2018 March Luxury Homes Realestate

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MARCH 2018

LUXURY HOMES
Jimmy Mistry lends his
unique touch to
Rustomjee Elements
Rustomjee Elements, an uber luxury residential estate by Della facilities, employing the finest materials and the most
Rustomjee, just off Juhu Circle, is the home of choice for some exacting manufacturing processes.
of the top names in and around Mumbai’s celebrated social
circuit. The avant-garde concept designed by award winning Now, when two greats collaborate, it is safe to say the result
Hong Kong based firm – James Law Cybertecture — is poised will for sure be splendid and that is exactly what guests felt
to become the most elite luxury gated community near Juhu. when they stepped into the show residence designed by
Jimmy Mistry. An opulent soiree saw 110-plus guests that
A home of choice for celebrities, obviously, requires the comprised the who’s who of Mumbai’s elite social circles
touch and design flair of a genius. This is where Jimmy sit down for a four-course formal dinner at the Alfresco Sky
Mistry steps in. Mistry is the Chairman and Managing Lounge at Rustomjee Elements.
Director of the acclaimed Della Group with interests across
design, adventure and hospitality. A practitioner of ‘Design ABOUT THE PROJECT
Thinking’, Jimmy has a reputation for unique designs and Rustomjee Elements, spread over three acres, is a gated
has been at the forefront of the design industry for almost community designed for those who are looking for a home
two decades. The show residence is touted as the debut that not only matches their exalted status but also provides
project for the soon to be launched Della Store and aims to for an elevated, exclusive lifestyle. This apartment achieves
present the fullest expression of the Della philosophy. Della an inspired fusion of unobtrusive interiors, state-of-the-art
has manufactured all the products featured in this flat at amenities, all in an ambience soaked in luxury.
ADVERTORIAL

w My products must surprise as much as they delight,


not just in the way they look, not just in the way they
function, but how well they elevate the way my customer
lives their life. I was given a free hand to deliver a distinctly
elegant opulence, styled to every single inch of it with my
own designs as well as the best from the other leading
thinkers of the design industry. The entire home, every
single room, is remarkable also for the sheer technological
prowess installed in it which is at par with the best homes
in the world. x
– Jimmy Mistry, on his approach towards the project

Rustomjee Elements comprises apartments that are available ABOUT RUSTOMJEE


in 3-, 4- and 5-bed variants. Its impeccable luxurious amenities Rustomjee has carved a niche for itself in the ever-
include a landscaped podium garden, sky lounge, business growing real estate sector, with a portfolio that includes
centre, infinity pool, preview theatre, spa, concierge, 14.32 million square feet of completed projects, 12
fully equipped gymnasium, multi-purpose court and a million square feet of ongoing development and another
library. The homes have also been designed to provide the
28 million square feet of planned development in the
residents with something quite priceless — ‘My Space’ — an
opportunity and space to rekindle their talents and pursue pipeline, spanning across the best locations of Mumbai
hobbies and interests. Metropolitan Region (MMR). Their portfolio currently
includes two very large townships, residential spaces,
Rustomjee recently launched limited edition 3 bedroom office complexes, retail developments, spaces for
garden view residences at Elements starting R10.98 crores. healthcare and education spread across BKC Annex, Khar,
The project has already received OC for A, B, D, E & F wings. Off Juhu Circle, Kandivali, Borivali, Virar and Thane.

w When Percy and I visited Della Resorts and experienced the


Della Store concept for ourselves we invited Jimmy to design
a show-flat at Rustomjee Elements. We felt that there was an
immediate sync of thought and Jimmy understood instinctively
how to provide bespoke luxury to the discerning and demanding
clientele of Rustomjee Elements. Rustomjee Elements is intended
to be a fabulously distinct living space, remarkable not just for
its design, construction, aesthetics, and styling, but also for
the cutting-edge technical sophistication of all its amenities.
Rustomjee Elements is like all other Rustomjee buildings, set to
be a distinctive and celebrated part of the city's skyline. x
– Boman R Irani, Chairman & Managing Director, Rustomjee
Group, regarding their association with Jimmy

MahaRERA Registration Number: Elements Wing-C: P51800005738, Elements Wing-G: P51800001382.


