1

INTERNSHIP REPORT

A REPORT
ON
SALES ACTIVITIES IN KALPATARU REAL
ESTATE

BY
Darshan Shetty

DATE OF SUBMISSION: 9th February, 2022

COMPANY GUIDE
Anup Rauniyar ,Ramnath Muralidharan & Vipul Trambadia

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 ACKNOWLEDGEMENT
Through this report, I Darshan Shetty, take the opportunity to express my
sincere gratitude to all those who have helped me in making my internship at
Kalpataru Real Estate, a success.
I express my deepest sense of gratitude towards Mr. Anup Rauniyar,
Ramnath Muralidharan & Vipul Trambadia, my mentor at Kalpataru Real
Estate for taking timeout of his busy schedule and providing necessary
guidelines to proceed with mywork.
I would also like to thank the entire team at Kalpataru office who have
contributed to the completion of my internship program. I acknowledge their
efforts in making me understand the real estate industry and for successfully
executing my deliverables to the organization.

TABLE OF CONTENTS
1. Declaration
2. Acknowledgement
3. Executive summary
4. Company Analysis
5. Process
6. Challenges
7. Learnings
8. Bibliography

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 EXECUTIVE SUMMARY
As part of Internship Program, I, Darshan Shetty, student of ThakurGlobal
Business School, got the opportunity to work with Kalpataru Real Estate.
The report entitled “Sales Activities in Kalpataru” was carried out with an
objective to understand the customer behavior, competitors in the market,
how to deliver a customized sales pitch, how to reach out to channel
partners and increase sales for the company.
This report highlights the major work carried out in terms of academic and
non-academic perspectives. The scope of this document is to identify and
describe the analysis carried out, projects completed, experience gained and
focuses on the achievements as an intern.
I found myself rather lucky by getting a chance to work with Kalpataru, as I got
the opportunity to interact with potential leads and real estate leaders.
The projects that I worked in certainly helped me increase my practical
knowledge depth. I learned that how leads are generated, and they are
converted into customers.

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 COMPANY ANALYSIS

Founded in 1969, Kalpataru Limited is one of India’s leading real estate

companies. A recipient of several global awards in design and quality, Kalpataru
has created defining landmarks that have set new standards in real estate
Development for close to half a century. From building Mumbai’s tallest
residential tower in the 70’s, a record that stood for the next quarter of a
century, to introducing the concept of 1.5-bedroom homes, to building Asia’s
first, and the world’s sixth Platinum LEED certified commercial building, to
being among the earliest adopters of eco-friendly construction methodologies,
today, Kalpataru’s projects are ever-growing vibrant life-spaces for thousands of
satisfied families.

Kalpataru has been building fine homes and commercial complexes for five
decades, partnering with generations of happy customers. Kalpataru
endeavors to be the benchmark brand in quality real estate development. This
means constantly innovating, listening, and acting upon customer insights,
introducing cutting edge technologies, adopting new construction processes
and practices, and global benchmarking. Our approach is to create residential
and commercial spaces that offer maximum value to the customer, while
balancing responsibilities towards sustainable living. Kalpataru builds strong
and lasting relationships with customers through its culture of customer
centricity, based on respect for customers, transparency in business dealings,
ethical conduct, and agility and earnestness in responding to customer needs
— Mr. Mofatraj P. Munot

Company’s Vision
"To be a brand that is admired as an industry leader for it’s thoughtfully
designed, high quality, innovative life-spaces, is recognized for its customer and
people practices, and is acknowledged for fostering long term relationship with
stakeholders.

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Company Values
• Ethics
• Quality
• Prudence
• Humility
• Respect
• Pride
Benefits for Buyers
• Trusted Brand
• Quality Product
• Sense of security
• The best homes to live in with the best location
• Loyalty benefits on repurchase.

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Aspects of Sustainability Development in Our Projects
The increase of population directly influences the development of real estate
market, construction activities, real estate prices and housing affordability in
general. Housing affordability has an important role from social aspect as it
influences many inhabitants of the country. Understanding green products and
building techniques is just one part of understanding a green listing. A growing
number of homes are being certified as “sustainable properties” through a
local or national green certification program. Many real estate practitioners
today have a strong interest in energy conservation and the environment, but it
can be difficult to imagine how to integrate them into their business. Here are a
few examples of how Kalpataru is using their knowledge about green building
to change how they do business and build their client base.

Energy Efficiency in buildings

At Kalpataru, environmental issues are addressed by reducing the amount of

energy required for building operation, and by promoting renewable sources of
energy. A holistic energy-efficient approach integrates factors like building
orientation, envelope, systems, lighting and other equipment in the design of
the project.

• Buildings are designed and oriented such, that they get optimum
exposure and glazing.
• Use of Energy-efficient lightings such as LEDs, CFLs, T5 and electronic-
ballast are promoted to reduce power consumption.
• CFC, which is a greenhouse gas known to cause ozone depletion, is a
widely used refrigerant. However, only CFC-free refrigerants are used in
Kalpataru’s projects.
• Solar water-heating systems are provided for projects in Thane and Pune
region.
• Double-glazed windows using high performance glass, with low SHGC
and u-values are used in commercial projects.

