Real Estate Placemakers in India for Non Resident Indians : Transformation of Living Culture
A Thesis of Master Degree by A Tesi di Laurea Specialistica di Amir Ebn Sharif
Thesis Supervisor Tesi Supervisore Prof. Giovanni La Varra
Tesi di Laurea Specialistica
|
Facolta’ di Architettura e Societa’
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Politecnico di Milano
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A.A - 2010
CONTENTS Abstract
4
Chapter I
..
Identity Card
..
List of top Real Estate developers in India EMAAR-MGF: A brief history First Point Non Resident Indians around the world Elements that attract NRI to come back: Push and Pull factor
07 08 09 11 13
Chapter II
..
Real Estate Actors
..
Facilities & Amenities that attract NRI to Invest Outdoor Spaces & Amenities: A Comparative Analysis Indoor Spaces & Facilities: A Comparative Analysis
16 18 22
Chapter III
..
Architecture that Matters
..
Architectural Analysis Infrastructure that boost developers to invest
27 30
Index Images Diagrams
32 33
Bibliography
34
Acknowledgment
36
..
ABSTRACT Habitation is one of the primary needs of human being. For a better dwelling place, people roam across the world, gain knowledge, experiences and ofcourse earn money. Not in every civil state, the government can provide sufficient dwelling place to its citizen. The private sector plays a vital role in this regard. For a better lifestyle people from developing nation change their native land and move towards the most developed nation in the world. During this process they adopt the new culture, lifestyle, rituals from that nation. India is a developing nation in the world and it has quite a big number of skilled and unskilled immigrants in developing nations like USA, Canada, UK, Australia and in the Middle east. Those non resident Indians posses a better lifestyle in their new place than that of their origin. In the recent past, a new trend has been started which is named as reverse migration. That is, the non resident Indians are going back to their native land after spending a reasonable period of time in abroad. This thing is a fact because of new opportunities created by the government of India with the help of a change in socio-economic condition over the last decade. Non resident Indians are looking for a new lifestyle in the very traditional context of their native land. Real estate players in Indian market grab this opportunity to play a vital role for the placement of nonresident Indians in their native land. The new adopted lifestyle of Indians boosts the developers to provide such life Indian context. For this consequence many global real estate players have found their keen interest to come into the real estate market of India. Their interventions with the contribution of famous international architects in India have made a significant impact to draw the map of return. The analytical part of this research paper was aimed to find out the evitable points behind those causes. Methodologically, the resources in internet were the base of the analysis. To make a rational judgment, the newspaper article, online blog, and user feedback were taken into account. However, it was critical analysis to find the key actors for tracing the new map of return for the non resident Indians where architecture matters as culture.
Amir Ebn Sharif Milan, 4th December, 2011
04
Chapter I Identity Card
05
Methods
This research is done for a thesis of laurea specialistica in architecture and urban landscape at Politecnico di Milano, Italy (A.A_ 2010/2011). As a part of its international program, all of the contents, reviews and discussions are conducted in English. Therefore, any related elements during the process of this research (including the non-English websites, online journals) automatically will not be reviewed or put aside from the categorization. The division of the chapters and sub-chapters on this book are at the same time the steps of methods to do this research.
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List of top Real Estate Developers in India in alphabetical order
AnsalProperties DLF Emaar-MGF HDIL India Bulls Real Estate K. Raheja Corporation Parsvnath Developers Shapoorji Pallonji & Co Sobha Developers Ltd TATA Housing Development Co. Ltd. Unitech
07
Emaar MGF Properties: A brief history
History
Factors that attract to invest in India
Emaar Properties, based in the United Arab Emirates, is a
Return of Non Resident Indians (NRI)
Public Joint Stock Company (PJSC) listed on the Dubai Financial Market. Established in 1997 with an initial paid-up capital of AED 1 bn, Emaar Properties is currently the Persian Gulf region's largest land and real estate developer. With over 60 companies, Emaar's activities include property investment
â‚Ź $ ÂŁ
Forex as remittance
and development, property management services, education, healthcare, retail and hospitality sectors, as well as investing in financial service providers. In 2007 the government of Dubai through the Investment Corporation of Dubai took a 32% equity stake in Emaar by exchanging land for 28 billion AED worth of
Event XIX Commonwealth Games, Delhi 2010
stock. Emaar MGF Land Limited is a joint venture between Emaar Properties PJSC of Dubai and MGF Development Limited of India. Emaar is one of the world's leading real estate companies, having developed approximately 89 million square feet of real estate across residential, commercial and other business segments and with operations in 14 countries. MGF has established itself as one of the key players in retail real estate development in Northern India and has delivered approximately 2 million square feet of retail space.