Reference Link: https://maharera.mahaonline.gov.in/
MARCH 2018

LUXURY HOMES
07 The Pinnacle of Luxury
The changing face of luxe homes in India provides a perfect
paradigm. Here's taking you through the evolution.

Cover Image
Shutterstock.com

CEO-Forbes India & President


Revenue, Network 18:
Joy Chakraborthy

Marketing:
Priyanka Tiku
Neha Chimbulkar
Juhi Batra
Jitendar Gujar

Advertising Sales:
Preeti Sahni, Girish Sharma, Brijesh Singh,
Atishay Singh, Kanwaldeep Singh, Divya
Bhatia, Mona Parate, Dilshad Ahmed Khan,
Janki Modi, Daksha Solanky, Mitu Midha,

14
Karina Mehta, Riti Menghani, S Salim Baig,
Kaushik Paradkar, Anil Bhatia, Abhishek
Shah, Vaibhav Kumar
Evolving Business Models in Real Estate
Distribution:
Subhadra Bose Here’s a look at various trends that have unfolded in the past
Kaushal Pillai
year and how they have impacted the real estate sector.
Advertising Operation:
Chaitali Karia
Smita Suvarna
Krishna Gupta
Prashant Rane

Content By: Joanna Punjabi


Cover Story Images: ZZ Architects

Forbes India Marquee, a marketing initiative,


is a complimentary supplement for Forbes
India readers.

Forbes India is published by Digital18 Media


Limited under a license agreement with
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“Forbes” is a trademark used under license


from FORBES LLC. © 2009 Digital18 Media
Ltd. © 2009 FORBES LLC, as to material

17
published in the US edition of Forbes.
All Rights Reserved © 2009 Forbes LLC,
as to material published in the edition of Budget 2018: Real Estate Sector Seeks Solutions
Forbes Asia. All Rights Reserved.
Breaking down what the Union Budget 2018-19 had in store
for the Real Estate sector.

DISCLAIMER
Publisher: Maneck Davar Views and Opinions expressed in this magazine are not necessarily of Digital18 Media Limited, it’s publisher and/or editors.
Readers should treat the Forbes India Marquee media marketing initiative as the equivalent of paid-for-advertisements. No Forbes
Issue Editor: Zahra Motorwala India journalists were involved in creating this supplement. We (at Digital18) do our best to verify the information published but do
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Designer: Parvez Shaikh, Nilesh Juvalekar other decisions taken by the readers on the basis of this information.

6 FORBES INDIA MARQUEE . A SPECIAL MARKETING PRESENTATION MARCH 2018


THE PINNACLE OF LUXURY
Palatial proportions, extravagant amenities, prime locations, private access and customisation–luxury
home buyers want it all and they are getting it.

This luxurious 37,000 sq.ft villa in


Jubilee Hills, Hyderabad has two
storeys and an infinity pool on the
terrace (next page, bottom) that
enjoys spectacular panaromic views.

All images courtesy: ZZ Architects

FORBES INDIA MARQUEE . A SPECIAL MARKETING PRESENTATION MARCH 2018 7


REDEFINING LUXURY
Luxe homes of today have redefined themselves with eco-
friendly architecture, designer fixtures, H-VAC (heating,
ventilation and air conditioning), home automation and
more. These properties, which are crafted by the who’s
who from the world of architecture and interior design,
also sport private access, select sceneries, concierge
services and ultimate customisation to match the
residents’ tastes. Add to that helipads built on the rooftop
and private jets to whisk away the inhabitants to their
desired destination – these palatial havens relentlessly
transcend the imagination.

