MAYFAIR

Xanadu began its partnership with Mayfair Housing, a strong and established entity in Mumbai Real Estate, with an ambitious task to bring a new category of untested inventory to the market. Their project, Mayfair Virar Gardens, a 22-Acre township in Virar West, is their biggest and flagship development.

Business Transformation At A Glance

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Inventory sold within 1st month of launch

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Sales velocity compared to FY2021-22

The Brief

Virar, once a very happening Real Estate market, had taken a back seat with the emergence of new growth centers like Navi Mumbai & Thane. A key task was to bring Virar to the limelight for the entire Mumbai, with a large transformation set to happen in the near future.
The typology being an untested category, with the negative inertia of EWS Homes, coupled with a disconnect between the current opportunity and delivered inventory over a decade ago, a product/brand overhaul was on the cards.

Our Insights

The Mumbai Real Estate Market, especially Western Mumbai, has largely become inaccessible, thanks to ever-increasing prices, to the largest chunk of home-seekers, i.e first-time home-buyers. This leads to compromises on product, location, and overall quality of life, leading to a missing sense of ‘Pride’.
In a market that has made the largest well of demand (First-Home Buyers), the outlier needed an outlier product that is able to give them a first home without any compromises, that will be their ‘Pride’.

Xanadu Strategy

The first step was to establish Virar at its true station as a bustling upcoming metropolis with a large transformation story.
A pan-Western Mumbai awareness campaign across channels to propagate a large-scale mission to house every home-seeker in Mumbai with their first home.
Leveraging the existing positives of the product, like distance from the station, coupled with a large product journey to bring something unique and apt for the market and customers.
With Virar, and the mission already established, launching a festive opportunity window for every home-seeker to become a proud-owner.

Application Of Strategy

A positive turn-around for the location image was facilitated through a unique exhibition ‘Virar Ek Utsav Hai’ bringing forward the reality of existing infrastructure and future growth and appreciation of Virar.
The product was transformed from a 10-year-old township with small EWS homes to Mayfair Pride Homes — Max value homes built to provide maximum utility with smart furnishings, situated in a 22-Acre Mega In-City Township just 5 minutes from Virar station.
We curated a never-before lifestyle, adding Virar's first G+9 clubhouse, opening avenues for growth and opportunities with exclusive amenities like a half-Olympic length swimming pool, a dedicated library & kids’ kingdom.
We positioned this as a limited-time opportunity for every Mumbaikar to buy a Mayfair Pride Home that opens up limitless opportunities of celebration — Har Ghar Ek Utsav.

Xanadu Impact

By cracking open the largest market of first-home buyers in Mumbai while resonating with the strong emotional thread of ‘Pride’ within the consumer, we were able to drive massive traction to the opportunity, which led to the sale of 500 units in a single month. With the strong positioning, a strong proposition of an attractive price and payment plan allowed easieraccess, making it a no-brainer for any buyer/investor across Mumbai.