Mumbai, 22 nd March 2021: Underlining how adopting cutting-edge marketing can drive exponential
growth for Indian real estate, Raunak Codename Centre of Mumbai has emerged as the most successful
real estate launch in FY21. The project, located in Mumbai’s Sion area, achieved a complete sell-out of
its inventory within 9 days of its launch. The project with an average price of Rs. 1.35 Cr achieved INR
200+ Crore in revenues. The success was driven by the innovative 360-degree marketing strategies
employed by Xanadu Realty, India’s foremost institutional growth expert to the realty sector. This result
has helped cement Raunak Group emerge as the fastest growing brand of Mumbai real estate.
A key driver of Raunak Codename Centre of Mumbai’s record-breaking success was Xanadu’s effort to
design a project and a path breaking marketing campaign based on an in-depth understanding of the
target customer base and the ability to create a super-normal affinity on 3 key aspects – location,
development and lifestyle. The winning thought right from the beginning was to address the location
not in the context of the immediate vicinity, but a destination for the whole of Mumbai. Basis this the
concept of The Centre of Mumbai was born, which produced an instant connect with all of Mumbai
home buyers. The development was re-imagined to be the most differentiated offering not only in the
micro-market, but for the entire Mumbai. It was clearly envisioned to not be a typical residential
development. The city’s first Central Lifestyle District was conceptualized on the foundation of 60+
experiences including the walk-to-work reality, retail, fine-dine, family focused amenities, smart homes
with the additional benefit of fully-furnished homes. Further, Xanadu also played a critical role in driving
value engineering in the product development to be able to promote a crucial pricing strategy which
made the dream of every aspirational home buyer possible – Centre of Mumbai at Thane prices. The
results have made this launch the most successful launch of FY21 with 2000+ customer footfalls at the
sales gallery in just 9 days.
Speaking on the unprecedented success, Mr. Samujjwal Ghosh, Director, Xanadu, said, "Raunak
Codename Centre of Mumbai is a testament to Xanadu’s marketing and strategic prowess. In a market
that has consistently given a hard time to A-grade developers, our insightful, simple and yet very
powerful message has struck a chord with the Mumbai home buyer. We see this as a benchmark of
product value engineering basis deep customer and market understanding complemented by the ability
to create a clutter-breaking marketing effort and drive sales excellence to achieve records. While the
sell-out itself is a record, we achieved a new high with our 360-degree marketing campaign. Our visibility
strategy was covered by the presence of Centre of Mumbai markings on billboards from 5 th of Feb. This
was complemented by our digital and BTL outreach which targeted everyone in the 15 km radius.
Further, Xanadu executed a critical announcement using print media, which broke most records in the
number of customer enquiries and walk-ins attributed to one print advertisement."
The Raunak Codename Centre of Mumbai project is located on the Eastern Express Highway in Sion, just
off the Bandra-Kurla Complex connector that has drastically reduced travel times for residents in
Mumbai. It offers homebuyers fully-furnished two bed-homes with an average price of INR 1.35 crore –
a very reasonable cost in the country’s most expensive city. To top it off, the project has been developed
as The Central Lifestyle District of the neighborhood, making it the hallmark of extraordinary lifestyles
promised by up-and-coming branded realty projects in the country. The project, powered by Jio Fiber,
also offers property owners a 5% rental return on investment – making it the highest return rate in
Mumbai, where the average rental RoI stands at about 2%.
About Xanadu Realty:
Xanadu Realty was founded in 2015 by industry veterans Anurag Singhvi & R Karthik. Xanadu Realty is
the comprehensive institutional sales & marketing solution for real estate companies. The idea behind
Xanadu Realty was to establish a company that promotes and accelerates intelligent business growth in
the realty sector. Xanadu centralizes its focus on an array of real estate paradigms such as product
conception and design, product development, market assessment, branding building, scaling up best in
class distribution, CRM solutions and delivering real-estate solutions besides providing conventional
consultation and guidance to developers. Xanadu besides its promoters R. Karthik (MD) & Anurag
Singhvi (MD) is also pioneered by a pool of industry mavericks like Vikas Chaturvedi, CEO; Samujjwal
Ghosh, Director and Pritam Bisht, Director Business Development & Strategy.