08
Facilities Commissioned for constructing Commonwealth Games Village in Delhi
First Point
The Company commenced operations in India in February 2005 and is into real estate development with a pan-India presence and operations spanning all key segments of the Indian real estate industry, namely the residential, commercial, retail and hospitality sectors. The Company's operations encompass various aspects of real estate development, such as land identification and acquisition, project planning, designing, marketing and execution. At present, its focus is on the development of residential projects in Delhi and elsewhere in the NCR, Mohali, Hyderabad, Chennai and other key Indian cities.
Timeline of Emaar-MGF Properties MGF Developments Ltd. & EMAAR Properties merged together in India and formed Emaar MGF
EMAAR Properties listed as public joint stock company in UAE
2007
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
2006
Commissioned for constructing ‘Commonwealth Games 2010’ Village in Delhi
MGF Developments Ltd. started its journey in India
09
Non Resident Indian around the world Definition: Non Resident Indian An Indian Citizen who stays abroad for employment/carrying on business or vocation outside India or stays abroad under circumstances indicating an intention for an uncertain duration of stay abroad is a non-resident. (Persons posted in U.N. organizations and officials deputed abroad by Central/State Governments and Public Sector undertakings on temporary assignments are also treated as non-residents). Non-resident foreign citizens of Indian Origin are treated on par with nonresident Indian citizens (NRIs) for the purpose of certain facilities.
non resident
mapping indians worldwide 10
NRI presence in the world
Middle East
Asia - Pacific
Africa
o Saudi Arabia 1,400,000
o Hong Kong S.A.R. 35,000
o South Africa 1,200,000
o United Arab Emirates 1,200,000
o Malaysia 2,300,000
o Mauritius 800,000
o Kuwait 500,000
o Singapore 400,000
o Reunion 250,000
o Oman 350,000
o Philippines 125,000
o Kenya 70,000
o Qatar 175,000
o Uganda 60,000
o Bahrain 140,000
o Tanzania 50,000
o Yemen 100,000
South America
o Madagascar 30,000
o Jordan 4,100
o Guyana 326,782
o Mozambique 21,000
o Suriname 162,113
o Zambia 20,000
o Trinidad 473,735
o Zimbabwe 20,000
Europe
North America
Australia 150,000
o United Kingdom 1,500,000
o United States 2,500,000
o Netherlands 300,000
o Canada 800,000
Fiji 350,000
o France 70,000 New Zealand 70,000
11
Elements that cause Reverse Migration
Push and Pull factor
_India has one of the largest numbers of retail outlets in the world. _India's rapidly growing economy is expected to start a reverse migration of its working diaspora currently settled abroad. _The top three reasons for reverse migration between 2008 and 2011 : _Global economic crisis created job insecurity _Personal growth opportunities in India _The call of the native land
Report dated 21/04/2011
12
Elements that attract NRI to come back
Going back to India
Push and Pull factor
NRI from all over the world
Diagram_1
Good governance Social Cause
Social Security Pull factor Tax Rebate by govt. of India
Economic Cause
Foreign Direct Invest (FDI)
Investment Opportunity Fixed/Immovable Asset
Residence
Retail
that attract NRI people to invest
Fixed Asset
Commercial
Residence
Land/Plot
In our research, we have focused on residential properties that are attracted by NRI people. Real Estate developers like EMAAR MGF construct units focusing on following key amenities that are well known by NRI as they are used to enjoy those amenities while residing abroad.
Facilities of Residential Properties
Diagram_2
Outdoor Spaces & Amenities > Courtyard > Lawn > Golf Course
Indoor Spaces > Kitchen > Rest/Wash Room Indoor Amenities > Pool Club > Bowling track > Swimming Pool > Gymnasium
13
Chapter II Real Estate as Actors
14
Facilities and amenities that attract NRI to invest in RE properties
The NRI people who spend quite a longer period in far east prefer their new life in India as it was in abroad. So, they generally look for those facilities they have enjoyed in their abroad life. Here, we will see how the real estate player Emaar MGF attract the NRI by providing those facilities in their residential properties. In our analysis, we will try to figure out _What they are providing to attract NRI in Indian RE market
So, In our research we have found that the key areas that Emaar MGF has emphasized are: _Outdoor Space _Indoor Space
Outdoor space around the residential properties can be categorized as _Courtyard _Open Green Lawn _Mini Golf Course
Indoor spaces are categorized as _Living Room _Open Kitchen with Dining _Health related facilities like Gymnasium, Pool/Snooker club
15
Diagram_2
A very popular outdoor game in western countries. This game is not so popular among Indians. But NRI adopt this game in their life in abroad. Emaar-MGF has kept the provision of golf course in their designed gated community targeting the NRIs.
Formal courtyard space is well appreciated outdoor space in western countries. Designed landscape along with outdoor seating, street light features add values for Emaar-MGF projects to attract NRI to buy their new address in India.
