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| Below-market price attraction in Delhi, Mumbai home market |
| Raghavendra Kamath / Mumbai Sep 23, 2009, 00:41 IST |
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DLF, the country’s largest property developer, sold all the 1,250 apartments on offer in the second phase of its Capital Greens project near the Moti Nagar area of Shivaji Marg (Najafgarh Road) in West Delhi, within two hours of launching the booking on Tuesday evening.
While the prices were lower than the market, the lowest effective price was 39 per cent higher than the lowest price it had charged during the first phase of the project this April. At the time, DLF had sold all 1,356 apartments on offer under the first phase in a single day; a prime factor was that their lowest effective price was 32 per cent lower than the market price. This time, claimed a company spokesman, it was more than 25 per cent lower than the market one.
Apartment prices are upwards of Rs 6,000 a sq ft in the area. In the second phase, the company charged Rs 6,750, Rs 7,500 and Rs 8,000 a sq ft, respectively, for the apartments, which ranged from 1,210 to 2,720 sq ft each. There was a discount of Rs 500 a sq ft for timely payment and a 8.5 per cent discount on down payment. Hence, the effective selling price, which includes both discounts, is about Rs 5,677, Rs 6,363 and Rs 6,820 a sq ft, respectively. The company additionally charged for parking and for those wanting a preferred location.
A spokesman said the increased charges were due to the better location of the second phase, with a 90 per cent view of greenery and inclusion of four-bedroom apartments, which did not exist in the first phase.
“If buyers lap up the properties with increased prices so quickly, it shows there is a still an appetite in them to absorb that franchise,’’ said Anuj Puri, chairman of property consultancy Jones Lang LaSalle Meghraj (JLLM).
However, Puri said if speculators had participated in the project, then it is bad for the property market, as they could go in for arbitrage later. However, the company spokesman said it had imposed a restriction of one apartment per PAN card holder and a lock-in period of one year within which the buyers cannot sell the apartments.
“We are committed to give value for money for our buyers and rates are still 25 to 30 per cent lower than the prevailing market prices,’’ the spokesman said.
Unitech’s Mumbai launch
In a first of sorts in the Mumbai property market, Unitech, the country’s second largest developer, is planning to launch a new residential project in the Worli area of south-central Mumbai, which is expected to be 35 per cent lesser than prevailing prices in the area, sources in the company said.
But the catch is that the buyer of the apartments should pay 75 per cent of the apartment cost in one go, as against the construction-linked payment plans prevailing in the real estate market, wherein the buyer pays some money as booking amount and the rest in instalments linked to each stage of completion.
‘’But the project is in its very initial stages and is expected to be launched in a year’s time,’’ sources said. The company is also expected to return buyers the entire amount with 12 per cent interest if it is unable to finish within a year from the launch.
Ashok Kumar, managing director of Cresa Partners, a realty consultancy, said: “It will certainly put pressure in the south-central Mumbai market, where a number of new projects are coming up, resulting in oversupply.’’
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