THE LURE OF ULTRA LUXURY


Luxury is expensive. Luxe homes, depending on their
city of location, can cost anywhere from R10-15 crore
with many properties in Mumbai and Delhi costing
north of R20 crore. So who is moving into these ultra-
luxury abodes?
According to a report by Credit Suisse, India was home
to 2,45,000 millionaires in 2017 and this is expected
to rise to 3,72,000 by 2022. The number of ultra-
HNIs in the country rose to 2,36,000 in 2017 from
184,000 in 2014. This is expected to reach 4,83,000 by
2025.
Even though the concept of luxe homes is relatively
new to the country, and it has a very niche market,
the appeal for super-luxury living is gaining traction.
Celebrities, businessmen, NRIs, HNI professionals like
premium lawyers, chartered accountants and business
consultants, amongst others in their league, form the A penthouse in Mumbai designed
core of the buying club. But, in recent years, a new with contemporary elements for a
spacious and inviting living room.
segment of C-suite executives from MNCs is also making
its presence felt in the segment. And, not necessarily
everyone is buying in as an investment, though the high quality living; to ensure a continuum in lifestyle in
sentiment remains dominant. There are first-time India, they opt for uber-luxe homes.
buyers, who have travelled globally and experienced Sensing the increasing demand in this segment,
large business houses like Tata, Mahindra, Godrej,
This monolithic pool clad entirely in granite has Rustomjee, etc., are offering ultra-luxe residences at
delicate sculptures that add to the surreal ambience.
premium locations across the country. Many global
brands, impressed with the burgeoning demand, are
also partnering with Indian developers to enter into the
domestic luxury housing market. Hines, the international
real estate firm, has entered into a partnership with Tata
Housing. Similarly Mahindra Lifespace Developers, the
realty arm of the Mahindra group, is developing a luxury
property in collaboration with Sumitomo Corporation of
Japan. The Trump group teamed up with the Lodha
group to create the Trump Towers.
The market for luxe homes is not just restricted to
prized addresses in Mumbai, Delhi, Pune, Bengaluru
and Chennai. Tier-2 cities like Ahmedabad, Jaipur,
Hyderabad and the like are also witnessing the

8 FORBES INDIA MARQUEE . A SPECIAL MARKETING PRESENTATION MARCH 2018


emergence of world-class luxury homes with all the bells and there are projects that go all the way up to offering
and whistles of grandeur that go with them. unit sizes of 20,000 square feet. High ceilings, sprawling
bedrooms with decks and spacious bathrooms that
HOT TRENDS IN HAUTE HOMES pamper the senses of the residents are a given.
• Spacious Surroundings
Size matters. The average size of luxe homes in cities like • Customised Craftsmanship
Delhi and Mumbai commences at around 6000 sq feet Luxury lies in the details. Home interiors and luxurious
features are seamlessly integrated into a home to give it
This is a section of a an organic look and create the aura of a private haven.
45,000 sq.ft Villa in
Mumbai designed for a
Most luxe homes offer customisable, bare-shell units
timeless, elegant look to that can be crafted to suite the taste of the residents.
create a peaceful haven.

• Enviable Locations
Luxury lives in the right location. It’s not surprising
then that luxury residences come with power addresses
that have gained a glamorous reputation for being the
neighbourhood of the rich and famous.

• Digital Lifestyle
Technology facilitates luxurious living. New technologies
like artificial intelligence, home automation and smart
appliances are becoming the norm of luxe homes.

Top and this: A luxurious 12,000 sq.ft


Penthouse in Mumbai with outdoor
terraces which get a view of the Mumbai
skyline, is built with attention to detail.

FORBES INDIA MARQUEE . A SPECIAL MARKETING PRESENTATION MARCH 2018 9


Developers are upping the glam quotient of luxe homes MARKET TRENDS
with a promise of not only ‘luxury living’ but ‘smart The luxury residential segment has bucked the
living’ too. downturn witnessed by the real estate sector on account
of demonetisation and the slowdown in the global
• Nature’s Nest economy. It has registered steady gains over the last
Luxury resides ensconced in nature. Buyers are couple of years.
increasingly seeking properties that offer a lush A report by JLL India suggests that around 45,000
environment with themed landscapes, green cover and luxury housing units were launched in the financial year
artificial lakes which embrace rainwater harvesting, 2016 in the Top 9 cities, making for around 21% of the
water recycling, energy efficient techniques and solar total residential launches.
power. Bengaluru leads with 30% of luxury home launches
across India, followed by Mumbai with 17%. Bengaluru
• Privacy and Exclusivity also leads with almost 29% of the total luxury home
Privacy complements luxury; more so for the rich and the sales in the financial year 2016, followed by Mumbai
famous who are shy of the public eye. High-end projects with 16%; Pune comes in third, with 15% of sales.
also offer private elevators, terraces and swimming pools The trends in luxe homes are reflective of the idea
to its residents, allowing them to do exactly as they like, that homes are just not living spaces but an integral part
once at home! of our lives. They reflect the personality of those they
nestle and nurture. They speak of the achievements of
• On-demand Services the proud owners; their dream realised. No doubt, as
Luxury is an experience. Most properties worth their an economic boom creates a growing segment of buyers
name offer around-the-clock services, consisting of who are ready to pay a premium for living in style and
valets, butlers, masseurs and chefs. There is secretarial comfort, luxury homes will see many a new trend in the
help to meet the professional demands of the residents future too.
too.
This 40,000 sq.ft villa in
SECOND HOME DESTINATIONS Jubilee Hills, Hyderabad is a
luxurious space that exudes
Luxury is also rest and recreation. Pristine beaches, youth and warmth.
calm backwaters, picturesque hill stations are places
that soothe the soul and allow the body to rejuvenate.
Goa, Kerala, Mussoorie, Lonavala and Khandala near
Mumbai, etc., are witnessing the advent of super-luxury
homes.
Designers infusing their creative energies into villas
and apartments have captured the authentic taste of the
local culture. Providing only the best views of the scenic
surroundings and an experience of old-world charm,
second home destinations are appealing to luxe-seekers.