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Indoor Environment Quality

Factors such as Daylight, ventilation, and indoor air quality influence the health
and well-being of the occupants of the building.
At Kalpataru, in most of the projects, the following provisions are given
importance during the design stage:
Daylight and Ventilation: Optimizing the size of window openings to ensure
adequate daylight and fresh air ventilation. This ensures connect with the
exterior environment and avoids the possibility of indoor contaminants from
polluting the air quality.
Cross Ventilation: Outdoor openings in at least 2 directions (wherever possible)
for better cross ventilation.
Low VOC paints- Volatile Organic Carbons (VOCs) used in paints are known to
cause diseases of the respiratory tract. Only low VOC paints are used in
Kalpataru’s projects.

Water Conservation

Water is one of the most important natural resources to sustain life on the
planet. So long as the demand for water continues to increase, the problem of
water scarcity will continue to persist, making conservation of water the only
way forward. Every effort is being taken to minimize water wastage in its
projects.

Some of them are as follows:

• Installing water efficient fixtures such as low-flow and dual-flush toilet

fixtures which not only reduce water demand but also saves energy and
resource required for storage.
• Using native and adaptive species of vegetation’s for landscaping
whichrequire little or no irrigation after plantation.

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 • Designing the landscaped areas with the use of an efficient irrigation
system such as sprinklers, drip irrigations and pressure regulating devices
that reduce the demand for irrigated water.
• Waste-water generated within many of our projects is treated and
recycled, to entirely meet the water needed for landscaping and
sanitation purposes after proper onsite treatment through specially-
designed on-site Sewage Treatment Plant (STP). This reduces the
demand for fresh water, and reduces the load on the municipal sewage
system

Rainwater Harvesting

In India, majority of the people are dependent on monsoon, where rainfall

extends from June to October and much of the precious water is lost as surface
runoff. Hence, it is important to conserve and recharge natural aquifer to
ensure that this essential resource for life is not depleted.

Our Projects are designed to control Ground Water Depletion by employing the
following Rainwater Harvesting (RWH) schemes designed by specialized
consultants.

• Identifying the Rainwater Harvesting (RWH) potential of an area with use

of Hydro-geological study from experts.
• Diverting maximum surface runoff from storm water drains and
totalrooftop runoff to Rainwater Harvesting system

Heat-Island Effect

‘Heat islands’ are described as developed areas that are hotter than nearby
less developed areas. They are parts of the urban development where there is
a steep temperature variation between developed areas and cooler
surrounding areas. Heat Islands are detrimental to the local ecosystem

In most projects at Kalpataru, a building’s roof, non-roof and podium are

designed with the following considerations:

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 • Covering building’s exposed roof areas by materials with high Solar
Reflective Index (SRI).
• Vegetation in roof and podium areas.
• Shaded/ Underground parking.

High SRI tiles for roofing surface helps to reflect the sun’s warmth into
surroundings. As a result, the ambient temperature in developed areas is
lowered, which helps to reduce cooling load and energy consumption. IES and
Star software are used as tools for simulation of high-rise projects. The model
simulation is carried out to see how the wind conditions dissipate the heat
generated by the air conditioner units at different heights.

Waste Management and Disposal

During the construction phase, recycling of construction, demolition wastes

and land clearing debris reduces demand for virgin resources and has the
potential to lessen the environmental and health burdens associated with
resource extraction, processing and transportation.

Kalpataru has addressed this challenge in the following manner:

• Managing construction debris by using it within a site to the maximum

extent possible for filling, levelling and for water proofing.
• Sending construction waste like steel scrap, cement bags, aluminum
waste, etc. to authorized recyclers.

Post-occupancy, recycling of paper, metal, glass and plastics reduces the need
to extract virgin natural resources and diverting waste from landfills to
minimize land, water and air pollution.

At Kalpataru, convenient recycling opportunities for all building occupants have

been created to divert a significant portion of Solid Waste from Landfills by:

• Educating & giving ideas to occupants on household waste segregation

benefits.

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 • Treating wet waste using Organic Waste Converter/ Bio -composting/
Vermicomposting, thus minimizing land, water and air pollution by diverting
waste from municipal landfills.

Traffic Analysis

Although transportation systems define urban development, in many cases new

developments themselves become one of the major causes of traffic congestion in
many of the bigger cities. To deal with this, during the development of a new High-Rise
projects at Kalpataru, the following are specifically studied:

• Actual traffic volume measurement by video recording at intersections.

• Traffic related surveys to find outgrowth over a specific period.
• Change in air quality with increased vehicular traffic by Dispersion
Modelling using Envier software.
• Conduct Emission Inventory study for project region

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 4 P’s OF MARKETING

Product
Kalpataru is well known for making premium residential and commercial projects with
world class amenities, the builder provides residential properties of 1BHK, 2BHK, 3BHK,
4BHK layouts starting from 448 Envier in cities like Mumbai, Noida, Lonavala, Hyderabad,
and Pune.
Price
The prices of Kalpataru product many differ from location to location, the pricing of 23
projects for sale are mentioned in the table above, In the real estate sector if you don’t
price your property correctly, it doesn’t matter how much marketing you do, the
propertyis unlikely to be sold. Having a pricing strategy and educating your vendor on
buyer behavior helps manage the emotional rollercoaster they will typically face. You
can alsobecome an
Authoritative source of information and highly sort out expert by staying abreast of
pricing trends in your area. Property prices may also fluctuate, for example a great deal of
investor activity may be poised to take place before the end of a financial year due to a
legislative change. Understanding the seasonal sales cycles and rental migration patterns
of your area is important so that you can advise clients as to when demand may be
greatestfor their property and a higher price achieved. So, conduct research regularly and
ensure your market knowledge stays up to date.
Place
This can be either a physical location (bricks and mortar) or digital presence (your online
shop front), but most typically in real estate it is a combination of the two and Kalpataru
provided both of them today NRI can purchase property online hence the online presence
is very important to attract maximum number of prospective buyers, you must position
your advertisements in the right way at the right places. Choose several high-traffic real
estate websites to publish your ads. Kalpataru pays special attention to the description of
their listings and highlights the features and point of differentiation of their property in an
enticing yet subtle way. They avoid using strong sales phrases and tries to indulge their
customers by using phrases that can help them connect emotionally to the property
They’re trying to sell.

