Focus East: Rapid urbanization creating a boom in the real estate market: Sidharth Pansari

Primarc was established in 1997 and Nand Kishore Pansari is chairman emeritus of Primarc Group. The Company is currently led by Sidharth Pansari, Director, Primarc Group It has evolved from its origins as the Pansari Group of Enterprises into a multifaceted group comprising of numerous ventures. At the present times, it is well-known as one of the leading entrepreneur-led corporate entities in East India, having a deep impact on several lives via its diversified ventures in hospitality, retail,  realty, angel investments, and omnichannel logistics. It places people before profits and believes in collective progress.

Primarc Group specializes in real estate, crafting more than 70 lakh sq ft of prime real estate offerings. This constitutes a development footprint of 7 million sq. ft, making possible the realization of housing dreams for thousands of people and encouraging environments supporting prosperity and growth for more than 9000+ residents.

In an exclusive interview with Adgully, Sidharth Pansari, Director, Primarc Group, shares his observations on the current market trends, challenges, and opportunities in the real estate industry in the East market and the evolution of consumer behaviour. He noted, “The real estate market in East India is booming, fuelled by rapid urbanization and significant infrastructural development. But what sets this region apart isn’t just the growth – it is the evolving consumer expectations and the unique challenges that we face. At Primarc, we recognize that today’s buyers are more discerning. They seek sustainable, community-oriented living spaces where quality and timely delivery are non-negotiable. In response, we have committed to innovation and a customer-centric approach, ensuring we not only meet, but exceed these expectations.”

Pansari further adds, “Navigating the complexities of regulatory changes and fluctuating raw material costs requires agility and foresight. Primarc Group’s strategy involves leveraging cutting-edge digital platforms to enhance customer engagement and satisfaction. This digital shift allows us to provide a seamless experience from virtual tours to real-time project updates, keeping our clients informed and involved every step of the way.”

Commenting on the marketing/media mix strategy of the brand as well as its market share, and ad spends in the East market, Pansari shared, “At Primarc Group, we seamlessly integrate digital advertising – leveraging the power of social media, Google Ads, SEO, Portal Adverts and targeted email campaigns – with the trusted reach of traditional media like print and outdoor ads. This dual approach ensures we connect with a broad audience, meeting potential buyers where they are most engaged. Our success in West Bengal, particularly in the residential real estate market, is no accident. It is a result of our unwavering commitment to sustainable and community-centric projects. Every piece of our creative communication underscores three pillars: quality, timely delivery, and unparalleled customer satisfaction. These values resonate deeply with Primarc Group’s clients, fostering trust and loyalty.”

Speaking about what forms the core of the creative communication process at Primarc Group, Pansari said, “Primarc’s strategy is deeply rooted in understanding and addressing the unique needs of the East Indian market. We prioritize localized content that speaks directly to the aspirations and concerns of our community. Engaging in community events and robust customer relationships further strengthens our bond with the local populace. By focusing on these areas, we don’t just build homes; we build lasting relationships and vibrant communities.”

Elaborating the focus areas of the brand in 2024 in the East market and the medium in which it is investing more, he added, “Primarc Group has invested in the digital as well as traditional medium of marketing. Currently, all our projects have a strong digital presence, including social media, websites, portals, SEOS, Google ads, etc. This year we are planning to invest more in the digital medium of advertisement, but we also use traditional mediums like newspapers, radios, banners, etc.”

Discussing how Primarc Group is leveraging digital media, technology as well as influencer and social media marketing and the marketing/ad campaigns launched by it in 2024, Pansari said, “In 2024, Primarc has sharpened its focus on social media marketing, tapping into the power of platforms like Instagram, Facebook, and LinkedIn. By creating visually appealing content and interactive posts, they have successfully engaged a broader audience. High-resolution images, Instagram Stories, Reels, and virtual staging allow potential buyers to better visualize properties, making the home-buying process more immersive and informed. A standout aspect of Primarc’s strategy is its influencer collaborations and community engagement. Partnering with local influencers, such as Debchandrima, they have managed to reach new demographics and build a stronger sense of trust and authenticity. These collaborations not only expand their reach, but also enhance their brand's credibility.”

Speaking about the performance of Primarc Group in 2023 in the East market and the growth projections, and expansion plans for 2024, Pansari shared, “In 2023, Primarc Group achieved significant success in the East market, particularly in Kolkata, with notable awards and completion of key projects. These include the Best Completed Commercial Project Award for Primarc Square and multiple accolades for Southwinds and The Soul in various categories. Primarc Group is committed to maintaining its success in the real estate market by expanding from the East India market by venturing into other states and cities like Bhopal. Across West Bengal and Bhopal, Primarc Group is slated to launch a couple of Retail projects, various residential projects ranging from mid to high range, and many more.”