Thrissur VillaFORBES
in Kerala INDIA MARQUEE
is a 27,000
. A SPECIAL
sq.ft ancestral MARKETING
property restructured in aPRESENTATION MARCH 2018 13
contemporary manner for a simple, sophisticated, warm and luxurious space.
EVOLVING BUSINESS
MODELS IN REAL ESTATE

Due to the shifting policy environment on the one hand and changing demand patterns on the other, real estate
developers have been rethinking their business models. Here’s a look at the various trends that have unfolded in the
past year and how they have impacted the real estate sector.

T he Indian real estate sector has been on a roller-


coaster ride in the recent past. At its peak in 2012-13, the
sector saw a plethora of new launches, rising prices and
market their properties online – through their websites,
property portals and social media – alongside their more
conventional promotion routes which include a network
thriving sales. The subsequent slowdown in the Indian of brokers, hoardings and television advertisements. This
economy, coupled with a liquidity crunch, impacted facilitates sharing of detailed information and sometimes
most facets of the property market. Sales slowed down, even virtual tours of the property. With the smartphone
unsold inventory began to pile up and under that burden, revolution, potential buyers are able to explore various
developers ceased to launch new properties. Then once options virtually before physically visiting short-
again, in 2016, with a revival in the economy and lower listed choices. This has greatly enhanced transparency
interest rates announced by the RBI, the real estate and information sharing. It has also given buyers the
sector witnessed a pick-up. Qualitatively, however, there opportunity to improve their due diligence, research and
is a world of difference between the previous boom and product comparisons. In addition, with the advent of
the current pick-up. e-Auctions for the purchase of fresh properties and RERA
regulation, buyers gain a sense of greater security with
BETTER-INFORMED BUYERS respect to the commitment of developers; this makes
The whole exercise of finding suitable property and them more forthcoming with their purchase decisions.
closing the deal has become faster and more efficient, As a result, potential buyers who have postponed their
as developers adopt an omni-channel approach to decision to purchase a home until now, due to steep price
marketing. With the confluence of social media swirling structures, have begun to show interest in properties that
around potential clients, developers have begun to fit their budgets and meet their aspirations and needs.

14 FORBES INDIA MARQUEE . A SPECIAL MARKETING PRESENTATION MARCH 2018


measures that have provided a boost to the sector
include:

Setting up Real Estate Regulatory Authorities (RERA)–


The Real Estate (Regulation and Development) Act, 2016,
mandates the registration of all projects, commercial and
residential, with the Real Estate Regulatory Authorities
(RERA). Registration will require disclosure of project
details, including those of the promoter, project,
land status and clearances. This will ensure increased
accountability and transparent execution of real estate
projects and enhance the credibility of good builders. It
will also protect the interests of customers and ensure
that they get possession of their property on time, failing
which there would be a penalty on the developer. At the
same time, the buyer will have to pay a similar penalty
for not making payments on time. The lull in the real
estate sector is likely to be replaced by a rise in demand
and a correction in prices as the RERA comes into full
effect.
LEARNING FROM THE PAST
At the turn of the millennium, numerous glamorous Legislation for Real Estate Investment Trusts
projects were envisaged and developers threw their hats (REIT)– These funds will benefit both developers as
into the real estate ring, sparring to outdo each other. well as investors. On the one hand, developers gain
Scrambling to compete often resulted in hasty decisions, access to a larger pool of funds while investors, even
unrealistic promises, relatively unplanned launches and with a relatively small amount of capital (minimum of
financial mismanagement. This was aggravated by a R 2 lakh), can invest and gain from real estate returns.
severe liquidity crunch that delayed project completions Investors also stand to benefit from the tax-free status of
and triggered a fall in sales. This time around, most the dividend in their hands while REITs will enjoy ease of
experienced players are launching well-planned new revenue flows from the SPV (Special Purpose Vehicle) to
projects, based on focussed strategies that take into the REIT, which in turn could boost valuations. Overall,
account consumer expectations and overall market the sector will gain from greater access to funds and
demand. So, for instance, there is a clear understanding investors and benefit from transparency that necessary
that housing in the price range of R 30 lakh to R 75 lakh disclosure for such funds mandate.
has a wide demand in major hubs, including the metros.
At the same time, properties in the range of R 2-4 crore Allowing 100% FDI in the real estate sector–
are also sought after; while these are expected to offer To encourage the inflow of FDI into real estate, the
lifestyle facilities, they are also bound to offer locational government eased rules pertaining to foreign investors
and other more subtle advantages, including exclusivity. exiting and repatriating their investments. Foreign
Accordingly, new project launches have been keeping investors are permitted to exit and repatriate their
in mind budgets, locations and the unique needs of the investments before the completion of projects under
target segments. Towards liquidating existing premium the automatic route, provided they maintain a lock-in-
projects, developers have been arranging easy access to period of three years, calculated with reference to each
loans, practical discounts and overall, better financing. tranche of foreign investment.

CHANGING POLICY ENVIRONMENT Giving affordable housing infrastructure status– In


With a favourable macro-economic environment, the Union Budget 2017, the Finance Minister proposed
backed by a series of policy stimulants initiated by the to give infrastructure status to affordable housing. This
government for the real estate sector, investments in the will result in institutional finance at lower borrowing
sector have begun to show signs of a pick-up. Initiatives rates and access to a higher limit on external commercial
like ‘Housing for All by 2022’ and ‘Smart Cities’, on the borrowings for developers of such projects, along with
current government’s reforms agenda, have brought other tax benefits such as a profit-linked income tax
the real estate sector into priority focus. Some policy exemption for promoters, exemption from service tax

FORBES INDIA MARQUEE . A SPECIAL MARKETING PRESENTATION MARCH 2018 15


on construction of affordable housing and exemption research and project walk-throughs to establishing and
from income tax on profits arising from creation of maintaining brands and complete handling of sales and
affordable housing. The reduced borrowing cost will marketing processes. This has resulted in more focussed
allow developers to pass on the benefits to buyers. projects, wherein developers are aware of their target
All these developments clearly indicate that change buyers before even the foundation stone is laid. The entire
is on the horizon. With the entire sector becoming paperwork and processing is also handled professionally
more efficient and transparent and with better funding and as a result, delays are minimised. Finally, access
options, the sector seems set for a more organised and to adequate funds and successful marketing results in
cohesive future. developers remaining not just solvent but financially
comfortable, from start to finish.
ADAPTING TO FUTURE CHANGES
Within the changing demand environment and policy LOOKING AHEAD
milieu, real estate developers are revisiting their This time around, it appears that the pick-up in the
development models. residential property market is sustainable, as it is based
on much sounder market fundamentals than transient
Financial Strength–Be it buttressing their balance sentiment. Post demonetisation, there has been a
sheets or low-cost borrowing, sound developers have shift in the flow of investment funds towards financial
more options to garner funds than ever before. To begin markets; the mutual fund industry, specifically, has seen
with, international funds have been flowing into the real a record rise in assets under management. Accordingly,
estate sector. Global capital flows into the sector stood at the proportion of speculative investors in real estate has
$5.7 billion in 2016 alone while it has attracted $32 billion begun to decline and demand has been dominated by
in private equity so far. Further, corporate developers consumers of property.
with sound business models and good credit ratings have In the new policy milieu, with PE funding and REITs
found it relatively easy to access funds from the public at on the horizon, better funding and more transparency
economical rates. Tying up with international companies – due to better access to information – will play a large
has also gained favour with developers. role in ensuring that the real estate sector completely
shrugs off the concerns of the past. At the same time, the
Project management and deliveries–Thorough standards of governance are being raised with corporate
planning and more professional management of projects developers like Tata, Godrej, L&T, Bharti, Mahindra,
has become the norm within the sector. Specialised etc., entering the fray while the leading stalwarts have
consultancy firms are being pulled in to manage various already set high benchmarks in delivery and quality
aspects of real estate projects, right from pre-stage standards.
project business planning, strategy formulation, market