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Promotion
To succeed in the real estate industry, you need to use all possible means of real estate
marketing. From organizing open houses to promoting your product online, Kalpataru
used all possible means of marketing to reach the maximum number of clients and to
find the best buyer for your property. Although there has been a shift towards digital
marketing, recent research confirmed that properties advertised in print and online
mediums sell faster and for more money than those advertised in online media alone.
You can also include QR codes and details for your website and social media profiles in
your print material to point audiences in the direction of your online presence. Another
technique is to amplify messages across social media or using paid media across digital
platforms where your ideal customers typically hang out.
Promotion is done through mediums.

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 PORTER’S FIVE FORCES

1. Threat of new entrants

a. Legal Authorization
No special legal authority is needed to enter the industry. Many non-property
companies find it easy to migrate into this industry when returns become
attractive or simply out of interest.
b. Technology
The technological expertise in this industry is not particularly high. Designs,
names and concepts can all be copied as these is less ability to protect these
through patents or copyright. Large value supply chains such as agents,
consultants, property managers and employees’ rivals can be hired or co-
opted.

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c. Capital
Capital could be considered a barrier mostly for large-scale, specialized
projects. The ability to obtain banking financing also limit small players from
scaling up their projects.

2. Threat of Substitutes
Competition from other developers can be avoided by product differentiation
such as high quality and management services. The threat from social housing
exists but not significant. Usually those allowed to buy or rent social housing
would only be able to enter low end of the private housing market.

3. Bargaining power of buyers

Dependent on the stage in the industry cycle, regulations to protect consumer
interests and financial state of individual developers. Near the peak of property
cycle, the combination of investment and end user demand generally outstrip
available supply, giving developers pricing power and leads to outsized returns.

4. Bargaining power of Suppliers

Key suppliers in the industry are land sellers (government or other developers),
construction contractors and building material & home furnishing
manufacturers and capital providers. Typical cost of sale is made up roughly 1/3
land, 1/3 construction and 1/3 financing costs.

5. Degree of Rivalry
The intensity of rivalry among developers in residential development is
relatively low. The area where it is felt most is in the competition for
development land. When it comes to selling end units, developers typically try
to avoid competing directly by 1) Developing products in different
markets/locations; 2) launching products at different time periods; 3)
differentiating product types. The key factor is that the residential property is
sufficiently differentiable and not subject to any sort of perishability or
technological obsolescence such that developers have much more flexibility
with the timing of producing and selling their product.

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 SWOT ANALYSIS

Strength
a. 50+ Years of experience in Real estate
b. More than 100 Landmark projects
c. Experienced Human Resource
d. Goodwill In the Market
e. Brand Image
f. Strong relations with Channel partner
g. Effective sales team
Weakness
h. Delay in releasing CP Brokerages
i. Delay in Possession causes Pressure over Competitors

Opportunity
j. Demand for more affordable homes
k. Demand for row houses
l. Rising income level
m. Growing population
n. Investment centric buyers
Threat
o. Government laws
p. Too many competitors
q. Decrease in demand for premium houses
r. Less ROI on real estate hence decrease in number of investors in
realestate
s. Fluctuating interest rates

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 OBJECTIVES OF Internship

1) To generate leads from meetings

2) To help improve the sales of the company
3) Gaining insights about the industry and our
competitors
4) To complete targets on time given by the company
5) To activate new Channel Partners and Generate Sales
6) Developing new Channel Partners Apart from the beat Assigned
7) Attending Walkins on site and ensuring Conversions

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 INDUSTRY ANALYSIS

Introduction
The real estate sector is one of the most globally recognized sectors. In India,
real estate is the second largest employer after agriculture and is slated to grow
at 30 per cent over the next decade. The growth of this sector is well
complemented by the growth of the corporate environment and the demand
for urban accommodations. The construction industry ranks third among the
14 major sectors in terms of direct, indirect and induced effects in all sectors of
the economy.
It is also expected that this sector will incur more non-resident Indian (NRI)
investments in both the short term and the long term. Bengaluru is expected to
be the most favored property investment destination for NRIs, followed by
Ahmedabad, Pune, Chennai, Goa, Delhi and Dehradun.
India's rank in the Global House Price Index has jumped 13* spots to reach the
ninth position among 55 international markets, on the back of increasing prices
in mainstream residential sector.

