Adgully Exclusive | A holistic approach towards real estate development: Tata Housing's Rajeeb Dash

India's real estate development company, Tata Housing, announced the launch of its first pan-India retail brand ' GoodLife, specially designed to bring mall culture to urban localities where there are no malls. GoodLife, will be first launched as a part of its 65 acre integrated township project in Boisar ' an upcoming suburb in the Thane district in the state of Maharashtra.

GoodLife, will be a hypermarket, which will cater to daily needs of the township by offering range of products and services - customized as per the requirements of the customers.

Adgully caught up with Rajeeb Dash, Head of Marketing, Tata Housing. When asked about the thought and the concept about "Good Life" retail intitative he said, "Tata Housing has a holistic approach towards real estate development. We have been developing integrated sustainable townships complete with amenities such as healthcare, schools and retail spaces. GoodLife will be part of such integrated and sustainable townships. It is specially designed to bring mall culture to urban localities where there are no malls. GoodLife is much more than a collection of shops with basic infrastructure and a conducive shopping environment. It is planned to fit the locality and geography into which it is built. It is thoughtfully air-conditioned and mapped for customers to actually spend time and get the shopping experience. You can safely say Goodlife will become a destination shopping experience in suburban locations across India. It is designed to create shopping experience for the township residents and the neighborhood". Explaining the research or insights to this initiative he added "We have done primary research to find out consumer need gaps and based on research insights. The mall is designed as part of integrated living. Also this is going to be first of its kind in the primary catchment area. Distant suburban locations are still in the developing stage and are bereft of the mall culture, but with the development of large townships, need will be felt for the residents for shopping facilities closer to their homes. Hence GoodLife kind of a format was an apt solution."

"As for future, we foresee a significant growth in this concept as well plan to take GoodLife pan-India, wherever Tata Housing will plan large township projects."

He said that the 3 things that will draw consumers towards GoodLife are:

· Mall format shopping, presently not available in the locations that are being planned

AS for promotions he shared "We are promoting GoodLife as part of our integrated sustainable townships, where over 2500 families will be living, which in itself will be a very good internal target market for the owners of the shops within GoodLife. Moreover these malls are also strategically located so that the Mall can get customers from outside the township as well. Also the mall is going to stand out because of its unique design aspect."