RELATED" publishDate="May 25, 2017, 5:40 PM" mstype="2" mssubtype="0"></div></div>






• 2BHK housing units are the most preferred choice for more than 40% of home buyers in Delhi, Bangalore, Chennai and Kolkata. In Mumbai, 51% home buyers prefer 1 BHK owing to escalating property rates in the city • 3BHK is the next most preferred configuration in Delhi-NCR, Bangalore, Chennai and Kolkata (on an average 20% home buyers prefer 3BHK in these cities) as most of the buyers look for a balance between spacious homes, amenities, luxury and afforbidibility. However, Only 6% home buyers prefer 3BHK in Mumbai stating affordability as the major concern in the region.

Indians prefer buying 2BHK apartments over Villas according to Housing.com

There was a time when start-ups were considered to be risky. However, the success of start-ups in the recent past has led to an incessant rise in the popularity of start-ups. However, the shortage of spaces in coming-of-age cities has always been a problem, to solve which, there was a need of <keyword id="358590" type="ORGANIZATION" weightage="100" keywordseo="Micro-Markets">micro markets</keyword>. 
 
And now, the growing demand for commercial space from start-ups in India has led to a 10% increase in the rentals of the hubs for these companies, as per the real estate services firm CBRE. 
 
"The cities that led the demand include Bengaluru and Gurgaon. By 2020, there will be 11,500 startups, employing over 250,000 people," Ram Chandnani, managing director-transaction services at CBRE South Asia, told ET. 
 
Out of the total demand for office market, nearly 10% is driven by ecommerce companies, which barely existed about two years ago. However, in 2015, these companies leased 4.3 million sq ft as compared to 0.54 million sq ft in 2014, said CBRE data. 
 
"At a time when quality supply is drying up in the market, the additional demand coming in from e-commerce has surely had a positive effect on the rental values of key ecommerce favourite micro markets like Mumbai's Eastern Suburbs, Whitefield in Bengaluru and NH8 in Gurgaon," Ramesh Nair, COO, business and international director at JLL India, told ET. 
 
The demand from e-commerce is generally directed towards quality Grade A spaces that provide large floor plates in the peripheral business districts of various cities. These cities include Mumbai, Delhi-NCR, Bengaluru, Chennai and Hyderabad. 
 
"We have been seeing active interest from e-commerce companies, which are now an important segment of our overall portfolio. It is a small but interesting new area and we have been looking at different solutions to respond to this segment," Mike Holland, CEO of Embassy Office Parks, a JV between Embassy Group and Blackstone, told ET. 
 
<a href="http://www.startup-campus-stuttgart.de/img/startup-campus-3.jpg">Image source</a>

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