RAHEJA UNIVERSAL

A dynamic partnership was formed between Xanadu and Raheja Universal to establish product-buying urgency for a slow-moving inventory at a location perceived to be inaccessible. Raheja Exotica has a monopoly over the entire island of Madh, spread over 32 acres of land, making it a goliath in the vicinity. Having delivered 4 phases with 1000 + families calling it their home, it is an existing project with an upcoming new phase.

Business Transformation At A Glance

₹ 0 + Cr

Inventory sold within 1st month of launch

All Sold-Out

2 Bed Typology

The Brief

Raheja Exotica at Madh Island was perceived as a place for investment or a weekend home. The concept of buying a home for end use has been growing negatively.
To rectify the perception of an inaccessible location along with driving the need for first-home buyers was the top priority.

Our Insights

ACCESSIBILITY: This is an issue due to limited modes of transport.
NOT AN IDEAL FIRST HOME DEVELOPMENT: The lack of social infra does not make it an ideal location for a first home. Also, there is an absence of modern-day conveniences like Swiggy, Zomato and Uber.
PRODUCT POSITIONING: Current product positioning has limited appeal to first-home buyers. Both the brand and the location positioning.

Xanadu Strategy

To bring the best living experience to the people of Mumbai & around the world through innovative offering.
Create a category-defining product.
Create a one-of-a-kind development phase.
A Development that will put Raheja on the list of brands that fore-fronted a new category of homes in RE.

Application Of Strategy

Rebranding the location by bringing the concept of island life to the people of Mumbai.
Leveraging the government’s current infrastructure plans and the upcoming works under construction to build faith, credibility and accessibility.
Digital-first campaign with innovations across the medium.
Getting the development to the customer at an offsite location.
Curated one of the biggest life-sized scale models in the history of real estate.

Xanadu Impact

Democratised the island by enabling a paradigm shift in the way Madh Island was perceived. From 27% of end-use buyers, we encouraged a total of 40% of end users to look at Raheja Exotica as their home.