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Market Size

By 2040, real estate market will grow to Rs. 65,000 crore (US$ 9.30 billion) from
Rs. 12,000 crore (US$ 1.72 billion) in 2019. Real estate sector in India is
expected to reach a market size of US$ 1 trillion by 2030 from US$ 120 billion in
2017 and contribute 13% to the country’s GDP by 2025. Retail, hospitality, and
commercial real estate are also growing significantly, providing the much-
needed infrastructure for India's growing needs.
The office market in top eight cities recorded transactions of 22.2 msf from July
2020 to December 2020, whereas new completions were recorded at 17.2 msf
in the same period. In terms of share of sectoral occupiers, Information
Technology (IT/ITeS) sector dominated with a 41% share in second half of 2020,
followed by BSFI and Manufacturing sectors with 16% each, while Other
Services and Co-working sectors recorded 17% and 10%, respectively.
In 2020, the manufacturing sector accounted for 24% of office space leasing at
5.7 million square feet. SMEs and electronic component manufacturers leased
the most between Pune, Chennai and Delhi NCR, followed by auto sector
leasing in Chennai, Ahmedabad and Pune. The 3PL, e-commerce and retail
segments accounted for 34%, 26% and 9% of office space leases, respectively.
Retail real estate and warehousing segment attracted private equity (PE)
investments of US$ 220 million and US$ 971 million, respectively, in 2020.
Grade-A office space absorption is expected to cross 700 msf by 2022, with
Delhi-NCR contributing the most to this demand.
Housing launches were 86,139 units across the top eight Indian cities in the
second half of 2020. Home sales volume across eight major cities in India
jumped by 2x to 61,593 units from October 2020 to December 2020, compared
with 33,403 units in the previous quarter, signifying healthy recovery post the
strict lockdown imposed in the second quarter due to the spread of COVID-19
in the country.
According to the Economic Times Housing Finance Summit, about 3 houses are
built per 1,000 people per year compared with the required construction rate
of five houses per 1,000 population. The current shortage of housing in urban
areas is estimated to be ~10 million units. An additional 25 million units of
affordable housing are required by 2030 to meet the growth in the country’s
urban population.

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Government Initiatives

Government of India along with the governments of respective States has

taken several initiatives to encourage development in the sector. The Smart
City Project, with a plan to build 100 smart cities, is a prime opportunity for
real estate companies. Below are some of the other major Government
initiatives:

• Under Union Budget 2021-22, tax deduction up to Rs. 1.5 lakh (US$
2069.89) on interest on housing loan, and tax holiday for affordable
housing projects have been extended until the end of fiscal 2021-22.
• The Atmanirbhar Bharat 3.0 package announced by Finance Minister Ms.
Nirmala Sitharaman in November 2020 included income tax relief
measures for real estate developers and homebuyers for primary
purchase/sale of residential units of value (up to Rs. 2 crore (US$
271,450.60) from November 12, 2020 to June 30, 2021).
• In October 2020, the Ministry of Housing and Urban Affairs (MoHUA)
launched an affordable rental housing complex portal.
• On October 27, 2020, the government announced the application of Real
Estate (Regulation & Development) Act, 2016 in the union territory of
Jammu & Kashmir. This has paved the way for any Indian citizen to buy
non-agricultural land and property, as opposed to the eligibility of only
local residents earlier.
• In order to revive around 1,600 stalled housing projects across top cities
in the country, the Union Cabinet has approved the setting up of Rs.
25,000 crore (US$ 3.58 billion) alternative investment fund (AIF).
• Government has created an Affordable Housing Fund (AHF) in the
National Housing Bank (NHB) with an initial corpus of Rs. 10,000 crore
(US$ 1.43 billion) using priority sector lending short fall of
banks/financial institutions for micro financing of the HFCs.
• As of January 31, 2021, India formally approved 425 SEZs, of which 265
were already operational. Most special economic zones (SEZs) are in the
IT/ BPM sector.

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Real estate as investment

Real estate is also treated as an investment Average annual returns in long-

Term real estate investing varies by the area of concentration in the sector.
Average 20-year returns in the commercial real estate slightly outperform the
S&P 500 Index, running at around 9.5%. Real estate investment trusts (REITS)
perform best, with an average annual return of 11.8%.
Factors that Affect the demand for property is
• Population
• Return on investment in real estate
• GDP growth
• Interest rates of bank
• Price
• Laws and regulation for NRI
• Taxes

Road Ahead
• The Securities and Exchange Board of India (SEBI) has given its approval
for the Real Estate Investment Trust (REIT) platform, which will allow all
kind of investors to invest in the Indian real estate market. It would
create an opportunity worth Rs. 1.25 trillion (US$ 19.65 billion) in the
Indian market in the coming years. Responding to an increasingly well-
informed consumer base and bearing in mind the aspect of
globalization, Indian real estate developers have shifted gears and
accepted fresh challenges. The most marked change has been the shift
from family-owned businesses to that of professionally managed ones.
Real estate developers, in meeting the growing need for managing
multiple projects across cities, are also investing in centralized
processes to source material and organize manpower and hiring
qualified professionals in areas like project management, architecture
and engineering.
• The residential sector is expected to grow significantly, with the central
government aiming to build 20 million affordable houses in urban areas
across the country by 2022, under the ambitious Pradhan Mantri Awas
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 Affairs. Expected growth in the number of housing units in urban areas
will increase the demand for commercial and retail office space.
• The current shortage of housing in urban areas is estimated to be ~10
million units. An additional 25 million units of affordable housing are
required by 2030 to meet the growth in the country’s urban population.
• The growing flow of FDI in Indian real estate is encouraging increased
transparency. Developers, in order to attract funding, have revamped
their accounting and management systems to meet due diligence
standards. Indian real estate is expected to attract a substantial amount
of FDI in the next two years with US$ 8 billion capital infusion by FY22.

