DLF lures buyers with freebies

Everything from organic farming to free shuttle service is being offered by the largest real estate player of India

The country's largest real estate firm, DLF, has started organic farming in one of its housing projects in Gurgaon to sell vegetables to residents cheaply. It is also giving away toll coupons to residents of New Town Heights at Sector 98, Gurgaon, and has thrown in a cheap transport service.

New Town Heights is a part of the DLF Gardencity Township. According to people, the project is in a developing area, which is why DLF has come out with such offers to lure buyers.

Many developers such as Supertech and Vatika offer free transport and caretaker services. This is the first time DLF is offering them.  

A few months ago, DLF for the first time offered discounts in its various housing projects across India to increase sales. The discounts were offered in 16 projects in Delhi, Bengaluru, Chennai, Kochi, Lucknow, Panchkula, Bhubaneswar, Kasauli, and New Chandigarh, as part of DLF’s Spring Festival.

Developers began reducing house prices two years ago, to revive sales after banks tapered lending to the real estate sector. However, DLF refused to follow till recently.

A DLF spokesperson said it was offering free health check-ups, doorstep medicine delivery, yoga classes, and coordination for domestic help, car cleaners and gas cylinders.

The thrice-a-day shuttle service, free earlier, is now subsidised. And till a daily needs store is opened, DLF has given a grocery van.

"Since the DLF Gardencity area is a developing market, facilities for daily needs are required. We realised residents relocating from developed residential areas would face difficulties, and hence we started these facilities at New Town Heights." said Vikram O Datta, vice-president, marketing, DLF.

DLF has delivered 2,450 apartments in this project and more than 350 families are living in it.

DLF was penalised by the fair-trade regulator, Competition Commission of India, last year for allegedly imposing "unfair and discriminatory" terms on buyers in several of its projects. The case is being heard in the Supreme Court, but DLF had to deposit a penalty of Rs 630 crore in court pending the litigation.

In February, two fresh probes were ordered by the Competition Commission involving DLF’s Skycourt and Regal Gardens projects in Gurgaon. The company is on a divestment spree to generate cash and focus on its core real estate business.