TMGL

In May 2022, Xanadu collaborated with a relatively new name in Real Estate – TMGL Living, a new branch of the Tattva-Mittal entity with minimal experience in Real Estate, especially the S&M verticals. The project Skye31 – is a stand-alone tower located in 5-gardens, a plush area between Dadar and Wadala.

Business Transformation At A Glance

Revived

A stuck project

0 +

Walk-ins

0 %

Of the business plan target achieved

The Brief

The market was an intensely competitive market with renowned developers like Lodha, Ajmera, Runwal in the vicinity and new entrants like Godrej & Ruparel with substantially large projects.
The brand had low developer credibility, with only redevelopments to showcase as completed, which were yet to be delivered.

Our Insights

The first step was to understand the target audience. Since the project was a stand-alone tower, it needed a star address to cater to its unique target customer set, i.e. people who lived in core South Mumbai for a long time, for several generations probably, and were looking for an upgrade in their vicinity.

Xanadu Strategy

The project had to grab the attention of The Heritage Mumbaikar, people living in South Mumbai, up to Dadar. The project strength was to leverage larger living spaces, which were the biggest in the micro-market.
Hence the inception of the ‘Heritage & Green capital of Mumbai’ and the birth of its iconic address: The Crown Jewel, TMGL Codename Five Gardens.

Application Of Strategy

Codename Five Gardens

The location advantage was leveraged launching the Skye31 Project as Codename Five Gardens to establish the fact that the development is not close to, but at Five Gardens.
Dadar Causeway

The product was set above the competition via a major highlight showcased in its storyline, which we created via a 1 km+ retail setup, at Dadar Causeway.
High Product Equity

The marketing communication presented our Real Estate as “The Largest 2 Bed Deck Homes in South-Central Mumbai” while touching on 5 intricately designed lifestyle zones by definition through which we created high product equity.

Xanadu Impact

By communicating how we offered the largest space at a prime location like Five Gardens, we sold 50 crores of inventory (which was 5X the observed volume from the past few quarters) in the first launch itself while creating better brand equity for a new player in the market.