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 PESTLE ANALYSIS
Political

• Huge irregularities in the regulations pertaining to real estate owing to

trade-off required between issues like environment protection, proper
civic planning versus development required.

• Issue related to acquisition of land for development purposes resulting in

passing of the land acquisition bill, favoring the farmers against private
projects and public-private partnership.

• Allowance of FDI to the tune of 100% in real estate for areas such as
housing, townships.

Economic
• Rapidly developing IT and retail sector (organized) giving rise to a lot
of construction work in urban areas.

• Rising middle class with increasing income levels and rapid

urbanization causing the current real estate boom.

• High cost of borrowing from domestic lenders has resulted in liquidity

crunch for the sector.

• Rising inflation levels in real estate resulting in higher prices which

has resulted in a slowdown in the sector compared 2010-11 levels.

Social
• Farmers and other people who did not have a proper law to guard their
properties have been protected via Land acquisition bill.
• More funds allocated to National Rural Housing.

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 • Housing constructions for slum dwellers in metropolitan cities and also
for other classes of people like army widows etc.
Technological
• Real estate development is mainly happening in urban areas and at a
very fast rate. To cater the same modern technologies like cement
mound assembly, usage of cement blowing pumps for vertical passage
ofcement are being used.
Environmental
The real estate boom was also accompanied by constructions that were against
the norms of the environment ministry, like lots of construction happened by
excavating hillocks, on agricultural land. The ministry is taking actions to ensure
that such constructions don’t happen in the future and as far as possible the
current constructions are put on hold.

• The national green tribunal (NGT) on 5th August 2013 banned mining or
removal of sand from river beds across the country without an
environmental clearance.
Legal
• Every construction requires registration for the land with subsequent
clearances from the local bodies such as municipality.
• The origin of the land and its past owners’ clearance for going ahead
with the construction is required before selling the property and starting
any construction.
• The categorization of the taxes and other pecuniary issues happens on
the basis of the size of property and income levels of the person owning
it.
• Real estate regulation and development bill 2013 passed to provide a
firm architecture to the real estate sector and protect rights of the
consumer.

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 PROCESS: LEAD TO SALES & POST SALES

Pre-Sales Activities
Pre-Sales is a process, or a set of activities normally carried out before a
customer is actually acquired, though sometimes pre-sales also extend into
the period the product or service is finally delivered to the customer. Typically,
Pre-Sales begins when the potential customer has already been identified
(using the Inside Sales method)
While running an offline or an online campaign for projects, one can expect a
pool of inbound calls and inquiries. Considering the current scenario, the
demand for properties has reduced and the supply is a surplus in the market. In
such cases, each inquiry or inbound call holds a potential buyer that can lead to
a loss if the leads/inquiries are not managed well as they come. Also, while the
campaign is on, it is difficult for sales team to focus on these inquiries at the
same time, that may result in few unnoticed inquires. This is where the need
for a pre-sales process arises. Having a pre-sales process in place can help in
gauging the performance of the campaign and optimizing it with the analysis of
the type of leads generated. Considering every inquiry as a potential customer
can help produce more buyers through a focused approach while managing
and handling inquiries. For this, active involvement while planning and making
a strategy for the campaign is also important that can help monitor the
campaign well, thereby leading to a well-executed optimized campaign fetching
the desired leads and buyers from the campaign. Having a pre-sales team with
in-depth knowledge and understanding of the product can help in converting
the inquiries into qualified leads.
Hence, distinct from marketing and sales operations, pre-sales process provides
a specific set of activities that lead to identifying, qualifying, and closing a deal.
At Kalpataru the Management Team, Marketing team and Construction team
come together to do the SWOT analysis of the Land which the management
has decided to buy.

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Qualities Sales Executive should have while pitching.
• Communication Skills
• Negotiations Skills
• Presentation Skills
• Understand Consumer Need
• Establish Trust with buyer
• Complete knowledge about the product

Factors Customer Considers while buying the product.

• Brand
• Price
• Location
• Amenities Provided
• Carpet area
• Property Appreciation In that locality
• Future Development in that Locality
• Architecture of the Building
• Vaastu Compliant
• Social Infrastructure Around the Building
• Water supply and electricity
• Loan Eligibility

The Process starts with

• The Marketing Team wherein they conduct research of the Locality and
submit a report to the management explaining who its competitors are,
what are their strategies, what are the consumer needs, what is the
budget of the customers in that area and what will be the best possible
product in that particular location.
• The Construction Team steps in and comprehends the report submitted
by the marketing team and its feasibility and tries to create a blue print
accordingly and submits it to the management.
• The Management team then takes a Decision regarding the blue print of
the project and decides what all amenities and services they will be
providing.
• Finally Marketing Team Starts their Brainstorming from the point when
the blueprint of the construction is ready. The Marketing Team is very
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 Keen to understand the blueprint and POD (Point of differentiation) of
the project, so that they can guide the sales team how to position their
product and what all points to cover while pitching.
• It’s very important for the sales team to have a sync with the marketing
team as they have to sell the product as portrait image by the marketing
team.

