Developers hit a ‘new’ idea to hardsell projects

So a 'New Prahladnagar', with no civic amenities, is born a good 10 kms from upmarket Prahladnagar.

Ashwin Thakker, a prospective home buyer hunting for an "affordable" residential project at "New Prahladnagar" found himself at Gota locality, which is about 10 kilometres from the upmarket Prahladnagar!

"Going by an advertisement, I travelled all the way to the New Prahladnagar, which happens to be near Gota. I was expecting similar amenities like malls, shopping complexes and a cosmopolitan crowd. But I was shocked to discover it was not even a replica of posh Prahladnagar that it claimed to be. Even basic civic amenities were not available in that area," says Thakker, a city-based marketing executive.

So there is an official Ahmedabad, where roads and localities are christened by the municipal corporation, and there is the one by the developers, who market their schemes by renaming their locations, like this one.

Over the past decade, Ahmedabad has seen addresses like New CG Road, New SG Road, New Ranip, New Satellite and New Prahladnagar cropping up.

While the moniker might spur interested enquires, the localities carrying the "new" prefix are nothing more than marketing gimmicks by builders trying to hardsell an area.

Pramit Parikh, director of Parikh Real Estate Management Pvt Ltd, says, "Developer Gala Safal gave Bopal, which was an average area. The name Gala SoBo Centre worked because it signifies South Bopal and gave the psychological effect of the plush South Bombay, an address to die for. This ensured 3,500-odd apartments being sold in a matter of three years. Another example is that of Bakeri Group renaming Makarba as New Prahladnagar, which took away the effect of it having been in the proximity of a riot-affected area."

The bizarre bit about this renaming is that many of these new areas are too far from their old namesakes. For instance, New CG Road is 13 km from the C G Road.

... contd.

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