16 FORBES INDIA MARQUEE . A SPECIAL MARKETING PRESENTATION MARCH 2018


BUDGET 2018:
REAL ESTATE
SECTOR
SEEKS
SOLUTIONS

Being the last budget of the Modi government’s current term, Union Budget 2018-19 offered something to everyone.
And although the real estate sector did not go disregarded, it was left severely wanting.

W hile the past three budgets presented by


Finance Minister Shri Arun Jaitley laid considerable
focus on the real estate sector, proposing policy reforms
Urban Affairs (HUA) ministry's budgetary provisions
have been pegged at over R41,765 crore for the next
fiscal, a hike of 2.82% over 2017-18. This should lay
and promotional measures, the most recent budget was the foundation for better cities and, naturally, the
relatively a damp squib. burgeoning homes, offices, commercial spaces and other
relevant infrastructure within these cities.
AFFORDABLE HOUSING
The most definite policy directed at the real estate sector CIRCLE RATES
was with respect to affordable housing. The Finance By allowing property to be valued at up to 5% below
Minister proposed the establishment of a dedicated circle rates for calculation of stamp duty and capital
Affordable Housing Fund under the National Housing gains tax, both buyers and sellers will receive some
Bank. The corpus of this fund would come from shortfalls relief. This could incentivise investment in real estate,
in priority sector lending of banks and fully serviced in areas where the market rates have fallen below circle
bonds authorized by the Indian government. Details are rates.
still awaited on whether this fund will focus on project
finance to catalyse housing development or merely be a INDIRECT IMPACT
means of refinancing home loans. There were some announcements that could affect the
sector indirectly. The proposal to charge capital gains
SMART CITIES tax on equity could divert funds to other investment
The continued focus on the ‘Smart Cities’ initiative in avenues like real estate, boosting investment demand in
the budget was also tangible. With an increase in the the sector. Once again, stretching a thought, the mission
allocation to the Smart Cities Mission, the Housing and to boost farmer incomes could lead to a consumption

FORBES INDIA MARQUEE . A SPECIAL MARKETING PRESENTATION MARCH 2018 17


boom, which may encourage the purchases of homes.
This, in turn, could encourage activity within the entire
real estate sector. In the same vein, encouraging the
MSME sector to formalise itself will eventually translate
into demand for more office and commercial spaces.

UNATTENDED EXPECTATIONS
Coming to its errors of omission, Budget - 2018 did not
address the pressing issue of awarding industry status
to the sector, an announcement that has been much
awaited for long. Also conspicuous by their absence were
any amendments to the taxability of REIT structures;
if clarified, these could have set in motion a chain of
actions that could augment this alternate investment LIVING IN LIMBO
mechanism for the investors. Some quarters also expected The real estate sector seemed to be hoping for something
the Government to look into raising the FSI and density more substantial, especially after the hits it had received
norms in those areas where social infrastructure exists from the absence of liquidity brought on by the
so that developers could conceive affordable projects for demonetisation drive and the implementation of GST.
the middle class. It was hoping for measures that would provide it with
Budget 2018 did not even tinker with the rates of a sustainable boost to demand. However, although the
deduction applicable to housing loans or increase the budget took nothing from the sector, it gave nothing
disposable income in the hands of people with some either. In a nutshell, it left the real estate sector where it
additional income tax breaks. was – with no change in the current status quo.

18 FORBES INDIA MARQUEE . A SPECIAL MARKETING PRESENTATION MARCH 2018


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MahaRERA Registration No. P51900000723 available atwebsite:http://maharera.mahaonline.gov.in A Shapoorji Pallonji - Dilip Thacker Group Venture

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