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 KALPATARU Park City
Kalpataru – Park city has been designed by 6 top-notch global experts
with a mission to create the center of world-class lifestyles in Thane. An
iconic 100+ acre township planned around one of Thane’s largest
integrated parks, a 20+ acre Grand Central Park; Kalpataru Park city® has
over 405+ features & amenities. Within the township you will find an
ICSE school, High-Street Retail, F&B options, a place of worship, a 3+acre
Lake Zone, multiple sports & leisure amenities. The township is ideally
located with a vibrant social infrastructure & well-planned connectivity
to various parts of the city, making you the center of life, &Kalpataru
Park city® the New Center of Thane.

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 The size of different units available for sale in this project are 3 BHK Flat
(920. 0 Sq. Ft. - 1079. 0 Sq. Ft.), 2 BHK Flat (531. 0 Sq. Ft. - 828. 0 Sq. Ft.),
1 BHK Flat (464. 0 Sq. Ft. - 464. 0 Sq. Ft.)
Project USPs:
 Kalpataru Park city is strategically located at Kolshet Road with a seamless
connectivity to the prominent areas of Thane. The units in Kalpataru Park
city come at an affordable price that varies from Rs. 74. 0 Lac - 3. 89 Cr. It
covers an area of 20 Acre giving enough green space to residents. The
project features a total of 310 units that are well-ventilated.
 Plot area: 106 Acre
 Grand Central Facing Apartments
 Well-designed drop points for various wings
 Grand entrance lobby with premium finish in each wing
 Sky community area with a fitness center and zones for passive
community activities like reading, lounging, etc.
 Sky-park
 Landscaped podium for recreational facilities
 Pet agility area
 20+ acre Grand Central Park divided into 4 zones
 405+ Features, 4500 + Trees
 3 Acre Lake area
 ICSE School
 High Street Retail
 Place of Worship
 70% Open space
 6 tier security system

Project Highlights
• Well-designed entrance gate and building drop-off area
• Properly segregated pedestrian and vehicular circulation
• Grand double-height entrance lobby enhanced with premium finishes

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• Landscaped open spaces with recreational facilities
• Multi-tier safety and security system
Kitchen Features
• Vitrified tile flooring
• Granite platform along with Service Platform
• Tiled dado above platform
• Skid resistant tile flooring in Utility Area
• Stainless steel sink and drain board
Security and Safety Features
• CCTV covering designated common areas
• Video door phone and intercom system
• Access control system in designated common areas
• Kitchen equipped with PNG / heat detector
• Fire drenchers for parking levels
• Designated lifts for firefighter evacuation
• Fire alarm system in parking floors and common areas
Amenities
Complex and Building Features
• Double tower with well-planned elevators
• DG power backup for common areas
• Rainwater harvesting
• Sewage Treatment Plant (STP)
• Organic Waste Converter (OWC)
• Piped gas connection

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Bathroom Features
• Imported marble flooring in master toilet
• vitrified tiles flooring in other toilets
• vitrified tiles dado up to door height
• Premium CP and sanitary fitting
• Storage water heater
• Exhaust fan
• Grid ceiling in bathrooms
Apartment Features
• Imported marble flooring for living and dining area
• Elegant main door with laminate finish on both sides
• Internal doors with laminate finish on both sides
• Aluminum sliding window
• Provision for air-conditioning in living, dining and bedrooms
• Video door phone with intercom facility at apartment entrance
• Vitrified tiles flooring in all bedrooms
Leisure Features
• Reception lounge
• Gymnasium
• Indoor games room
• Badminton court
• Fitness Centre
• Aerobics / dance / yoga room
• Multipurpose hall equipped with a common pantry
• Event lawn

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 • Multipurpose activity room
• Indoor kids’ play area
• Outdoor kids’ play area
• Lush landscapes
• Painted Play Court
The Marketing team does the Advertisement of the projects through Various
modes i.e., through Radio, Newspaper, Hoardings, social media, Channel
Partner meets, Callings etc., they try to create maximum walk in through these
mediums with effective marketing Strategy and with a budget constraint that is
approx. 3-4% of the revenue.
Once the customer walks in the site, he is asked to fill a form that interrogates
about the basic details and he is asked about the source through which he has
come from and Configuration that he is looking for that is 2BHK, 3BHK, 4BHK
etc.
A copy of the form is given to the Sales Executive through which he tries to
understand the customer’s needs and pitches the product accordingly. It very
important for a sales executive to have a complete knowledge about the
product and know all the USP of the project.
The Pitching Process Includes
• Showing Audio Visual
• Model of The Building
• Brochure
• Explanation of project and available payment schemes
Sensory Marketing:

As we know, the 5 senses are sight, hearing, taste, touch and smell. Sensory
Marketing is simply the process of winning a customer's trust and by
appealing to each of these five senses.
Kalpataru too, conducts Sensory marketing in many ways such as showing an
audio visual which has an impact on the customer’s eyes, ears and mind. Doing
this creates an appeal to all of their senses in relation to the brand.

32
After explaining the product, the cost sheet is shared with the customer and the
negotiation process starts. The sales executive tries to maximize profit of the
organization through effective negotiation skills and continuous follow up through
calling.He tries to negotiate till a point where he doesn’t lose the customer and
organizations interest. Sales executive maintains the data of the leads and updates it in
the system, every detail of the customer is fed in the system.
Customer Decides to purchase the product and post sales service starts
Post sales Service- it starts right from the point when the customer pays the booking
amount of the flat. Here, the CRM Plays a huge role in real estate, CRM enhances the
relation with the customers and generates revenue. As the building may be under
construction for almost 2-3 years the CRM needs to be very effective and efficient in
solving queries of the customer and guiding the clients for further formalities of the
purchase; miscommunication and trust issues between the customer and service provider
can lead to dissatisfaction in the customer. It’s very important for the CRM team to have
complete information about the commitments made by sales team during the pitching of
aparticular client.