A far eastern cultural space, mostly American. Emaar- MGF is providing such space in their ‘Villa’ projects
Golf C ou rse
Op en
Gr ee
outdoor space
n La
C
r ou
tyard
wn Synthesis of Outdoor Spaces
16
Diagram_2
A far eastern cultural space, mostly American. Emaar- MGF is providing such space in their ‘Villa’ projects
g
Sp
ace dining
Modern kitchen design with breakfast table. This lifestyle has changed the way of starting a busy working day among NRI in western world. They have become used to cook and eat in a same place to save their time in week days.
Liv i
n
Fully furnished and well decorated living, dining space with western theme interior finish, lighting create an ambience of modern living style.
Livi ng Sp a
billiard
Hea lth
F ac
ies ili t
spa
ce
formal living
indoor space
en Kitch en p O
Synthesis of Indoor Spaces
17
Elements that attract NRI to come back to their root Outdoor Spaces & Amenities |
courtyard a comparative analysis
lawn golf course
Traditional Indian Housing
arannya housing project, India 1982
traditional courtyard space which has the influence of typical indian daily lifestyle
Proposed masterplan by EmaarMGF proposed courtyard space which has a design influence from far west in terms of design elements, vegetation
Synthesis of Outdoor Spaces
18
courtyard lawn golf course Traditional Outdoor Spaces as Lawn, Park
Proposed Outdoor Space by EmaarMGF
_Proposed green Lawn/Park in gated community _More formal in nature, design and function _Formal landscape generates ordered space like pedestrian way, vehicular way etc.
_Traditional green open space around homestead. _Mostly used for recreation, playground for children _A bit informal outdoor space _Also used for some religious occasion like ‘Puja’
_Formal outdoor space as lawn _Design inspiration from American villas. _Non Resident Indians (NRI) who use to stay in USA are the main target group for this kind of residential projects in India. _NRI have found their interest in these type of living style
Children playground
Synthesis of Outdoor Spaces
19
courtyard
Famous Outdoor Sports of Indians
lawn golf course
Emaar-MGF Proposed Golf Course along with Residential Community
The game of Cricket is called the religion for the Indians. In urban life, people used to play cricket on street, empty pockets in neighborhood, big play field anywhere they get flat piece of land. Due to long stay in abroad, the NRIs get used to play golf in their leisure period as cricket isn’t famous in abroad.
Golf is a famous American outdoor game for Non Resident Indians.
So, while targeting the NRI, real estate player like Emaar-MGF has considered the space for playing golf which can enrich the value of the property to the NRI.
Golf course infront of Villa houses which are also considered as second house of the owner
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courtyard lawn other outdoor sports
Outdoor Swimming Pool in large condominium is an adopted culture in India. Because of western lifestyle, the NRI get used to it and appreciate to buy an apartment space which has adjacent facilities and access to the swimming pool.
Additional Outdoor Amenities Proposed
The culture of playing Lawn-Tennis is not so popular in India. But this outdoor game is very popular among NRI who stay in Europe, USA because of local cultural flavor . Emaar-MGF has picked this leisure event to input a new dimension of lifestyle in their residential projects. This type of intervention attracts NRI, to investfor their future home in India.
The culture of playing Polo is also an unfamiliar outdoor sports event to Indians. Emaar-MGF has also picked this leisure event to input a new dimension of lifestyle in their gated communities for NRI. This type of intervention attracts NRI, to investfor their future home in India.
Playground for Lawn-Tennis
Playground for Polo
21
Elements that attract NRI to come back to their root Indoor Spaces & Facilities | a comparative analysis
22
Living Room Open Kitchen with Dining Health facilities
Living Room Open Kitchen with Dining Health facilities
Ideas for Living Spaces _ Western Designed Furniture like Sofas, coffee table _ Homogenous & Glossy floor finish _ No ornamentation in ineterior finish
23
Living Room Open Kitchen with Dining Health facilities
Ideas for Open Kitchen Kitchen is one of the important places in our home, other than as a place to cook the kitchen can also be a family gathering place, therefore, a good kitchen should be designed. Open kitchen ideas is one of the best ideas in western lifestyle designs. Open kitchen ideas are very rich in light, and cool because the air is free flowing, so good for family living. .
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Living Room Open Kitchen with Dining Health facilities
Ideas for Indoor health Facilities _ Children Play Area _ Gymnasium _ Table tennis facilities, Snooker/Billiard Game board _ Yoga & Spa Centre
25
26
Chapter III Architecture that Matters
27
Analysis of Building Form/Type/Style
Condominium
Outdoor Space Quality
28
Villas & Single Residences Villas
as Second home, Vacation retreat
_ A very recent trend emerges among NRIs in India. _ They prefer to buy a residential property like villa, weekend home, vacation retreat in country side of India. _ They often prefer properties near sea beach, hills, mountains as many of them owned and stayed in this type of residence in USA. _ Emaar MGF targets this level of customer and they offer specialised Villa projects near Mohali city to the NRI. Vernacular Material roof tile
Villas as Second home : A critical analysis
Andalusian Style Villa, Emaar-MGF
Typical Andalusian Villa, Spain Faรงade Ornamentation
Characteristics _ Truly copied Spanish vernacular and in Moorish traditions of highly ornamental fenestration and facades _ Utilization of courtyards and verandahs to maximize thermal delight _ Missing the context of Andalusia in India, Vernacular building materials that characterized Andalusian Villas.