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 Kalpataru Paramount

Kalpataru Paramount by Kalpataru Limited is one of the well-known under-construction

projects in Thane West, offering low budget apartments. The project was launched in Apr,
2017 as one of the most affordable addresses in Mumbai Thane. Kalpataru Paramount
Thane West is scheduled for possession in Jun, 2025. With almost all basic amenities in
place, Kalpataru Paramount brings highly affordable yet beautiful. Kalpataru Paramount
Thane, an urban oasis, located at the Kapurbawdi Junction defines a coveted address that is
right at the heart of the city. Kalpataru Paramount is offering plush 2 BHK homes with
three-side open residences. Kalpataru Thane lets you enjoy the serene hues of majestic
Thane sky. Kalpataru Paramount is adorned with lifestyle amenities. Kalpataru Kapurbawdi
provides you endless avenues to play, relax, and unwind. Kalpataru Paramount is located
close to the city’s thriving art centers, theatres, and other conveniences. Kalpataru
Paramount Thane has thoughtfully designed homes that ensure you are always close to the
buzz of the city, yet tucked away in comfort.

Project USP

Kalpataru Thane is spread over 5 acres.

Kalpataru Kapurbawdi is at a very prime location.

Paramount Thane offers Spacious 2 BHK Balcony Flat with Lifetime open view.

Kalpataru Kapurbawdi offers Multi-storied towers with 33 habitable floors.

Kalpataru Paramount Kapurbawdi has Thoughtfully designed 2 BHK homes, 1st habitable floor
starts from the 5th level.

Paramount Thane offers Contemporary designed multistoried Towers at Kalpataru Paramount.

Kalpataru Thane also provides Well Designed entrance gate and drop off Porch.

Kalpataru Paramount Kapurbawdi also offers Grand entrance lobby with premium finishes just by
Kalpataru Paramount Thane.

Kalpataru Kapurbawdi has Landscaped open spaces with recreational facilities.

Paramount Thane is surrounded by schools, hospitals, all within reach.

Kalpataru Kapurbawdi has multi-tier safety, security system and offers plush amenities like
Clubhouse with swimming pool.

34
 LEARNINGS
• I got acquainted with corporate environment and the discipline and the most
importantly time management. The horizon of my knowledge also got
broadened. I got to know about the work culture existing in Kalpataru. Meeting
with so many people for the task, I could understand the behavior of the
customers when they want to buy property.

• Conflict handling – when customer or channel partner throw away

questionand you don’t agree with his view than how to handle this situation
is very important. By the BTL marketing strategies we can generate the
better resultalso, we can measure the ROI in very effective way.
• Negotiation skills is very important is the selling and promotion. Right price
for right product and good promotion depends upon the marketing situation,
benefit for company, ROI, etc. Concept selling technique- In real estate most of
the time you have to sales concept not the physical product. It involved
emotional decision and once in lifetime purchase for the customers.
• Presentation skills also improved with the customer handling and doing
planning in front of managers. Methods for pitching various kinds of customers
are important because every customer has different mind-set, requirements,
knowledge about the product. Ability to handle all kind of situations. Ability to
convince the other people in our favor.
• Time management is very important aspect in handling the multiple tasks.
For corporate selling you must be on your age and apply the different
technique for the selling. By creating opportunity on both the side we can
easily sale the product. Ability to Communicate with the Channel Partners with
clarity of thought and give the information that enable them to do business
with company. I also learned achieve the target within given period.
• It was easy to gauge the interest of Channel Partners on phone compare to
one-to-one interaction. Preparation of Costing and Budget – loyalty
program cost must not exceed profits so its biggest challenge to work with
limited resources and finance.
Learned about what, why and how RERA impacts home buyers.

35
 CONCLUSION
The goal of the research was to investigate how the role of sales has influenced
sourcing process at Kalpataru Ltd. Sales people play a vital role in creating and
maintaining buyer-seller relationships. It is they who are responsible for making
initial contact, determining client needs, and identifying products or services to
satisfy needs as well as providing follow-up support services. To make this
happen, salespeople engage in certain behaviors to develop and nurture long
term relationships with the target groups.
The Indian real estate sector continuing. Its steady progress with overall sales
activity going up significantly in the past six months. And the driving factor
behind the entire process has been the information technology (IT) sector
which has contributed considerably to the demand side. Moreover, the nature
of demand has also undergone a complete transformation.
From small floor plates of 1,000 sq. ft. to 5,000 sq. ft., the demand has shifted
to large contiguous floor plates of 6,000 sq. ft. to as high as 20,000 sq. ft. This
has forced builders/developers to offer large floor plates as office space in case
of both lease and capital values. "In a buyer's market, sellers will have to offer
products as per the requirement of buyers. In this market, only those builders
catering to the need-based demand can succeed.
Working with such a multinational company has given a new experience and a
great learning of the corporate culture and the way to handle clients along with
the strategic planning of various interrelated activities related to the product of
Kalpataru Ltd.
I will surely be happy to continue with the ongoing projects in thane that is
Kalpataru Parkcity and paramount