Characteristics _ Strong concept of garden house, often surrounded by artificial waterbody to create cool and breathing micro-climate _ Featured by its sustainability, bioclimatism, and even because its language, elemental, evocative, and easily transmissible _Andalusian Revival homes can be found along the California Coast near Santa Barbara, USA
29
Villas as Second home : A critical analysis
Spanish Style Villa, Emaar-MGF
Typical Spanish Villa, Spain
Characteristics _ Tried to represent The Spanish style in India,a reflection of the homes found in the Iberian Peninsula as a response to its particular climate and availability of materials. _ Simplicity characterises this style, yet handcrafted Mexican decorative tiles highlight the arched entryways and gables. _ Balconies and windows are enhanced with decorative wrought iron railings. _ This style witnessed a renaissance in early 20th century California, where the climate mimics that of Spain. _ But whether this style can be applicable in Indian context is a question!
30
Characteristics _ Spanish style is characterized by a combination of detail from several eras of Spanish Baroque, Spanish Colonial, Moorish Revival and Mexican Churrigueresque architecture _ The style is marked by the prodigious use of smooth plaster (stucco) wall and chimney finishes, low-pitched clay tile, shed, or flat roofs, and terracotta or cast concrete ornaments. _ Other characteristics typically include small porches, semi-circular arcades and fenestration, wood casement, double–hung windows, canvas awnings, and decorative iron trim.
Villas as Second home : A critical analysis
Mediterranian Style Villa, Emaar-MGF
Typical Mediterranian Villa, California, USA
Characteristics _ Emaar-MGF proposed the echoes of Mediterranean style architecture in their Villas near the Mohali hillside _ Clean, White washed facade like a simplified version, reflects the Mediterranean style _ NRIs from the coastal region of USA, Canada are the target customer of Emaar-MGF because of their lifestyle, habitation in that region over the years
Characteristics _ Mediterranean villas are legendary for their luxurious architecture, beautiful gardens and scenic vistas _ The style evolved from "rekindled interest in Italian Renaissance palaces" and seaside villas dating from the sixteenth century, and can be found predominantly in California and Florida due to the popular association of these coastal regions with Mediterranean resorts. _ Mediterranean Revival Style architecture is an eclectic design style that was first introduced in the United States around the turn of the nineteenth
31
Gated Communities & Sub-Urb Target Cities Jodhpur Agra Punjab Pune Mohali Uttar Pradesh Haryana Madhya Pradesh Rajasthan Bangalore Hyderabad
32
Newspaper Articles, Blogs on Emaar-MGF Properties’ projects
33
34
35
36
INDEX Images P. 08
_
P. 10
_
P. 12
_
P. 14
_
P. 16
_
P. 18
_
P. 20
_
P. 22
_
P. 24
_
P. 26
_
37
INDEX
Diagrams P. 08
_
P. 10
_
P. 12
_
P. 14
_
P. 16
_
P. 18
_
P. 20
_
P. 22
_
P. 24
_
P. 26
_
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BIBLIOGRAPHY
List of NRI Based Websites Http://www.nri-worldwide.com http://www.migrationinformation.org http://www.garamchai.com/Return2India1.htm
Foreign Direct Investment Http://en.wikipedia.org/wiki/Foreign_direct_investment#cite_note-6 Commonwealth Games Http://en.wikipedia.org/wiki/2010_Commonwealth_Games CW Games Village Http://commonwealthgamesvillage.in/Default.aspx Indian Realty News Http://www.indianrealtynews.com/real-estate-india/real-estate-fdi-worries-may-continue-this-year.html#more-6140 Emaar MGF Http://www.emaarmgf.com/residential.asp List of Construction & Developer Companies in India Http://info.shine.com/ListofCompany/Construction-and-Real-Estate/855.aspx
39
ACKNOWLEDGMENT
I would like to express my most sincere gratitude to my honorable supervisor, Professor Giovanni La Varra for his visionary guide, expertise, critiques and friendly relationships. Throughout my research, i have got enormous support and inspiration from him. Furthermore, I would like to thank my friends in Politecnico Di Milano for their assistance throughout my research. Finally, I would like to express my deepest gratitude to my parents without whom I can’t travel my journeys all these years.
40