36
 BIBLIOGRAPHY
• https://housing.com/news/gst-real-estate-will-impact-home-buyers-
industry/

• http://www.kalpataru.com/kalpataru-ongoing-projects

• https://www.magicbricks.com/

• http://www.91acres.com/

• https://www.google.com/search?q=4+p
%27s+of+marketing&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjnj5-
H3K_bAhWSe30KHf7fDboQ_AUICigB&biw=1366&bih=662#imgrc=-
mZR7OdxjeDAGM

• https://www.ibef.org/industry/real-estate-india.aspx

37
 Number of Walkins Done in Paramount
Lead Customer Tagged Walkin Project
Number Name SM Actual SM Date Name Cp Name Rera Number
Ayush Darshan 15-1-
L-3455823 Vikas Jaiswal Dolas Shetty 2022 Paramount Sudhir Shetty A51800024187
Pradnya Ayush Darshan 15-1-
L-3456502 Lokhande Dolas Shetty 2022 Paramount Subhash Gupta A51700002364
Ayush Darshan 22-1- Nestinn
L-3482896 Pranoti Rajput Dolas Shetty 2022 Paramount Lifespace A51800027512

Number of Walkins Done in Parkcity

Cp Name Cp Rera Customer Name Site Area Day of Visit

Atul Ganeshnadan Tiwari A52000007584 Viresh Suryavanshi Parkcity 3BHK 23/10/2021
Vishal Wadwani A51700001179 Gaurav Belanekar Paramount 2BHK 23/10/2021
Vishal Wadwani A51700001179 Gaurav Belanekar Parkcity 2BHK 23/10/2021
Vishal Wadwani A51700001179 Rishikesh Deshmukh Parkcity 2BHK 23/10/2021
Atul Ganeshnadan Tiwari A52000007584 Vipul Upadaya Parkcity 3BHK 30/10/2021
Atul Ganeshnadan Tiwari A52000007584 Kalika Upadaya Parkcity 3BHK 30/10/2021
Nestinn Lifespace A51800027512 Ganesh Pawar Parkcity 2BHK 30/10/2021
Vishal Wadwani A51700001179 Jignesh Dhariwal Paramount 2BHK 31/10/2021
Vishal Wadwani A51700001179 Jignesh Dhariwal Parkcity 2BHK 31/10/2021
Atul Ganeshnadan Tiwari A52000007584 Pawan Singh Parkcity 3Bhk 7/11/2021
Nestinn Lifespace A51800027512 Sonal Shinde Parkcity 2bhk 14/11/2021
Atul Ganeshnadan Tiwari A52000007584 Santosh Nair Parkcity 2bhk 4/12/2021
Auspaces Realtech Services Pvt Ltd A51800022367 Ajit Dhonle Parkcity 1bhk 5/12/2021
Nestinn Lifespace A51800027512 Dheeraj Hariani Parkcity 3bhk 5/12/2021
Direct Client Direct Client Harshal Navghare Paramount 2bhk 5/12/2021
Direct Client Direct Client Jasmin Shetty Parkcity 3bhk 28/11/2021
Aniket Narayan Sanas A51900018863 Rahul Mishra Parkcity 2bhk 5/12/2021
Nestinn Lifespace A51800027512 Nancy Patel Paramount 2bhk 5/12/2021
Auspaces Realtech Services Pvt Ltd A51800022367 Bhramadev Yadav Parkcity 2bhk 11/12/2021
 Number of Cp Activated on Site

Manager CP Firm Name Name of the CP RERA Number

Name
Darshan Shalini Dinesh Gupta Shalini Dinesh A51700024265
Shetty Gupta/Vishal
Darshan H&k Delights Vishal Wadwani/Indrajeet A51700001179
Shetty
Darshan RTC Kharghar Atul Ganeshnandan Tiwari A52000007584
Shetty
Darshan Nestinn Lifespace Neeraj/Vaibhavi A51800027512
Shetty
Darshan Aniket Sanas Aniket Narayan Sanas A51900018863
Shetty
Darshan Kishor Bajirao Savlikar Kishor Bajirao Savlikar A51700025172
Shetty
Darshan Apna chhat Kiran Thakkar A51700000318
Shetty
Darshan Auspaces Realtech Services Bhavesh/Ganesh A51800022367
Shetty Pvt Ltd
Darshan Shreya Enterprises Manohar Naidu A51700018462
Shetty
Darshan HEMANT SHARDA HEMANT SHARDA A51700003369
Shetty
Darshan Lovleen Kumar Kaura Lovleen Kumar Kaura A52000019801
Shetty
Darshan Property Zone Sanket and Saraj A51700030496
Shetty
Darshan Blue Space Realty Blue Space Realty Will be Getting
Shetty This week
Darshan Shakti Vijay Raigaonkar Shakti Vijay Raigaonkar A51800023169
Shetty
Darshan RAJESH DIPAKLAL UDESHI RAJESH DIPAKLAL UDESHI A51700000549
Shetty
Darshan Ganesh Nadar Ganesh Nadar A51900026122
Shetty
Darshan SALMAN MAKSOOD KHAN SALMAN MAKSOOD KHAN A51800020613
Shetty
Darshan Mahesh Madhukar Kadam Mahesh Madhukar Kadam A51800016539
Shetty

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